Change of guard: TBD

Hypothesis: A luxury fashion brand proactively communicate the changes when announce the appointment of a new creative directive, and apply public relations strategy that reflect brand's legacy and modern vision of the brand, which engage millennial and generation Z consumer will mitigate the potential negative influence on consumer perception and even enhance brand image and gain new group of consumers.
Research Questions: 1. What are the traditional consumer communication channels in the luxury fashion industry? (please analyze the different channel, for example, official website, runway presentation, Newsletter, retail store, events, social media and more, etc.) consider earned, owned media. 2. What Millennial and Generation Z consumer's expectations on a new creative director? 3. What are the critical success factors that determine whether a luxury fashion brand will continue its success when a new creative director is appointed? 4. What are the most effective public relations and communication strategies for a fashion brand during the transition period? *You're welcome to come up with more research questions as you need it.