During my internship at Charles & Keith Shanghai, I was given two key responsibilities that sat at the intersection of brand strategy and commercial execution.
My first mission was to create a presentation deck designed to strengthen Charles & Keith's brand image and generate more exposure across the Chinese market, identifying the gaps in current positioning and proposing creative directions to deepen consumer connection.
My second mission was to help execute the Tmall Super Fashion Show, a live-streamed Double 11 flagship activation that blended fashion, entertainment, and commerce to drive sales and brand equity simultaneously.
¥2.54M
Revenue contributed through the Double 11 Tmall campaign
10K+
New followers gained across platforms during the campaign period
1.1M
Customer records analysed for Gen Z segmentation insights
Event Recap
Double 11 Tmall Super Fashion Show Recap
What I Did
Strategy, data, and brand storytelling at scale
Cross-functional campaign execution:Drove alignment across creative, commercial, and talent teams for the Double 11 Super Fashion Show, ensuring the theme, talent selection, and content all laddered up to both brand and revenue objectives.
Consumer segmentation analysis:Applied segmentation techniques across 1.1M customer records to surface 3 high-impact conversion drivers, generating actionable insights to optimise Gen Z audience targeting and platform content strategy.
SKU content audit:Streamlined content operations by auditing 1,500+ SKUs to identify systemic product storytelling inefficiencies, delivering data-backed recommendations to improve future-season content prioritisation.
Digital storefront consistency:Strengthened brand consistency across 9 digital storefronts by identifying 6 content misalignments and developing platform-specific guidelines. These findings contributed to Bain & Company's strategic recommendations for C&K China.
Key Takeaway
This experience showed me how data and creativity are two sides of the same coin in modern brand marketing. The most impactful decisions, such as which talent to feature and which content to prioritise, were always rooted in what the numbers revealed about what Gen Z consumers actually respond to.
