The Lane Crawford department store, situated in the ifc mall in Central, Hong Kong was a visual feast of inventive retailing. While it is pitched at a wealthy and sophisticated clientele, there are lots of lessons for Australian retailers. As a group, we were very impressed with Lane Crawford for their stunning merchandising but also their attitude to people management and their extensive training program.
Our hosts, Senior Learning and Development Manager, Sergio Lor and Store Manager, Rex Chan, showed us their beautiful (and award winning) store space. They told us that the reason the store is so well run is that the business is privately owned, so total control is exercised. The architect and interior designer work as a team to deliver the physical framework with a distinctive personality centred on a unique 'wow factor' installation which differentiates each Lane Crawford location. The merchandise is then inserted into that installation and represents more of a work of art rather than a functional fixture. While the taste level is refined, the space is inviting, and most importantly the fixturing allows maximum flexibility. Designer areas are distinctively differentiated but with the over arching Lane Crawford branding elements. All the fixturing is movable, and the effect as a customer is of walking through a number of open rooms, each reflecting the respective merchandise category.
After our store tour, Sergio led us to the head office where he discussed the calibre of Lane Crawford leadership. Sergio discussed the approach to building the service and selling culture. It is a holistic tiered approach which builds on foundation skills and rewards excellence with career opportunities. The objective is to take the Lane Crawford service proposition to a level of sophistication unseen in Asia. Shift overlaps are used for communication and up skilling, whilst every morning departments meet and discuss the day's targets, promotions and rostering. Staffing levels are higher than Australia and all are full time and permanent, so that the high level of service and product knowledge is constant. Rex, the store manager, personified the mantra that 'retail is detail'. As we were touring the store, nothing escaped his eye and he knew his business inside out. Lane Crawford really does deliver on its mission: 'We aspire to be the most innovative and talked about style destination'.
The group at ifc Mall
Sergio Lor, Senior Learning and Development Manager, telling us about the Lane Crawford strategy
Womenswear merchandise display
Rex Chan, Store Manager, telling us about learning and development program
Local fashion student's entry into the Lane Crawford design competion
The winner of the Lane Crawford design competion
Sergio presenting to us on the history and strategy of Lane Crawford
