This strategic marketing project presents an innovative approach to introducing Burlington Arcade, London's historic luxury retail destination, to the Chinese luxury market. Through comprehensive market analysis and consumer behavior research, the study develops a culturally nuanced strategy that bridges British heritage with contemporary Chinese consumer preferences. At the heart of the strategy lies the 'Floating Time' campaign, an immersive retail experience that transforms Shanghai's historic Bund into a cultural confluence of East and West. The initiative combines Burlington Arcade's 203-year legacy of luxury craftsmanship with modern digital innovations, creating a unique 'phygital' experience that resonates with Chinese millennials and Gen Z consumers. The project encompasses strategic partnerships with Waldorf Astoria Hotels across Shanghai, Beijing, and Chengdu, featuring curated experiences from traditional afternoon teas to private shopping suites. Through interactive installations, WeChat mini-program integration, and artisanal workshops, the strategy creates meaningful touchpoints that celebrate both British and Chinese cultural elements. This market entry framework addresses current gaps in Burlington Arcade's Chinese presence while establishing authentic connections with local consumers. The strategy emphasizes sustainable brand growth through cultural understanding, digital innovation, and experiential retail, positioning Burlington Arcade as a distinctive voice in China's evolving luxury landscape.
Jiazhen Xie Burlington Arcade.pdf
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