“Customers don’t remember products when visiting a space, they remember the architecture and artwork curated within the space” -Buchanan and Manthrorpe
As the consumer is playing an increasingly important role in the retail industry, retailers’ success is increasingly riding on their ability to understand target consumers and maintain a relationship with them. In light of this, the dissertation "Marketing to the Millennial Middle-Class: Improving the Experiences of Millennial Consumers in the Chinese Premium Fashion Market” has identified growth potential in China’s premium fashion market by exploring the gap between consumer demands and premium retailers’ responses. The above concept, “Theme Experience Space," has been created for Lane Crawford to improve customer shopping experience based on the findings of “Marketing to the Millennial Middle-Class."
"Theme Experience Space" is a transformative multi-sensory experiential shopping space that contains three graduated zones: an experience zone, an interactive shopping zone, and a community hub. Each season, the entire space will undergo changes to props, events, and featured brands. These changes will represent that season’s theme, which will feature different topical variations.
One way in which consumer demands are directly addressed in "Theme Experience Space” is through its transaction process. As target consumers are increasingly shopping online, the concept eliminates the traditional physical store’s shopping process by guiding consumers to use touch screens to finish purchases instead of bringing the clothes to a traditional till for purchase. This optimises transaction structure and efficiency, being convenient and saving time for consumers.
"Theme Experience Space" aims to offer a perfect memorable shopping experience that empowers and educates consumers and builds a deeper emotional connection with them. It would be an ideal contribution to Joyce Group and Lane Crawford president Andrew Keith’s current goals to solidify Lane Crawford as the “go-to shopping destination” for affluent millennials in China and Hong Kong” and to “continue to be a leader and be able to guide this exciting next generation of customers as they evolve” (Keith, 2017).
Using growth strategies will allow Lane Crawford to use internal advantages to leverage external opportunities, combining the strength and opportunity of the company and the market. Lane Crawford has a unique wholesale and brand partnership business model that allows it to develop its own creative and inspiring store environment that blends fashion, design, art and music, and offers personalised customer services to a greater extent than other, more conventional department stores.
Recently graduated in BA (Hons) Fashion Business & Promotion from Birmingham City University. Enthusiastic about marketing in the fashion retail industry. My focus throughout my degree has been identifying, understanding, and accounting for consumer demands and trends, such as the demand for omnichannel experiential retail within millennial consumers, to form bespoke marketing strategies. This ability combines perfectly with my experience in events management and digital marketing to make me an ideal candidate for any strategic marketing role.