Business Case Competition Edition 3

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Future of Fashion Luxury Retail



Luxury experiences go beyond the mere functionality of the products or the services. They are about the intangible - the emotional connection between a customer and a brand. A genuine luxury experience will often be differentiated, personalized, and highly relevant. It should be inspiring and engaging to customers who have become more and more demanding, connected and savvy, while in search of aspirational values such as authenticity and sustainability.
 

Luxury Brands are now embracing new market opportunities, in parts thanks to technological developments. Brand owners are better able to tailor campaigns and products to answer, or even anticipate, customers’ needs through a variety of channels. While digital is now an essential component of luxury retail, it also requires a harmonious integration throughout the customer’s journey and its many touchpoints.


As we enter the age of “new Retail”, the physical store environment and its role are being reinvented. Oftentimes, stores have become spaces that will play with emotions, delivering distinctive, immersive experiences and engaging in a genuine dialogue with customers.

Much more than a product or a service, luxury brands are promoting lifestyles.

It is now up to you to shape the future of Fashion Luxury Retail and come up with appropriate and innovative solutions to enhance, streamline or reinvent the customer experience in Hong Kong.  Do not restrict your creativity! 
The Luxury relevance, customer-centricity, scalability and the attractiveness of your solution will contribute to making it a winning proposal!

For your inspiration!

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Brand Experience

From transactional to experimental.

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Omnichannel Retail

Bridging online and offline across multiple touchpoints.

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Client Engagement

Enhance customers recruitment and retention.

Get Inspired

Here are a few examples (none exhaustive list) of current problematics or existing Retail concepts.
This is only for your inspiration, feel free to come up with your own!

Brand Experience


- How to emotionally engage consumers by delivering a unique and distinctive Luxury experience?

- Which marketing opportunities (pop-up stores, product development, partnerships…) could lead to a differentiating and relevant experience in store?





Celine Pop-up Store  | Hong Kong - Landmark  | February 2018

      
Loewe Pop-up Store  
Ibiza - Art Museum Mace | Summer 2018







Success Case Example


Apple, a new concept store

Recently launched in the USA, Dubai, and London, new-generation Apple Stores have been imagined as a city, where customers drive through tree-lined alleys to indulge in Apple life. Visitors are invited to grab the products and wander with them as if they were theirs. Meanwhile, experts deliver animations in the store's "creative arts" spans, and a forum will allow photographers, musicians, gamers, and developers to present their creations. In the future, this “Apple city” may one day include augmented or virtual reality.



Omnichannel Retail


  • - How to create a smooth customer experience by bridging online and offline touch points?
     
  • - In what ways can a brand leverage new technologies to create a more relevant and personalized experience on multiple channels?

  • - What aspects of the transactional experience can be further enhanced, including through technology, to streamline operations and better serve customers’ needs?





Loewe Mini-program 
| WeChat |
 2018

    
White glove JD kuaidi | China | 2018


Success Case Example



Zara, from offline to online, a successful omnichannel strategy

Zara goes far beyond traditional sales techniques by being the first brand worldwide to open an omnichannel store. In this store, new technologies streamline purchasing. Clothes can be bought online directly from the store. Orders placed before 2 p.m. can be picked up the same day. Payments can be made using a mobile wallet built into the Zara app. Connected mirrors have been installed in the cabins as well to virtually try clothes…  Through this seamless integration of online and offline sales, the brand aims at creating more interactions with the consumer and simplifying the selection and purchasing process.


Client engagement


- How to make customers feel valued and turn them into brand ambassadors, inspiring others to engage with the brand?

- What are potential innovative and image-consistent ways to maximize recruitment and retention of customers (loyalty programs, after sales services, social media...)?

- With customers increasingly focused on lifestyle and values such as authenticity, sustainability, and well-being, how can brands grow desirability and create a sense of community?



