Afternoon workshop, 13:30 to 16:00, Fashion Base Room. Hand this in before you leave: your data sheet, two theory statements and your rewritten sentence.
13:30 sort the six claims on screen. 13:40 find three checked facts (a strong sheet adds a fourth or fifth that says something new). 14:10 swap with a partner: open their sources and check unit, year, scope and limit. If a source will not open, or the number is not in it, flag it or replace it.
| Fact | Source | Published | Data period | Unit | Place and sample | This matters for our range because | This does not show |
|---|---|---|---|---|---|---|---|
| KRW2.16trn online clothing sales | Korean statistics office | 2 Feb 2026 | Dec 2025, one month, provisional | KRW | All Korea, online, clothing | online clothing is a big channel | sportswear, fans, or a full year |
Free starting points (all checked 15 Oct 2026). Library route: StudyNet > Online Library > Library Search. Whether UH subscribes to BoF and Statista is not confirmed; check after you sign in or ask the subject librarian.
14:25 choose two theories (or your own pair, with a reason). 14:35 write one sentence for each. 14:55 your partner points to the decision in each sentence; if they can only find a definition, rewrite it.
| Theory | The question it answers | Core reference (Harvard) | |
|---|---|---|---|
| S1 | Cultural capital | Does it say “I get it”? | From Session 1 |
| S1 | Community and belonging | Does it say “I am one of us”? | From Session 1 |
| A | Appropriation or appreciation | Whose culture is it, and who gains? | Young, J.O. (2008) Cultural Appropriation and the Arts. Malden, MA: Blackwell. |
| B | Brand authenticity | Why would a customer believe us? | Morhart, F., Malar, L., Guevremont, A., Girardin, F. and Grohmann, B. (2015) ‘Brand authenticity: An integrative framework and measurement scale’, Journal of Consumer Psychology, 25(2), pp. 200 to 218. doi:10.1016/j.jcps.2014.11.006 |
| C | Glocalisation | What stays global, and what changes locally? | Robertson, R. (1995) ‘Glocalization: Time-Space and Homogeneity-Heterogeneity’, in Featherstone, M., Lash, S. and Robertson, R. (eds.) Global Modernities. London: Sage, pp. 25 to 44. |
| D | Hofstede’s dimensions | How do national values differ, on average? | Hofstede, G. (2001) Culture’s Consequences. 2nd edn. Thousand Oaks, CA: Sage. Read with: McSweeney, B. (2002) ‘Hofstede’s model of national cultural differences and their consequences’, Human Relations, 55(1), pp. 89 to 118. |
| E | Diffusion of innovations | Who tries it first, and who copies them? | Rogers, E.M. (2003) Diffusion of Innovations. 5th edn. New York: Free Press. |
| F | Customer-based brand equity | What does the customer remember about the brand? | Keller, K.L. (1993) ‘Conceptualizing, measuring, and managing customer-based brand equity’, Journal of Marketing, 57(1), pp. 1 to 22. |
| G | Customer journey | What happens before, during and after buying? | Lemon, K.N. and Verhoef, P.C. (2016) ‘Understanding customer experience throughout the customer journey’, Journal of Marketing, 80(6), pp. 69 to 96. |
Recommended pairs: China, glocalisation + authenticity. South Korea, brand equity + diffusion. Japan, authenticity + appropriation. Thailand, diffusion + customer journey.
15:05 pick one competitor move from today. Name the need behind it. Banned answer: “Nike should do the same collaboration.”
Define “them” with evidence. Give a product or service, not only a campaign mood. Cite one reason.
For each stage: the customer’s question, one friction, and the touchpoint you propose. Label every touchpoint as a proposal.
| Stage | Customer’s question | One friction | My proposed touchpoint |
|---|---|---|---|
| Discovery | |||
| Consideration | |||
| Purchase | |||
| After purchase |