Anwen Dong
- Email: jkrm0365@leeds.ac.uk
- Thesis title: Working Title: Exploration of Artificial Intelligence social media virtual influencers-oriented interactive storytelling marketing strategy mode in luxury fashion
- Supervisors: Dr Eunsuk Hur, Dr. Maria Logkizidou, Dr. Qingxin Peng
Profile
My undergraduate, project focused on packaging design. I designed a new recyclable material packaging for a Chinese audio-visual company, ‘Wals’, and won the ‘Packaging Star - Sustainability Award’ for my work.
Whilst studying my Master’s in Fashion Marketing and Branding at the University of Southampton, I developed a strong interest in luxury brands and sustainable fashion, and successively published Louis Vuitton's strategic marketing and brand analysis in China and the United States, and Gucci's digital fashion marketing campaign and brand analysis. During the research period, the development potential of China's sustainable fashion industry was determined through literature reading. My graduation thesis was titled, ‘What are the key trends influencing Chinese Generation Z consumer attitudes toward sustainable fashion?’ I also have one year of work experience in the fashion industry,
Research interests
- Fashion Marking (Storytelling)
- Consumer Behavior
- Brand Identity and Loyalty
- Sustainable Fashion
Qualifications
- BA | Packaging Design | Hunan University of Technology, China
- MA | Fashion Marketing and Branding | University of Southampton, United Kingdom