Retailing Management

Bellavitahttp://www.bellavita.com.tw

Emer, Orlando, Cook

Contents

Introduction1

Retailer Characteristics2

Customers Buying Behavior3

Retail Market Strategy4

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

Floor Brand Type

B1 Starbucks Coffee shops

1F

Bar & Restaurant a3 Sandwiches shops

Bvlgari Jewelry

Christofle Silverware

Hermes Clothes

Hermes 、 Puiforcat 、 Saint Louis Metal Plates

John Lobb Shoes

Roger Vivier Shoes

Tod’s Bags, Clothes

Van Cleef & Arpels Jewelry

2F03 Clothes

Giuliano Fujiwara Clothes

Retailer Characteristics

Variety and Assortment

Floor Brand Type

2F Level 6ix Clothes

3F

Salon De The de Joel Robuchon Coffee, desserts

Eros Hair stylist

Socie Body stocking

4FBeata Te Restaurant

Haleakala Restaurant

5F L’atelier de Joel Robuchon Restaurant

6F Ton 28 Restaurant

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

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