如果要我解釋我為什么選擇這個(gè)題目在倫敦的藝術(shù)大學(xué)繼續(xù)我的時(shí)尚生涯，我認(rèn)為主要有兩個(gè)原因。首先的原因是倫敦是我的夢(mèng)想，是我的未來(lái)。對(duì)時(shí)尚界的第一印象是由于對(duì)當(dāng)?shù)仄放苼啔v山大麥昆的癡迷，這啟發(fā)了我，因?yàn)槲液苣贻p對(duì)神奇的時(shí)尚帝國(guó)創(chuàng)造的亞歷山大麥昆不斷吸引我進(jìn)入。從那時(shí)起，我的興趣是如何建立一個(gè)有影響力的時(shí)尚品牌，通過(guò)采取有效的策略，以及如何贏得一個(gè)良好的聲譽(yù)在日益激烈的競(jìng)爭(zhēng)，我喜歡的太多，以來(lái)實(shí)現(xiàn)每一個(gè)想要買(mǎi)東西，建設(shè)一個(gè)令人難以置信的驚人的品牌，如麥奎因。其次，對(duì)于我來(lái)說(shuō)，解決實(shí)際問(wèn)題也是另一個(gè)選擇這個(gè)話題的原因，而不是只是擴(kuò)大我的知識(shí)和技能，我想在這個(gè)學(xué)科的一個(gè)特定領(lǐng)域進(jìn)一步研究：如何建立一個(gè)品牌的良好形象，因?yàn)槟阒涝谥袊?guó)，有不平衡的發(fā)展，外國(guó)品牌更廣泛接受中國(guó)的時(shí)尚品牌，特別是奢侈品牌，占據(jù)了很大的市場(chǎng)份額，所以作為我的學(xué)生在時(shí)尚，我想改變這種情況，以當(dāng)?shù)仄放频睦麧?rùn)。If I have to explain Why I choose this topic in University of the Arts London to continue my Fashion career, I would say there are twomain  reasons. First reason is that London is where my dream and my future starts from. The first impression of the fashion world is due to the obsession for the local brand—Alexander McQueen, which inspired me since I was very young, the fantastic fashion empire created by Alexander McQueen constantly attract me to enter in. From that time onward, my great interest is guided by how to build a influential fashion brand by adopting effective strategies, and how to win a good reputation under increasingly fierce competition, and I enjoyed too much to achieve every thing about building a incredibly amazing brand like McQueen. Secondly, for me, figuring out the practical problems is also another reason to choose this topic rather than just expanding my knowledge and skills, l want to specialize further in a particular area of this discipline: how to build a good image for a brand, because you know in China, there existed unbalanced development, foreign brands are more widely accepted by Chinese fashion brands, especially luxury brands, which occupied large market share here, so as I student in fashion, I’d like to change this situation in order for the profit of local brands.

 

As a result, I have some brief thought about brand image in fashion management, if I had chance to study here. As we all know brand imageplays a key significant role for the development of a company, which can be reinforced by brand communications such as packaging, advertising, promotion, customer service, word-of-mouth and other aspects of the brand experience. At the same time, good brand images are instantly evoked, are positive, and are almost always unique among competitive brands (Wisegeek,2010) .That is say, brand images are usually evoked by asking consumers the first words/images that come to their mind when a certain brand is mentioned (sometimes called "top of mind”)(Wiki, 2002).#p#分頁(yè)標(biāo)題#e#

 

I know it will be a long journey to start with this topic, it not only involves know the traditional economical knowledge, business model and marketing approaches, but are able to seize different different kinds of knowledge and information to delivery the spirit and connotation to public, including the knowledge of Aesthetics, Sociology，History, Philosophy，Semiotics and so on. In the process of learning, cases study can be the excellent method for me to observe market phenomenal and cultivate a good insight of market trend. Based on drawing on some successful example, I think can well place the position of brand and bring in real advantages for brand through integrating all the resources and information. 

 

I wish creative future starts from University of the Arts London.

 

Reference:

1. WiseGEEK (2010),What is Brand Image.

2. Wikipedia (23 October, 2015). Branding.