FBT Graduate Showcase 2026

Fashion Project: The White Company Brand Development Report

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Chenyi Xu
Qihang Zhou
Yifei Wu
Yitian Gu
Ziyan Huang

Keywords

  • Re-connect
  • Innovation
  • Evaluate

Summary

The White Company is a lifestyle brand known for its durable quality and minimalist design. The White Company is now in a crucial phase of rebranding and rebuilding its brand image in order to cope with intense market competition. We recommend the brand focus on an expansion strategy that involves enhancing marketing activities and internationalisation. At the same time, incorporate digital technology innovation and sustainable practices to respond to fast-paced industry developments and to meet future customers’ demands.