American luxury fashion department store penetrating the Chinese market.
Brand's name and heritage are unknown in China, competitors are fiercely cheap, and market entry is limited to digital only.
* Currently subject to confidentiality
Project participants may be contacted directly for more information on project development and outcomes.
In this course collaboration between the SCAD Collaborative Learning Center and PricewaterhouseCoopers, 16 students were challenged to develop a the retail experience of an American department store's pop-up shop, using virtual reality as the key component. The brief stated that the American department store sought to penetrate the Chinese market, where few have heard of their name, competition is cheap yet fierce, and to top it all off they are limiting their market entry to digital only.
PwC believes that VR, specifically that of the HTC Vive, is an exciting immersive technology that can break boundaries and lead to innovative marketing techniques in the retail world. Using VR as a tool to create moments in the customers lives helps to create a connection between the brand and the customer. The VR experience in this case needed to concentrate on one of three themes: home and interior, travel, or fashion. The concept also needed to incorporate the heritage of the brand. The brief stated that a physical pop up store was needed in order to not only house the VR, but also familiarise the market with an unknown brand and create buzz to attract more potential customers. Faced with this challenge, the class conducted extensive research into who is spending in the Chinese market and what they desire. The class spent ample time looking into how brands create lasting connections and how to introduce the American client.