On April 18, our Managing Director, Barbara Seidelmann, gave a talk that analyzed how new retail strategies in the Chinese market affect retail design. This was a joint event organized by the Swiss Chamber Beijing with 5 Star Plus Retail Design, and supported by the British Chamber, and Benelux Chamber. The luncheon took place at George’s Restaurant – Hotel Éclat Beijing. Her talk shed light on the changing needs and wants of Chinese consumers, addressed what a new retail strategy is, and examined various techniques in design that enhance this strategy. The main focus of the talk was that retail design in China needs to adapt to fit within the new retail strategy. One of the interesting points focused on technology incorporation into design and its’ role with supporting new retail strategy.
For the guests to get an in-depth picture of how new retail design styles work, Seidelmann, went through a number of case studies showcasing retailers who have successfully implemented new retail design into their physical locations. Case studies included 5 Star Plus Retail Design’s work for some of our clients including Pureones, and Hoegl, as well as, other large retailers in China like Adidas, and Alibaba’s Fashion AI store. The talk looked at examples that incorporated new retail design on a small-scale, being a design that includes one or two new retail elements, to a large-scale, being a design that is a complete new retail design concept.
Overall, it’s important for retailers to understand how new retail strategy works and see how new retail design can help to further grow sales based around this strategy. It’s crucial for retail store design to reflect the retail strategy of the brand itself. New retail design is all about meeting the needs of the brand’s target market based on their needs, incorporating new experiences for their consumers, and tying it to their online strategy through new in-store technologies.
5 Star Plus Retail Design was delighted to share this topic with all of the guests in attendance and give special thanks to the Swiss Chamber, British Chamber and Benelux Chamber for making this event possible. We hope to continue our efforts in guiding retailers in China to incorporate new retail design techniques into their retail stores as they continue to grow and develop new retail strategies best suited to their brand. We look forward to more opportunities to share topics related to this in the year to come.