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Humanity Hanoi

SUSTAINABLE CONCEPT STORE & 

E-COMMERCE SITE

Project: 
Conceptualized & launched an upmarket sustainable two-storey boutique targeted to tourists & expatriates in Hanoi, Vietnam.
 

At Humanity Hanoi, my goal was to discover unique, emerging and socially-conscious fashion, beauty and lifestyle brands from around Vietnam and Southeast Asia and bring their fascinating stories to life. I scoured the region for glossy-never-granola brands that are doing more than just creating – they’re creating with a conscience. Whether they’re upcycling leftover fabric discarded by major apparel brands, paying local artisans living wages or using traditional dyeing techniques that don’t harm the environment, each brand is focused on creating covetable products that leave a positive mark on the world. 
 

Beyond product curation, Humanity Hanoi was more than a shop; it was a platform for creative collaboration. We hosted in-store events and activations with local artisans. We partnered with our favourites brands to create exclusive capsule collections for the boutique. This focus on storytelling and community engagement not only boosted the appeal of the brands we carried, but also fostered a vibrant creative hub within the heart of Hanoi.


In 2023, I successfully brokered the sale of the business, solidifying its enduring status as one of the city's cherished boutiques

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Focus:

Market Research
Business Planning
Brand Identity & Positioning

Marketing Material: physical & digital

Social Media Campaigns

Product Sourcing & Curation

Design of Eponymous Collection (fashion, jewellery & lacquer)

"Every piece has a story and every purchase has a purpose."

Humanity Hanoi

Sur La Terre Arabia

REPOSITIONING & RELAUNCH OF PRINT MAGAZINE

Project: 

Breathe new life into the Gulf region's leading luxury magazine, catering to the discerning tastes of High-Net-Worth Individuals (HNWIs) and Ultra-High-Net-Worth Individuals (UHNWIs).
 

Hand-in-hand with Editor-in-Chief, we spearheaded a multifaceted transformation, meticulously refining the magazine on all fronts:
 

  • End-to-End Redesign: The visual identity underwent a complete overhaul, resulting in a stunning, contemporary aesthetic: a glossy bi-monthly magazine worthy of a coffee table. Exquisite photography, paired with clean, minimalist design, ensured an elevated reading experience that mirrored the refined tastes of the target audience.
     

  • Elevated Editorial Strategy: Content curation was elevated to an art form. We moved beyond mere product placement, focusing on crafting compelling narratives that resonated with the HNWI/UHNW demographic, including a renewed focus on high jewellery & travel. Exclusive interviews with industry titans, tastemakers and regional talents plus in-depth explorations of global trends and insightful cultural commentary became the magazine's hallmarks.
     

  • Renewed Focus on Target Demographic & Advertisers: We conducted meticulous research to understand the specific needs and desires of the HNWI/UHNW demographic. This newfound audience focus not only resonated with readers but also attracted premium advertisers seeking access to this coveted market.
     

Results:
The revitalized magazine became a coveted luxury lifestyle bible, boasting a loyal readership of affluent individuals across the Gulf region. Notably, the magazine secured desired distribution channels, including the Qatar Airways First Class lounge and First Class cabin – a testament to its status as a must-have accessory for discerning travelers. The repositioned publication stood as a testament to the power of a strategic audience focus combined with impeccable design and insightful content curation. It serves as a model for how to capture the attention of a select and affluent audience within the luxury market.

The FFanatics

CONTENT & COMMUNICATION STRATEGY FOR SHOPPING APP

Project: 

The existing FFanatics platform, Munich's first chat-based e-marketplace for premium and luxury fashion, offered a unique blend of curated designer collections and direct access to expert stylists and magazine editors. Their goal was to replicate the personalized service of high-end boutiques in a digital space. However, the communication platform and overall user experience required a refresh to fully capture the essence of personalized luxury shopping.
 

The approach was to elevate FFanatics across all facets:
 

  • Content as Concierge: I repositioned the editorial strategy, transforming it into a cornerstone of the user experience. Premium content - expert insights, trend forecasts and captivating editorial stories with a focus on stunning photography - were woven throughout the app, all readily available to inform and inspire users' sartorial choices. This editorial overhaul repositioned FFanatics from a mere shopping platform into a comprehensive style resource.
     

  • A Unified Voice: A complete communication revamp ensured seamless interaction between stylists, clients, and brands. This communication overhaul wasn't limited to connections with clients. We extended the revitalized language and visual identity to all communications – internal and external (investors, press releases, etc.). This consistency ensured a unified brand experience across all touch points.
     

  • A Social Hub for Luxury Fashion: The FFanatics wasn't envisioned solely as a shopping platform; it aspired to be a social media hub for international fashion enthusiasts. The new content and communication strategy helped to foster a sense of community. Engaging content sparked conversations, while the revamped chat platform facilitated connections between users, stylists, and brands. This social aspect transformed FFanatics into a vibrant online space for fashion discovery and interaction.
     

Results: The FFanatics' revitalized platform fostered a thriving online community for international fashion enthusiasts. Engaging content, stunning visuals, and seamless communication empowered users with expert advice and trend insights, fostering a truly personalized luxury shopping experience. This holistic approach solidified FFanatics' reputation as an emerging destination for discerning fashion consumers seeking a curated online experience that rivals top luxury boutiques.

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