Hua Shu

This showcase brings together two major projects. The first explores how Alo Yoga can apply generative AI to transform customer experience, proposing an AI-powered fitness and styling system on Alo Moves, personalised recommendations, and an AI stylist consultant supported by feasibility analysis and creative mock-ups. The second is my Master’s dissertation, which investigates how Chinese fan communities act as informal brand power in luxury fashion, shaping Gen Z non-fans’ perceptions and purchase decisions through social media. Using netnography and interviews, it develops the framework sincerity threshold → instrumental bridge → outcome gates, providing both theoretical contributions and strategic guidance for luxury brands.