伦敦时装周分析报告英文原创.docx
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伦敦时装周分析报告英文原创
AnEvaluativeReportofLondonFashionWeekend2013
1.Introduction
Londonisoneofthebirthplacesoffashioncreations.Designerscanfullyperformtalenthere,thusfashiondesignindustryhasbeenbornhereandthrivedfordecades.Dynamic,creativeandcharmingcanbeexplainedtheannualLondonFashionWeek.(d’Ovidio,2010,p354)EachyearinFebruary,morethan50trendydesignerswillholdtheirnewestshowsatLondonFashionWeek.Therearealsomanyoutstandingexhibitions,partiesandperformancesatthatperiod.WhetherattheT-stage,museumsandgalleries,orinfamousrestaurants,bars,nightclubs,orjustinthecitystreets,thewholecityshowsplendidclothingeverywhere.Besidesshowing,numeroustradingandconsumingalsohappenhere,whichimprovethefashionandtourismindustrylargely.(Aspers,2010,p189-207)
2013LondonFashionWeeklastedfrom14thFebruarytill24thFebruarythisyear.Theformalshowswereheldbetween15thto19th,whichbelongedtointernalfashionshowsandcommercialactivities.ThefollowingLondonFashionWeekendallowedthepublictotakepartinandgetintouchwithpowerfulLondonfashionculturewhichstartedat21standendedat24th.Themainactivitieswereshoppingandexhibitions.Ihavealwaysbeeninterestedinthefashionindustry,andIhadalsoreceivedadesignerfriend’sinvitation,soIparticipatedinthisimportantannualeventthisyear,witnessedseveralfashionshowsandaseriesofexhibitions.Asacustomer,myoverallexperiencewaseverynice.However,Ialsohadsomedisappointingexperienceduetothemanagementandsomeotherfactors.ThusImakeanevaluativereportbaseduponthecriticalobservationofLondonFashionWeek2013.(LondonFashionWeekwebsite,2013)
2.Researchstrategy
Beforeattendingtheevent,ImadeachecklistinordertorecordeverydetailIobservedandmadecriticalevaluationofLondonFashionWeek2013.MygoalistomakethemostoutmyLondonFashionWeek2013experiencebygatheringthemostrelevantinformationaboutthetreatmentinanaccurate,objectivemanner.Ipaidmuchattentiontothelittlethingsandthebigthings.Iusedthechecklistbelowasaguidetohelpmeinidentifyareasthatmayneedattentioninmycustomerexperience.Ifilledoutassoonaspossibletogetanaccurateevaluationofthemyexperience.(Entwistle,&Rocamora,2006,p751)
CustomerExperienceChecklist:
1.AppointmentBooking
2.Reception
3.Generalvenuesanitation/neatness
4.Clientconsultation:
5.Treatment/services
6.Retail
7.Staff/volunteerbehaviour
8.CustomerService:
9.Recommendations:
OverallEvaluationAspects:
1.Environmental
2.Socio-cultural
3.Economic
4.Political
3.Customerexperience
3.1Overallobservation
ActuallyIfeltveryluckyandexcitedtoattendsuchapowerfulfashionevent.Icouldpersonallyexperiencemanybrandshows,enjoyedthevariousartisticperformancessuchasviolinensembleandcocktailshow.(Skov,2006,p764)Ofcourse,thereweremanyretailzonessothatcustomerscancollectfashionpublicationsandbrandproducts.Theycouldletcustomerbetterunderstandandrecallsuchafashionweek,helpthemknowtheoverallfashiontrendandchoosesuitabledress-upsforthemselves.Asforme,Ilikethefashionindustryverymuch,soIwanttobeabletounderstandandexperienceitmoreindepth.Andthistime,Iwantedtofindsomethingnewanddifferentfromtheperspectiveofanobserverandaudience.
