1 | P a g e 

 Reflection|Storytelling 

 Challenge : 

 A designer friend had just launched a high end couture boutique in Dubai and even though the 

 outlet was opened in a posh mall , the sales were very low . His target audience was the posh class of Dubai .   The materials he used in their garments were luxurious and the outfits and gowns were fashionable and   the price was high enough to bring allure to his dresses . However , he was gaining little to no attention .   He did not understand what he was missing out on , he did advertisement in fashion magazines , had an   online presence and the customers were welcome to come into his boutique and checkout his   merchandise but nothing seem to have worked . 

 Selection : 

 It was my friend ’s first venture and was inexperienced to run a business himself . He asked me for help as   he needed someone to look at things from a different perspective and we stated to look at other luxury   items his clientele usually buys . This research included possessions and accessories like watches , cars ,   guns , beverages etc . we found out that the brands that his target audience appreciated did n’t offer just   high quality and class but a heritage as well . They had a legacy that people were happy to pay a premium   for . Take watches for an example , a digital Casio is lighter , more accurate and cheaper than high end   mechanical watches . It is by all means a better watch . But people are willing to pay a much much greater   amount of money for a Patek Philippe to be part of the 181 years of heritage . And these brands made sure   that people knew their story , it is like it is part of their product . So I decided to tell my friend ’s story . His   family has been in the fashion industry of Pakistan for three generations and have deep roots but the   people of Dubai did not know and we decided to change that . 

 Application : 

 I decided to apply this method by mostly text . I wrote the “ Designer ’s Story ” and we linked every 

 single one of his dresses to it . I wrote his inspiration behind each dress to show why he picked the colors   that he chose and the cuts he draped . I wrote how he was the third generation in the business , effectively   giving him a century of history . We added all this text on his website and published them in high end   fashion journalism . We even made booklets and each customer was handed one when they were greeted   into the shop . We made sure that he audience understood that they were not just paying for the materials   and the craftsmanship but rather to be a part of this tradition and intermixing of cultures that he had so   gracefully brought . 

 Insight : 

 We found out that knowing about the history put the audience at ease . They found comfort and 

 pride in being part of a history , something they felt to be larger than themselves . The deeper the history ,   the more comfortable people were in paying the premium as it gave the designer this allure and feeling   of exclusiveness . We felt that this history can be attached to almost any item and it would sell . Basically ,   quality is what brands offer but is not exactly what makes a brand . It is a story , an emotional response 

 2 | P a g e 

 and a need to relate that forms a brand . Also people tend to appreciate foreign historically related   products than locally historically related products as it adds a feel of sophistication and culture . 

 Approach : 

 I would try to use storytelling through visual aid . Although text is a really good way to 

 communicate but not everyone has the time to read . It is much easier to grip attention and transfer   emotion using visual aid then using writing . However , from what I ’ve learnt in the course the method that   I have to use will be determined from the new data that I get after the experiments . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: 1 | P a g e 

 Reflection|Storytelling 

 Challenge : 

 A designer friend had just launched a high end couture boutique in Dubai and even though the 

 outlet was opened in a posh mall , the sales were very low . His target audience was the posh class of Dubai .   The materials he used in their garments were luxurious and the outfits and gowns were fashionable and   the price was high enough to bring allure to his dresses . However , he was gaining little to no attention .   He did not understand what he was missing out on , he did advertisement in fashion magazines , had an   online presence and the customers were welcome to come into his boutique and checkout his   merchandise but nothing seem to have worked . 

 Selection : 

 It was my friend ’s first venture and was inexperienced to run a business himself . He asked me for help as   he needed someone to look at things from a different perspective and we stated to look at other luxury   items his clientele usually buys . This research included possessions and accessories like watches , cars ,   guns , beverages etc . we found out that the brands that his target audience appreciated did n’t offer just   high quality and class but a heritage as well . They had a legacy that people were happy to pay a premium   for . Take watches for an example , a digital Casio is lighter , more accurate and cheaper than high end   mechanical watches . It is by all means a better watch . But people are willing to pay a much much greater   amount of money for a Patek Philippe to be part of the 181 years of heritage . And these brands made sure   that people knew their story , it is like it is part of their product . So I decided to tell my friend ’s story . His   family has been in the fashion industry of Pakistan for three generations and have deep roots but the   people of Dubai did not know and we decided to change that . 

 Application : 

 I decided to apply this method by mostly text . I wrote the “ Designer ’s Story ” and we linked every 

 single one of his dresses to it . I wrote his inspiration behind each dress to show why he picked the colors   that he chose and the cuts he draped . I wrote how he was the third generation in the business , effectively   giving him a century of history . We added all this text on his website and published them in high end   fashion journalism . We even made booklets and each customer was handed one when they were greeted   into the shop . We made sure that he audience understood that they were not just paying for the materials   and the craftsmanship but rather to be a part of this tradition and intermixing of cultures that he had so   gracefully brought . 

 Insight : 

 We found out that knowing about the history put the audience at ease . They found comfort and 

 pride in being part of a history , something they felt to be larger than themselves . The deeper the history ,   the more comfortable people were in paying the premium as it gave the designer this allure and feeling   of exclusiveness . We felt that this history can be attached to almost any item and it would sell . Basically ,   quality is what brands offer but is not exactly what makes a brand . It is a story , an emotional response 

 2 | P a g e 

 and a need to relate that forms a brand . Also people tend to appreciate foreign historically related   products than locally historically related products as it adds a feel of sophistication and culture . 

 Approach : 

 I would try to use storytelling through visual aid . Although text is a really good way to 

 communicate but not everyone has the time to read . It is much easier to grip attention and transfer   emotion using visual aid then using writing . However , from what I ’ve learnt in the course the method that   I have to use will be determined from the new data that I get after the experiments .
### Output: 