CHALLENGE : To bring back a fashion clothing brand to   mainstream business 

 A brand XXX that was described by the CEO as “ lost In   translation ” , a womenswear clothing brand that was centered on   feminine Indian occasion wear and made two collections in a year   did n’t have a self identity and a target audience , it was making and   selling according to what worked best in the market and what the   retail chains would demand . The creative director depended   heavily on Pinterest for inspiration , originality was out of the   window , and so was visuals , imagery , social media , marketing , but   the good thing was a team of artisans was in place , and an   experienced(in the context of time spent working with the designer )   design team .   FACTS : The important part is that the brand XXX initially started   with a vision but the designer left the company after three years it   was started and the brand saw a dip in the market , now , the   designer is back after 2 years but lacks vision and the company is   not making any proﬁts still .   I am hired as a brand manager to solve this problem of losses and   defamation of the brand and bring it back to its good business   days .   I was brought in in a conservative , man dominated work scenario   where I was not allowed to create a team or make more than   nominal expenses . 

 SELECTION : The tool selected here is actually all of Design   Thinking for Innovation but I will zero in on Storytelling .   Why I selected this was I understood after meeting my employer ,   the designer , and the team that they were all inexperienced except   the CEO who thought ‘ one size ﬁts all ’ , and the fact that they were   not ready to fully accept that the company is NOT taking the right   decisions or lacks vision and innovation at that point of time , given   the fact I was hired to make proﬁt and create love for the brand in   the market .   If the brand carried on the way it did it would be a downhill which   meant more losses , so I decided its best to revive the brand ’s   image and give it a new identity with in the same brand name . 

 I realised I have to talk them into the idea and that ’s when   storytelling too came to my rescue . 

 Application : It was obvious that the brand lacked identity or what   does the brand stand for ? Or Who the face is , what does she do ,   where does she go , who are her friends , where does she live ? Her   personality , needs , aspiration , inspiration , and we did n’t have a   story , a cause , a face , an audience , a muse or the TG .   So , I had to work on building a story merging all these topics   around the new woman that the brand XXX is now about . I brought them together for a meeting on a pleasant day in a place   surrounded with nature and started with appreciating the facts :   how the brand ’s creative director is a woman , CEO is a woman , the   design team is all women , and the brand is for the women , so , the   brand is bigger than just clothes its about them , the designer ,   myself , the team , the woman of today , the powerful women , who   are free , make their own choices , working , independent , informed ,   aware , and with a purpose , so the brand found itself although a   hazy but a personality . Then I shared who represents many of these   factors , Priyanka Chopra , an ideal woman of today , who is an   international talent and UN ’s global goodwill ambassador we see   her work across the globe and she works for the underprivileged in   her spare time , promotes Indian culture pan globe and is an   inspiration to many young girls and women of her generation in   India and abroad . She is a woman of colour , in India , fair women   are considered beautiful , so Priyanka ditches that myth . She   stands her truth with conﬁdence and that s the kind of women XXX   would want to dress and make clothes for . She married a younger   guy and rejected many beliefs for the best . 

 I pressed upon the fact how important environment is and how its   directly proportional to the choices we make everyday , and the   woman we represent embodies this truth . By using examples of   designers like Stella McCartney who banned fur and leather from   her clothing or actor Emma Watson who supports green ,   sustainability and so on . I managed to bring their attention to how   packaging ultimately becomes waste and areas where we can save   the planet and simultaneously save money . 

 This helped them to see the bigger picture for the brand than just   think about the clothes . 

 I used my own life ’s experiences and appreciation to the team ’s   eﬀorts to invoke conﬁdence in them and to push them to do their   best . 

 INSIGHT : I realised how inspiring stories can be and how women   just need to know that they can do it , and the do it . Its easy to   sabotage them and make one part of the society look interesting   but really it ’s time that we understand the importance of their   freedom , choices , body , and start supporting them and standing   up for them and being equal . 

 APPROACH : If I were to approach this situation again then I would   invite personalities to talk and interact with the brand and the team   and share their inspiring stories so they have variety and living   examples to conﬁrm their thoughts . 


