Introduction
The paper focuses on building a luxury brand called SvelteStyle. It is a high-end women’s apparel line that serves the Asian population in the UK and Europe. The firm specializes in developing elegant and fashionable designs for Asian women because it is difficult for them to find trendy, well-fitting apparel in the Western market.
The report aims to investigate how the SvelteStyle brand may be developed and improved through the practical implementation of literature research. It will be divided into three parts: analysis of reflective practice, enterprise innovation, and cross-cultural communication. Each section will examine existing literature on the theory, interpretation, and application of the theory, as well as a reflection and critical review. A business model canvas, which will be utilized in the report, will be used to diagram and organize a significant number of ideas, allowing me to include them in the finished product by developing a vision, product designs, and innovation.
The analysis will enable me to organize my thoughts through different techniques, such as mind maps and design thinking frameworks, to design and develop an innovative brand. I will conduct strategic planning, research, and evaluate their competitors, as well as take a deeper look into the market while using reflective practice techniques. The techniques include SWOT analysis, business model canvas, six hat technique, and diagrams to provide a visual representation of the company’s future. Therefore, this research will provide a thorough analysis of the business and services that SvelteStyle will offer to the market.
Reflective Practice
Literature Review
Reflective practice is an essential component for one to advance professionally in any discipline, including business. It involves a critical analysis of one’s experiences, actions, and decisions. Recently, there has been a substantial increase in interest in reflective practice theory as a way to improve innovation, creativity, and problem-solving skills in business design. According to Bassot (2023), there is a strong need for critical reflection in business to promote creativity and problem-solving abilities. There are three stages of reflective practice: self-awareness, critical reflection, and action planning (Bassot, 2023). The self-awareness stage entails the identification of personal values, ideas, and assumptions that affect judgment and behavior.
Reflective practice can assist existing firms to rediscover their potential. According to Fleck and Asmuth (2021), reflective practice assists company management to rediscover their inner “superhero” hence improving creativity and problem-solving abilities in the business. The inner superhero is a person’s special capabilities, abilities, and life experiences that may be used to tackle challenging issues and spark original thought. Through reflective practice, entrepreneurs may discover and use their inner superheroes to boost their creative and problem-solving skills.
The main aspect of reflective practice is the design thinking framework. According to Pande and Bharathi (2020), design thinking is a paradigm of problem-solving that emphasizes experimentation, iteration, and empathy. It entails comprehending the needs and viewpoints of the product users or service being developed and applying that understanding to provide original solutions.
Design thinking can be applied in several situations, from product design to organizational change (Pande and Bharathi, 2020). Furthermore, its adaptable, human-centered methodology may support more effective collaboration among the team members and the generation of more creative answers to challenging issues. Figure 1 shows the design thinking framework and emphasizes understanding, materializing, and exploring the idea. The different components include implementing, empathizing, testing, defining, ideating, and prototyping.
When beginning a design process, “Mind Mapping” is a key tool in the design thinking methodology. A mind map is a tool for the brain that keeps track of your inner thoughts. Each of us becomes a more decisive thinker as a result of the thought, information-gathering, memory, and idea-generating processes facilitated by mind mapping (SimpleMind, 2017). Using mind maps helps facilitate taking notes and stimulating thought. It requires outlining a fundamental idea and creating supporting, related concepts that branch out from it. By focusing on key ideas that you have put down in your own words and looking for links between them, you may organize your knowledge in a way that will help you comprehend and remember what you have learned.
Interpretation of the Theory
A mind map is a simple and organized style that makes it easy to organize ideas for a variety of themes. The method turns a list of activities into a dynamic, vibrant, and well-organized inventory from dull thoughts and ideas. Mind mapping was created as a powerful technique for creating association thoughts. The main topic or idea of a mind map often starts in the middle of the page and develops outward in all directions to form a developing diagram of keywords, phrases, thoughts, facts, and numbers, as shown in Figure 2.
