This project or part of it will give to your shopping mall its own identity and bring back the pleasure of shopping.

1. IS TIME TO GET BACK THE CLIENTS IN
YOUR SHOPPING MALL.
Today clients are more sophisticated, Millions are travelling,
becoming curious, are introduced to new way of shopping,
new concepts, more service, understandable prices :
A new shopping philosophy.
Lets look at some principles and rules lost along the way
and new ones
This project is based on my 30 years experience in fashion and
marketing in 5 continents.

2. Landlord
Shopping
Mall
The Brands
mix
The all
around
service
The events
Duties of
the
Shopping
Mall
Duty of the
brands
PR,
Promotion
and ADV

3. Brand
Mix
Must give variety,
excitement and
reliability
Must give
quality, variety,
excitement,
reliability,
exclusivity…..
The multi
brands shop
concept can
help in fashion
and accessories
F&B
Must be of the
same level as
all the other
product in the
Mall
Entertainment
Must take care of
the clients habit
and needs, the
family (with kids)
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The Brand Mix should reflect the today
expectations of the local and international clients .
Must go towards a more realistic division of the
surface where different kind of shops are in a
primary location too.
A well balanced mix between new
and existing Brands
Create for each Brand a story
and a space that give the
feeling of exclusivity, handicraft
and of some thing new that he
must have.
Introduce multi brands
walking through areas.
F&B must be Quality
without compromise from
Ingredients to service in a
great variety.
If on line shopping is damaging
your business , then try to analyze
and see if a 360 Services is the
right answer.

4. The service
(the
concierge
and more)
To be
professional
and
personalized
To establish a
very
professional
relationship
with clients
and tenants.
To work for
the Shopping
Mall
To suggest and
follow the
schedule with
the client
To assist with
the booking in
the Mall, in HK
and around
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This Center will build up the Image of
the Mall, make it attractive and
successful . The Landlord with his team
must get organized and promote the
Shopping Mall as the New active center.
“I shop in your Mall because
they know me and I get a
personalized service”
The Concierge people
work in tight
collaboration with the
Brands, blending the
needs of both.
They will give a
personalized advice and
assistance in within the
Brands but also advice on
hotels, restaurants, clubs
and others attractions in
the city.
They will look that
the offers, the
quality and the
prices are in line.

5. The
events
3 or 4 main
events per
year
Each event
will have
more smaller
events
Some events
can be in
junction with
others even
outside HK
Presentation
of new
brands for 3
months
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The main purpose is to create
awareness and loyalty to the Mall
inside and outside the city.
Inside of a major event
several smaller events can
be done.
I.E.: Major event is a
country:
Small events : foods artisans,
fashion, culture, tourism….
There are 1.00ds of Brands
that are too small to open
up a shops but are happy to
participate for 3 months to
an event inside the Mall
(pop up shop or inside a
multi brand shop)
Cultural or touristic or
specific events outside he
Mall.

6. • Brands:
– Give to the shopping mall the necessary information's
– Train the staff to be friendly and professional with all.
• The client is a friend and not an enemy.
– Participate physically and with a contribution to the shopping mall for events and PR, ADV and
Promotions
– Have realistic mark up
• Shopping Mall
– To build up the right brands mix in all area.
– To build up a line to follow when shopping.
– To organize a professional team for the concierge service.
– To build up the name of the Shopping Mall as the symbol of Innovation, quality, service in a
optimal relationship with the price. I go to this shopping mall because I trust them, they know
me, they give me the advice and service I like….
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7. • PR
– Done by the Concierge team or outside PR.
• With the Media of the target countries based on editorials and/or
special trips organized for their reader ( if press) or members (if
Clubs) and or clients (if on line)
• Promotion
– Can be useful if done together with Media during an event
in the target country because put you in direct contact
with your future clients.
• ADV
– To be very attentive because generally it doesn’t bring
back results
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8. THANK YOU
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