[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.