A mind map is, in its most basic form, a collection of ideas that are visualized as diagrams. The main idea is presented in the middle of the map, while further themes and concepts are conveyed in outwardly expanding branches, often in the form of words, brief phrases, and images. It provides a natural framework for arranging information. A mind map exactly mimics the radiant rather than linear organization of information seen in the human brain. It involves mapping one’s thoughts and employing linkages, connections, and triggers to inspire original thought. This makes it easier to convert one’s ideas from the head into something concrete and well-structured.
Mind mapping offers several advantages in a business’s design process. The three main advantages include improving effectiveness and productivity, as well as helping people remember knowledge. Mind mapping helps speed up the process of discovering superior ideas. Working successfully using a mind map requires identifying creative solutions to issues and doing it quickly and effectively.
Additionally, remembering information is necessary for productive thinking. Only if they can be remembered afterward are the ideas and concepts developed during a brainstorming session meaningful. Furthermore, mind mapping also has the advantage of helping with knowledge retention long after the brainstorming session. The fact that mind mapping is a visual approach also makes it simple for each team member to see the ideas and thoughts of others while contributing their own. This enhances teamwork among members.
Application of the Theory
I have used different reflective practice techniques in SvelteStyle, including design thinking framework and mind mapping. When I originally started SvelteStyle, my main goal was to start a fashion business that offers well-fitting apparel to my customers. I utilized a design thinking framework to understand the needs and wants of my target customers. Design thinking helped me to gain a better understanding of the difficulties Asian women in the UK and Europe have in finding fashionable, well-fitting apparel in the Western market.
From the customer interviews I conducted, I found that the disparity in body size and form between Asian and Western women is one of the biggest challenges. Asian women often have smaller frames, narrower shoulders, and shorter arms and legs. As a result, it might be challenging to locate garments that fit well in the Western market because the size and proportion are made for Western body types. For Asian women who aspire to dress stylishly and fashionably, this might lead to clothing that is excessively loose, too long, or ill-fitting.
The other challenge that I identified was the lack of diversity in the fashion business. Most Western fashion brands appeal to a Western image and don’t take into account the distinct fashion tastes of Asian women. This results in Asian women feeling excluded and frustrated as they struggle to locate clothing that represents their cultural background or particular style. Identifying these challenges prompted me to focus on generating prospective solutions and developing and testing them until the desired result is obtained.
Thereafter, I used the mind map framework to brainstorm and organize ideas about the idea and fill the identified gaps. Brand mind map brainstorming was very critical in organizing my thoughts on the brand values, personality, and target audience. The fashion industry has very tight competition; hence, conducting competitor mind map brainstorming was very crucial. It enabled me to detail the strengths, shortcomings, products supplied, price, target market, marketing techniques, and customer feedback of my competitors to reflect and develop my brand, as shown in Figure 3.
One of the ways to set SvelteStyle apart from the competitors and enhance the brand identity is by providing clothing sizes and descriptions in Asian languages to reduce the language barrier. I realized that most of my competitors have their clothing descriptions written in English, which may be a challenge for those who don’t speak the language. Furthermore, to provide clothes that appeal to Asian women’s identity and culture, I will try to employ Asian women for marketing and design.
Lastly, creating a persona enhanced my ability to better understand my target market and develop more specialized and successful marketing and product design strategies. It enabled me to successfully identify the requirements, objectives, and problems that Asian women in the UK and Europe face and provide answers for them. After performing this preliminary study, I decided to concentrate on the luxury women’s apparel industry, with a focus on producing stylish designs that are specifically suited to Asian women’s distinctive body types. I decided to solve the particular difficulties Asian women have in obtaining fashionable, well-fitting apparel in the Western market.
Furthermore, I conducted a SWOT analysis to determine the strengths, weaknesses, opportunities, and threats of my brand. Figure 4 shows the SWOT analysis I conducted on SvelteStyle. According to the figure, SvelteStyle’s strength lies in providing a unique value proposition that caters to the particular needs of Asian women in the UK and Europe. However, our weakness is the narrow market penetration and low brand recognition. I have identified ways to collaborate with Asian influencers in the UK and Europe and participate in fashion shows to increase our market reach.
