Jiyoon Ahn

1.Jacquemus Tea House (Final Major Project)

Jacquemus Tea House is a lifestyle experience-based brand expansion strategy that allows luxury brands to create stronger emotional connections with the younger generation in Asia.

This project provides fashion and F&B services by combining marketing elements using SNS, focusing on tea and dessert menus that reflect seasonal representative outfits. Jacquemus's products can be enjoyed not just through clothes, but through all senses of the eyes and nose, and it aims to attract new consumers through low access barriers.

Based on market research and interview analysis, I proposes a practical brand expansion strategy for entering the Asian market.

2.Marks&Spenser x Airbnb collaboration marketing campaign

This project organized a marketing campaign for M&S Home products. Customers in their 40s and 50s value real experience and making purchases, and studies show that this generation has a higher purchasing power when they experience things. 

So, based on the big theme of sustainability, we created a campaign to really experience M&S Home products and inspire our customers through individual workshops. One week is different from Airbnb's superhosts, for example, one week is different from the kitchen. Another week is a campaign that can lead to experience and purchase of M&S's various products through workshops on bathrooms.