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Capstone Projects
Start-up project on innovating online business in HK
Create an aspirational brand and lifestyle experience that excites customers seeking newness and inspires social sharing. Improve the well-being of women by empowerment in the community.

Tutors: Dr Joern Buehring, Dr Sylvia Liu, Mr Kevin Denney, Mr Benny Leong, Dr William Liang, Dr Elaine Wong

Kelly P. Y. Chu
Kelly P. Y. Chu
Program: MDes Innovative Business Design
Year of Graduation: 2023
Topic: Regardsstore- Community based online clothing shop
Project Type: Entrepreneurship Project
Regards is a fashion brand that offers affordable luxury for women aged 25-35 who seek everyday essentials with a modern, minimalist, and effortless chic approach. We largely rely on social media and grassroots marketing to reach our target audience, with word of mouth being a powerful tool for us.

Our brand promotes a holistic lifestyle, emphasizing the importance of physical, mental, and emotional well-being. We believe that what we wear plays a significant role in how we feel, and that's why we strive to create clothes that are both special and full of texture. Our goal is to achieve a minimal yet effortless chic look that helps our customers feel confident and comfortable in their own skin. We understand that finding such clothes can be challenging, which is why we're dedicated to providing unique and high-quality pieces that align with our values.

Affordable clothing to share on social media, but current options lack curation or excitement.
Opportunity to combine e-commerce, social media and Korean fashion for image-conscious effortless chic-seeking trends.
Validating experience with different designated social media activities.
Showcase and clothing selection through immersive social media content and e-commerce site Highly engaged social media strategy builds personal connection with customers.
Opportunity to combine e-commerce, social media and Korean fashion for image-conscious effortless chic-seeking trends.
Validating experience with different designated social media activities.
Showcase and clothing selection through immersive social media content and e-commerce site Highly engaged social media strategy builds personal connection with customers.
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