Boyu Yang
MA strategic fashion marketing
London College of Fashion UAL
Specialisms: Fashion Marketing/PR / Fashion Management /
Location: London, United Kingdom
Boyu Yang
First Name: Boyu
Last Name: Yang
Specialisms: Fashion Marketing/PR / Fashion Management
Sectors:
My Location: London, United Kingdom
University / College: London College of Fashion UAL
Course / Program Title: MA strategic fashion marketing
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.
LUCY & YAK PRODUCT MANAGEMENT
This project explores product management strategies for Lucy & Yak’s Autumn/Winter 2023 collection, focusing on launching a new sustainable outdoor line made from innovative S.Café® fabric. Through comprehensive market analysis, range planning, trend forecasting, and supply chain design, the report proposes a functional and ethical product expansion aligned with Gen Z consumer values and future fashion trends.
This campaign proposal showcases my ability to merge brand storytelling with culturally resonant insights in the fashion PR landscape. Centered on The North Face, the project reframes “exploration” through an emotional, intergenerational narrative, connecting outdoor heritage with modern urban life. By blending strategic analysis, media planning, and visual concept development, the work demonstrates a holistic understanding of consumer behavior, brand community building, and cross-generational engagement. It reflects my approach to fashion PR: insightful, human-focused, and driven by meaningful brand–consumer relationships.
This fashion styling project explores mental health through a conceptual lens, using contrasting silhouettes, symbolic colors, and narrative-driven visual storytelling. Inspired by contemporary social pressures faced by young women, the work blends editorial styling, prop design, and expressive posing to reveal inner conflict, vulnerability, and resilience. Through mood boards, iterative test shoots, and refined creative direction, the project demonstrates my ability to translate emotion into fashion imagery while engaging with cultural context. It reflects my approach to styling: visually compelling, conceptually grounded, and deeply connected to human experience.
This project presents a full digital marketing strategy for Wodehouse, a conceptual virtual fashion brand. Built on thorough PESTLE, consumer insight, competitor analysis and brand identity development, the strategy applies the SOSTAC framework to design a multi-channel growth plan. It includes social media content, influencer partnerships, PPC campaigns, audience segmentation and creative direction, aiming to acquire 3,500 new customers while strengthening the brand’s digital presence. The project demonstrates my ability to combine analytical thinking with creative execution, translating data-driven insights into practical, engaging fashion marketing solutions.