I have also taken into account our customer’s experiences with the brand. Figure 5 shows the customer’s mapping journey, which has assisted me in understanding the opinions of our customers and improving service delivery and product quality. In addition, I have analyzed the customer’s service blueprint, which enabled the design of our service process to increase customer satisfaction in an innovative manner. Figure 6 shows my analysis of the customer service blueprint for my brand.
Reflective and Critical Review
The brand’s success has been greatly aided by the company’s use of reflective practice. Some of the reflective practices employed include a design thinking framework, mind mapping, persona considerations, and SWOT analysis. They assisted in pinpointing critical areas for development, making required changes, and ultimately developing a brand that met the needs and wants of its target market.
The application of reflective practice ensured that SvelteStyle’s focus was on the intended audience. The firm has made a point of addressing the particular difficulties Asian women have in locating fashionable, well-fitting apparel in the Western market. I was able to better understand the brand’s target customers, including their needs, aspirations, and preferences, by utilizing reflective practice approaches. As a result, the brand has been able to create a strategy that is focused, clear, and in line with the goals and values of its target market.
Enterprise Innovation
Literature Review
Enterprise innovation is a key component of business that helps improve a company’s capacity for innovation, adaptability, and competitiveness in today’s fast-moving and dynamic market. It enhances sustainability by ensuring innovations that adhere to environmental regulations. Shao et al. (2020) contend that environmental legislation may promote innovations in business by giving firms a defined goal and an incentive to create new environment-friendly technology and goods.
Furthermore, by highlighting their dedication to sustainability, businesses can become more reputable and competitive in the market by adhering to environmental regulations. They emphasize how crucial environmental sustainability is to creativity in company strategy. Intellectual capital and failure learning have a positive influence on enterprise innovation, hence improved performance. Ji and Ma (2019) examined the relationship between intellectual capital, failure learning, and enterprise innovation performance. According to the study, intellectual capital, such as human capital and social capital, can improve a company’s capacity to learn from mistakes and develop novel ideas.
It is very crucial to create and coordinate an innovation ecosystem to improve enterprise innovation. Feng et al. (2021) conducted a systematic review of enterprise innovation ecosystems. They discovered that by offering a collaborative and encouraging environment for knowledge exchange and resource allocation, corporate innovation ecosystems may improve businesses’ capacity to innovate.
Furthermore, Sun and Wei (2019) investigated how firms develop and manage innovation ecosystems. The findings showed that businesses may create innovation ecosystems by partnering with other businesses, academic institutions, and research facilities, as well as by utilizing digital technologies like big data and artificial intelligence. However, there are some challenges facing enterprise innovation, especially for informal businesses. Ullah et al. (2019) examined the effects of informality on firm innovation, survival, and performance in Pakistan. According to the study, obtaining capital, technology, and information presents special difficulties for informal businesses, such as those engaged in the informal economy, which can limit their capacity for innovation and market competition.
Several techniques are used to model enterprise innovation and ensure successful business design. One of these techniques is Business Model Canvas (BMC). According to Sparviero (2019), The BMC is a visual tool that aids companies in designing and analyzing their business models. It is made up of nine building blocks that each represent one of the essential parts of a business. These include client segments, value propositions, channels, customer connections, income streams, key resources, key activities, key partnerships, and cost structure.
Another theory used in enterprise innovation is the 7Ps of marketing. According to Paul and Mas (2020), the seven components are people, process, physical evidence, partnerships, presence, and planet. The 7 Ps of Marketing offer a comprehensive framework for international marketing that takes into account the difficulties and complexity of conducting business in the target markets. Companies may develop a more efficient and long-lasting marketing plan that matches the requirements and expectations of clients, partners, and other stakeholders by including these extra components. Furthermore, six thinking hats are very instrumental in enterprise innovation. According to Göçmen and Coşkun (2019), the Six Thinking Hats is a creative problem-solving method created by Edward de Bono. The method uses six hats of various colors, which include white, red, black, yellow, green, and blue.
