THOM BROWNE PR & Communication 12 Months Campaign

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THOM BROWNE Campaign

THOM BROWNE YUN-WEI NIEH NIE14428017 BA (Hons)Fashion Public Relations and Communication Year 3 Final Major Project SOPHIA PLESSAS

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his campaign is designed to investigate the Thom Browne brand performance in China and further develop the related strategies to raise the brand awareness within the Chinese audience.

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hrough investigation on its media performance, influencer engagement, current brand audience, competitor and trend analysis, there is the situation reflected that Thom Browne is confronting the brand image issue in China.

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n order to deal with this problem, there are the aims and objectives which have been developed. After going through all the related research, the decision has been made that creating the pop-up event and setting a collaborative exhibition with Chinese artist as the campaign to raise brand awareness in China would be the solution to deal with the brand image issue. Therefore, it is the campaignto suggest the possibility of Thom Browne to raise its awareness in China through launching the pop-up event there.

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EXECUTIVE SUMMARY

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THOM BROWNE MEN’S SPRING 2018 PORTRAITS

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CONTENT THOM BROWNE

COLLECTION

REPUTATION

COLLABORATION

TRADITIONAL MEDIA

SOCIAL MEDIA

INFLUENCER

CONSUMER PROFILE

COMPETITOR ANALYSIS

SECTOR ANALYSIS

TREND

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ISSUES & OPPORTUNITIES AIMS, OBJECTIVES, STRATEGIES AND TACTICS

POP UP & COLLABORATIVE EXHIBITION

CAMPAIGN PLAN

MEDIA PLAN

TIMELINE

BUDGET

EVALUATION

APPENDICES

BIBILOGRAPHY

CONTENT

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THOM BROWNE WOMEN’S FALL 2018 PORTRAITS

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Thom Browne 03

Statement

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hom Browne endeavors to encourage the idea that wearing uniforms is not as formal as the public have considered.

Although people are wearing the same uniforms, we are still the very different individuals. It is the message that uniformity actually encourages individuality. The aesthetic has been reflected on the brand iconic gray cropped cut & slim fit suits.

“We are wearing the same uniforms, but we look very different, and we are all very different people.” — Thom Browne, Vogue UK 2017

Style Confidence Consistency Hyper-detailed Proportion Sensibility Confidence in Consistency Uniformity encourages Individuality

Thom Browne began his business with five suits and with a small by- appointment-only shop in 2001 and introduced his ready-towear collection in 2003. His traditionally based hand-made suits have evolved into collections recognized by museums around the world including the Costume Institute at the Metropolitan Museum, the Victoria and Albert Museum and the Fashion Museum in Bath.

His innovations in tailoring have been identified with impacting the paradigm of men’s and women’s fashion. ( Thom Browne Official Website, 2017 ) Thom Browne has been honored the CFDA Menswear Designer of the Year Award in 2016, 2013 and 2006, the GQ Designer of the Year in 2008 and the Cooper Hewitt National Design Award in 2012

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hom Browne wants to make people think and reflect through his collections. There is always message delivered to the public through the runway shows. Spring / Summer 2018 menswear is the ideal collection to look at for the message behind it has indeed arisen some discussion.

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othing felt forced. It was an open invitation to think about the garments that we wear, and how we end up wearing them. What if humans could choose their clothes, rather than the ones society chooses for them?

COLLECTION Spring / Summer 18 Menswear

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REPUTATION T

hom Browne’s name is relatively unknown among the public’s compared to those brands which are keen engaging with the audience on social media. However, the audience who is familiar with Thom Browne understands that it is actually a luxury tailoring designer brand and it is famous for its unique cropped cut and slim fit suits.

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owever, investigation proves that the Chinese audience possesses the idea of perceiving Thom Browne as the trendy casual wear brand rather than the luxury tailoring designer brand according to my social media research and the interviews with the Thom Browne sales assistants and brand customers. Apparently, there is the brand image issue in China.

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10 CORSO COMO SEOUL

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hile there was the arts exhibition launched with 10 Corso Como Seoul. It was the exhibition which had been exhibited in Le Bon Marche Rive Gauche and the Cooper Hewitt Museum. The purpose of setting up the exhibition was conveying the idea that uniformity encourages individuality which is also the brand message that Thom Browne keeps delivering to the public through his collections.

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THOM BROWNE COLLABORATION Thom Browne has launched the collaboration and event with the select shops, colette and 10 Corso Como Seoul in October and November in 2017 .

COLETTE

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he brand launched the one month long event with colette to take over the shop and build it as the real Thom Browne flagship store. There were also a lot of collaboration products available on Farfetch and colette official website to have the consumers to make the purchases. It was for the purpose of raising the brand awareness in Paris.

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ISETAN SHINJUKU

apanese department store, Isetan Shinjuku, has launched the pop-up store with Thom Browne by the end of this April. It was a 7 days event which was created to debut Thom Browne Does Madras capsule collection.

The pop-up exclusive products were also available for the consumers to make the purchase at the store. Japanese celebrities were invited to the launching partying in the brand flagship store, Thom Browne Aoyama to celebrate the pop-up event.

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ISETAN SHINJUKU

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THOM BROWNE COLLABORATION Thom Browne has launched the pop-up and exhibition with the Hong Kong select shops, JOYCE and Japanese departantment store, Isetan Shinjuku Tokyo in April and May in 2018 .

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JOYCE HONG KONG

hom Browne launched a month long event with JOYCE HONG KONG to set up the exhibition and pop-up store with displaying his latest capsule collection from April to May. There are a total 26 of Thom Browne’s most unique and dramatic pieces to display within the store. It was for the purpose of increasing the brand recognition in Hong Kong.

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Roy Wang wearing Thom Browne suit on Harper’s Bazaar cover

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THOM BROWNE TRADITIONAL MEDIA

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hom Browne is widely featured in various types of global publications. It possesses the media coverage on arts, fashion, architecture and lifestyle magazines. The Thom Browne in-depth interviews are usually posted on the most relevant, influential and professional magazines within the industries such as Vogue, GQ, The New York Times and Architectural Digest. This fact is examined through the media analysis conducted in my secondary research.

THOM BROWNE TRADITIONAL MEDIA Thom Browne selected Roy Wang as the best Vogue me Chinese cover.

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owever, the Chinese press coverage is not the same. Most of the Chinese publications only talk about the Thom Browne new product or collection launching news, its fashion week runway reports and celebrity fashion taste of wearing Thom Browne. There are the lack of in-depth interviews to be featured within the Chinese media. There is only one specific Chinese news site called jiemian.com which has written some articles and conducted the in-depth interview with the Thom Browne crew to ask about the brand future strategy to be applied within Chinese market.

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n order to raise the brand awareness and have the Chinese audience to engage with the brand, it is necessary for Thom Browne to seek the related publications to develop the media coverage when the brand further taps into the Chinese market.

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Thom Browne Official Weibo account

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Thom Browne Official Facebook account

SOCIAL MEDIA T

hom Browne uses 4 social media channels such as Instagram, Facebook, Twitter and Weibo to communicate with the audience. The brand mainly uses Instagram to interact with the global consumers.

The brand Instagram account only releases the brand news or information, if the audience wants to buy the products in their countries but doesn’t know the related retailer information, the Instagram account is also stating it clearly for the consumer to browse.

