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FINAL MAJOR PROJECT PROPOSAL

STUDENT NAME: Szuhan Wang (Celeste)STUDENT NUMBER: 25156306COURSE NAME: Final major projectDEGREE LEVEL: BA Fashion Marketing COURSE CODE: ARTD3038-26819COURSE CONVENOR: Hollygale Millette Amanda Bragg-MollisonDATE OF SUBMISSION: 5th November 2014

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TABLE OF CONTENTS

ABSTRACT____________________________2INTRODUCTION________________________3LITERATURE REVIEW__________________4METHODOLGY AND FEASIBILITY_________6TIMETABLE__________________________7LIST OF REFERENCES__________________8PRESENTATION SLIDE___________________9

ABSTRACT

The project is based on the idea of opening an independent store in Taiwan; sourcing different brands from Europe also could develop with the local designers in the future. The research will be conduct under the targeting consumer group, which is hipster (Wen Qing in Mandarin). Firstly, it is interesting to re-define the ‘hipster’ because when people think about hipster they would think they are pretentious and radical; even the ‘real’ hipsters would not admit they are hipster. Secondly, the research would focus on this segmentation to make a consumer profile. As the store will be opening in Taiwan that there will be some research on Taiwanese culture and political issue, specially the new power of the generation in the sunflower movement. In addition, in order to understand about the consumer, the questionnaire will be taken in the project. Lastly, due to the final output might be a blog or an online website as a trial for the physical boutique that the store design and promotional strategy will be also analysed in this project. Overall, the aim of this project is to create a new consumer profile in this subculture group and source the right brand for the new fashion business in Taiwan.

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INTRODUCTION

There is always a dream of establishing an own store in Taiwan, playing special picked music, decorating with favourite photograph and choosing the design to sell in the shop floor. The brands are sold in store could also present my interest and personality.Initially the inspiration was from the social movement held in 2014 such as the Hong Kong democracy protest and student global protests in November because people have been more wiling to speak out their voice; for example the sunflower movement in Taiwan, student were fighting for their right for their future. Considering of the student society in the sunflower movement, they are high educated to have the strong political opinion and they are conscious about the environment and society that they want to help the world become better which linked me to a subculture group ‘hipster’. The terms of the hipster in Taiwan is called ‘Wen Qing’, generally means the people who like reading, photography and alternative music. The definition is quite close to the hipster in West that they are associated with indie music, alternative fashion and lifestyle, and progressive political viewpoints. Also it would be basis to say that the protesters are hipster; however, on my observation that the core members of the sunflower movement that they all have the characters of hipster. Regarding to the sociocultural evolution from the sixties people who were fighting for the equal right and rising the number of the subculture groups such as hippies and punk. These groups have developed their culture into certain fashion style, and the hipster style is blending with different subcultures and individual personality.In addition, according to the report from WGSN the new consumer trend: Everyday Utopias: Tribe Newtopians, people have more ambient awareness on their daily life connect to the social network’s activity. They are more creative that they are inspired by the everyday routine but not afraid of new adventure. (Lohan, 2014) This is the hipster in Taiwan that they aspire for a better world but still associate with the reality because for them hipster is just an attitude about personal experience and thinking. The purpose of researching the hipster is to evaluate an engaging way to target them and create a new hipster image for the consumer that hipster is not relate to

the certain subculture that is exit in everyone’s vein.

In order to plan out the store design and marketing strategy there is a market audit outline that need to be investigated and illustrated:

• Store identity: a little bit of everything → Brand onion and logo → Brand story/ message• Customer segmentation → Customers’ perspective → Pen portrait: new definition → Alternative style and music • Sourcing brand research → Brand USP and core value → Sourcing distribution/method → Brand CSR• Promotions opportunity analysis → Competitors → Opportunities • Promotional plan → Blog (everyday object) → Mini film → Campaign (photo shooting)• Financial plan → Promotional budget → Cost and profit• Trial (final result of the project) – online website

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LITERATURE REVIEW

BooksCamus, Albert translate by Anthony Bower【The rebel】⇒ Chapter 4: Rebellion and art, p. 219-237 ⇒ This book is a key book for the activists in Taiwan that it let people rebel and be brave to fight for their right.

