House of Fraser makes a smart move

China Daily European Weekly - - COMMENT - The au­thor is a vis­it­ing pro­fes­sor at the Univer­sity of In­ter­na­tional Busi­ness and Eco­nomics in Bei­jing and a se­nior lec­turer at Southamp­ton Univer­sity. The views do not nec­es­sar­ily re­flect those of China Daily.

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.

ZHANG CHENGLIANG / CHINA DAILY

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