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Case Study: T Galleria by DFS

Operating in 14 countries with nearly 160 million visitors per year, DFS is the world’s leading luxury travel retailer.

Innovation being the retail group’s founding principle, DFS decided to transition its' retail spaces from traditional shopping mall concepts to a one-stop shopping and entertainment experience for its customers.

With this objective in mind, DFS Group approached Lambert + Associates to develop and implement a new multi-label retail strategy for the T-Galleria stores in Macau and Hong Kong.

OUR CONTRIBUTIONS

THE CONCEPT

In 2017, DFS was preparing the launch of its concept store, World Design Space, at T Galleria by DFS, Macau. One of the largest luxury retail complexes in southern China, the multi-brand concept would physically link the beauty and fragrance halls with the womenswear and menswear salons.

Based on our extensive knowledge of the luxury retail industry, DFS and Lambert + Associates worked together to create an exceptional multi-brand space in the City of Dreams.

A CURATED BRAND MIX

We determined the strategic brand mix - balancing emerging and established designers - based on desired price points and buying criteria such as sustainability. Using our internal sourcing directory, we scouted young and emerging designers to bring an immediate international impact to the brand mix.

Once the initial brands were chosen, we approached designers from top European showrooms in Paris, London and Milan to secure exclusive partnerships.

World Design Centre at T Galleria

BUYING AND EXPORTS

Working closely with the DFS buying and merchandising team, our market manager manages the full buying cycle of European brands within the World Design Space portfolio - from placing orders to planning markdowns.

Our export executive works with all the key stakeholders (brand, retailer and shipping firm) to ensure that the orders are delivered on time and in perfect condition.

We also organised pop-ups and exclusive products for key events in the marketing calendar such as Chinese New Year.

PLANNING THE ZONING STRATEGY

After examining the interior design of the space and retail fit out, we identified how customers would naturally navigate through the store. Using this knowledge, the products, visual merchandising material and digital support were positioned to delight and attract the customer’s attention – ultimately driving more sales.

We also armed the DFS merchandising team with tools that they can use to easily update the merchandise mix on a monthly basis.

OUTCOMES

Met with an enthusiastic reception and immediate commercial success, the World Design Centre was a proof of concept. The space forms the foundation of our continued collaboration with DFS. New projects are planned in 2019.

€1.8M

BUDGET MANAGED OVER 2 SEASONS

425

BRANDS SOURCED

231

ACTIVE BRANDS

30

EXCLUSIVITIES NEGOTIATED

CLIENT RESPONSE

Contact us

Send us a message if you would like to hear more about how we can help you build a multi-label experience.





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