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This boutique brand beautifully embodies the fusion of high-end fashion styles, curated by a talented Korean designer. At its core, it celebrates the harmonious blend of Korean and French design elements, weaving them together with the finest, luxurious fabrics. In the heart of Auoi's vision, a brand that caters to the confident, youthful, and bold women of the world. Through its effortlessly elegant designs, Auoi not only showcases fashion but also captures the very essence of beauty.
The rapid expansion of well-established luxury conglomerates in the E-commerce landscape has created significant challenges for emerging local startup brands, making it increasingly difficult for them to compete effectively in the market.
While 42% people are willing to make a lifestyle change, 25% Consumers purchased different products and 69% consumers shifted to reduce, reuse and recycle. - (EY,2023)
Our goal is to tap into the consumer base eager to diversify their shopping habits beyond the corporate giants and actively promote and support Small and Medium-sized Enterprises (SMEs) in the fashion retail industry.
During the primary research phase, I conducted interviews with 25 women, administered 150 surveys, and facilitated 15 co-creation workshops. The insights gathered from these interactions provided valuable direction for the project.
Throughout this project, my primary goal was to differentiate ourselves from major competitors, build brand awareness, and effectively reach our target audience. One of the most significant learning experiences occurred during the A/B testing phase. It felt like a collaborative journey, meeting users halfway and actively incorporating their feedback to better align with their needs. This iterative process moved us steadily toward perfection, driven by a clear purpose: to educate our audience and provide a seamless journey for connecting with today's young women.
The brand looks to prioritize driving impactful message through their collection by building awareness and caters each season with a drive to educate women.
