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

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.