1. Retailing Management Retailing Management Bellavita http://www.bellavita.com.tw Emer, Orlando, Cook

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

3. 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

4. Retailer Characteristics  Floor Layout

5. 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

6. 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

7. 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

8. 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

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

10. Customers Buying Behavior

11.  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

12. 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