Blundell, David【Taiwan since martial law: society, culture, politics, economy】⇒ Society & culture, p. 3-263 ⇒ To know about the contemporary social and cultural issue in Taiwan.

Bennett, Andy and Kahn-Harris, Keith【After subculture: critical studies in contemporary youth culture】⇒ Part 1: Theoretical reading p.21-48⇒ Virtual subculture? Youth, identity and internet p.148-173 ⇒ To know what is important to the youth culture in the digital era.

Green, Jonathon【All dressed up: the sixties and the counter culture】 ⇒ Historical information of the social evolution at sixties and how they influence to the future culture.

Shaw, David and Koumbis, Dinitril【Fashion buying: from trend forecasting to shop floor】⇒ Chapter 2: sources of buying inspiration⇒ Chapter 3: supplier, sourcing and communication ⇒ Good marketing textbook to understand what should be aware of sourcing in a buying role.

Gaalan Anneioes van.【Indie brands】 ⇒ This is a good resource to know more brands apart from the high street brand.

Dowdy, Clare【One- off: independent retail design】⇒ Fashion & Accessories, p.88-128 ⇒ Store visiting in the book but more detailing about how they establish the store and design the concept.

Jeffrey C【The politics of small thing: the power of the powerless in dark times – Goldfarb】⇒ 2004: small things + internet = alternatives, p.69-90 ⇒ It is interesting to look at some political journal because part of the concept in this project is that people should have voice out for themselves.

Chen, Chieh Jen【The rebellious gaze: how they changed the world】 ⇒ Part 3: the people gain strength (Chinese) ⇒ Although this is a Chinese journal but it is highly relate to the group would be discussed in this project. They have been highly influenced by the western music history and became critical to the government and hope they the world could be better

Journal article Rodney C. Runyan Mijeong Noh Jon Mosier, (2013),"What is cool? Operationalizing the construct in an apparel context", Journal of Fashion Marketing and Management: An International Journal, Vol. 17 Iss 3 pp.322 – 340

Pihl Christofer, (2014),"Brands, community and style – exploring linking value in fashion blogging", Journal of Fashion Marketing and Management, Vol. 18 Iss 1 pp. 3 – 19

Angelina R.W. Jones Gloria Williams, (2012),"Perceptions of fair trade labelling and certification: three case studies", Journal of Fashion Marketing and Management: An International Journal, Vol. 16 Iss 2 pp. 246 -265

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Joyce C.H. Liu, (2000), “The gaze of revolt: Chen Chieh-Jen’s historical image and his aesthetic of horror” ⇒ It is useful to read this research after Chen’s book and see how the history of Taiwan affected to the people nowadays.

Other online resourcesWGSN consumer forecast Democracy at 4amhttp://4am.tw/

The Transformation of Taiwan’s Sunflower Movement http://thediplomat.com/2014/05/the-transformation-of-taiwans-sunflower-movement/

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METHODOLGY AND FEASIBLITY

MethodologyThe research methodology in this project would focus on the historical research on the subject that how subculture and political issues influence to people fashion style and buying behaviour in Taiwan. In order to understand about the target consumer that it is possibly to take a market research of Taiwanese market. Besides, it would be valued to gather some observational research such as visiting an exhibition and the independent store in East London to apply into the project.

