House of Fraser makes a smart move
European retailers should realize that stocking Chinese luxury products can enhance their corporate brand image
decision. What are the challenges and/or risks?
While more European consumers will value the sight of premium Chinese brands in reputable retailers’ environments, or even prestigious in the case of House of Fraser, some will need reassurance and may have quite a few questions before deciding whether to purchase a Chinese brand, possibly for the first time.
House of Fraser, therefore, and all those European retailers that follow suit, need to design very appealing in-store displays and ensure that in-store service assistants are fully informed. Service assistants may need extensive training in order to become sufficiently knowledgable about the history and story behind these Chinese brands.
House of Fraser should not hide the Chinese origins of these brands, but instead should build an aesthetically pleasing in-store display that proudly promotes Chinese culture and any Chinese brand heritage.
House of Fraser should employ Chinese designers, interior designers and graphic artists, for example, in order to maximize the authenticity of any Chinese theme. And House of Fraser can rest assured that there is no paucity of talented Chinese designers in Europe, with increasing numbers graduating with aplomb from fashion and art schools all over Europe.
Finally, House of Fraser should also consider a variety of ways to incorporate some of these Chinese brands’ logos into their own corporate logo, in order to build a lasting, trusting co-branding partnership. Chinese brands on sale in House of Fraser will not only boost sales, they will also enhance the image of the House of Fraser corporate brand significantly.