Boyu Yang
MA strategic fashion marketing
London College of Fashion UAL
Graduates: 2025
Specialisms: Fashion Marketing/PR / Fashion Management
My location: London, United Kingdom
Boyu Yang
First Name: Boyu
Last Name: Yang
University / College: London College of Fashion UAL
Course / Program: MA strategic fashion marketing
Graduates: 2025
Specialisms: Fashion Marketing/PR / Fashion Management
My Location: London, United Kingdom
About
A fashion marketing enthusiast passionate about storytelling and consumer insights. Skilled in content strategy, market research, and digital communication. I aim to connect brands and people through creative thinking and strategic execution.
How can Versace integrate AI to enhance customer experience in China? A case study to explore brand response (judgments and feelings) with Gen-Z consumer.
This study investigates how Versace can integrate Artificial Intelligence (AI) to enhance customer experience among Chinese Gen Z consumers. Using the CBBE framework and semi-structured interviews, the research analyses how AI-driven personalisation, interactivity, and immersive experiences influence brand judgments and feelings. Findings show that AI can improve efficiency, engagement, and emotional connection, while challenges remain around data privacy and trust. The study provides strategic recommendations for brand positioning, customer relationship management, communication, and AI implementation in the Chinese luxury market.