Ning,生于台北，留学米兰，曾在意大利及亚洲各地担任一线品牌男装设计、造型顾问等职，现为马兰戈尼上海校区时装设计类课程资深导师。专长“不务正业”，四处搜集与流行，时尚，艺术及生活相关资讯。透过独特的见解消化稀奇古怪的资讯来源并以诙谐与锐利兼具的叙述手法，忠实呈现事物的本质。Born inTaipei, studying in Milan, has been in Italy and Asia working in menswear design, styling consultant and many other things.Now working as the senior tutor in Marangoni Shanghai. Expertise “NOT WORKING AT WORK “, collect the popular culture, fashion, art and lifestyle-related information.Through the unique insights to digest the source of information and present it in a humorous and sharp narrative.
★★★★★
“时尚不是只存在于服装之中。 时尚也同時存在於天空中，在街上，时尚与想法有关，代表我们生活的方式，同時当下正在发生的事。”—香奈兒
“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”
– Coco Chanel
我們都知道在广告中使用有想象力的叙事策略无疑是非常強效的。 在时尚世界中，不同的品牌推出的故事中可以看到各個品牌所代表的价值观，他们希望客户也能透过这些故事融入到品牌的创意过程中。 讲故事的方法都需要针对不同品牌来设计，意味着从一个品牌到另一个品牌他們要关注的会是完全不同的东西。
The use of imaginative storytelling in advertisement is undoubtedly powerful. Within the world of fashion, different brands put out there for all to see what they stand for, their values and how they want customers to be incorporated into their journey throughout this creative process. Storytelling could mean completely different things from one brand to the next.
在时尚界“讲故事”是可以打开一个充满创造力的世界的入口，当策略正确的时候。这一切都会从知道你的品牌和了解你的观众开始并进一步与消费者形成情感联系。
Storytelling in the fashion industry can open up a world of creativity, when done right. It all begins with knowing your brand and understanding your audience. Once that is established, it’s all about “making an emotional connection with your consumers.
沟通是关键。Communication is the key.
这全都是关于
It’s all about
传递的方式 How to say it
传递的时间 When to say it
传递的地点 Where to say it
传递的对象 Whom to say it
最终将信息传达给您的目标受众。
in the end deliver the message to your target audience.
谁是你的目标受众？Who is the Target?
从消费者/最终用户的产品，潜在用户（竞争对手），影响者，风格领袖（名人）到公众，都可能是你的目标。
From the consumers/end users of a product, potential users (competitors), influencers, style leaders (celebrities)to the General publics.
特别是时尚品牌面临变化。
正确的沟通和故事讲述策略可以
Especially when the fashion brand is facing the changes.
The proper commutation and story telling strategy can
1/ 打造梦想 Build the dream
2/ 强调品牌价值 Emphasis the brand’s value
3/ 强调品牌创造力Enhance the creativity
Ciao 互动
下面是一些我们精选2017/18 Fall这季时装的广告大片。
你觉得谁的故事说得最好呢？
Here’s is some of the fashion campaign we selected for you from this season(2017/18 Fall).
Who is the best story teller for you?!
1.Coach 2017 Fall
Photographer :Steven Meisel
2.Calvin Klein 2017 Fall
Photographer:Willy Vanderperre
3.Dior 2017 Fall
Photographer:Brigitte Lacombe
4.Moschino 2017 Fall
5.Sonia Rykiel 2017 Fall
Photographer:Zoe Ghertner