Critical Review

Home decoration and the relevant industries...

I did some research about the home decoration and the relevant industries in the UK market, in order to help me to improve the strengths of my brand.


From those researches, I got several conclusions:


• A large number of British families (2 peoples) prefer to arrange their homes by themselves than to hire a professional decoration company.

• Almost local decoration companies are professional, and they focus on high-end audience, so the price is high.

• There are two main forms of decoration engineering in the UK market: Inside Construction, which will be supervised by local relevant departments. And Inside Decoration, which will always arranged by owners themselves.

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Position

So far, I have a clear position of my brand in the UK market, one is the Material Layer and another one is the Spirit Layer. As shown in Figure below:

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DEVELOPMENT

This is the development from the very beginning until now.
I learned a lot from the process. Every discussion and question makes me even stronger.
Next step is to focus on my concept and design draft…




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PGD

We are officially in the PGD Phase. In this semester, there are three main aspects that I’m going to focus on:

• Go deep into branding (academic reading + cases study)
• The UK market (to visit some local shops + home furnishing market)
• Outline my own brand; define the main concept of my lifestyle and the function and value of this brand. (Branding outline + …)



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PGC Presentation

After the busy three months, it’s the time to our first big and formal presentation…

This is my presentation structure:

• What am I doing? (Title + brief)
• Why I want to do this? (The intrinsic value and the value for me)
• How to achieve this? (Culture + Home furnishings (several cases) + Branding)
• What I learned form this phase? And what should I focus on the next phase?










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Learning Agreement

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Project Proposal


It is the presentation of my project proposal