“Bottega CLUB”

“ Bottega CLUB” is the merchandising project I did for the FSF 2025 Merchandising Case that utilized big data and technology to come up with a new product assortment.

Concept: The QR Cassette Capsule Collection features the best-selling Cassette bags integrated with QR codes and Certificate of Craft QR code to access “Bottega CLUB”- the new exclusive app section for loyal customers in the current Bottega Veneta mobile app. The mobile app section utilizes various digital technologies and big data, including QR codes, AR and VR technology, and an AI chatbot, to enhance after-sale services, brand craftsmanship awareness, and customer loyalty. The QR capsule collection integrated with mobile app enhancing after-sale services targets Gen Z and millennials who are interested and experienced in the digital era and care about product lifetime.

Outcome: Researched luxury fashion industry data and technology trends, competitive landscape, and Millennial and Gen Z consumer behaviors to inform Bottega Veneta’s pricing strategies, product assortments, merchandising approaches, and a 6-month sales plan. Moreover, I developed distribution strategies and visual merchandising concepts from ideation to execution, leveraging 3D and AR technology across omnichannel platforms, including e-commerce, mobile apps, and physical boutiques, to enhance customer engagement and brand experience.

Role: Fashion Merchandiser

Category: Fashion Merchandising, Fashion Marketing, Fashion Strategy

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