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Purpose: This start-up idea is a mixture of three different market segments (Food, Fashion and Marketing), which are significant in my personal life. With this start-up idea I wish to intergrate these segmnets into one, named Yser, a reserve vending machines which sell organic branded food. Methodology: Although luxury experiential food has been characterised as an emerging industry, studies regarding food branding are limited. This study is a domestic study with data collected from Chinese residents of Tier 1, 2 and 3. Market exploration: As Covid-19 caused a major social changes, starting from supply chains manufacturing disruption to virtual fashion week, key luxury players are going season-less such as Gucci. How can brands profit from this market gap while staying environmental friendly & ethical? The answer is simple, since consumer are obsessed with product newness, luxury brands need to choose a different industry segment where frequent launch of products wouldn't affect value chain but rather strenghthen it.