TREND DIRECTION

fashion MESSAGING ACROSS TOUCHPOINTS

Integration between what’s bought and what’s messaged is crucial to customer experience but too often, fashions get packaged by a marketing department post-buy. Leveraging a background in editorial and fashion direction, Mui lead the buying team in real-time to curate, distort and invest more heavily in important trends with an eye to how customers experience them through visual merchandising and marketing channels. Key colours, silhouettes, inspirations, or simply the most exciting brand of the season, would be presented to cross-functional teams immediately after orders were placed and direction given on their excecution.

**LANE CRAWFORD, SHANGHAI, SPRING 2020**

**LANE CRAWFORD, HONG KONG, SUMMER 2019**

TREND FORECASTING

At both DFS and Hudson’s Bay Company, part of Mui’s responsibilities was to develop the seasonal forecasts of key items to lead and inform the buying teams’ priorities for investment. Working with forecasting services, while absorbing the latest looks from influencers, social media, and street-style, he adapted and prioritized the most relevant trends with the customer in mind.

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DFS, PRE-FALL 2018 ACCESSORIES TREND FORECAST

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HUDSON’S BAY MEN’S SPRING 2017 TREND FORECAST