如果我必須解釋為什么我要在倫敦藝術大學選擇這個話題來繼續我的時尚事業，我會說有兩個原因。第一個原因是倫敦是我夢想和未來的起點。時尚界的第一印象是對當地品牌Alexander McQueen的癡迷，從我很小的時候起，它就激勵了我，Alexander McQueen創造的神奇時尚帝國不斷吸引我關注。從那時起，我的極大興趣就集中在如何通過有效的策略來打造一個有影響力的時尚品牌，以及如何在日益激烈的競爭中贏得良好的聲譽上。我非常享受建立一個像麥昆這樣令人難以置信的神奇品牌的每一件事。其次，對我來說，找出實際問題也是選擇這個話題的另一個原因，而不僅僅是擴大我的知識和技能，我想進一步專門研究這個學科的一個特定領域：如何為一個品牌樹立一個良好的形象，因為你知道在中國，存在著不平衡的發展，外國品牌更多的是我被中國的時尚品牌所接受，尤其是奢侈品品牌，在這里占據了很大的市場份額，所以作為一名時尚專業的學生，我想改變這種狀況，以利當地品牌的利益。If I have to explain Why I choose this topic in University of the Arts London to continue my Fashion career, I would say there are twomain reasons. First reason is that London is where my dream and my future starts from. The first impression of the fashion world is due to the obsession for the local brand—Alexander McQueen, which inspired me since I was very young, the fantastic fashion empire created by Alexander McQueen constantly attract me to enter in. From that time onward, my great interest is guided by how to build a influential fashion brand by adopting effective strategies, and how to win a good reputation under increasingly fierce competition, and I enjoyed too much to achieve every thing about building a incredibly amazing brand like McQueen. Secondly, for me, figuring out the practical problems is also another reason to choose this topic rather than just expanding my knowledge and skills, l want to specialize further in a particular area of this discipline: how to build a good image for a brand, because you know in China, there existed unbalanced development, foreign brands are more widely accepted by Chinese fashion brands, especially luxury brands, which occupied large market share here, so as I student in fashion, I’d like to change this situation in order for the profit of local brands.
As a result, I have some brief thought about brand image in fashion management, if I had chance to study here. As we all know brand imageplays a key significant role for the development of a company, which can be reinforced by brand communications such as packaging, advertising, promotion, customer service, word-of-mouth and other aspects of the brand experience. At the same time, good brand images are instantly evoked, are positive, and are almost always unique among competitive brands (Wisegeek,2010) .That is say, brand images are usually evoked by asking consumers the first words/images that come to their mind when a certain brand is mentioned (sometimes called "top of mind”)(Wiki, 2002).
I know it will be a long journey to start with this topic, it not only involves know the traditional economical knowledge, business model and marketing approaches, but are able to seize different different kinds of knowledge and information to delivery the spirit and connotation to public, including the knowledge of Aesthetics, Sociology，History, Philosophy，Semiotics and so on. In the process of learning, cases study can be the excellent method for me to observe market phenomenal and cultivate a good insight of market trend. Based on drawing on some successful example, I think can well place the position of brand and bring in real advantages for brand through integrating all the resources and information.
I wish creative future starts from University of the Arts London.
1. WiseGEEK (2010),What is Brand Image.
2. Wikipedia (23 October, 2015). Branding.