keita dai personal portfolio
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Name: Keita Desheng Dai
Gender: Male
Date of birth: 1987/06/25
Email: [email protected]
Mob: 18513417625
Brand Partner
PR, Marketing, Buyer
Visual Artist
Graphic Design, Fashion Design
2014 – 2015
Central Saint Martins
College of Art and DesignMA Applied Imagination in the Creative Industries
Modules included:
•Fashion Consumer Psychology,
•Queer Fashion Culture
•Fashion Marketing
•Fashion Advertising
•Gender in Fashion
Dissertation:
How can queer sexual identity be applied in fashion marketing
for influencing opposite-sexual males buying behaviour?
Education Background
2015
London College of FashionLuxury Brand Management and Product Design
(Short Course)
Modules included:
•Luxury brand analysis and marketing strategies,
•Luxury product design and development
•Trend forecasting (colours/trend books),
•creative researches,
•Product semiotic analysis (signs and symbols decoding)
•Packaging and luxury display strategies,
•Luxury windows and fashion exhibition shows,
•Production techniques,
•cost study and selling price,
•Consumer analysis theories,
•Luxury communication strategies,
•budgets and theories,
•Advertisement analysis and decoding
Dissertation:
Creating a new product collection for CHANEL.
Education Background
2011.07 – 2013.12
STELLA International Ltd Marketing & PR Manager
•In charge of PIERRE BALMAIN CHINA, STELLA LUNA,
JKJY by STELLA, WHAT FOR
•Leaded cross functional integration with brand design,
advertising, digital, PR and retail marketing
•In charge of fashion show and new products launch events.
(Stella Luna 2011FW, 2012SS, 2012FW)
•The first fashion show of PIERRE BALMAIN in China
•Maintain the relations with key fashion medias, handling of on
and off line medias
•Proposed PR plan for new men’s shoes brand JKJY
•In charge of coordinating interviews
•The exhibition tour for sub-brand WHAT FOR
•Be responsible for the opening event of flagship stores
Working Experience
2009.07 –2011.06
JWT CHINAProject Manager
(Diesel CHINA)
•In charge of events planning and media relationship
management for Diesel CHINA
•Media planning for Diesel CHINA
•Participated in organizing Diesel’s store opening events and
fashion shows
•Planned and organized “Red Room Party” event
2008.04 – 2009.03
NC.Style Advertising Ltd PR Assistant
(Y-3 CHINA)
•In charge of sample loan.
•Participated in organizing Media reception and interviews
•Involved in managing big fashion events:
•Y-3 5th Anniversary Celebration Party
Working Experience
STELLA LUNA 漫游巴黎
STELLA LUNA 大地的馈赠
YSL新任创意总监与STELLA LUNA
LONDON
ROME
BEIJING
JKJY大啊啊探索｜伦敦男士精品店
JKJY的几何运动风
当彩色袜子遇到JKJY
点击文字阅览微信内容
The Concept:
The idea here is to subtly explore themes of mobility,
process, productivity, progress, forward-movement in
the creative worlds through the idea of "walking". Many
creative people find inspiration in going outside their
space and observing. What sets creative people apart
from the general population is that they see things in
the world that no one else sees.
The process of walking is a perfect mirror to a creative
person's identity: it is about observation, but more
importantly perhaps, it is about the experience of
moving forward, it is about change and progression, it is
about the transition into the future. Artists, musicians,
and designers' identities are never static -they are in
constant evolution. So, it is more about the act of
walking than it is about the places you are going to.
JK JY First Collection 2012SS
-- “Creative Walk”
The Concept:
Together with the idea of “creative walk”,
we invited 5 creative people from different fields to share their experience in walking and creating.
Where do they usually get inspiration from? What is the relationship bet? Walking and Creating?
As an extension of walking in the city,
they also talked about the creative environment of modern china and how they have became who they are.
Top View
Onsite Illustration
JK JY First Collection Road Show 2012SS
-- “Creative Walk”
Combining the concept of walking, traveling and finding inspirations during “creative walks”,
we created a space which contains elements of any man’s day to day lifestyle. The floor
map and luggage represent travel, the Camera and Camera film are our memories and the
use of books depict our quest for knowledge with the retro taste of gentleman’s from the
50’s America.
With 3 big screens playing the creative walk videos, the design not only enhances the
stories that we are telling in the videos , it also represent the Lifestyle of a JK JY men:
creative, constantly traveling, and a tasteful living.
Inside the camera
JK JY Second Collection Road Show 2012FW
-- “Back 50s New York”Aiming to vividly recur the gentlemen’s lifestyle in 1960s, the dance troupe played shoe polishers to provide personal service to
customers. Road Show tour went to Shanghai, Beijing and Shenzhen.
Shanghai Flagship Shenzhen Flagship Beijing Flagship
Pierre Balmain 2013 Spring / Summer fashion show event which was also the brand’s first fashion show in China was successfully
held in Beijing in 2012. More than eighty media and KOLs attended this event covering TVs, prints and portals. In-depth interviews
were smoothly arranged for seven media titles before the event. Media showed positive feedback towards the well-performed show.
STELLA LUNA
2011 FALL/WINTER Fashion Show
STELLA LUNA
2012 Spring/Summer Fashion Show
STELLA LUNA
2013 Spring/Summer Fashion Show
-- “Modern Love”
STELLA LUNA
SANLITUN STORE OPENING EVENT
STELLA LUNA pour ANTHONY VACCARELLO
SANLITUN STORE LAUNCH PARTY
STELLA LUNA
Pop-up Store 2012FW
“Into The Woods”
Store Design to tie in with concept design of “Dark
Fairytale” Some shots of interior/exterior pop up
store.
Dark, Twisted, Romantic and Surreal with a winter
bleak feel to the set. As the rise of dark
romanticism on screen and in Fashion, this set
embraces the darker side of Fairytales. The feeling
of a forest which has grown out of nowhere and
inside hiding the twisted tale of Alice in
Wonderland and dark fairytales….
WHAT FOR Pop-up Store 2012SS
“Wonderland”
Special Guest: Ms Misha Janette (Popular Fashion Blogger)
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DIESEL “RED ROOM PARTY” EVENT
DIESEL SANLITUN STORE OPENING EVENT
Y-3 Fifth Year in China
Anniversary Celebration
