Galeries Lafayette opened its brand-new store in Shanghai on March 23rd. Located at the heart of Pudong business district, this 25,000 m² store displays itself on four storeys and co-exists with other brands within the Pudong Mall, a shopping centre located in a well-off Shanghai district which combines corporate headquarters and housing altogether.
Just like Galeries Lafayette Champs-Elysées store, their targets are “millenials” with high purchasing power and in order to reach them, the store offers digital experiences as part of #Funorama (which can also be found in France). The promotion of the products is done with old school arcade games, a photobooth which plunges us into the universe of Galeries Lafayette Haussmann, and with the most essential element: WeChat is used to access the brand’s loyalty program.
Merchandising in Shanghai store also recalls the one of Galeries Lafayette Champs-Elysées, with only one size per item, “spots” for refined brands and the possibility of requesting other sizes in stock within the store store from the various “stock-runners”.
One question remains, however, about making this store a success when we know that the Chinese population in shopping malls fell by more than 10% in 2018.
Time to discover the store !