13 Aug Title: ‘Designing Digital Experiences, what does it mean fo
Title: ‘Designing Digital Experiences, what does it mean for fashion brands, designersand the future of communication? “Beginning on April 1, WWD China’s digital fashion week, which is in fact a six-week summit, willfeature talks and panels from leading fashion industry experts and environmental scientists. It willalso feature a collection of presentations from sustainable designers and will be live streamedworldwide to viewers who will mainly be confined to their homes. Focusing on topics such aszero-waste design and ethical supply chains, the event will emphasise how important it is to actand produce sustainably, particularly during times of global crisis. The news comes as thepreviously cancelled Rakuten Fashion Week Tokyo (March 16-26) announced it will go ahead asa digital-only live-streamed event” (Stylus, 2020).CASE STUDY GUIDELINES/REQUIREMENTSLearning Outcomes:LO1. Compose critical analysis to solve problems in practical and professional contexts forcontinuing professional development.LO2. Consider and analyse a company / organisation appropriate to the subject specialism. Part 1: Case Study Analysis (3,500 words), 70% of the overall unit grade(LO1, LO2) The case study is to focus on a specific area of communication around staging digital experiencesto engage with customers and create value. You are required to give examples of how brands or“fashion weeks” have utilised digital experiences in their communication strategies and provideexamples of success or failure. The case study must evidence in depth research, includingprimary research (if possible), analysis of that research, insights and recommendationsformulated through the case study research. Case Study (Indicative Content) 1. Evaluate the factors that led to the growth of the experience economy in the fashionindustry, mainly the digital experience. 2. Assess the potential benefits and added value from embedding digital experiencestrategies, and the role it plays in shaping the future of communication.3. Identify the main challenges facing fashion brands in endorsing digital experiencestrategies, now and in the future.4. Formulate a view on how fashion brands should communicate in times of crisis andutilise the use of digital experiences to engage with customers and other stakeholders.
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