Interpretation of the Theory
Enterprise innovation is a paradigm that investigates how businesses may improve their capacity for innovation and maintain competitiveness. Business Model Canvas is a crucial tool in enterprise innovation and consists of nine building blocks. The value proposition building block reflects the distinctive value that the business offers to its clients. The customer segment building block represents the precise customer groups that the firm is targeting. The customer connections building block represents the many kinds of relationships that the business has with its consumers.
The channel’s building block examines how the organization provides its goods or services to its clients. The main resources building block represents the resources that the business requires to produce and distribute its products or services. The revenue stream building block shows how the firm makes income. The key partnership building block represents the external partners or suppliers that the business depends on to produce value.
The key activities building block shows the main procedures or actions that the firm must carry out to provide value for its clients. The costs incurred by the company to produce and distribute its goods or services are represented by the cost structure building block. Firms may construct and assess their business models in a disciplined and thorough manner by outlining these nine basic pieces.
Businesses of all sizes and stages of growth may benefit from the BMC. It assists firms in finding new sources of income, reducing costs, and enhancing customer connections. The BMC may also be used to evaluate rival company models and pinpoint development opportunities. Figure 4 shows an example of a Business Model Canvas suggesting questions to answer in each block.
The 7 Ps include product, price, place, place, promotion, people, process, and physical evidence, as shown in Figure 6. The product refers to the items or services that a business provides to its clients. It also encompasses the products’ features, design, quality, and packaging. The price component entails the cost the customers offer to acquire the product or service. It comprises the pricing strategy, special offers, and other promotions that the business utilizes to draw in new clients and keep existing ones.
The place describes the distribution channels that the firm uses to reach its target market. It covers the company’s physical locations, web presence, and other customer-facing platforms. Promotion describes the marketing messages a business utilizes to sell its products. An organization can apply a variety of strategies to communicate its value offer to the target market, including advertising, sales promotions, and public relations.
The aspect of people refers to the individuals who are involved in the marketing process, such as staff members, clients, and vendors. It also covers their attitudes, habits, and views and how they affect the marketing plan. The process component entails the practices that the firm employs to provide its goods or services to clients. It covers all aspects of the client experience, from the purchase procedure to the delivery and after-sales care.
Lastly, the physical evidence aspect comprises the visible and invisible components of the marketing environment, such as the physical store’s look, the product’s packaging, and the visual and aural components of the marketing message. It entails everything that can affect how a customer feels about a brand or a product.
According to the six thinking hats, the white color symbolizes objective thinking that is backed with data, facts, and knowledge. The red hat stands for emotional thinking and emphasizes intuition, feelings, and personal beliefs. The black hat signifies critical thought and is concerned with possible issues, dangers, and challenges.
The yellow hat represents an optimistic attitude and emphasizes advantages, benefits, and strengths. The green hat symbolizes creative thinking and is concerned with coming up with fresh concepts, options, and solutions, while the blue hat represents strategic thought and puts the focus on the entire process and objectives. Figure 7 shows a visual representation of the six hats and the meaning of each color.
Application of the Theory
The theories prescribed for a successful business practice are Business Model Canvas, 7 Ps of Marketing, Value Proposition Canvas, and Six Thinking Huts. These theories contain two components, namely, the Service Design Blueprint and the Customer Journey Map. Table 1 shows the 7Ps analysis that I conducted on SvelteStyle. The analysis included product, price, place, promotion, people, process, and physical evidence. I have been able to improve our product offers, pricing tactics, distribution methods, and marketing initiatives by taking these factors into account. For instance, we expanded the range of sizes and designs available in our product line to better meet the demands of our target market.
In addition, I introduced aggressive pricing plans to draw in more clients. In order to make the product easily accessible, the location focused on accessing as many selling channels as possible, including traditional storefronts and the internet. Engaging a big audience and enabling them to engage with the business was the main goal of the promotion. The brand’s target market is Asian women in the UK and Europe. Thus, the people aspect focuses on understanding their needs and ensuring customer satisfaction through a pleasant online and in-store shopping experience as well as great product quality.
