Rationale and background Research

Rationale and background Research

Visual Arts has a profund impact on fashion . It not only inspires designers, but also satisfies customers’ aesthetic needs. Moreover, the interaction between visual arts and fashion have become a part of the culture; both of which fashion a vibrant world.

As for me, an advertising man and a fashion communicator, I have decided to research how visual arts, especially image arts help fashion brands communicate with customers: creative needs, arose customers’ desire, storytelling,

Currently, Chinese fashion brand owners & designers really need specialists who can think internationally, and who have both an art and marketing background, to support them launch, manage and communicate brands to target consumers. These needs completely match my study objectives.

I am also interested in observing and researching contemporary and future fashion advertising methodology. An insight into winning campaigns and projects to help create specific advertising methodology for Chinese fashion brands. I hope this methodology can help chinese domestic fashion brands and designers to handle the challenge the U.K. faced 160 years ago, which China is facing now: Understand methodology of establish brands and communicate with customers individually.