ThemainvenueoftheLondonFashionWeekwasatSomersetHouseincentralLondon.(LondonFashionWeekwebsite,2013)ItisahugeconstructionwhichwasdesignedinthestyleofNeo-classicism.Itisawell-knownhistoricheritagewhichenjoysgreatpopularityamongvisitors.ThereareallkindsofcolorfulactivitiesinSomersetHouseallyearround.Manyartisticeventssuchastimeopen-airmoviesinsummerandSummerMusicFestivalattractvisitorsfromallovertheworld,manyworldfamousartistshaveperformedhereaswell.(Chambers,2010)Inaddition,Thefountaininfrontofthehouseisverybeautiful,especiallyintheevening.Besidesactivitiesinthesummerandautumn,iceskatinginthewinterisalsoquitefascinating,itisoneofBritain'smostfamousoutdoorskatingrinks.Intermsofthespring,inrecentyears,LondonFashionWeekwereallheldhere.Theconvenienttransportation,all-roundfacilitiesandcustomerservicesmademanypeoplesatisfiedwithit.(Entwistle,&Rocamora,2006,p751)
Ihavewatchedfiveshowsduringtheweek.TheywererespectivelyheldinSomersetHouseandTateModern.TheexperienceinSomersetHousewasveryenjoyable,althoughIhadtowaitoutsideforsuchalongtimetogetcanteredinasthereweresomanyaudience.Ifoundthattheoveralleventswereingoodorder.(LondonFashionWeekwebsite,2013)
Mostpeopleworereallyfashionableclothes,someofthemevenlookedsoweirdandastonishing,howevertheyallperformednicemanner.LondonFashionWeekdidnotlooklikeapartybutaheavenforbeautyandfashion.Noonecaredaboutwhichroworseatwasarrangedin,fewpeopleworriediftheywereinthephotographerslensonthestreet,evennoonecaredthatiftherewerespecialfollowing-uppartiesorfreecocktails.(Johnston&Kong,2011,p5-24)Everyoneworkedherewithaprofessionalattitudeandaneasemood,orjustenjoyeda15minuteshow.Herefashionandartwerethemostnaturalandindispensablepartsofpeople’slife.Besideseveryotherthingseemedlessimportant.Ifyouareacommoncustomer,maybeyouwouldnothavemuchinterestinLondonFashionWeek.IndeedithadlessreputationthanthefashioneventsinNewYork,MilanandParis.Andmanymediaalwayslovetocoverthosepowerfulandunconstrainedstyleofexperimentalworkintheguiseof"weirdo"and"shocking".AsifLondonFashionWeekisagrandstandingbehaviorarts.However,forthosewhoarereallyfashionenthusiastsandprofessionals,Londonisatreasuretroveforthemtodiscovercreativityandtalent,isahotbedofbrewingnextfashionmaster.IftherewasnoLondonFashionWeekandrelativefashionanddesignevents,thefashionworldmightbelessinterestingandsurprising,lackoftheinfinitepossibilitythataestheticfashioncouldbringtothepublic.(Marciniak&Bruce,2004,p393)
3.2Highlights
OneofthehighlightoftheLondonFashionWeek2013wasBurberry,afamousBritishbrand.Burberryintroducedtheintelligentorderingserviceattheevent,openedfirstdigitalexclusivecustom-madeservicesexperience,sothatcustomerscanchecktheeachlinkofthecustomprocessthroughthevideos,thustofurtheradvancecustomers’luxuryshoppingexperience.(Moore&Birtwistle,2004,p412-422)Atthesametime,BurberryreleaseditlatestT-stagemakeupandfashionshowliveviaelectronicplatforms,letthecustomersknowaboutthelatestBurberrynewsandinformation.EveryclothesinBurberryProrsum2013canbeexclusivecustom-madebyintelligentdigitalservices.Eachlinkintheprocessoforderingcanbetrackedthroughthevideos,immersivelyexperienceitsprofessionaldesignandexquisitecraft.IntelligentcustomservicepushedthedigitalprocessofBurberrytoanewmilestoneandmadecustomerservicestobecomeacenteroftheluxuryexperience.(Beard,2008,p447-468)Burberrybrandnewshowwithcustomizedservicescanbecustom-madeBurberrycoatsandhandbags,withexclusiveengravedpersonalizedbrand.Eachcustomercanusetouchscreenelectronicdevicestocommunicatewiththeartisansthroughvideosaboutthewholegarmentprocess,includingdesignsketches,runwayshow,craftandpersonalizationchanges.Inaddition,customerscanalsotailor-madelargemirrorshowtheorderinggoods,goodscanbereal-timedisplayedinLondon'sRegentStreetflagshipstore.Ihavepersonallyexperiencedthisdigitalcustomerserviceandfeltveryconvenientandpeople-oriented.Frommypointofview,throughdigitalorderingservice,Burberryhadredefinedtheborderbetweencustomerexperiencewithdigitalproducts,andgotnewinnovationachievements.BurberryorderingserviceprovidesBurberryclassictrenchcoatonlineorderingandprovidedetailsofthecombinationofmorethan12million.BurberryLondonRegentstreetflagshipstoredisplay,atthesametimearoundtheworldforthefirsttimethebrandmadeinthedigitalworldintotherealworld.ItenabledtheiPadapptomaketherealtimecontrolofthecustomer'sdetailedglobalemployeedatafilesandpurchasingproducts,furtherenhancethecustomer'sshoppingexperience.BurberryProrsum2013autumnandwinterfashionshowwasheldinHydeParkonFebruary18,,atthesametimeitbroadcastliveonLondon'sRegentStreetflagshipstore.Globalonlineviewerswerebeabletowatchthefashionshowvideo,pictures,andmusicthroughavarietyofBurberryreal-timeplatformsincludingB,Twitter,Facebook,Google+,Pinterest,InstagramandSinaweibo.FollowerscanTwitterpageonBurberrywatch,forwarding,andcomments.Beforetheshow,Burberry'schiefcreativeofficerChristopherBaileypersonallytookinchargeofthebrand'sTwitteraccount,postedexclusivephotos,andpreheatedforfashionshow.AlloftheseeffortshadachievedgreatsuccessandestablishedamodelforotherbrandsintheLondonFashionWeek.(LondonFashionWeekwebsite,2013)
Chinesedesignershasbroughtmanycreationtotheworldfashionstage.Inthisyear’sLondonFashionWeek,theyoungdesignersfromChinaonceagainbroughtfantasticfashionshowswithorientalelements,whichbecameahighlightoftheevent.HuishanZhangisfromQingdao,hegraduatedfromLondon'sCentralSaintMartinsCollegeofArtandDesign.Duringthelearningphase,hehadworkedasainterninfamousclothingbra