My Projects

This report provides a comprehensive analysis of Lululemon's retail strategy based on its 2023 Annual Report. It examines key aspects such as market positioning, merchandise management, business environment trends, competitive challenges, and omnichannel strategies. The analysis highlights how Lululemon differentiates itself as a specialty retailer, navigates industry trends, and adapts to evolving consumer expectations while addressing challenges in inventory management, supply chain risks, and global expansion.

This project explores the development of Soft Reverie, a signature fragrance for Sandy Liang. From crafting a scent profile that reflects the brand's nostalgic and playful aesthetic to designing a sustainable and visually compelling packaging concept, this work highlights a strategic approach for product extension. Additionally, the project examines market positioning, consumer insights, and global expansion strategies, demonstrating how Soft Reverie can establish itself within the competitive fragrance industry while staying true to Sandy Liang's unique identity and storytelling.

This project presents a creative development of a women's dress line for Macy's, designed for the Fall 2025 season. Centered around the concept "Power Meets Romance," the collection explores the balance between strength and femininity through bold tailoring and delicate details. The project includes a full lookbook featuring trend analysis, color story, styling strategies, target market profiling, and branding elements, including the creation of a new sub-brand, Eterna. Drawing inspiration from contemporary fashion shows, cultural influences, and market insights, the collection reflects the evolving needs of modern women and Macy's brand identity.

This project focuses on developing the SS 25 style sheet and website for Stussy, capturing the brand's signature streetwear aesthetic while aligning with emerging seasonal trends. To shape the SS 25 collection, I conducted in-depth Spring 25 trend research, analyzing key themes, silhouettes, and colors to inform design decisions. In particular, I integrated key color trends into the collection to ensure that Stussy, as a streetwear brand, remains aligned with broader fashion movements. I designed a dedicated SS 25 collection page and press section, incorporating a curated moodboard, color palette, and storytelling to strengthen brand identity. Additionally, I created a comprehensive style sheet for unisex accessories to reflect Stussy's vision for the season.

This project involved developing a comprehensive brand positioning statement for Birkenstock, focusing on its Boston Soft Footbed Clog as the key item. The analysis explored how Birkenstock appeals to health-conscious, sustainability-driven Millennial and Gen Z consumers through its emphasis on comfort, craftsmanship, and eco-friendly practices. I compared Birkenstock to competitors Ugg and Clarks, highlighting differences in brand image and product design. The project also identified key consumer purchase motivations, focusing on social needs and self-actualization, to explain how Birkenstock fosters a loyal, value-driven customer base.

This project explores how Fall/Winter 2024 runway styling can evolve for Fall/Winter 2025, making bold fashion statements more accessible to a mass-market audience. By analyzing high-fashion looks, it identifies key elements that can be adapted into wearable, commercially viable designs while maintaining their distinctive edge. It focuses on ten standout styling approaches—including knit-on-knit layering, transparency layering, wrapped headscarf, colorful bottoms, skirt-like belt, colorful beanie with classic suit, layered cardigan with polo shirt, and some unique scarf stylings. Each concept is refined to balance creative expression with everyday practicality, ensuring that trend-forward consumers can incorporate these elements into their wardrobes.

This project explores emerging color trends for Fall 2025, divided into two themes: Glacial Serenity and Retro Wilderness. Glacial Serenity embraces soft, muted tones inspired by icy landscapes, offering a sense of calm and emotional comfort in response to shifting weather patterns. In contrast, Retro Wilderness draws from earthy, nostalgic hues that celebrate nature and vintage aesthetics, reflecting a bold yet timeless seasonal direction. Together, these palettes highlight the evolving balance between functionality, self-expression, and seasonal adaptability. This forecast is the result of in-depth research across key themes, beauty, and interior trends, ensuring a comprehensive perspective on the future of color.

This report provides an in-depth analysis of the Grandpa Core trend, focusing on its target market, trend flow, key vocabulary, must-have items, and defining looks. By breaking down the essential elements of this aesthetic, the report presents a comprehensive view of its influence and relevance in today's fashion scene. Rooted in a broader social shift, this trend reflects a growing preference for mindful consumption, where individuals invest in timeless, high-quality pieces rather than fleeting fast fashion. As the movement continues to evolve, Grandpa Core is expected to inspire a more thoughtful and sustainable approach to personal style.

This report explores the dynamic movement of fashion trends through the trickle-up, trickle-across, and trickle-down theories. By analyzing the Maxi Tailored Coat, Mob Wife Aesthetic, and Shacket, I examined how each trend originates, spreads, and evolves within the fashion landscape. This study highlights the varied directions trends take, offering insight into the different forces shaping contemporary fashion.