Method• Historical research → Books and new about the culture and political issue in Taiwan → Literature research, associated with sociology papers I. Why hipster is an attitude but truing into consumption world becoming more labelism? II. How hipsters gravitate to the same style but still alternative? III. What is the different between hipster in Taiwan and London? IV. Why hipster think they are more individual but they are still getting into mainstream style or shop in the chain retail stores? V. How to break the stereotype image of hipster in the mass market? • Music → Listening to the alternative music and analysing the lyric and melody style → The album cover analysis and the graphic of the band logo

• Observational research → To get the inspiration of the store design and the atmosphere of the idea (Pure London) → Talk to the store manger to understand how to run an independent boutique e.g. Goodhood store in East London

• Market research in Taiwan → MACRO environment (PESTEL analysis) → MICRO environment research (brand positioning and competitors)

FeasibilityIt might be difficult to do the research on Taiwan in the England but it is still possible to get the information from online and books. Besides, it is a new idea of putting culture and political aspect into fashion but there is more possibility to go different direction not only fashion.

Quality controlThe research of this project would be built on my observation the new definition of the hipster in Taiwan. In order to be objective that the any critical statement needed to be supported by others article and in the questionnaire there will be more open question for people to express their opinions. It might be a bit basis on this work because the own store concept is not only about the targeting consumer group but still showing my own personal interest and style.

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TIMETABLE

The project will be last about five months that the schedule will be divided in each month and there will be a detail calendar agenda for the project as well.

December• Books reading • Finish the first part of the audit (store concept: story and logo)• Blog start to write everyday from 17th December 2014

January • Books reading • Mini film shooting 1• Store research • First choice of sourcing brand • Finish the consumer analysis • First draft of the project

February • First draft supervision 2nd February 2015• 8th -10th February 2015 Pure London • Final choice of sourcing brand • Online website design • Photo shooting (for the campaign) + preparation • Gathering more visual images• Promotion opportunity analysis

March • Second draft supervision 9th March 2015• Mini film shooting 2• Website design

April • Third draft supervision 20th April 2015• Final editing • Printing

May• Presentation 18th May 2015• Final hand in 20th May 2015

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LIST OF REFERENCES

3621 Taiwanese citizens. (2014, March). Democracy at 4 am. Retrieved November 30, 2014 from Democracy at 4 am: http://4am.tw/

Anderlini, J. (2014, March 30). Thousands of Taiwanese rally against closer ties with China. Retrieved November 29, 2014 from FT.com: http://www.ft.com/cms/s/0/1f137b9e-b7fd-11e3-af5e-00144feabdc0.html?siteedition=uk#axzz2xaeTjCgY

Andy Bennett, & Kahn-Harris, K. (2004). After Subculture: Critical Studies in Contemporary Youth Culture. Palgrave Macmillan.

Blundell, D. (2012). Taiwan since martial law. Taiepi: University of California, Berkerlery & Natioanl Taiwan University Press.

Camus, A. (1982). The Rebel. In A. Camus, The Rebel (A. Bower, Trans., pp. 219-237). Penguin Books Ltd.

Chen, C. J. (2007). The rebellious gaze: how they changed the world. Taipei : Ink.

Dowdy, C. (2008). One-Off: Independent Retail Design. London: Laurence King .

Gaalen, A. v. (2011). Indie Brands: 30 Independent Brands that Inspire and Tell a Story . Bis Publishers.

Goldfarb, J. C. (2007). The Politics of Small Things: The Power of the Powerless in Dark Times . Chicago: University of Chicago Press.Green, J. (1999). All dressed up. London: Pimlico.

Laskai, L. C. (2014, May 5). The Transformation of Taiwan’s Sunflower Movement. Retrieved November 29, 2014 from The Diplomat: http://thediplomat.com/2014/05/the-transformation-of-taiwans-sunflower-movement/

Liu, J. C. (2000, October). The Gaze of Revolt: Chen Chieh-Jen's historical images and his aesthetic of horror. Retrieved Novemeber 30, 2014 from http://www.srcs.nctu.edu.tw/joyceliu/mworks/mw-interart/GazeOfRevolt/GazeOfRevolt.htm

Lohan, S. (2014, Januaury 15). A/W 15/16 Consumer Forecast . Retrieved November 30, 2014 from WSN: http://www.wgsn.com/content/board_viewer/#/122479/page/1

Shaw, D., & Koumbis, D. (2013). Fashion Buying: From Trend Forecasting to Shop Floor. London: Fairchild Books .

