Business Case Competition Edition 3
Join the biggest Student Business Case Competition in Hong Kong & Macau.
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!
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!
- 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.
- 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?
White glove JD kuaidi | China | 2018
Success Case Example
Zara, from offline to online, a successful omnichannel strategy
- 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
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!
with the opportunity to visit the Louis Vuitton Foundation.
coupon for each Member of the team
HKD coupon for each Member of the team
About LVMH Fashion Group
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.
On September 29th, Celine’s new artistic director, Hedi Slimane, will be presenting his first women and men collections for the house.
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.
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.