(no images downloaded yet)
# Project Description Branding through design-driven strategies Christina Ni Summary Final work College London College of Fashion Course MA Fashion Design Management Graduation year 2025 An exploratory study on branding through design-driven strategies that enhance Gen Z’s consumer perception and experience for the secondhand luxury market in China China’s luxury secondhand fashion market is growing quickly, with Gen Z leading the shift. They are drawn to individuality, rarity, and emotional value, yet many remain hesitant. This project explores how design-driven strategies can reshape these perceptions and strengthen Gen Z’s connection to secondhand luxury. Through in-depth interviews with Chinese Gen Z consumers, the research identifies affordability, uniqueness, and heritage as strong motivators. At the same time, doubts about hygiene concerns, authenticity, social stigmas, and signs of wear create barriers. New insights show heritage, both brand history and family legacy, as an unexpected driver of engagement. Design strategies such as storytelling, social media, and curated shopping environments emerged as the most effective tools for building trust and creating meaningful emotional connections. Approaches like up-cycling and cultural integration sparked mixed reactions, revealing risks of diluting luxury’s exclusivity. The project contributes new perspectives by applying design-driven strategies to an under-explored context, extending Theory of Planned Behaviour, and highlighting opportunities unique to Chinese Gen Z. For brands, it suggests practical ways to reframe secondhand luxury by strengthen authentication, craft narratives around heritage, and design engaging online and offline experiences that resonate with young consumers. Final work Share this project An exploratory study on branding through design-driven strategies that enhance Gen Z’s consumer perception and experience for the secondhand luxury market in ChinaChina’s luxury secondhand fashion market is growing quickly, with Gen Z leading the... A link to this page has been added to your clipboard Browse related work Community Research
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/681041/cover ## External - https://www.instagram.com/christina_nananananana - tel:+1 6266134147 - mailto:christina19991105@gmail.com - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F681041%2Fcover&text=Branding+through+design-driven+strategies - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F681041%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F10%2F03210242%2FScreenshot-2025-10-03-at-2.02.20%25E2%2580%25AFPM.png&description=Branding+through+design-driven+strategies