In order to learn what the customers thought of the brand product and to provide them the ability to personalize their purchases, I examined the data gathered during the customer mind map brainstorming. Regarding physical evidence, I emphasized both first impressions and endurance. Both the quality of the product itself and delivering a positive customer experience depend on the packaging.
Table 1: 7Ps of Marketing Mix (Self-created).
Business Model Canvas also played a great role in helping improve enterprise innovation. It consists of nine key elements that describe the relationship and interaction of the brand’s components. These elements include customer segment, value proposition, channels, customer relationships, revenue streams, key resources, activities, partnerships, and cost structure. I was able to strengthen my brand’s supply chain, optimize operations, and create new revenue sources by concentrating on these factors.
Furthermore, I applied Value Proposition Canvas to pinpoint the specific needs and pains of the target market and create solutions to address those requirements. It has two components: customer profile and value map. An analysis of the customer profile enabled me to identify the specific needs, wants, and behaviors of the target audience. I was able to understand their jobs, pains, and gains. The value map assisted me in detailing the particular characteristics and advantages of the good or service that my brand is providing. These include components such as products and services, pain relievers, and gain creators.
In addition, the Six Thinking Hats has assisted me in developing and expanding my brand. I have been able to approach my brand from several viewpoints and take into account various outcomes by adopting various hats or ways of thinking. Wearing the green hat, or the hat of creativity, has enabled me to come up with fresh concepts for product offerings and marketing tactics. On the other hand, the red hat, or the hat of emotion, has assisted me in considering how our target audience may feel about our brand.
Reflection and Critical Review
I am proud to have applied innovative enterprise strategies to my brand. It assisted me in expressing my solid grasp of business models and a commitment to providing my target market with top-notch goods and services. I have examined and used a variety of models, including the Value Proposition Canvas, the Business Model Canvas, the Seven Ps of Marketing, and the Six Thinking Huts.
I believe this demonstrates my willingness to take lessons from successful models and adapt them to my own. I have also conducted a thorough examination of my target market and business rivals. The knowledge of the industry’s competitive environment and the unique demands and preferences of my target customers have inspired my business plan and allowed me to stand out from the competition more effectively.
Cross-Cultural Communication
Literature Review
Organizations must establish effective cross-cultural communication strategies to compete favorably in the global market, given the growth of digital technology and the interconnectivity of cultures. Businesses must be aware of cultural variations and modify their communication tactics accordingly if they want to succeed in cross-cultural communication (Lifintsev & Wellbrock, 2019). For instance, humor, directness, and nonverbal communication all have varied norms depending on the culture.
Multinational organizations must lay more emphasis on cross-cultural communications since they operate in different nations. Abugre and Debrah (2019) examined the significance of cross-cultural communication proficiency in multinational organizations. According to the research, foreigners who were proficient in cross-cultural communication had more success running their businesses in Sub-Saharan Africa. Equipping staff with cross-cultural communication skills and information needed helps businesses enhance performance and forge better bonds with stakeholders and consumers. Businesses may get beyond language obstacles and communicate with clients in their language by utilizing language technologies. This can be especially helpful for companies operating in multilingual settings where successful communication is essential to success.
Brand Identity Prism is a crucial technique in facilitating cross-cultural communication. According to Ianenko et al. (2020), Brand Identity Prism was developed by Jean-Noel Kapferer. It helps companies create and articulate their brand identities. The prism is made up of six components that symbolize a distinct part of the company’s identity. The components include physique, personality, culture, relationships, reflection, and self-image. Businesses can gain a deeper knowledge of their brand identity and how consumers view it by taking into account each of these aspects (Ianenko et al., 2020). This can contribute to the development of a stronger, more resonant brand identity that encourages consumer loyalty and brand advocacy.
Interpretation of the Theory
The physique aspect of Brand Identity Prism represents attributes such as its design, packaging, and visual identity. It relates to the brand’s appearance, sensation, and consumer perception. The personality aspect shows its human attributes, such as its values, traits, and attitude. It describes the brand’s personality, tone of voice, and mannerisms, as well as how consumers perceive it. The culture includes the brand’s history, customs, and legacy. It expresses the company’s core values and beliefs and speaks to the brand’s beginnings, development, and consumer perception.
