Mengyuan Sheng

Mengyuan Sheng

Mengyuan Sheng

COURSE: FASHION BUSINESS & PROMOTION

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FINAL MAJOR PROJECT

SHANGHAI TANG BRINGS AN EDUCATIONAL EXPERIENCE OF CHINESE HERITAGE CULTURES THROUGH MODERN TECHNOLOGY AND VISUAL ENJOYMENT.

The concept promotes the development of Chinese luxury brand Shanghai Tang’s pop-up store in the UK, which will be displayed on the ground floor of London Selfridges in 2023. To provide visitors with a memorable experience will be the aim of the pop-up store. There are three main parts to attract consumers. Firstly, the exhibition of Chinese culture will show the process of China’s cultural transformation from past to present by storytelling. Secondly, modern technologies will be a key element to increase the consumer’s interactive experiences. For example, head-tracking technology can create a personalized shopping cart based on the emotional reaction of shoppers when they browse the culture exhibition; QR codes will provide timely information when they scan them, and VR technology allows them to create personalized clothes or experience of Chinese true landscapes in the virtual space without any distance. Finally, a Chinese style restaurant will be built on the Selfridges’ first floor with the theme of Chinese cultures and will include an open-plan kitchen.

This concept will help the company to achieve the following objective:The first business objective is education. The company introduced Shanghai Tang, including its history, origins, products, and mission to consumers. The second business objective is further exploring overseas markets to increase the brand’s international awareness. Finally, all of these objectives will lead to the final aim of making profits for the company.

PROFILE
As a graduate from (BA) Hons Fashion Business & Promotion from Birmingham City University, I would like to be considered for the project specialist of art exhibitions. Through the educational journey, I have gained valuable knowledge of the fashion industry, including marketing trend forecasting, analyzing consumer behaviors and values, and delivering creative and innovative strategies. I am also good at using InDesign, Photoshop, Premiere, and Sketch-Up to better convey my ideas. Through my work experience, I have built good communicational skills and can learn quickly and work well under time constraints. Therefore, these valuable research, communication and software skills make me qualified for the job.

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02
May