Abstract
This case study explores the design management strategies and professional practices of YESE STUDIO, an independent designer brand operating within the global luxury fashion sector. By integrating traditional wholesale distribution with a robust e-commerce model, the brand demonstrates how thoughtful channel management can effectively balance creative innovation with operational efficiency. Strategic collaborations with Italian distributors enhance product quality through exceptional craftsmanship, while targeted digital marketing and influencer partnerships strengthen the brand’s visibility in competitive markets such as Asia and Europe. The study emphasizes how YESE STUDIO embeds design thinking and aesthetics into its core entrepreneurial framework. Its distinctive design logic—centered on individuality, exclusivity, and craftsmanship—not only shapes the brand’s identity but also informs decision-making across product development, marketing, and consumer engagement. Through a direct-to-consumer (DTC) focus and the strategic use of demographic data, YESE STUDIO illustrates how emerging designer-led businesses can align professional design practices with market responsiveness, while preserving creative integrity. This research contributes to the discourse on design-led entrepreneurship by offering a practical example of how independent brands can scale sustainably through integrated design management, cross-channel strategy, and a deep commitment to design as a professional practice.
Presenters
Ronghan WangStudent, PhD, Faculty of Architecture, University of Lisbon, Aveiro, Portugal
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Design Management and Professional Practice
KEYWORDS
Entrepreneurial Innovation, E-Commerce Strategy, Supply Chain Integration, Customer Engagement, Sustainable
