Iittala Village – A retail concept for the Iittala brand looked through the eyes of the Chinese customer
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School of Arts, Design and Architecture |
Master's thesis
Ask about the availability of the thesis by sending email to the Aalto University Learning Centre oppimiskeskus@aalto.fi
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P1 OPINNÄYTTEET D 2015 Sollman
Authors
Date
2015
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Mcode
Degree programme
Language
en
Pages
95
Series
Abstract
This thesis focuses on creating a new retail concept for Iittala. Using a case study of Chinese consumers, in the biggest cities of China. This thesis focuses on finding out how spatial design concepts strategies can enhance the customer experience and understanding of an Iittala brand and its products. The brief for this thesis rose from the strategic need to better understand the Asia-Pacific markets, especially in the field of homeware retail. Fiskars Home is looking for growth in Central Europe and in Asia with leading international brands including Iittala, Fiskars, and Royal Copenhagen. China is especially seen as a very potential market for growth. The aim is to understand and re-think the retail concept with the differences in the Chinese market. In the first part of the thesis; the Iittala brand is examined: the brief history, design philosophy, storytelling, and brand value is presented in order to understand the foundations. The current Iittala store environment is shortly presented. The second part of the thesis is focusing on the mindset of the current Chinese consumer: giving the main points of the market, analysing the Iittala target group – middle class – as well as understanding their admirations and needs. The idea is to find out some of the similarities and differences that characterize both market areas, in Asia and Northern and Central Europe by finding out the needs of the new rising middle class. The research is done through examination of market reports and current trends as well as self-conducted interviews and a questionnaire. Conducting several expert interviews helped to find out the key areas to focus on when creating a new spatial concept for Iittala. A thorough analysis will conclude this part and set the basis for the concept design part. In last part of the thesis, a concept for Iittala retail store is presented. Through the expert interviews an understanding of the needs arises that set the direction of the design. Inspirational mood boards and individual fixtures of the concept are presented. This concept is done from the perspective of a Finnish design student, and the viewpoint of the whole concept is developed by looking from the Northern Europe to the Chinese market. This concept is based on the key findings of the research and can be used as a groundwork for further development.Description
Supervisor
Kareoja, PenttiThesis advisor
Rodriguez Chavez, MarcoWei, Lu
Keywords
retail concept, Chinese consumer, retail environment, Iittala brand