Louis Vuitton Foundation 
Paris




     

Marc Jacobs Fashion Show | New York | Fall Winter 2018 Collection



Success Case Example


Starbucks, a non-stop growing Community

In Starbucks, coffee is no longer a beverage but became a must-have accessory that is, once received, instantly shared with friends on different channels. From the shop atmosphere to the coffee designs, everything is made and thought to be, what we called nowadays, “Instagramable”. Within this special ambiance, customers feel at ease. Every detail is consumer-oriented with one unique goal: convey a sense of belonging to a Community. Consumers thus become the principal ambassadors of the brand by sharing their experience with friends.


Prizes and Awards

LVMH brings you a range of international trips and vouchers!

  • 1ST
  • 2ND
  • 3RD
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1ST

A trip to Paris 
with the opportunity to visit the Louis Vuitton Foundation.

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2ND

10,000 HKD
coupon
 for each Member of the team

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3RD

5,000
HKD coupon
 for each Member of the team


About LVMH Fashion Group

LVMH Fashion Group is a constellation of 9 prestigious Fashion and Leather good maisons. Anchored in different cultures, the "maisons" cultivate their respective attributes and uniqueness while sharing a single objective: to enchant our customers and exceed their expectations, while providing an unparalleled experience.

With their rich and unique
heritage, they pursue innovation, unleashing fresh creativity to continually heighten their powers of seduction. Our "maisons" are distributed through various selective channels: boutiques, online retail, travel retail, department stores, etc.


You are invited to visit our 
exclusive locations all over Asia to get inspired and dive deep into the brands' tailored environment.

Our Brands


Rooted in the present, CÉLINE writes its history day after day: exploration, creative energy, and committed choices lie at the heart of its culture. This explains the brand’s ability to be full of surprises. Its major characteristics are sophisticated materials, a passion for detail and timeless modernity. CÉLINE is a company which creates affinities, built on a clear value system: sincerity, agility, focus.

On September 29
th, Celine’s new artistic director, Hedi Slimane, will be presenting his first women and men collections for the house.




Casual chic, aristocratic elegance and femininity all combine in the timeless world of Givenchy. Its style is the signature of Hubert de Givenchy, who established his own haute couture House at the beginning of the 1950s. Combining finesse, discretion, and elegance, he ensured his designs and ateliers rose to the top and played a key role in international fashion. 

Clare Waight Keller joined the house of Givenchy as Artistic Director in 2017.


Craftsmanship, progress and unequaled expertise with leather, Loewe’s founding pillars, are reconfigured with a timely awareness evident in desirable and functional products across multiple categories. Spain is where Loewe was born and remains the brand’s home. While its current landscape contains elements from places near and far, the heart of Loewe still beats in Madrid, where its world-renowned leather goods continue to be manufactured.

Under the artistic direction of JW Anderson, Loewe is successfully merging traditional craftsmanship and avant-garde fashion.




The Pucci story begins in the lavish surroundings of a sumptuous Renaissance palazzo in the heart of Florence’s historic center. Adventurous and audacious, the man they nicknamed the ‘Prince of Prints’, Emilio Pucci, saw his fabrics as colored paintings that exuded playfulness and movement. Pucci’s designs, which strike a balance between Italian exuberance and simple shapes, celebrate color and a way of life that breaks with convention.



Marc Jacobs created his namesake house in 1984, basing the brand on two very simple concepts: a love of fashion and a commitment to quality. Finding the perfect balance between tradition and innovation, highlighting Jacobs’ exuberant creativity, the brand has become a driving force in the industry.



In 1970, Kenzo Takada installed a patch of jungle in the Galerie Vivienne in the heart of Paris. With its colorful prints and declaration of freedom, abundant prints, and cultural influences from all over the world Kenzo shook up the couture codes of the time by irreverently breaking the rules. Welcome to the jungle!

Carol Lim and Humberto Leon, Kenzo’s creative team, have been credited for the strong dynamic development of the brand over the past few years.



Northern Irish designer Jonathan Anderson established JW Anderson in 2008. Its unique design aesthetic offers a modern interpretation of masculinity and femininity by creating thought-provoking silhouettes through a conscious cross-pollination between menswear and womenswear elements.



Challenging the conventions of luxury footwear, British designer Nicholas Kirkwood is recognized as one of this generation’s leading talents. By combining traditional craftsmanship with innovative design, his architecturally inspired pieces form exquisite objects of desire.