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Session Overview
Track 6 Session 2
Friday, 07/Aug/2020:
1:15pm - 2:15pm

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The impact of co-branding strategies within the fashion industry- Uniqlo – a case analysis

Yueyi Wang, David Hands

Lancaster University, UK

This paper presents a case study – Uniqlo for explore the impact of co-branding strategy of fashion industries. The contemporary high street fashion brand, Uniqlo is designed with high-quality comfort fabrics and a seasonless product line, and the price is affordable and acceptable. Uniqlo's collaborations with designer brands, designers, are very typical and satisfy consumer demand consumption in today.We find that three main results through case study.Firstly, The implicit impact of social media on consumption patterns, highly interaction with consumers on the internet, and repeated publicity about co-branding collections,so we found that co-branding strategies are inseparably linked to social media support.Secondly, Through its co-branding strategy Uniqlo working with designer brands from different countries such as jwanderson, Alexander Wang, Jil Sander, etc., it has helped Uniqlo expand its fashion marketing in more countries, such as Europe. In addition, its UT series combines music, film, art, comics, animation and other popular elements, and will be presented in a new form, become one of the ways young people express their attitudes to life and show their individuality. On average every two months, Uniqlo launches new line-ups of brands such as Disney, Lego, starwars and Andy Warhol. We find that in order to attract more young consumers, Uniqlo is constantly seeking cross-border cooperation with major brands, and more creative designers to cooperate, give them fresher blood, and more young people in the spirit, attitude to achieve some kind of resonance, but also it can catch the younger generation of consumer groups as an important reason. The significance of this study lies in the profound exploration of co-branding strategies value in fashion industries and their positive and negative effects. It is worth noting that the authors identified that co-branding strategies that do not have clear rules in today's fashion market. . Further research is needed on how co-branding strategies continue effect to marketing and build up customer’s loyalty to the brand.

Designing for an AI-enabled smart service adoption from a user experience perspective

Fan Li1, Yuan Lu1, David Hands2

1Eindhoven University of Technology, The Netherlands; 2Lancaster University, UK

'Industry 4.0', 'Digitalization', 'Internet of Things (IoT)' and 'Smart Services' have become today’s buzzwords due to the advanced development of information and communication technologies (ICTs). Consequently, the world economy has changed from a physical product dominated economy to a more software and service-controlled economy. It is no longer about the product that matters, but it is about the data that is generated by using the product or service. The data arising from the use of products can be used to define new business models and services to foster long-term sustainable competitive advantage. How to create smart services by collecting and using these data is not only an opportunity, but also a challenge for companies to remain competitive in highly dynamic market contexts. Smart services can be defined as services tailored to specific user needs with the help of data and intelligent processing. It requires a deep understanding of users and their particular contexts of use and an intelligent processing of these emergent data. User adoption of smart services should be properly understood, on the one hand; on the other hand, this understanding could be processed to enable smart interventions that support the users and how they interact with this technology on a regular basis.

The understanding of user adoption within smart service research still requires considerable attention. A platform to collect, integrate and process user information and their usage data continuously is, therefore, essential to the development of smart services. In this study, an AI-enabled framework called ‘Smart Service Blueprint Scape’ (SSBS) is proposed to increase the knowledge associated with the user experiences of smart services. The framework demonstrates the elements of smart services by providing an integrated approach from the perspectives of both user experiences and AI system.

With the purpose of improving the smart service adoption, three smart mobility service cases were critically analyzed, through making use of the framework to demonstrate how the users’ experiences were enabled by the SSBS framework. YouTube movie clips of these three smart mobility services were analyzed to collect the data for illustrating how the SSBS was utilized. Through the qualitative analysis, the values of an SSBS framework were identified through three aspects. Firstly, the interactive relationship with users and service provision of the smart services process is demonstrated. Secondly, the integration of user experience and AI system is further elaborated. Finally, the dimensions reflecting characteristics of smart services are identified: the connection among smart devices, AI and support process. Designers can maintain and communicate with different stakeholders within the smart service delivery process. The framework creates the systematic overview for smart service with the help of AI system.

User-generated fashion imagery: Sisters are doing it for themselves

Erik Hansen-Hansen

The Royal Danish Academy of Fine Arts, Schools of Architecture, Design and Conservation, Denmark

This research paper is about the contemporary democratization of fashion image production. Young women who in previous times likely would have been fashion media consumers are now mimicking the dream images of the glamourous pages of Vogue essentially becoming the producers as well as the model subjects of new type of user-driven global fashion image streams. Where the old formula for fashion media business was about using female beauty and seduction in order to sell clothes and accessories, the new user-driven production of fashion imagery (video and photos) through social media has a different purpose: the identity construction, promotion and sale of female hyper-real subjects through the use of fashion imagery and props.

It is argued that a revolution is taking place in the field of fashion imagery because users are going their own way through Social Media, Instagram being the research case. This is reshaping not only the fashion media business but potentially a great variety of industries engaged in promotional activities; in the last instance perhaps even human interactions. On top of this, the business models of print-based fashion magazines are falling apart as the money previously spent on print advertising is channeled into social media influence marketing.

Strategic Design: Constructing mental models through game design & play

Gaurang Desai

Mimamsa Design Research and Innovation Consultancy, Canada

Design’s proven abilities at problem solving and translating between disciplinary, professional, and operational languages, has found applications in other domains including business, health and education, among others. This leads to designers operating at the edge of what they do not know. To be successful in their role, designers must cope with ambiguity as they frame multi-disciplinary challenges and opportunities for industries in transition. To cope with these ambiguities a strategic designer must first develop a vision or a mental model of the domain. A mental model is a mental representation of how things work. This paper discusses the process of mental model development for strategic designers through the making of games and play. It will document a class exercise involving the strategic redesign of supply chains to improve a business’ product offering and by extension, customer experience. The design of games helped create generative mental models that helped students arrive at new inferences about what could happen in various situations. This paper will describe the context, the design of games, its theoretical underpinnings and the outcomes.

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