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# Project Description Coded Surprises Yutong Zhang Summary Final work Creative and strategic Fashion Management MA graduate with a unique blend of design sensibility and business acumen. Proven ability to lead market research and drive the end-to-end planning and execution of brand strategies and sustainable fashion initiatives. Creative and strategic Fashion Management MA graduate with a unique blend of design sensibility a... College London College of Fashion Course MA Fashion Design Management Graduation year 2025 “Coded Surprises: A Symbolic Design Framework for Luxury Accessories Blind Boxes to Activate Chinese Gen Z’s Initial Brand Engagement” explores how luxury brands can transform blind box experiences into meaningful brand interactions for Chinese Gen Z consumers. The study identifies a gap between symbolic storytelling and tactile product experience , proposing a dual-path framework that integrates Symbolic Interactionism and Sensory Marketing Theory . Through narrative inquiry and thematic analysis of Gen Z consumers’ experiences, the research reveals how symbolic interpretation, tactile emotion, and social sharing collectively shape brand engagement. The findings provide actionable insights for luxury brands to foster emotional resonance, authenticity, and community-based co-creation in the digital era. Final work Share this project “Coded Surprises: A Symbolic Design Framework for Luxury Accessories Blind Boxes to Activate Chinese Gen Z’s Initial Brand Engagement” explores how luxury brands can transform blind box experiences into meaningful brand interactions for Chinese Gen Z consumers. The st... A link to this page has been added to your clipboard
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