In The Eyes Of The Brand Director Of Lian Crawford, Buyer'S Shop Needs To Return To Sensibility.

Joanna Gunn, chief brand officer of Shanghai, China, is redefining "retail therapy".

"Soul color", "halo", "energy" and "emotion" are a popular meditation activity in California. They are also frequently used words in connection with Joanna Gunn, the chief brand officer of Lane Crawford.

Gunn's emotions are all about the emotional and subtle perception of the intangible color. This is also a good marketing strategy for story Crawford, the largest international luxury department store in China.

Since 2001, she has joined lac Crawford. In the past eighteen years, Gunn has managed visual merchandising, sourcing, brand creativity and market communications department. With her taking office as chief brand officer, it means that the strategic focus of Lac Crawford in the next few years is not only to do well the multi brand retailing itself, but also to strengthen the brand of LCF itself.

Gunn led the "beautiful looking" marketing project, which was planned by Chandelier, a design organization that works closely with them. While in visual communication, Dazed's creative director and stylist Robbie Spencer created eight rich shapes in the upper layer of color for Lian Crawford, and the visual blockbuster also emphasized the integration of new brands and designer brands, including Acne Studios, Alexander McQueen, Amiri, Balenciaga, McQueen, pun, and so on.

Lane Crawford's theme of "finding my beauty" is limited to exhibitions.

The colorful elements hidden in the square of the times square of greater Shanghai, further stimulate your senses, and let the shopping process of consumers experience a "secret" experience. What is worth noticing is the immersion art device "candy mountain" and the interactive video device "tomorrow" created by artist Zhou fan on the first floor.

You can also find your own soul tone on the four floor of the soul color test.

The theme of color choice also reflects the preferences of Chinese consumers in fashion consumption: in Lian Crawford, even the tableware and furniture brand sells the best color products.

"Even the towels should be colored or printed with color."

Gunn shared.

And the marketing of this kind of color also permeated the communication process between Lian Kai Buddha's personal image consultant and consumers. Gunn believes that this is actually a marketing plan that can not be limited by the fashion season.

"Our mission to Chandelier at that time was how to make a viable project, which can evolve continuously around inspiring and guiding consumers, of course, in a non-traditional way of retailing."

Gunn said.

"For our team, our front-line sales staff and more than 30 personal image consultants also have a new way of communication. People are not shopping to get shopping, but to be inspired, so the message we want to convey is to inspire people to explore and become curious, not to continue traditional retail sales."

It is not obvious that Lane Crawford's internal communication patterns have changed.

"In the past fourteen months, we are also trying to change the estimation method of KPI to a NPS scoring mode, which is a more consumer based approach, considering dimensions such as consumer service, shop atmosphere and so on, which are not directly linked to sales efficiency," explains Gunn.

"There is another more important element. I think all brands in the future should report on their efforts in sustainable development."

Gunn revealed that about one and a half years ago, the "positive and warm language expression" was also used in the process of building internal teams.

"The value I want to convey is that we can become consumers' lifelong partners and provide them with continuous help and guidance."

Gunn said.

"When we opened our first store in Beijing in 2007, our problem was how to educate consumers, but the current consumers need new ideas and carefully planned retail experiences."

In this highly competitive retail market, deciding whether or not a fashion retailer will succeed or not may be the relationship between a retailer and a loyal repeat consumer.

They are also the best "communicators" of brands, and also a group of mature fashion consumers.

The buyer's shop is also known as a buyer's business. It selects a series of clothing, accessories, shoes and lifestyle products at the core of the target customers' unique fashion aesthetics and interest, and presents them in front of consumers like a physical magazine.

The buying mode of business means higher profit margins, but higher demand for department stores' capital chain. It also means that it needs to rely on mature consumers to maintain a higher operational efficiency and resist the impact of unsalable goods.

Lian Crawford has always regarded China as the world's largest luxury market, and currently has two stores in the mainland, one of the largest flagship stores in Beijing, and 14000 square meters of Shanghai flagship store, and the Chengdu store which serves the southwest region and has a fast growth in sales. At present, it also has online store and mobile phone APP. It has an independent warehousing system in China, and Beijing, Shanghai and Chengdu stores also have the function of distribution center, which means that it has become a rare independent, all channel luxury fashion retailer in China.

How to continue expanding the retail sector outside the first tier cities and touches more new consumers is also a matter of ongoing discussion.

"The city and area selectivity of Lac Crawford are very limited, including the location and location are very difficult to choose, and the location difficulty is very high."

Durbin, general manager of RET Rui Yide, a commercial real estate consultancy, analyzed.

However, Gunn still regards operational entity retailing as the focus of expansion, but it also seems to draw lessons from the history of its own insistence, and it will not expand rapidly in the form of seeking local retail or commercial real estate partners.

"We are still in the exploratory stage, but the mobilizing consumer we understand is no longer a shop with a few thousand square meters. We tried to do trunkshow and small activities, which are effective ways to establish consumer trust and personal relationships."

Gunn said.

Gunn has recently launched a line activity with the brand Blaz Milano, which is the expensive women's suit brand from Milan, Italy. It brings exclusive suit service cards to Lian Crawford, and helps Lian Crawford find a meeting point of integrating high-end retail services and personalized testing.

"Consumers are always looking for extra value."

Gunn says this is also the fashion luxury shopping that lac now defines.

In the men's clothing department, the resurgence of suits does not necessarily mean that people are beginning to stay away from street fashion. The popularity of Lardini's customized men's clothing reflects the upsurge of service.

If the retail industry is going through a crisis, it will provide experimental space for the new retail strategy. The essence of its return is to consider how to build a more humanistic perspective on physical space.

"I think in the future, retail brands will learn brands like Nike, which are good at building communities. With the community, we will have more trust and value. This is also in line with the needs of the moment. When we live in a very isolated era, the human touch is even more important."

Gunn said.