My idea in the very first beginning is topshop online promotion via taobao.com in Chinese market. But after my first tutorial about final campaign, tutor said the idea was not creative since everybody is creating a brand new concept for brands or launching something never exist. And topshop already have a store in Hong Kong so the idea was useless that should be replaced.
As the Topshop idea totally failed, I decided to focus on the authentic British leisure brand Barbour, which I thought I should still concentrate on Chinese market but with a brand never enter China before. With the consideration of meeting Chinese market demands, several concepts/keywords have been developed for my final campaign. After considering, the most relevant concepts are in red fonts. They are:
1. Barbour Forest
As a leader in outdoor garment labels, Barbour has a unparalleled active brand value, which suits today's consumer lifestyle in China. In addition, Chinese people are more eager to escape from big cities with numerous buildings to natural places. In this way, a pure nature concept of Barbour store in China can be considered.
2. Barbour Teahouse/Tea Flavour Fragrance
Because it is the first Barbour store in China, creative retail is a good way to expand impression. Bringing Chinese element into consider, combine Chinese teahouse in retail place is a different action from others. This kind of innovation has been done by other foreign brand like Starbucks and Hagaan Daz.
Other ideas:
3. Barbour Book Store and Cafe
Insert bookstore or cafe into the shop. (But I think it's not special as Chinese teahouse because Barbour has tried to create little cafe in their retail place before.)
4. Barbour Light Table
Little concern in store to provide healthy food due to an increase awareness of light food and healthy cooking. (Hard to achieve)
5. Barbour Spa Products
Considered about geography features and lifestyle in China, people like to relax at home or nice resort to spend their free time instead of having a travel outside the city. So, launch Barbour's own spa products which can provide a relaxing time at home is a new chance to win the market share. (Not as relevant as the idea above)
6. Barbour Travel Package
Launch travel pack to attract those people go for journey. (Target market too narrow)
To conclude, after talking with tutor, Barbour interior environment and Chinese teahouse are special enough and worth to develop.
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