Figure.1 The room model boutique in Taipei

INSPIRATION: SOCIAL MOVEMENT

First they came for the Socialists, and I did not speak out— Because I was not a Socialist. Then they came for the Trade Unionists, and I did not speak out— Because I was not a Trade Unionist. Then they came for the Jews, and I did not speak out— Because I was not a Jew. Then they came for me—and there was no one left to speak for me.

Martin Niemöller

Figure.2 The sunflower movement protest in Taipei

²  Part of Millennial Generation ²  Hipsters like reading,

photography, and indie/alternative music

²  Hipsters have progressive political viewpoints

²  Hipsters have a specific fashion style: glasses, Converse shoes and vintage clothes

²  Hipsters usually like to smoke and drink

²  Hipsters tend to have a Macbook

HIPSTER (WEN QING)

Being yourself and being true to what makes you happy is the most important thing.

Zooey Deschanel

Figure.3 Taiwanese singer Deserts tour campaign

MOODBOARD

Output: 1.  Blog 2.  Online website 3.  Promotional campaign 4.  Mini film

Figure.4 Boho mood image from WGSN

RESEARCH METHOD ²  Historical research

Books and news about cultural and political issues in Taiwan Literature research, associated Sociology papers

²  Music Listening to relevant alternative music and analysing the lyrics and styles Analysis of the album covers and the graphic of the band logo

²  Store and exhibition visit To take inspiration from store design and atmosphere (Pure London) Talk to the store manger to understand how to run an independent boutique (Goodhood store in East London)

²  Questionnaire Examine the right promotional strategy for the consumer group Examine the sourcing of the right brands for the store At least 1,000 samples in a week

²  Books

²  Journal of Fashion Marketing and Management

²  Online resources: WGSN, NEWS

The Sunflower Movement’s goal was always larger than merely opposing CSSTA; it sought to achieve a true civic awakening. With this in mind, perhaps, relinquishing control over tactics and message is the best strategy of all.

Figure.5 New headline from The Diplomat

Figure.6-11 Books cover image from Amazon

TIME MANAGEMENT December Reading books Finish the first part of the audit (store

concept: story and logo) Blog start to write every day from 17th

December 2014 First draft of the questionnaire

January

Reading books Mini film shooting 1

Store research First choice of sourcing brand

Finish the consumer analysis Second draft of the questionnaire

First draft of the project

February First draft supervision 2nd February 2015 8th -10th February 2015 Pure London

Final choice of sourcing brand Online website design

Photo shooting (for the campaign) + preparation Gathering more visual images

Promotion opportunity analysis  

March Second draft supervision 9th March 2015

Mini film shooting 2 Website design

  April

Third draft supervision 20th April 2015 Final editing

Printing

REFERENCE

²  WGSN consumer trend: Everyday Utopias: Tribe Newtopians http://www.wgsn.com/content/board_viewer/#/122479/page/1

²  The Transformation of Taiwan’s Sunflower Movement http://thediplomat.com/2014/05/the-transformation-of-taiwans-sunflower-movement/

²  Democracy at 4 am http://4am.tw/

²  9 Inspirational Quotes From Zooey Deschanel http://www.makers.com/blog/9-inspirational-quotes-zooey-deschanel

²  The hipster formula: Mathematician explains why ‘anticonformists all look the same’

http://www.nydailynews.com/life-style/mathematician-explains-hipster-effect-formula-article-1.2001946

²  Thousands of Taiwanese rally against closer ties with China http://www.ft.com/cms/s/0/1f137b9e-b7fd-11e3-af5e-00144feabdc0.html?siteedition=uk#axzz2xaeTjCgY

²  Final Major Project handbook ²  Lecture notes and PowerPoint