The aim of this Assignment is to propose the implementation of a Vietnamese fashion label extension in order to boost growth. Examined has been the local HCMC brand Thuy Design House and an original proposal has been achieved.
Thuy Design House, a high-end fashion label founded by artist and designer Thuy Nguyen. The student research attempts to get insight into the current issues surrounding the brand, as well as to provide alternatives, options and opportunities. In order to discuss the brand's potential extension, the brand, products, services and market have been explored and analyzed. The brand's ability to transform potential challenges into development
opportunities has also been evaluated. The findings of this analysis are based on primary and secondary research, including observation, industry reports, the company's website etc..
Context: Art and fashion have always had a rich relationship, both revolve around the same creative domain and a means of self-expression. The collision of the two has had far-reaching effects on how people dress, extending far beyond geographical and cultural boundaries. Fashion designers are often drawn to contemporary artworks and other design disciplines because they are fascinated by colours, shapes, and forms, as well as social and cultural references.
Fashion, according to Ms Thuy Nguyen, founder of Thuy Design House, is another type of art that expresses beauty. With nearly two decades of working in the art, she desires to preserve and spread all beautiful Vietnamese traditional values. The students' work proposes how.
*Students are asked to choose an available brand in the market for the assignment
Working Process
1. Establish the status quo of the to-be-examined brand and identify strengths, weaknesses, threats and opportunities to sustainably grow the brand into the future.
2. Based on the findings, propose a new brand identity and/or brand expansion or extension. Visually propose how the brand will create and deliver new value for its customer.
3. Visually propose the marketing, branding, finances, new markets/customers etc.
