Evolving future city-based retailing via design thinking: A Chinese hybrid model approach.

Yujia Huang, David Hands (Supervisor), Rachel Cooper (Supervisor), Nick Dunn (Supervisor)

    Research output: Contribution to conferencePaperpeer-review

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    Abstract

    This paper forms part of a three-year on-going research project which critically examines how design thinking is integrated into the development of city-based retail models. Through the selected three Chinese hybrid retail primary case studies, by considering the higher level of human needs and social contexts, brands could develop a sustainable core value, and it will enable brands to continue to innovate. Compared to traditional product- focused strategies and brand storytelling strategy, this research identified a full-spectrum interaction strategy which leverages the brand core values and social interactions. It allows brands to plan city-based retailing activities with careful consideration of full-range of human needs from physical, emotional, personal and social needs. Followed by the author’s previous research, this paper examines design thinking methodologies into a brand analysis tool which allows key business decision-makers to plan the direction of a brand’s strategic development.
    Original languageEnglish
    Publication statusPublished - 11 Jun 2021
    EventCUMULUS ROMA 2020: Design Culture(s) - Sapienza University of Roma, Roma, Italy
    Duration: 8 Jun 202111 Jun 2021
    https://cumulusroma2020.org/

    Conference

    ConferenceCUMULUS ROMA 2020: Design Culture(s)
    Country/TerritoryItaly
    CityRoma
    Period8/06/2111/06/21
    Internet address

    Keywords

    • Design for Business Innovation
    • Design Thinking
    • Retail Models
    • Experience Design
    • China Retailing

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