The relationship component depicts the connection a brand has with its consumers, including how the brand engages with them and how they see it. It shows the brand’s interactions, communications, and general rapport with its clients. Reflection describes how consumers utilize a brand to mirror their self-perceptions, principles, and personalities. It discusses customers’ emotional attachment to the brand and how it fits into their life.
Lastly, self-image reflects how the brand views itself and how it wants its customers to perceive it. It includes a description of the self-perception, vision, and goals of the brand and how these are expressed to its target audience. Figure 8 below shows the different components of the brand identity prism and the meaning of each component.
Application of the Theory
One way in which I incorporated cross-cultural communication for my brand is through the logo design. The logo is distinctive, memorable, and unusual enough to persist in the customer’s mind. This will foster loyalty and trust among our Asian clients, who cherish products that respect their cultural norms and customs.
Another way in which I incorporated cross-cultural communication in the brand is through the Brand Identity Prism. This strategy aided me in creating a distinctive brand identity that appeals to our target market. For instance, I emphasized the brand’s dedication to designing apparel that is fitted to the distinct body proportions of Asian women to focus on the “culture” aspect of the prism. By putting a strong emphasis on our ideals of tolerance, diversity, and cultural sensitivity, I also concentrate on the “personality” component of the prism. I believe that we can stand out from rivals and cultivate a devoted client base by creating a strong and distinctive brand identity that appeals to our target market.
The Six Thinking Hats concept will also help our team members communicate across cultural boundaries. Our team is varied and comprises members from various cultural backgrounds. Thus, this model enables us to tackle issues and difficulties from a variety of angles. For instance, while creating new designs, we employ the “green hat” to spark original thought, the “red hat” to assess the designs’ emotional effect, and the “yellow hat” to highlight the best features of the designs.
By employing this strategy, we can make the most of the many viewpoints and experiences of our team members to produce stylish yet culturally aware designs. By using Belbin Teams Roles, I was able to come up with a strong team to help ensure quality products and service to our customers. Figure 13 shows the Belbin Teams Roles table, which shows the distribution of the different roles of the staff members.
Reflection and Critical Review
I believe that implementing cross-cultural communication theory in my brand is a positive step toward efficient communication in the globally diversified fashion industry. The incorporation of the lotus blossom in its logo is a sign of my brand’s awareness of regional cultural variations. It is also inspiring that I was able to acknowledge and adjust to these variations in communication methods, values, beliefs, and social standards.
However, I think that I will need to make some changes to my cross-cultural communication tactics in the future. For instance, I am considering providing communication materials in several languages. I think it’s a smart start for a company to offer translated versions of its website and marketing materials, but the translations must be precise and acceptable for the target audience. I also believe that the approach of working with language specialists or recruiting multilingual personnel will guarantee that its customer care help is successful for consumers who speak multiple languages. Figures 11 and 12 show samples of our product’s design photography.
Conclusion
I was able to develop a distinctive vision and product design that serve the needs of Asian women in the UK and Europe by using a variety of methods such as SWOT analysis, business model canvas, mind maps, and the six-hat approach. I managed to prioritize and arrange my thoughts, creating a succinct and clear depiction of the brand’s future. Reflective practice greatly aided in the development of SvelteStyle. I was able to identify areas for development and make adjustments that will contribute to the growth of the brand by reflecting on their procedures.
Additionally, cross-cultural communication was essential in developing a brand that connects with its target market. I created designs that are both attractive and fashionable while taking into consideration the difficulties Asian women have obtaining fashionable apparel that fits them well in the Western market. I managed to distinguish SvelteStyle from its rivals as a premium women’s apparel brand by concentrating on the requirements of a particular community, which will be a crucial element in the brand’s success. These tools have allowed me to develop a distinctive vision and product designs that meet the demands of the target market. By adhering to its mission and ideals and making adjustments to meet the ever-evolving demands of its clients, SvelteStyle may maintain its current level of success in the future.
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