JIAYI ZHANG

JIAYI ZHANG

COURSE: Fashion Business & Promotion 2018

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Future Cafe by Burberry

TECHNOLOGICAL / PERSONALIZED / EXPERIENTIAL …

FROM THE LUXURY PRODUCT TO EXPERIENCE, RETAILERS ARE TRYING TO USE EXPERIENTIAL SHOPPING TO REACH CONSUMERS.

Birmingham City University Fashion Business & Promotion graduate with retail experiences within fashion industries. Professional knowledges and skills of fashion gained from this 3-year-course and further improved through the working experience. Leading by my interests, my future career aspiration is to work in the International retailing or marketing field.

Through dissertation and competition research, an investigation into the future of luxury retail reveals that as current Millennial consumers are becoming one of the biggest spending power, the craving of them for high-technological and experiential shopping experiences keeps growing stronger.

My FMP work is to create a brand-new concept cafe-restaurant ‘Future Cafe’ for British luxury brand ‘Burberry,’ bring it to the Chinese market and mainly target young Chinese females who consume luxury. As China is being a crucial market for Burberry, the Future Cafe will gives Burberry an opportunity to get more customer satisfactions, win more loyal customers, and lead a further successful brand development in the Chinese market.

The concept of Burberry Future Cafe is to create a luxury branded space, this allows customers to experience high-tech services and impressive-sensory eating experiences, by combining 3 innovative ideas: interactive table, 3D printing food, and laboratory display kitchen. Burberry Future Cafe will offer customers a special 3D printing afternoon tea menu, the food can be personalized by every customer through the interactive table system.

Future Cafe will not only successfully help the Burberry cafe expand to China, but also create a new and unique experience for customers, increase the in-store selling, and improve Burberry’s digital innovation brand image.

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30
May