The First “Brand Discourse” Fashion Aesthetic Power and Aesthetic System Construction Frontier Forum
The First "Brand Discourse: Frontiers of Fashion Aesthetics and Aesthetic System Construction Forum," focused on the development paths of Chinese fashion brands and emphasizing the systematic and in-depth understanding of brand management and brand building methods, was successfully held on May 7, 2024, at the No. 8 Lounge in Zhongfang CBD (Baolong Plaza).
This forum was co-hosted by the Tsinghua University China-Italy Design Innovation Hub and the Tongxiang Municipal Government, with Professor Jia Xizeng from the Academy of Arts & Design at Tsinghua University serving as the academic planner. The forum, themed “Fashion Aesthetic Power and Aesthetic System Construction,” focused on the development paths of Chinese fashion brands, emphasizing the systematic and in-depth understanding of brand management and brand-building methods.
The discussions centred on how to fully leverage local advantages and explore elements of traditional Chinese culture to construct a Chinese aesthetic brand system. The aim was to promote the unique development of Chinese fashion enterprises on the international stage. Attendees included top professors from academia, visual designers from renowned brands, and industry leaders, who collectively explored the trends and strategies for developing the Chinese fashion industry.
Valeria Iannilli, a member of the Retail Experience Lab at Politecnico di Milano, presented on the research topic “Omnichannel Retailer Brand Experience.” She provided an in-depth analysis of new models and aesthetic values in fashion retail within an omnichannel retail environment. By thoroughly exploring the complexities of the modern fashion retail landscape and analyzing the crucial role of aesthetics in promoting omnichannel retail, Valeria Iannilli highlighted several key aspects important for brands: Persone, Relazioni, CONNESSIONI, COINVOLGIMENTO, and CONDIVISIONE. She showcased innovative, practical solutions through brand experience design case studies and engaged in in-depth exchanges with other participants on Sino-Italian brand resources and innovative practices. Jinze Lyu, also a member of the Retail Experience Lab, served as the project coordinator, facilitating coordination and communication between China and Italy.