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: CHALLENGE : To bring back a fashion clothing brand to   mainstream business 

 A brand XXX that was described by the CEO as “ lost In   translation ” , a womenswear clothing brand that was centered on   feminine Indian occasion wear and made two collections in a year   did n’t have a self identity and a target audience , it was making and   selling according to what worked best in the market and what the   retail chains would demand . The creative director depended   heavily on Pinterest for inspiration , originality was out of the   window , and so was visuals , imagery , social media , marketing , but   the good thing was a team of artisans was in place , and an   experienced(in the context of time spent working with the designer )   design team .   FACTS : The important part is that the brand XXX initially started   with a vision but the designer left the company after three years it   was started and the brand saw a dip in the market , now , the   designer is back after 2 years but lacks vision and the company is   not making any proﬁts still .   I am hired as a brand manager to solve this problem of losses and   defamation of the brand and bring it back to its good business   days .   I was brought in in a conservative , man dominated work scenario   where I was not allowed to create a team or make more than   nominal expenses . 

 SELECTION : The tool selected here is actually all of Design   Thinking for Innovation but I will zero in on Storytelling .   Why I selected this was I understood after meeting my employer ,   the designer , and the team that they were all inexperienced except   the CEO who thought ‘ one size ﬁts all ’ , and the fact that they were   not ready to fully accept that the company is NOT taking the right   decisions or lacks vision and innovation at that point of time , given   the fact I was hired to make proﬁt and create love for the brand in   the market .   If the brand carried on the way it did it would be a downhill which   meant more losses , so I decided its best to revive the brand ’s   image and give it a new identity with in the same brand name . 

 I realised I have to talk them into the idea and that ’s when   storytelling too came to my rescue . 

 Application : It was obvious that the brand lacked identity or what   does the brand stand for ? Or Who the face is , what does she do ,   where does she go , who are her friends , where does she live ? Her   personality , needs , aspiration , inspiration , and we did n’t have a   story , a cause , a face , an audience , a muse or the TG .   So , I had to work on building a story merging all these topics   around the new woman that the brand XXX is now about . I brought them together for a meeting on a pleasant day in a place   surrounded with nature and started with appreciating the facts :   how the brand ’s creative director is a woman , CEO is a woman , the   design team is all women , and the brand is for the women , so , the   brand is bigger than just clothes its about them , the designer ,   myself , the team , the woman of today , the powerful women , who   are free , make their own choices , working , independent , informed ,   aware , and with a purpose , so the brand found itself although a   hazy but a personality . Then I shared who represents many of these   factors , Priyanka Chopra , an ideal woman of today , who is an   international talent and UN ’s global goodwill ambassador we see   her work across the globe and she works for the underprivileged in   her spare time , promotes Indian culture pan globe and is an   inspiration to many young girls and women of her generation in   India and abroad . She is a woman of colour , in India , fair women   are considered beautiful , so Priyanka ditches that myth . She   stands her truth with conﬁdence and that s the kind of women XXX   would want to dress and make clothes for . She married a younger   guy and rejected many beliefs for the best . 

 I pressed upon the fact how important environment is and how its   directly proportional to the choices we make everyday , and the   woman we represent embodies this truth . By using examples of   designers like Stella McCartney who banned fur and leather from   her clothing or actor Emma Watson who supports green ,   sustainability and so on . I managed to bring their attention to how   packaging ultimately becomes waste and areas where we can save   the planet and simultaneously save money . 

 This helped them to see the bigger picture for the brand than just   think about the clothes . 

 I used my own life ’s experiences and appreciation to the team ’s   eﬀorts to invoke conﬁdence in them and to push them to do their   best . 

 INSIGHT : I realised how inspiring stories can be and how women   just need to know that they can do it , and the do it . Its easy to   sabotage them and make one part of the society look interesting   but really it ’s time that we understand the importance of their   freedom , choices , body , and start supporting them and standing   up for them and being equal . 

 APPROACH : If I were to approach this situation again then I would   invite personalities to talk and interact with the brand and the team   and share their inspiring stories so they have variety and living   examples to conﬁrm their thoughts .
### Output: 