MY BRAND STATEMENT functional workwear brand 筑衣 ZHUI (筑衣) will be giving Chinese construction working professionals safer apparel in a working environment, making them more confident and pride in their lives.
Occupational
Hazards
Reason of Noncomplience
Social Stigma
Negative Image Leads to Social Stigma and Low Self-Esteem
HYPOTHESIS AND BRAND STATEMENT
Dangerous
and
Inconvenience
On-Site Research
in Suzhou Subway Construction site
PROJECT STATEMENT
Around 400,000,00 workers are working for the Chinese construction industry, lots of workers are dressing inadequately and unprofessionally. It causes a higher injury risk and huge social stigma. My functional workwear brand 筑衣 ZHUI (筑衣) will be giving Chinese construction working professionals safer apparel in a working environment, making them more confident and pride in their lives.
This video shows a normal Chinese construction worker Jie Wang's working and living conditions, which revels two major issues caused by dressing inadequately. In China, around 40-million construction workers are suffering from these issues.
On-Site Research
in Suzhou Subway Construction Site
Social Stigma
NEGATIVE INDUSTRY IMAGE
WAHT IF ?
