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Team Members:

Amy Lin
Xinyi Gao
Chenxi Li
Chengxi Yang
Hang Zhang
Wenzaixi Zhou
Qingyu Lu

Keywords

• Punk Heritage
• Digital Story Telling
• Authenticity

Summary

Vivienne Westwood faces a significant strategic transition following the passing of its founder, whose punk ideology, activism, and rebellious design philosophy shaped the brand’s distinctive identity. The key challenge is maintaining this authentic heritage while adapting to evolving luxury market expectations and engaging younger global consumers. This strategy focuses on reinforcing Vivienne Westwood’s unique positioning as an activist luxury brand by reconnecting with its punk heritage, strengthening brand communication, and embedding sustainability more deeply within both brand storytelling and operational practices.
The proposed approach is structured around four strategic pillars:
▪ creative leadership
▪ digital storytelling
▪ Sustainability and circular fashion
▪ governance and innovation
By protecting archival heritage, expanding digital engagement, improving transparency, and institutionalising activist values within the organisation, Vivienne Westwood can maintain cultural relevance, strengthen consumer trust, and secure long-term competitive advantage in the global luxury fashion industry.