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he brand also communicates with the Chinese audience through offering the brand official Weibo account. Weibo account works the same as the Instagram account, it only releases the brand news or information. However, Thom Browne China seems to be aware of the brand image crisis within the Chinese market, the Weibo account has posted the relatively huge amount of tailoring information to convey the message that Thom Browne is actually the luxury tailoring brand rather than the trendy casual wear brand. However, it seems that there is not a huge change of that and the consumers’ perception of the brand still remains the same according to my social media observation.

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he next step of developing the social media strategy for Thom Browne is to find the proper Chinese influencers or celebrities to cooperate with to earn more media exposure, raise its awareness and reverse brand image.

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25 Thom Browne Official Twitter Account

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Thom Browne Official Instagram account

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INFLUENCER

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he celebrities who wear Thom Browne in China are mainly the most popular, young and good-looking ones who work in the entertainment industry and have earned a lot of media exposure on social media channels, especially on Weibo. Their age range is from 18 to 35. They are also the guests who have been invited to the fashion weeks frequently in the recent years. They have about 30 to 40 million followers on Weibo. Most of them are work as the actors and actresses.

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owever, it is not easy to find out the influencers to collaborate with the brand for Thom Browne’s social media accounts do not follow any influencers. The way to figure out the certain types of influencers that the brand is looking for is through investigating the celebrities and KOLs who have been invited to the Thom Browne events.

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he exact types of influencers that Thom Browne is seeking to work with are usually the ones who fit the brand’s value. Those influencers are all working inside of fashion industry. Whoever they are the stylists, editors, photographers, or pr practitioners, they are all the ones who know fashion well. The common points that they share with each other are that they have written more indepth articles about their perspectives of viewing the world.

Of cause, they usually illustrate information about fashion more, but there are much more than just fashion. They will share their own opinion to the audience about what is going on within the trend and the society now, telling people how can engage with it more. They observe the life and always be aware of the world’s movement. There comes to the Chinese influencers Leaf Greener, founder of LEAF WeChat magazine; Mr Kira, author & fashion commentator; and Linda Lijing, former model, TV host and fashion reporter appeared to the eye.

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Roy Wang THOM BROWNE CHINESE CELEBRITY

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26 The Chinese Millemnial Celebrity, Roy Wang aattented the 2017 Weibo Awards Ceremony in Thom Browne SS18 suit

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Roy Wang appointed as UNICEF’s Special Advocate for Education in Thom Browne tuxedo.

01 Roy Wang is an actor, singer, and one of the member in the Chinese male idol group which is called “The Fighting Boys”. He is considered as one of the most popular celebrities among the Chinese millennials. He was named by Time as one of the 30 Most Influential Teens of 2017 who has also been appointed as UNICEF’s Special Advocate for Education. The singer is always spotted on the formal occasions in Thom Browne suits.

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Roy Wang Yuan in Thom Browne 2018 Spring&Summer collection

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Leaf Greener THOM BROWNE CHINESE INFLUENCER

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The above and the right are the founder of LEAF WeChat Magazine, Leaf Greener

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Leaf Greener is a Shanghai based freelance fashion stylist, creative consultant and art director who was a former senior fashion editor at Elle China from 2008-2014. After Greener left Elle China, she founded the LEAF WeChat magazine in 2015. Leaf Greener is widely considered as “one of China’s leading arbiters of style” (BoF 500, 2018) who is often featured on style blogs such as Garance Dore and Tommy Ton and recognised by the international publications such as “New York magazine, Vogue Australia and the Daily Telegraph” (BoF 500, 2018) and the top authoritative fashion blogs such as thesartorialist.com, thecoveteur.com, and garancedoré.fr.

The LEAF WeChat magazine and the articles on Weibo which she launched and wrote are about arts, fashion, and culture. She usually releases the brand event and the new product launched information on Weibo in a regular basis while she also updates the in-depth articles encompassing the topics of discussing the influence of arts, feminism, and technology to transform the way how the Chinese female lives.

Weibo following: 314k | LEAF WeChat magazine Following: 20k |

« LEAF » is released exclusively on WeChat, China’s leading mobile application

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Photos of Mr. Kira

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Mr. Kira THOM BROWNE CHINESE INFLUENCER Mr Kira, author & fashion commentator Mr Kira is a Shanghai-based writer and fashion commentator. His posts are usually featuring the celebrities and models at the fashion event.

Everyone presented in the posts is tagged for gaining and maintaining the exposure.

Although his posts are less private compared to the other well-known KOLs, the coverage of his constant posts on fashion events is more detailed, which allows him to offer the audience insight of the activities. Due to his well-rounded coverage at onsite of the event, invite Mr Kira presented in the Thom Browne consumer retail event could have the brand earn more coverage on Weibo. It would allow him to provide the opportunities for his audience to be close to the event to see and engage with the brand on social media.

Weibo following: 2.3m | Total engagement in Jan-Nov 2017: 1.3m |

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Linda LiJing THOM BROWNE CHINESE INFLUENCER Photos of Linda LiJing

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Linda Lijing, former model, TV host and fashion reporter Linda is a fashion reporter and TV host who worked as a model in the industry. She is known for her funny, clever, cosmopolitan, and healthy persona among the Chinese millennials. The reason why the Chinese millennials are engaging with her on Weibo is that the new generation of Chinese youth is endeavoured to find the influencers who can lead them to develop the achievement of the individuals. Because of the posts and the personality that she presented on social media fit their desires, she has earned the more and more attention from them.

Presented Linda as the chosen influencer for Thom Browne to work with could help the brand approaches its target young and creative Chinese millennials.

Weibo following: 2.7m | Total engagement in Jan-Nov 2017: 4.6m |

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Age: 20 — 24 Gender: Female Education Level: Undergraduate Occupation: Student Income Level: Under £7,500 Marital Status: Single Habits / Interests: Fashion, Arts, K-pop, Rap & Hip Hop, Club / Dance

ThomBrowne Consumer Profile

Living in the urban area Making the luxury purchase for pursuing the uniqueness and individuality Fashion styles are varied. High-street brands to luxury brands are all her fashion selections.

Digital Natives. Keen interest in following the entertainment news Wearing Thom Browne suits for pursuing the uniqueness between the peers.

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Age: 30 — 34 Gender: Male Education Level: Bachelor’s Degree or higher Occupation: Banker / Businessman Income Level: £3,0000 — £4,0000 or higher Marital Status: Married Habits / Interests: Fashion, Sports, Travel, House, Photography

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THOM BROWNE CONSUMER PROFILE According to the customer in-depth interview, social media observation and Fashion Monitor audience analysis, the current Thom Browne consumer type has been identified as below.

Age: 25 — 29 Gender: Female Education Level: Bachelor’s Degree or higher Occupation: Artist / Designer / Stylist Income Level: £1,5000 — £3,0000 Marital Status: Single Habits / Interests: Fashion, Arts, Design, Photography, Modelling

Living in a major city Making the luxury purchase for the creativity and special design Possessing the strong personal fashion taste Having the unique perspectives of seeing the world. Wearing Thom Browne suits because of appreciating the brand aesthetic of unique suits designmos et auda pla que nusdam laborrum deseribusti comnienim ad mincipitem dolorione.

