• Yin Chin Casey Huang

  • Space Over Place: On the Brand Identity and Brand Communities of Emerging Chinese Designers

    Space Over Place: On the Brand Identity and Brand Communities of Emerging Chinese Designers
    In my thesis, I examine the brand identity and brand communities of emerging Chinese designers in today's digitized and multicultural world, in which communities can be created through digital spaces and are thus no longer tied to place. I conducted an in-depth analysis of the process of brand creation of two designers, Bobblehaus and YanYan Knits, exploring the role of community in their brand identities and marketing strategies. Through this thesis, I aim to demonstrate the value of community for emerging Chinese fashion brands in today’s globalizing and multicultural society.

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