Business report outlining key strategies that ensure Browns establishes itself once again as the iconic London destination for designer luxury fashion and luxury goods.

Using your critical understanding of the Farfetch and Browns business model you will write a 2000 word business report outlining key strategies that ensure Browns establishes itself once again as the iconic London destination for designer luxury fashion and luxury goods. Through comprehensive research your focus here is to curate a brand offering to be housed within Browns, and recommend innovative communication and marketing strategies for your target consumer. The Brief: Browns to re-locate flagship store https://www.brownsfashion.com/uk/boutiques In 2015 Farfetch bought the iconic designer boutique Browns. The aim was to create a “pioneering mix of technology and in-store experience”. For Farfetch the aim was to create a new relationship that will help develop a global technology platform that will “shape the retail experience of the future”. To mark its 50th anniversary next year, luxury retailer Browns has announced it will be relocating its flagship from South Molton Street, in London’s West End, to a new space just around the corner at 39 Brook Street, Mayfair. Browns has said its new four-floor store will be a space “where customer experience is paramount and technology and the power of personal service are at its heart.” The store will feature The Focus, a window to the flagship store that will showcase the latest capsule collections, collaborations and talent being championed; an immersive ‘multi-sensory’ experiential retail room; an entire floor for styling advice, wardrobing and a fashion concierge; and, of course, a restaurant. You have been asked to develop a strategic plan for Farfetch (your client) in order to facilitate a smooth transition and to consolidate this next stage of their evolution which is to bridge the gap between online and offline (O2O strategies). What this will involve is for you to understand fully the Farfetch business model, its customer and the importance of Browns as the physical extension of Farfetch. “Being in one dedicated space, we are excited to be able to offer a vital and engaging customer experience that draws on the store of the future technology whilst also playing homage to the history and story of both the location and fundamentally Browns.” Using your critical understanding of the Farfetch and Browns business model you will write a 2000 word business report outlining key strategies that ensure Browns establishes itself once again as the iconic London destination for designer luxury fashion and luxury goods. Through comprehensive research your focus here is to curate a brand offering to be housed within Browns, and recommend innovative communication and marketing strategies for your target consumer. Using Browns’ house style you will then create a features page using simple editorial which will focus on promoting Browns’ brands and will relate to a social media campaign and/or in-store event in order to excite the target consumer and to consolidate a seamless on-line and off-line customer experience.

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