38 37 Living in the metropolitan city and travel frequently. Having defined personal style Making the luxury purchase for the high quality of clothing and craftsmanship.

Confident and straight forward. Care about the body shape Suits are the dress code because of the occupation need. However being tired of wearing the traditional suits.

Therefore, the Thom Browne iconic cropped cut suits become the best selection for pursing the difference.

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According to those rivals’ social media presence in China, Gucci is selected as the one to investigate its media strategies within the market. Its social media strategies which have been applied on Weibo and WeChat that deserves to be the case to look into. The below is the bullet points of the ways that Gucci engages with its Chinese audience.

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Hold the special event on WeChat

Gucci uses WeChat comprehensively to communicate with the brand audience in China through “leveraging the platform’s online-to-offline capabilities” (Jessica Rapp, 2017). The brand set up several events across Asia in 2017, including the art exhibition “Blind for Love” that offer the Gucci audience with the chances to approach insight of the brand’s aesthetic that its creative director Alessandro Michele creates to build the Gucci world.

The brand invited their consumers to book a tour via WeChat for the exhibition.After visiting the event, the visitors are welcomed to post the photos of the exhibition through using the #blindforlove hashtag on WeChat and Weibo. This campaign has won about 9.5 million views according to the analysis from the company, L2.

Thom Browne Competitor Analysis

Gucci said in a statement that its newly launched website is optimized to fit all screen sizes, which will accommodate traffic from the growing number of mobile shoppers in China—about 70 percent of its global traffic comes from smartphones.

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Value the online-to-offline service on social media channels to understand and learn the consumers Bonhomme (2018) said to Ruonan Zheng on jingdaily.com mentioning that the gift card mini-program which Gucci launched on WeChat are featured two extremely shareable functions.

One is a photo editor while the other one is e-gift. Photo editors allows audiences to apply the customised Gucci stickers to their photos and the e-gift cards are designer for small items such as perfume, wallet, candles, and cups.

Users once made the purchase, the cards will be directly sent to their friends via WeChat, eventually the gifts can be collected from a Gucci retail store.

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Launch the campaigns with the popular and influential KOLs on Weibo & WeChat Gogoboi: Take advantage of WeChat mini programs Gucci collaborated with one of the most famous Chinese KOLs, Gogoboi to launch the brand’s Holliday Collection in China. It is the KOL collaboration of exclusive online sales via WeChat mini-program which Gucci first launched in China. The result of the collaborative sales was extraordinary: all of the promoted items were sold out within 5 days.

Gogoboi, who was the former features editor of Grazia China, became famous among the fashionistas and the usual public through running his own Weibo account. He usually posts the contents of style guide and criticises cultural icons in China.

Compared to the other KOLs who usually praise the brands regardless of the quality and design, Gogoboi wins the fame through commenting them in a judgemental and negative way. This unusual attitude have him become more and more popular not only in the fashion industry but also among the Chinese audiences, especially favoured by the millennials and Generation Z. Ultimately, Gogoboi is recognised nationally for his different and strong point of view and now has been considered as the top “fashion guide” (Huixin Deng, 2017) in China.

Gogoboi launched a WeChat mini program for his high-end online retail store in April, 2017. The name of the store is called Bu Da Jing Xuan, it is the online retail platform which allows the public to purchase the luxury brands via WeChat on their mobile phones. “Blurring the lines between sales and critiques” (Huixin Deng, 2017), Gogoboi creates a recommendation list for the luxury brands that his online store trying to sell, and his collaboration with Gucci’s Holiday Collection is involved in it.

A mini program is an app used within the WeChat app itself, with no additional downloads.

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04 Chinese customers have access to full collections from gucci.cn and make the purchase there

Gucci launched its Chinese official website for the local fans to buy its full range of fashion, product collections directly from its online store. The brand renovated its online shop Allow the consumers to make the paythough developing the visual-driven and ment on the brand Chinese e-commerce product story-telling w“which allows the cussite through Alipay and WeChat pay. tomers to buy the brand products online using localised forms of payment, including Alipay Create the heavy content and visual and WeChat” (Jessica Rapp, 2017). driven website for the customers to fully experience the world that the brand wants to deliver to them.

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SECTOR ANALYSIS

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Structure

Financial Information

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hom Browne’s menswear is currently stocked in almost 250 stores worldwide while the stockists of his womenswear are near 120. There are only 11 Thom Browne flagship stores located in the world. 8 of them are located in Asia, 2 in Europe and only 1 in the US. The above description shows that the Asian consumers play more and more important role in influencing the Thom Browne sales. Otherwise, the brand would not launch most of the flagship stores there. The primary research which I have conducted with the Thom Browne sales assistants also reflects this phenomenon.

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here are only 11 online luxury retailers which stock the Thom Browne products. However there is only Farfetch to have the authority to launch the majority of Thom Browne products on the site for they are the only online retailer who has a partnership with Thom Borwne. There are approximately 500 women’s and many more men’s products available on Farfetch.

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hom Browne and Rodrigo Bazan, who is known as chief executive of Thom Browne, for the purpose of reaching out more brand audience worldwide, have put more effort on online sales via a partnership with Farfetch instead of opening more elaborate stores.

It is also to be aware of the fact that Farfetch also shares the same shareholder with Thom Browne, so it could be considered that their partnership may be developed based on the strategic purpose.This statement can be traced back to my secondary research on Farfetch x Thom Browne partnership.

hom Browne is a profitable luxury designer brand which has earned $100 million in revenue and is on track to increase that to $120 million to $125 million this year. The 70% is men’s wear sales and 30% is women’s.

Womenswear was introduced in 2011 and is currently growing at 30% a year.

The United States takes 30% of Thom Browne sales, Europe takes 40% and Asia takes 30% according to articles written by Vanessa Friedman, 2017.

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hom Browne is currently supported by the private firm, SandBridge Capital and Japanese apparel company, Stripe International according to press release posted on the SandBridge Capital official website, 2016.

STRIPE INTERNATIONAL Stripe International is a leading Japanese apparel company. Stripe manages a diverse portfolio of brands, including ‘Earth, Music & Ecology’, ‘E-Hyphen World Gallery’, ‘Green Parks’ and ‘Seven Days Sunday.’

SANDBRIDGE CAPITAL Sandbridge Capital (www. sandbridgecap.com) is a private equity investment firm with offices in New York and Los Angeles that invests in high growth branded consumer companies such as Derek Lam, Rossignol, Farfetch, Topshop and Karl Lagerfeld. Sandbridge was founded with the backing of an iconic group of retail and consumer industry advisors including designer Tommy Hilfiger. Thom Browne represents Sandbridge Capital’s eleventh investment in the branded consumer sector to date.

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Thom Browne Trends

THOM BROWNE Trends • The shift of Chinese millennials’ shopping behavior • The brand mobile interaction with the audience • The social media booming of affecting the luxury sales and communication

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hom Browne will confront the below trends when the brand expands its empire to Chinese market. They are the shift of Chinese millennials’ shopping behavior, the brand mobile interaction with the audience and the social media booming of affecting the luxury sales and communication. Those above three trends are arisen according to one central point, that is how the Chinese millennials have changed the market there.

