Qianqi Yan

What is it about?

This digital A1 landscape poster visually synthesises my research project, which explores how luxury fashion pop-up stores leverage experiential marketing to cultivate brand loyalty among Chinese Gen-Z consumers. It translates complex academic content into an engaging infographic form, structured into seven key sections: abstract, aim, objectives, literature review, research design, research findings, and discussion and conclusion.

What's the context?

Amid macroeconomic headwinds and an evolving definition of luxury, China’s luxury market is facing an unprecedented crisis. To navigate these uncertainties and engage the rising wave of Gen Z consumers, brands are increasingly turning to pop-up stores, which are valued for their flexibility, cost efficiency, and immersive appeal.

Why did I make it?

Like fireworks, luxury pop-up stores are dazzling yet fleeting. My project asks whether western luxury fashion brands can use this experiential marketing tool to ignite brand loyalty among Gen Z consumers within the unique cultural soil of China. I wanted to present the core insights of my research in a visually engaging poster format, so that even audiences without a business background or prior knowledge of the luxury fashion industry can understand the main findings.