Also important is Destination Thinking – or making the consumer’s lifestyle and interests a key part of the store, she added. Nike’s stores in Greater China, she said, have re-invented themselves by becoming a “performance based” brand. Tapping into the pastimes and hobbies of their customers, Nike has built an entire “lifestyle” around its stores. To “engage and thrill” skateboarders, its Joy City Shopping Centre store in Beijing is built next to a skateboard park and features graffiti by well-known international skate culture artists. 

 

Elevating service and delivering superior consumer experience were key areas of focus on the opening day of this year's Asia Fashion Summit (AFS). #

Finally, brands need to ensure integration between their physical and digital stores. Retailers, she said, have to think “mobile” first and then work their way backwards. The new Vine app, for instance, allows mobile users to create and share six-second videos on top of merely tweeting. This then allows businesses to communicate a deeper brand narrative and share behind-the-scenes, physical examples of their brand DNA: models backstage at shows, or designers’ inspiration, for examples. 

 

Elevating service and delivering superior consumer experience were key areas of focus on the opening day of this year's Asia Fashion Summit (AFS). #

AFS, comprising a two-day conference and a one-day hands-on workshop, features more than 30 speakers from Asia, the United States, and Europe. More than 500 fashion professionals, from across the region, attended the event.

 

Elevating service and delivering superior consumer experience were key areas of focus on the opening day of this year's Asia Fashion Summit (AFS). #