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ue to the fact that the Chinese millennials are the driving factor of influencing the Chinese luxury market and they are also the brand prospective target audience that Thom Browne is going to tapping into, investigating these trends to develop the comprehensive strategies around that is the top thing.

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Chinese millennials go shopping in the mall

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Issues The brand image crisis in China The Chinese audience perceives Thom Browne as the trendy casual wear brand instead of the luxury tailoring designer brand.

Overflowing fake products on online retail platforms Too many replica products will lose the brand exclusivity and have the impact on the audiences’ willingness to buy the brand more according to the primary research.

Influencer partnerships There is not KOL presence on Thom Browne social media accounts in China. Thom Browne is finding the right Chinese celebrities and influencers to develop the partnership with. The brand has not determined to make the decision of it.

Social media engagement on Weibo & WeChat There is the lack of Thom Browne social media engagement on Weibo & WeChat.

According to the trend research, it shows that the Chinese audience spends most of their time on social media platforms to deal with their daily routines especially on Weibo & WeChat. The analysis even suggests that the brand without involving in it will lose its presence in Chinese market The lack of product selections on brand official site The consumers tend to buy products outside of official Chinese site for the other countries’ sites are offering more items for them to make the purchases.

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Opportunities • Offer more products on brand official site.

• Develop the pop-up event and exhibiton to raise the brand awareness.

The pop-up event should be held around the idea of emphasising on the tailoring.

• Due to the fact that most of the fake products online tend to be more casual wear items such as sweatshirts or cardigans, underlining the tailoring will help the brand earn back more brand exclusivity for its difficulty to replicate.

• Seek the proper Chinese influencers to develop the collaboration.

• Create the customised social media content to attract the Chinese audience to engage with the brand.

• Set up the Thom Browne China official website.

• Launch the WeChat and Alipay service on thombrowne.com/cn

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THOM BROWNE

A

ims

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o establish Thom Browne as a luxury tailoring designer brand to the young creative target audience in China.

Aim Objectives Strategies Tactics

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rinted Media

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onsumer Engagement

Social Media

Objectives

Objectives

Objectives

Develop the editorial relationship with Chinese influential publications and increase the media coverage to reach out a more creative, young audience in China.

Enhance the brand recognition among the Chinese target audience and raising the overall footfall by 25% over the next 3 months.

Increase social media presence on relevant platforms in China, creating more customised posts and increasing the account followers to 10k.

Overall Strategy

Overall Strategy

Create consumer oriented events to attract the new customers and launch the collaboration with Chinese celebrity and the other partners that will drive the luxury brand message to target audience in China

Open the Weibo & WeChat official account to interact with the Chinese audience

Overall Strategy Secure a number of in-depth interviews and articles in the local Chinese influential magazines in fashion, arts and architecture.

Tactics In-depth interviews with brand designer.

Private party for the Chinese media before launching the collaboration/retail events/exhibition

Tactics Set up the retail events / exhibition.

Invite Chinese artists/photographers/ celebrities/influencers to host a series of talks and workshops within the events / exhibition.

Tactics Regularly publish the relevant brand news such as the new store opening, products release and events and collaboration information on Weibo.

Weekly update the WeChat articles to convey the brand aesthetic.

Create a Thom Browne WeChat mini program to interact with the Chinese audience.

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he pop-up event and the collaborative exhibition are considered as the proper communication tools for the brands to approach the audience in China according to the Chinese millennials’ shopping behaviour analysis reported on WGSN and the trend analysis researched on jingdaily.com. The analysis has indicated that Chinese millennials are now the major consumer who will be willing to invest more in luxury goods than their parent’s generation. Those Chinese youth buys the luxury items for emphasising their individuality among the others. They are the technology savvy generation who enjoys interacting with the peers on social media. Those millennials tend to share everything about their daily lives to earn the social media engagement on Weibo and WeChat. Based on the former investigation of those young audiences in China, the analysis further points out that creating the experiential and interactive events such as the exhibitions for the luxury brands to engage with their target Chinese millennial consumers would be the ideal method to raise the brand recognition, for the event is sharable on social media, that will increase those consumers curiosity and willingness to approach the brands.

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ue to the above analysis, it could be determined that creating the Thom Browne consumer retail event such as the pop-up and setting up the exhibition could be considered as the proper ideas to communicate with the brand consumers for its target audience in China is the young and creative Chinese millennials.

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POP UP Collaborative Exhibition

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THOM BROWNE

THOM BROWNE X JOYCE SS19 POP-UP EVENT Objectives

Execution

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uild up the Thom Browne consumer-oriented retail event together with the exhibition in Joyce Shanghai gallery to encourage football into the shop, boost sales and raise brand visibility online and offline.

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ims to enhance Thom Browne’s iconic brand image of being a luxury designer suits-wear brand and further generate the user-inspired content to establish the mutual interaction with the consumers. At the same time, setting up an on-brand retail space which will possibly sell the exclusive Thom Browne pop-up products for attracting new Chinese audience and current brand customers to further interact with Thom Browne.

he content of exhibition will mainly follow the ones in Cooper Hewitt, Smithsonian Design Museum and 10 Corso Como Seoul. The exhibition will mainly select the iconic pieces from the brand previous collections to display, while the SS19 collection will also be presented in the gallery.

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he exhibition space should demonstrate Thom Browne’s brand ethos of embracing the 1950s aesthetic, which indicates that the ideal interior design of the exhibition space should be calm, formal, and nostalgic office workspace inspired.

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he opportunity to provide a THOM BROWNE x JOYCE gift cards with the visitors who make the further purchase of Thom Browne products. ncourage the social media coverage of the exhibition through generating visual elements such as photos and videos on WeChat and Weibo. ost a VIP, celebrity, influencer, and media launching cocktail party for them to experience the pop-up exclusive products first-hand. aunch a week long exhibition in October to tie in with the SS19 Shanghai Fashion Week to increase more public attraction to the gallery.

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EVENT EXAMPLE Release a special collaborative film with Chinese artist, Chen Zhou such as the previous Joyce atelier project produced in Hong Kong to attract a wider audience.

Partner with the Chinese editor, Leaf Greener to launch a creative talk in JOYCE Shanghai gallery.

OPPORTUNITIES Increase brand awareness Earned social media and press coverage Boost the brand sales and football to the store Establish Thom Browne as the luxury tailoring designer brand to the audience in China

THOM BROWNE

THOM BROWNE X CHEN WZHOU AW19 COLLABORATIVE EXHIBITION Objectives

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roduce a news worthy story, surrounding the Thom Browne x Chen Zhou collaboration. Reflecting the brand aesthetics and creating editorial interest.

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he show will be started on the ideas of the brand classic suits wear and the artist’s iconic feature of exploring the life of the Chinese urban youth. Installation, illustrations, and the films will be exhibited along with the brand collections. The collaborative works will also be presented onsite of the exhibition space along with Thom Browne AW19 collection. The aim of setting up the collaborative exhibition is to help Thom Browne reach out the new and potential audience to recognise the brand. It will be the length of one and half month collaborative exhibition.

