[16/02/2015] Longchamp Flagship Store Visit

As one of the most exciting industrial engagements in CRS unit, LCF MA Fashion Retail Management cohort visited Longchamp flagship store in Regent Street in 16^th February. In order to enhance the knowledge of retail environment practice and utilize it into future study, FRM students met Longchamp store manager and take this opportunity to ask questions about the store design and operation.

Regent Street flagship store is mainly facing tourist. The store aims to provide a high-end environment with enjoyable shopping experience, which is one of the core parts of Longchamp retail strategy since physical store conveys the brand value and heritage. On the ground floor, classic leather bag are displayed to communicate with consumer about the brand craftsmanship and brand origin. The retail space builds up rich French heritage atmosphere while artist collaboration line and seasonal products are allocated appropriately in store.

“The store layout is more than admirable. French heritage, innovative store design and product display are telling the brand story. As one of their biggest fans, it was an honour to get involve with the brand. Also, I felt the store is encouraging and inspiring which rising buying desire.” – Yun-Ju Chen

In the Q&A section, store manager mentioned about product sourcing and manufacture. All the products are executed the same standard and materials are central sourced and controlled. In term of marketing strategy and development, Longchamp launched limited edition product for Chinese New Year as the brand’s main consumer are Chinese. Men’s product are taking into consider as the brand saw an opportunity in male’s demand.

[15/02/2015] Week 1: Retail view

This week, We have been viewed two retails: AllSaints and Warehouse. 

• AllSaints:

AllSaints in-store display conveys its mission as creating a brand blend music and 
fashion into desirable clothes.

We selected AllSaints as a retail with better performance of its visual display. firstly, in terms of the window display, vintage sew machines which makes it look likes a industry factory. This differentiable window attract consumers' attention directly and also tells us about its historic Spitalfields story as well.

In terms of the in-store display, brick wall, wooden flooring, industrial lighting all gives a different experience to the customer, and it well related to its theme. In addition, products distributed clear with segments, layout is simple, flow and convenient. Consumer can easily find the item with full sizes. Sales assistants are helpful. With the "Pod" system, consumer will find their shopping experience more enjoyable. 

In short, AllSaints is a good example to explore for the retail display, as it both window and in-store design represents it brand image and story. Consumer can achieve a good shopping experience within the store. 

• Warehouse 

The concept of Warehouse retail design is to build up a urban loft gallery space and urban jungle theme. 

Firstly, Warehouse untlised some typical elements to show the in-store gallery space. Start with the window, a large industrial window wall spans the width of the store and forms the back drop to the till. 

Exposed brick walls, wooden flooring just like the gallery decoration and direct reference to the industrial Warehouse. Concurrently, the lighting is brightness which provide clear in-store view to consumer.  

There is a private stylist room behind the wall. The stylist lounge contains a changing area and seating area so the customer can experience the full stylist service in comfort and privacy. 

We think Warehouse achieved the gallery space decoration. However, as the limitation of the space, the in-store of the layout is crowded compare to high amount consumer shopping in the store everyday. 

In terms of the Urban jungle theme, Warehouse just decorated with few plants,that not represents its theme at all. At least, as we walked into the shop, we cannot feel anything about urban jungle. However, the colour of products they selected reminds me about forest.

Compare to AllSaints, Warehouse has its strengths, gallery space concept shown in elements, however, they should focus on how to express its urban jungle theme to attract consumer in the first place as high street market is competitive. 

[15/02/2015] KEYNOTE: About 5TO1

We are the students from London College of Fashion, and currently studying MA Fashion Retail Management.

This blog aims to record our activities, discussions, and ideas for the Creative Space Retail unit. 

We name our team "5 to 1" and with a Chinese name "融汇百纳”，which means unity is strength. 

We have five creative and hard work members, as list below:

Mika Shui (Group leader-market and management)

Sylvia Chen (Business and promotion)

Grace Wang (Visual merchandising)

Jenny Chen (Visual Design)

Patrick Wang (Public relations)