Retailing Management Retailing Management Bellavita Emer, Orlando, Cook

Contents Introduction 1 Retailer Characteristics 2 Customers Buying Behavior 3 Retail Market Strategy 4

Introduction  History  Held opening on September 21, 2009  Founded with NTD$8 billion capital  Kept eyes on by the high-scale clients  Houses more than 15 international luxury brands  20,879 square meters

Retailer Characteristics  Floor Layout

Retailer Characteristics  Variety and Assortment FloorBrandType B1StarbucksCoffee shops 1F Bar & Restaurant a3Sandwiches shops BvlgariJewelry ChristofleSilverware HermesClothes Hermes 、 Puiforcat 、 Saint Louis Metal Plates John LobbShoes Roger VivierShoes Tod’sBags, Clothes Van Cleef & ArpelsJewelry 2F 03Clothes Giuliano FujiwaraClothes

Retailer Characteristics  Variety and Assortment FloorBrandType 2FLevel 6ixClothes 3F Salon De The de Joel RobuchonCoffee, desserts ErosHair stylist SocieBody stocking 4F Beata TeRestaurant HaleakalaRestaurant 5FL’atelier de Joel RobuchonRestaurant 6FTon 28Restaurant

Retailer Characteristics  Service Offered  Differs from store to store. Borsalini and John Lobb provide products of personalization and customization. Hermes: Personalized design for customers  Free parking service  Waiters serving gourmet street services

Retailer Characteristics  Prices and the Cost of Offering Breadth and Depth of Merchandise and Services  Differs from store to store Restaurant and Bar a3: 800 to 1,200 NTD Hermes: 600 to 120,000 NTD John Lobb: 80,000 to 360,000 NTD L’atelier de Joel Robuchon: 4,800 to 12,000 NTD  Gourmet street services: more than 300 NTD

Customers Buying Behavior  Market Segmentation  White Collars  Tourists  High-end people

Customers Buying Behavior

 Characteristics  Window shopping  Custom shopping behavior for most customers in ordinary department store  Customers mostly of high-end  Customers usually come for shopping during afternoon and night of a day  No obviously peak hours

Retail Market Strategy  Characteristics  8 billion NT dollars investment  Focus on high-end customers  Structure of luxury brands  First class of department store upscale, high fashion chains exclusive designer merchandise excellent customer service  Luxury building and luxury image on the name Bellavita  Offers excellent customer service