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# Project Description Alo Yoga & Fan Culture Research Hua Shu Summary Final work As graduate of the MA Strategic Fashion Marketing programme at London college of Fashion, University of the Arts London. During my master's studies, I further enhanced kmy strategic thinking and data-drive marketing insights, enabling me to understand brand positioning and growth opportunities in complex global markets. With focus on fashion trends and technologices, I aim to apply my expertise to brand strategy and market expansion. As graduate of the MA Strategic Fashion Marketing programme at London college of Fashion, Univers... College London College of Fashion Course MA Strategic Fashion Marketing Graduation year 2025 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. Final work Share this project 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 ... A link to this page has been added to your clipboard
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/681944/cover ## External - tel:+86 13880800302 - mailto:shuhua824@163.com - https://portfolio-tools.s3.eu-west-2.amazonaws.com/wp-content/uploads/2025/10/17154744/Advanced-Marketing-Strategy_SHU-HUA_20003375.pdf - https://portfolio-tools.s3.eu-west-2.amazonaws.com/wp-content/uploads/2025/10/17160902/Shu-Hua_20003375_MASTERS-PROJECT_FU009086-2.pdf - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F681944%2Fcover&text=Alo+Yoga+%26+Fan+Culture+Research - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F681944%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F10%2F17160727%2FIMG_1016.jpg&description=Alo+Yoga+%26+Fan+Culture+Research