An element of coursework for my final year was to construct a collaboration between a luxury and unconventional brand; investigating a specific target consumer and appropriate forms of communication in which the collaboration would be marketed. Once identifying Burberry and KAWS as the two brands for my collaboration, I wanted to investigate a consumer that I had minimal information regarding their general spending habits and characteristics. Consequently, I targeted my campaign towards Chinese Millennials who are evidently becoming one of the Global Leaders within the Luxury Fashion industry.

The images attached illustrate the research undertaken to identify precise characteristics, traits of Chinese Millennials and their relationship with Luxury Fashion using a range of publications and statistics. The images also display final physical media designs that include a scannable QR code which leads to an Adobe XD WeChat mockup I created to further demonstrate how the campaign would work.

This project visibly highlights my ability to harvest information from a variety of different sources, resulting in a greater understanding of a target consumer and further developing my global knowledge of the Luxury Fashion industry.