Execution

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eld in Chi K11 Art Museum Shanghai

hances to launch the during Design Shanghai Festival and Shanghai Fashion Week

reate exciting fashion & arts Chinese editorial story angles for individual titles

OPPORTUNITIES

Earned social media on Weibo & WeChat Increased brand awareness to a new target audience

o-branding on press material including invitations and press releases

roducing launch party editorial

reate social media opportunities throughout the party on Weibo & WeChat

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THOM BROWNE SS19 EXHIBITION LOCATION JOYCE SHANGHAI GALLERY

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1950S AESTHETIC, INTERIOR DESIGN OF THE POP-UP SPACE SHOULD BE CALM, FORMAL, AND NOSTALGIC OFFICE WORKSPACE INSPIRED

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OYCE Gallery Shanghai is an exhibition space of 20 square meters where displays the pioneer artworks from the designers and artists worldwide. The exhibition space emphasis on the collaboration and combination of business and creative arts allows the artworks to be more approachable to the public. The purpose of establishing the gallery is on offering the opportunities for the public to reach the artworks more easily. Indicating the idea that artworks are actually approachable, whoever you are, arts are accessible to everyone.

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OYCE Gallery Shanghai is now located in the iapm shopping mall in Shanghai. It is a luxury driven mall where a lot of international big-name brands such as Alexander McQueen, Alexander Wang, Balmain, ChloÊ, Dolce & Gabbana, Gucci, Miu Miu, Michael Kors, Prada, and Stella McCartney. According to those brands’ price points, it could be easily to identify that consumers who go there for shopping are the same audience where Thom Browne is targeting at. Audiences who are affordable to purchase the luxury products frequently. Also, the area where iapm shopping mall situates in is also near to Shanghai Museum of Arts And Crafts and Redtown Cultural and Art Community, so the public who is interested in arts and culture could go there for the leisure activities. Setting up the exhibition and consumer retail event around the area can attract the Thom Browne Chinese target audience who are young and creative.

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THOM BROWNE AW19 EXHIBITION LOCATION CHI K11 ART MUSEUM SHANGHAI

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THE ABOVE PHOTO IS THE EXHIBITION SPACE OF CHI K11 ART MUSEUM SHANGHAI

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K11 Art Foundation (KAF) K11 Art Foundation is a registered not-for-profit organisation which was founded in 2010. The foundation aims to raise the visibility of the young Chinese talents in the industry and introduce them to the international platform. The collaborative artist, Chen Zhou, is belonging to the foundation. Invite the K11 Art Foundation as the sponsor will help Thom Browne to get familiar with the artist as soon as possible. If there are any problems occurred during the preparation of the exhibition, the foundation is capable of solving it. On the other hand, K11 Art Foundation can have its artists to earn more exposure and concern in the international world, especially in the USA. According to the above analysis, it has been identified that establishing the exhibition at Chi K11 Art Museum Shanghai will be the ideal location to approach the public for it shares the same target audience with Thom Browne according to the brands marched into the mall. Most of them are luxury brands who receive the similar price points to Thom Browne. Additionally, it locates the area where holds Shanghai Fashion Week, setting up the exhibition here will allow a broader audience to visit during the fashion week. Last, the collaborative artist belongs to the museum’s art foundation. It is the best place for the collaborative exhibition built up here for the familiarness and relationship that the artist shares with the foundation and museum. If there are any issues happened, they can spring into action to deal with it.

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01 Held in Chi K11 Art Museum Shanghai Chi K11 Art Museum Shanghai is one of the leading art space in Shanghai which was founded in 2013. It locates at the basement of Shanghai K11 Art Mall, the first artistic shopping mall in Mainland China. The museum is the exhibition space of 3000 square meters.

The museum is the centrally located pioneering venue which endeavours to hold the exhibitions and cultural events for the Chinese public to engage with the art world. Chi K11 Art Museum holds the programs encompassing exhibitions, educational schemes, art forums and the Artist Klub. The exhibition space aims to interact with the locals through art and culture whilst introducing the emerging artists to a wider audience through offering a popular platform.

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CHI K11 ART MUSEUM IS LOCATED ON THE B3 FLOOR OF SHANGHAI K11 ART MALL

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THE PHOTO IS SHANGHAI K11 ART MALL

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Shanghai K11 Art Mall The mall is situated in the location near to the place where Shanghai Fashion Week is held. People who visit here are usually the audience whom the luxury brands are targeting at according to the geography and price point analysis. Shanghai K11 Art Mall is devoting itself to establish China’s biggest interactive art space which offer the most dramatic shopping experience connects the modern trends from diverse cultural communities for the public to engage with it.

LANDMARK K11 APPEARD IN THE MAP IS THE LOCATION WHERE CHI K11 ART MUSEUM IS SITUATED IN. IT IS CLOSE TO THE AREA WHERE SHANGHAI FASHION WEEK LAUNCHES THE SHOWS (XINTIANDI)

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THE AREA WHERE SHANGHAI FASHION WEEK LAUNCHES THE SHOWS (XINTIANDI)

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THOM BROWNE SS19 & AW19 CAMPAIGN LAUNCHING TIME

SHANGHAI FASHION WEEK

EXHIBITIONS HELD DURING SHANGHAI FASHION WEEKEND

58 THE FEATURE OF SHANGHAI FASHION CROWD Mostly Chinese millennials and China’s Generation Zen Craving for exploring and developing the new ways of thinking fashion in China Emphasise the individuality among the big name luxury brands and trends Advanced, Experimental and Fun

57 DESIGN SHANGHAI Design Shanghai Festival usually takes place in a week before Shanghai Fashion Week. Setting up the exhibition during Design Shanghai Festival and Shanghai Fashion Week can attract the diverse and wider audience to the event.

Fashion Week launched the shows. They are all located at the place called New world of Shanghai (XINTIANDI). It proves that the audience who is interested in art, design, and fashion will all gather around the area. In other words, those creatives ones will all visit there. Since Thom Browne’s target audience is the young and creative ones in China, there is no doubt that establishing the event during that period will draw the attention from not only its brand audience but also the diverse and potential ones.

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ocated in the centre of Shanghai, Shanghai Fashion POP UP STORE HELD DURING SHANGHAI FASHION Week is held around the area called New world of WEEKEND Shanghai. It is the location where the trendiest and 60 the most creative people are gathering there, while also being a place for the luxury consumers visit and make the purchase. There are most of the Chinese millennials and Generation Zen who would attend the consumer-facing events during Shanghai Fashion Week, especially on Shanghai Fashion Weekend. It could be suggested that holding the Thom Browne exhibition within that time could further introduce the brand to the target audience. Through the exhibition, Thom Browne will enhance the brand recognition as the luxury tailoring designer brand through the event for the audiences who present onsite of the activities will obtain the chance to take a close look of the brand items. WGSN reports reflected the former statement through revealing the fact that this experiential event suits Chinese millennials’ interests on approaching to the brand which they are not familiar with through experiencing its exhibition or the pop-up to understand its value. Therefore, setting up the exhibitions during Shanghai Fashion Week could attract the Thom Browne target audience to reach out to the brand.

