I am a final-year BA (Hons) Fashion Marketing and Branding student at Nottingham Trent University, driven by a curiosity about how fashion brands build lasting emotional connections. Growing up in a designer family business, I was immersed in both the creative and commercial sides of fashion, shaping my interest in brand strategy and consumer behavior. Through my studies, I have developed a research-led approach, exploring brand positioning, Gen Z consumer insights, and the role of emerging technologies such as AI in fashion marketing. Working on my final major project, I developed an AI creative studio business concept, transforming market research and consumer insights into a strategic service model. Alongside this, my experience with MK Glamour Malaysia allowed me to connect design thinking with market positioning. I aspire to work in fashion brand strategy and innovation, creating culturally relevant brands that balance creativity, technology and long-term value.