SUMMARY
My project was inspired by my internship at Team Wang Design, where I saw fan-driven success raising concerns about long-term stability. This led me to explore how celebrity brands can build lasting value beyond fame. My solution is a co-creation platform where consumers shape products through voting and feedback. By fostering shared ownership and emotional connections, it reduces reliance on celebrity influence and helps brands adapt to trends, offering a sustainable model for success.
challenge
Through research and interviews, I identified three key stakeholder needs and gaps for celebrity brands. Consumers often feel like passive buyers, lacking engagement and personalization, which weakens loyalty. Celebrities face the risk of brand instability as their influence fades or controversies arise. Brand management teams struggle with over-reliance on celebrity personas, limited market insights, and repetitive strategies. These gaps reveal opportunities to foster consumer collaboration, strengthen emotional connections, and build independent brand identities, ensuring long-term relevance and sustainability.
Outcome
The project evolved into a co-creation platform where consumers actively participate in product design through voting, feedback, and customization options. This approach directly addresses stakeholders’ needs by engaging consumers, fostering loyalty through shared ownership, and reducing the dependency on celebrity influence. For brands, the platform provides real-time insights to adapt to market trends, while creating a more sustainable and independent brand identity. This solution bridges the gap between short-term hype and long-term brand relevance, ensuring lasting success.
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