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IMMERSIVE EXPERIENCE ACTIVITIES HELD DURING SHANGHAI FASHION WEEKEND

GIRL-POWER FORUM HELD DURING SHANGHAI FASHION WEEKEND

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esearch file indicated that there are most of the Chinese millennials and Generation Zen who would attend the consumerfacing events during Shanghai Fashion Week, especially on Shanghai Fashion Weekend. It could be suggested that holding the Thom Browne exhibition within that time could further introduce the brand to the target audience. Through the exhibition, Thom Browne will enhance the brand recognition as the luxury tailoring designer brand through the event for the audiences who present onsite of the activities will obtain the chance to take a close look of the brand items. WGSN reports reflected the former statement through revealing the fact that this experiential event suits Chinese millennials’ interests on approaching to the brand which they are not familiar with through experiencing its exhibition or the pop-up to understand its value. Therefore, setting up the exhibitions during Shanghai Fashion Week could attract the Thom Browne target audience to reach out to the brand.

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THOM BROWNE X JOYCE SHANGHAI SS19 POP-UP EVENT SPONSORSHIPS 01

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JOYCE

The owner of Thom Browne’s current Chinese PR Agency was former Joyce employee. JOYCE is also one of the select shops who appreciates and buys the Thom Browne collections from very beginning. Partnership with such supportive shop to launch the exhibition is the best consideration because the shop understands the brand very well from every aspects. They know the brand’s aesthetic and the message what Thom Browne has been trying to deliver to the public. Also, JOYCE as a fashion multi brand boutique, it focuses not only on its business but also on arts and design, which those two aspects are the elements that Thom Browne keeps adding into his works. Arts is one of the inspiration that motivate him to create his collections. so the exhibition held around the theme of arts and partnership with JOYCE could be considered the best decision to make. Create the Thom Browne consumer retail event through the sponsorship with JOYCE iAPM Shanghai could also help the multibrand boutique earn the profit and gain the exposure.

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02

Veuve Clicquot

The famous and historical champagne brand, Veuve Clicquot is selected to be the sponsorship of Thom Browne campaign for it is the designer’s favourite champagne. Wherever the brand holds the event, the champagne can always be seen onsite of the launching party. From the relaxing store opening party to the formal talk with industry insiders, Veuve Clicquot is the only catering brand that the designer chooses to welcome the guests.

There is no doubt that Veuve Clicquot is the best choice as the sponsor for the brand to work with for it represent the designer’s taste to some extent.

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THOM BROWNE X CHEN ZHOU AW19 COLLABORATIVE EXHIBITION SPONSORSHIPS 03

K11 Art Foundation

K11 Art Foundation is a registered not-for-profit organisation which was founded in 2010. The foundation aims to raise the visibility of the young Chinese talents in the industry and introduce them to the international platform. The collaborative artist, Chen Zhou, is belonging to the foundation. Invite the K11 Art Foundation as the sponsor will help Thom Browne to get familiar with the artist as soon as possible and might be renting the exhibition space without the fee or at least gaining the discount. If there are any problems occurred during the preparation of the exhibition, the foundation is capable of solving it. On the other hand, K11 Art Foundation can have its artists to earn more exposure and concern in the international world, especially in the USA.

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Photo of Veuve Clicquot as the welcome drink for customers who attended the event or shopped in the Thom Browne store.

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Thom Browne and Fern Mallis at 92Y. The Veuve Clicquot Champagne presented on the central table was setting to a more relaxed mood between Browne and Mallis

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THOM BROWNE SS19 HOST OF THE CREATIVE TALK IN JOYCE SHANGHAI

LEAF GREENER

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THE LETTER ABBREVIATION LEAP

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L : Liberty, Love, Literature, Lifestyle.

E : Enthusiasm, Energy, Education, Entertainment.

A : Art, Architecture, Aesthetics, Adventure.

F : Fashion, Film, Fantasy, Fun.

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73 LEAF MAGAZINE AUDIENCE The followers are around 20K. A group of the elite catering to China’s growing affluent readership. Emphasising on the idea of elitism being neoteric and modern intellectuals.

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he reason to host the talk within the event is to share the brand value to the audience. Through the conversation between the Leaf Greener and Thom Browne, it could help the audience who presents in the talk to further understand the brand. The theme of the discussion will about the reasons to set up the exhibition and once again to convey the brand aesthetic then enhance the Thom Browne identity to the Chinese audience.

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ased on the analysis contained within the research file, it could be identified that Leaf Greener will be the best candidate to host the talk with Thom Browne within the event. Her identity as the former senior fashion editor on Elle China and broad knowledge about arts, fashion, and culture all allow her to host a in-depth talk with Thom Browne. Not to mention that the audience of the publication also the same as Thom Browne’s. Leaf Greener and the LEAF magazine are the must-have in the event.

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THOM BROWNE AW19 COLLABORATOR CHEN ZHOU

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ccording to Aesthetica magazine (2017) and aikedellarco.com (2018) the Chen Zhou is a Shanghai-based illustrator, installation, and video artist who was born in 1987. He is known for exploring the self-identity between the individuals and the public in the society through his art pieces. He tends to examine the urban Chinese youth daily life through his works.

Through adopting the themes encompassing the rise of social media, artificial intelligence, video games and the Internet, he hence to examine how the virtual world has reformed the Chinese youth everyday lives and popular culture. Therefore, his exhibitions are usually attracting the Chinese millennials to visit because what he displays in the exhibition is actually the life they live every day.

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ccording to the previous collaboration that Thom Browne has launched with the artists, it could be understood that partnership with the artist such as Chen Zhou will help the brand attract a wider audience. The collaboration is aiming for inviting the artist to cooperate with the brand to set up the exhibition encompassing his iconic themes of featuring Chinese youth daily lives with emphasis on Thom Browne aesthetic of tailoring, eventually enhancing the brand image as the luxury tailoring designer brand to the young and creative target audience in China.

77 ‘’IT’S ABOUT YOUNG PEOPLE, MODERN LIFE IN SHANGHAI.’’ — CHEN ZHOU

RIGHT PHOTO WAS THE FILM SHOT BY CHEN ZHOU, MORNING!, 2011, 16MM FILM TRANSFERRED TO HD BETA (COLOR, SOUND), ED. 1/4, DURATION: 13 MIN. 12 SEC., ACQUIRED IN 2012

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LEFT PHOTO WAS THE EXHIBITION CURATED

BY CHEN ZHOU, “I’M NOT NOT NOT CHEN ZHOU”, HD DIGITAL FILM, COLOUR, SOUND, 34 MINS, 2013

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RIGHT PHOTO WAS THE VIDEO PRODUCED

BY CHEN ZHOU, SPANKING THE MAID II, 2012, HD FILM (COLOR, SOUND), ED. 2/4, DURATION: 13 MIN., ACQUIRED IN 2012

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TACTICS COLLABORATION WITH CHINESE ARTIST CHEN ZHOU

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here will be the Thom Browne x Chen Zhou video collaboration launched in the event. The film will be projected on the exhibition wall for the visitors to see when they first enter the space. The rough idea of developing the content of video will focus on the artist’s iconic feature of exploring the Chinese urban youth daily life with the Thom Browne suits featured within the film.

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The collaborative film will invite the artist to produce the film with dressing the suits from Thom Browne AW19 collection. The following series of photos are the concept of how the video will be produced.

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88 Visitors who make the further purchase of Thom Browne products within the pop-up event will be able to gain the vouchers.

