The Importance of Desktop Research: Han suggested that I conduct desktop research as a necessary step in any project to better understand market conditions and consumer needs. I can use intervention to achieve this goal.
Challenges Faced by Millennials and Gen Z: Han believes that the biggest obstacle to dealing with unwanted clothing is a lack of good/innovative channels. So, my goal is to gain a deeper understanding of the target audience’s needs and how to better meet those needs, and to encourage them to participate in activities and share their stories.
Collaboration with Multiple Parties: Han suggested that collaboration with multiple parties is necessary and makes perfect sense. I will look for brands that I can partner with and work with them on my intervention.
Market Segmentation Analysis: Han suggested that I conduct market segmentation analysis, which is also very important. Different cities may have different priorities and needs, and I will focus more on Shanghai for this project, as the literature Han provided me with indicates that Gen-Z in first and second-tier cities in China are driving growth. They account for over 65% of preloved goods buyers, which presents a large market and development opportunity. I will use preliminary data from London as a reference and compare it with my analysis to dive deeper into my project.