01-MA JUN- FTW PORTFOLIO

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HIGHLIGHTS - Footwear

Responsible Nike Flyknit Projects (released on market)/2016-2019 PAST:

INPUT

2020 Nike SPACE HIPPIE Flyknit

Role: Flyknit Programmer I

Work: Knit programming; Directly develope the Flyknit upper with the U. S Innovation team.

Result: Successfully develope the project from the prototype to mass production.

2019 Nike AJ4 Flyknit

Role: Knit Specialist I

Work: Knit programming and trouble shotting.

Result: Successfully develope the project from the prototype to mass production.

2018 Nike AJ3 Flyknit

Role: Knit Specialist I

Work: Knit programming and trouble shotting.

Result: 100 pairs exclusive shoes for NBA All Star. Successfully develope the project from the prototype to mass production.

2018 Nike Jordan Flyknit Elevation 23

Role: Knit Specialist I (ETW)

Work: Knit programming and trouble shotting.

Result: Successfully develope the project from the prototype to mass production.

Nike space hippe flyknit

INPUT -

Porduct Creation Development & Commercialization

Development Experience

Develop

SU 18- JD EL EV AT IO N (SOLD OUT) D efect

IKW

Complete the project with high standard

Grounds of argument

*Nike Flyknit Projects

FA 18- AJ 3 ( NBA FULL-STAR ONLY)

Develope the Flyknit upper from development stage to IKW on time.

Theroy Transformation

Target & Strategy

SU 19- AJ 4 (ON SALE)

Develope the Flyknit upper from development stage to IKW on time.

Cooperate closly with shoe factory doing trouble shooting.

D efect r a te: ~ 10 % IKW

SU20- SPACE HIPPIE-ZERO GRAVITY( ON SALE )

SU20- VICTORY1500

Develope the Flyknit upper on development stage.

Cooperate with NXT Innovation-Directly model size trial development

Lebron 18(ON SALE)

Develope the Flyknit upper on development stage.

Cooperate with WHQ innovaton design team- directly modle size trial and trouble shooting

Cooperate closly with inline programmer to provide detailed feedback

Product development

Integrated product policy

Generate& choose design concept

Brand new creative concept

Production plan

Design the product Product design

Make the marketing programs

Distribution & Sale

Consumption

INPUT -

Porduct Creation Development & Commercialization

Development Experience

Theroy Transformation Complete the project with high standard

Markedly different from my previous knit programming work, I participated in marketing strategy development, cost control, production chain optimisation, and product design which required continuous adjustment according to the feedback of potential customers. Having experienced ceaseless product modification, I understood that customer feedback and creative branding strategies had decisive impacts on the realisation of products’ value.

Conclution

ii.Coperation procedure pattern(long term)

INPUT

Porduct Creation Development & Commercialization

Complete the project with high standard

After graduating, my work experience provided me with more in-depth insights into the fashion industry. Starting from a specialist intern, I have rotated around different sections in Nike, among which the experience in the Innovation Department influenced me most. While brainstorming with the team members, I found that the determination of the trend required the support of market data and all-rounded understanding of the market environment. Also, the idea generation promoted by branding strategies were the deciding factors for differentiating the brand from its competitors.

Theroy Transformation

Having experienced ceaseless product modification, I understood that factory&weartesing feedback and creative branding strategies had decisive impacts on the realisation of products’ value.

Nike Jordan Flyknit elevation 23

Air Jordan IV

Flyknit

NIKE SPACE HIPPIE 01

1. Official website

2. Other channel

https://hypebeast.com/2018/7/jordan -flyknit-elevation-23-black-red

https://www.stadiumgoods.com/en -hk/shopping/air-jordan-flyknit-elevation-216557589?size=35

https://www.youtube.com/watch?v=F2XELH9MGDE

https://www.nike.com/launch/t/air-jordan-4-flyknit-university-red

https://hypebeast.com/zh/2019/6/nike -air-jordan-4-flyknit-university-red-hyperblue

https://www.goat.com/sneakers/air-jordan-4-flyknit-aq3559-700

https://www.nike.com/space

2023

CAMPER x HONG KONG POLYU

SHOE DESIGN

‘ UNLIMITED WALKING’

MA FASHION &TEXTILE DESIGN

° Cooperate with Camper to do the shoe design.

° Inspired by the TAO dancing group.

° De-construction of the shoe components and re-arrange the structures.

° Communicate with the design director and 3D artist to create the line-up and final render.

Year2021 SOCIAL MEDIA TREND IN CHINA MARKET

Organization

MAJUN MAJUN MAJUN MAJUN

Sources: https://www.camper.com/en_US/content/history/origins

Brand positioning

Founded in Mallorca in 1975, Lorenzo Fluxa created Camper to respond to the demand for a new and fresh style of footwear. With a rich heritage in shoemaking, a unique brand was created full of diversity and contrast which is now admired the world over.

The origins of the company first began back in 1877 when the grandfather of Lorenzo, Antonio Fluxa, a skilled cobbler, travelled from Mallorca to England and returned with the first sewing machines on the Island and a newfound spirit of innovation.

Now in its fourth generation, the brand's footprint has stretched around the globe with stores in more than 40 countries.

From the beginning, the word "casual" has meant something special to us. We create relaxed yet refined styles that exist between the realms of sneakers and dress shoes. Our designers focus on imagining inventive footwear concepts that blur the boundaries between sporty and smart.

Consumer Profile

Brand value

From the beginning, the word "casual" has meant something special to us. We create relaxed yet refined styles that exist between the realms of sneakers and dress shoes. Our designers focus on imagining inventive footwear concepts that blur the boundaries between sporty and smart.

Communication

Communication has been one of our brand pillars from the beginning. Through our name, logo, stores, and advertising, our brand identity represents our creative journey and growth over the years.

Figure 1- Brand culture: For Camper

Brand identity and Signature

Product postitioning

The products that offer moments of calm, sensorial experiences and products that support their physical, mental and emotional well-being, especially if they also appeal to this cohort’s strong beliefs in protest and activism, positive messaging, sustainability and inclusivity.

Physical age: 20-30

Target cosumer age Style

Mental age: 20-25

Target age: 20-30

A healthy attitude

Self-expression Iconic

Figure 2- Product

Market/Brand Future Positioning Map

Figure 3- Brand Identity: For Camper

Figure 4- Positioning map

Segmentation Variables Matrix for Targeting Consumer

Geographic Region

Generation Name

Climate

Demographic Age (in year range)

Gender/Sexual

Orientation

Family size

Status in Life

Personal income (per annum)

Occupation

Education

Nationality

Race

Psychographic

Lifestyle

Personal traits

Shopping Behaviours

Fashion Wants

Social Grade(NRS)

Social Classification (Acorn)

Social Value Group (IVG)

Generation

Sources: https://www.camper.com/en_US/content/history/origins

this cohort at the forefront of radical inclusivity as they reject gender -conforming attitudes.

They crave moments of calm, and actively seek out brands that go out of their way to offer support in an emotionally complex world.

/ PolyU MA Fashion& Textile Design : Camper x PolyU shoe design Collaboration

香港理大時裝及紡織學院

OTHER PROJECT AVIA

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