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THOM BROWNE X JOYCE GIFT CARDS THOM BROWNE X JOYCE SHANGHAI SS19 POP-UP EVENT

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TACTICS

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eaturing the consumer take-home postcards and Thom Browne x Joyce gift cards are to raise the brand social media engagement with the target audience on Weibo and WeChat. Through providing the take-home pieces and gift cards for the visitors to obtain would last the memory of the event. When the audiences share and post the relevant content to social media will further help the brand to create the buzz among the public. Eventually, raising the brand social media engagement on Weibo and WeChat.

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Postcard design is inspired by the artist’s signature pop art style and smiling face illustration with painting in Thom Browne iconic red, blue, white, and grey colours

THOM BROWNE X CHEN ZHOU COLLABORATION POSTCARDS THOM BROWNE X CHEN ZHOU AW19 COLLABORATIVE EXHIBITION

TACTICS

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TACTICS

Thom Browne x JOYCE Shanghai SS19 Pop-up Event SOCIAL MEDIA ON WEIBO & WECHAT

WECHAT MOCK UP POST ABOUT PROMOTING THE POP UP EVENT 58

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94 Based on the analysis from Thom Browne social media research on Weibo and WeChat, the below are the ideal suggestions for Thom Browne to interact with the target consumers on Chinese social media channels during fashion weeks or events.

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. Use WeChat as a presentation platform that allows Thom Browne target audience to search for event news and information.

. Partnership with celebrities or influencers in Thom Browne WeChat content, with exclusive interviews, Q&A sessions and lucky draws to obtain the comprehensive media exposure and cultivate the consumer loyalty.

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. Weibo is for a mass audience, broadcast-oriented, and suited to event previews and live streams.

. Invite more fashion-related KOLs in Thom Browne event promotions.

. Create the Thom Browne mini program on WeChat to have the users virtually enter the pop-up store and exhibition before they open to the public. Audiences who are interested in the event could make an appointment or booking the exhibition ticket in advance to skip the line, therefore to create the online to offline service for the audience to experience. The exhibition ticket will also be available in the electronic version which will be released on WeChat.

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TACTICS

Thom Browne x Chen Zhou AW19 Collaborative Exhibition SOCIAL MEDIA ON WEIBO & WECHAT

95 WECHAT MOCK UP POST ABOUT PROMOTING THE EXHIBITON

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Create exciting fashion & arts Chinese editorial story angles for individual titles Thom Browne AW19 collection presented in the exhibition will be lent to the press to create the editorial photoshoot within the fashion publications, while the in-depth interviews with the designer and the artist could be featured in the art magazines for attracting the new audience to approach the brand.

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Co-branding on press material including invitations and press releases The invitations and press releases will be designed in line with the brand and the artists’ features. They will be created to be easily identified that it is a collaborative exhibition between the brand and artist. The press will instantly realise the relevant information once they see the invites and press releases. The themes of the display, the purpose of launching the collaboration, time, event location, and contacts will be listed out in the press release and invitations.

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Producing launch party editorial Holding a launching party will allow the press to check the event in first hand. They will be invited to experience the exhibition in the first place, and some of them will even be selected to develop the in-depth interviews with the designer to help the brand earn the well-rounded coverage on the printed magazines. Actions will be taken by Chinese press, celebrities, and influencers access to the artist and designer and exclusive interview and photo opportunities.

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Create social media opportunities throughout the party on Weibo & WeChat Invite the influencers to take a first look at the exhibition and interview with the designer or the artist for producing the relevant contents on their Weibo and WeChat accounts.

The brand will also write the articles and posts about the event on its Weibo and WeChat accounts.

96 WECHAT MOCK UP POST ABOUT PROMOTING THE EXHIBITON

Launch the lucky draw on Weibo for the public to join in. The questions of lucky draw will be about the exhibition. The winners will be gifted the free ticket to the exhibition.

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Media Plan Thom Browne x JOYCE Shanghai SS19 Pop-up Event

TACTICS 62

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Media Plan Thom Browne x Chen Zhou AW19 Collaborative Exhibition

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INVITATION LIST APPROXIMATELY INVITES ABOUT……

28 to 33 people to the exhibition launching party 15 - 20 VIPS, 1 celebrity, 3 influencers,9 media partners (Online and printed)

21 to 23 people to the consumer retail event launching party.

13 - 15 VIPS, 1 celebrity, 3 influencer, 4 media partners (Online and offline)

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he below is the example editors who will be invited to the Thom Browne SS19 pop-up event and AW19 collaborative exhibition in China. There are quite some editors whose titles are senior and deputy directors. However, their names are not intentionally listed on the form; it was only because the information of those most relevant editors was not able to be found through Fashion Monitor, not even on the publications’ official websites. Therefore, using those editors who are entitling with senior or deputy is the only way to show the potential guest list.

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Timeline

Thom Browne x JOYCE Shanghai SS19 Pop-up Event

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Timeline

Thom Browne x Chen Zhou AW19 Collaborative Exhibition

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Budget Thom Browne x JOYCE Shanghai SS19 Pop-up Event

TACTICS 68

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Budget Thom Browne x Chen Zhou AW19 Collaborative Exhibition

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THOM BROWNE X JOYCE SHANGHAI

SS19 CAMPAIGN EVALUATION Earned the social media coverage of gaining at least 20-35 responses from the audience for posts generated on Thom Browne Weibo and WeChat accounts during the pop-up event.

The social media account followers on Weibo have been reached to more than 10K after the pop-up.

Well communicated the brand culture to the target audience through at least 1-3 relevant feature articles written within the target publications after the end of the pop-up event.

The overall football of purchasing the brand iconic suits collection in Thom Browne Shanghai increased by 15% over the one month during and after the pop-up.

Earned at least 5-7 product placement and editorial coverage in total on target print and online media.

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THOM BROWNE X CHEN ZHOU

AW19 CAMPAIGN EVALUATION Earned the social media coverage of gaining at least 50-80 responses from the audience for posts generated on Thom Browne Weibo and WeChat accounts during the collaborative exhibition.

The social media account followers on Weibo have been reached to more than 45K after the collaboration.

Increase brand awareness through building the digital ambassadors relationship with the chosen influencers to generate the regular posts such as 3 Weibo and WeChat posts per influencers a month during the collaborative exhibition.

Well communicated the brand culture to the target audience through at least 5-7 relevant feature articles written within the target publications after the end of the exhibition.

The overall football of purchasing the brand iconic suits collection in Thom Browne Shanghai increased by 30% over the three months after the exhibition.

Earned at least 7-10 collaborative product placement and editorial coverage in total on target print and online media.

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APPENDICES PRIMARY RESEARCH Shop visits, Thom Browne sales assistant interviews, Customer in-depth interviews

SHOP AND STOCKIST VISITS

• Selfridges — Menswear & Womenswear — 14/11/2017 • Liberty — Menswear — 15/11/2017 • Thom Browne London on Albemarle Street —15/11/2017 Make the visits to brand’s flagship store and retail shops in London has helped me to identify the potential competitors and consumer types of the brand.

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INTERVIEW WITH THOM BROWNE SALES ASSISTANTS IN RETAIL SHOPS AND LONDON FLAGSHIP STORE The interviews with those sales assistant have helped me to identified that there is the brand image issue within the Chinese audience. They perceive Thom Browne as the trendy casual wear brand instead of the luxury tailoring designer brand.

The Chinese audience shopping preference on Thom Browne products and the reasons why they make the purchase on the brand and the celebrity effect on influencing their shopping preference are also reflected through the interviews.

THOM BROWNE AUDIENCE RESEARCH

This is the in-depth interviews with those Chinese consumers who possess the knowledge of Thom Browne. They are all the faithful ones to Thom Browne who often make the purchase on brand products. I reached out to them in the Thom Browne in-store event which had been held on the 16th of November, 2017. The results have revealed that they have the clear image of perceiving Thom Browne as the luxury tailoring designer brand. They have all reflected the fact that Thom Browne should engage with the Chinese audience on social media platforms such as Weibo and WeChat more. According to the interview feedbacks, they are all showing the concerns about the overflowing replica product issue in China. They have mentioned that if this situation keeps happening, that will influence their willingness to buy into the brand more.

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Wvf061OUv-Z [Accessed 13 May 2018].

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Floyd, E. and Floyd, E. (2017). Gareth Pugh to hold exhibition at Shanghai Fashion Weekend. [online] FashionNetwork.com.

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Wvf0zlOUv-Z [Accessed 13 May 2018].

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Fraser, K. (2015). Thom Browne opening Hong Kong flagship. [online] Fashionunited.com. Available at: https://fashionunited.com/news/retail/thom-browne-opening-hong-kong-flagship/201504216711 [Accessed 13 May 2018].

Hall, C. and Hall, C. (2017). Influence Peddler: Leaf Greener Bridges East and West. [online] WWD. Available at: http:// wwd.com/fashion-news/fashion-features/influence-peddler-leaf-greener-bridges-east-and-west-10931986/ [Accessed 13 May 2018].

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KONG, D. (2015). Why fashion stylist Leaf Greener loves the printed word. [online] South China Morning Post. Available at: http://www.scmp.com/magazines/post-magazine/article/1709965/why-fashion-stylist-leaf-greener-loves-printed-word [Accessed 13 May 2018].

Lau, C. (2018). . [online] Hk.style.yahoo.com. Available at: https://hk.style.yahoo.com/thom-browne-%E8%BF%B7%E5%88%A 5%E9%8C%AF%E9%81%8E-%E7%94%B1joyce%E5%B1%95%E5%87%BA%E7%9A%84thom-browne%E6%99%82%E8% A3%9D%E5%9B%9E%E9%A1%A7%E8%88%9E%E5%8F%B0-030000929.html?guccounter=2 [Accessed 13 May 2018].

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PHOTO REFERENCE 13. COLETTE (2017). colette x Thom Browne 2017. [image] Available at: https://www.blackbird-autojournal.com/zh-hk/an-americansreturn-of-support/ [Accessed 13 May 2018].

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PHOTO REFERENCE 25. Lucas, C. (2017). ... herringbone lip ... #thombrowne fall 2017. [image] Available at: https://twitter.com/ThomBrowneNY [Accessed 27 Nov. 2017].

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27. Cover Roy (2018). Roy Wang appointed as UNICEF’s Special Advocate for Education in Thom Browne tuxedo.. [image] Available at: Roy Wang rounds out the TFBOYS trio in a playful dog-print Thom Browne suit at the 2017 Weibo Awards Ceremony. (2018). [image] Available at: https://twitter.com/trendingweibo/status/953990316889165824 [Accessed 13 May 2018]. [Accessed 13 May 2018].

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PHOTO REFERENCE 49. THOM BROWNE (2017). THOM BROWNE: THE MODERN UNIFORM. [image] Available at: https://www.thombrowne.com/us/ article/thom-browne-the-modern-uniform [Accessed 13 May 2018].

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62. Shanghai Fashion Weekend (n.d.). Activities during Shanghai Fashion Weekend. [image] Available at: http://shanghaifashionweekend.com/gallery [Accessed 13 May 2018].

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66. Thom Browne 的衣服优质在什么地方？. (2016). [image] Available at: https://www.zhihu.com/question/24363323/answer/130476214 [Accessed 13 May 2018].

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68. Massa, L. and Priest, M. (2017). Thom Browne and Fern Mallis at 92Y.. [image] Available at: http://wwd.com/eye/people/thombrowne-recaps-his-career-from-sag-card-holding-actor-to-international-designer-11095282/ [Accessed 13 May 2018].

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PHOTO REFERENCE 73. Greener, L. (2018). Leaf Greener interviewed with Escada new creative director Niall Sloan. [image] Available at: https://www. instagram.com/p/BgGGdQAHe81/?taken-by=leaf_greener [Accessed 13 May 2018].

74. Greener, L. (2018). Leaf Greener reviewing Thom Browne AW18 collection. [image] Available at: https://www.instagram.com/p/ Bf7k06DHbgP/?taken-by=leaf_greener [Accessed 13 May 2018].

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78. Chen, Z. (2012). Chen Zhou, Spanking the Maid II. [image] Available at: https://rfc.museum/past-exhibitions/beg-borrow-andsteal/artwork-images/category/159-karl-haendel [Accessed 13 May 2018].

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82. shya, w. (2018). THOM BROWNE X JOYCE. [image] Available at: https://www.thombrowne.com/us/article/thom-browne-x-joyce [Accessed 13 May 2018].

83. shya, w. (2018). THOM BROWNE X JOYCE. [image] Available at: https://www.thombrowne.com/us/article/thom-browne-x-joyce [Accessed 13 May 2018].

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PHOTO REFERENCE 85. shya, w. (2018). THOM BROWNE X JOYCE. [image] Available at: https://www.thombrowne.com/us/article/thom-browne-x-joyce [Accessed 13 May 2018].

86. shya, w. (2018). THOM BROWNE X JOYCE. [image] Available at: https://www.thombrowne.com/us/article/thom-browne-x-joyce [Accessed 13 May 2018].

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88. Thom Browne x Joyce Gift Card created by me 89. Thom Browne x Joyce Gift Card created by me 90. Thom Browne x Chen Zhou Collaboration Postcards created by me, the central illustration was from walpola, d. (n.d.). Thom Browne SS15 ILLUSTRATION. [image] Available at: http://www.dilanwalpola.com/Contour-SS15 [Accessed 13 May 2018].

91. Thom Browne x Chen Zhou Collaboration Postcards created by me 92. Thom Browne x Chen Zhou Collaboration Postcards created by me 93. Thom Browne WeChat Mock-up Post created by me 94. Thom Browne WeChat Mock-up Post created by me 95. Thom Browne WeChat Mock-up Post created by meThom Browne WeChat Mock-up Post created by me Cover photo — THOM BROWNE (2018). THOM BROWNE X JOYCE. [image] Available at: https://www.thombrowne.com/us/article/ thom-browne-x-joyce [Accessed 13 May 2018].

Back photo — THOM BROWNE (2017). THOM BROWNE: THE MODERN UNIFORM. [image] Available at: https://www.thombrowne. com/us/article/thom-browne-the-modern-uniform [Accessed 13 May 2018].

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THOM BROWNE YUN-WEI NIEH NIE14428017 BA (Hons)Fashion Public Relations and Communication Year 3 Final Major Project SOPHIA PLESSAS