A new store targeting young consumers, LCX, is enjoying its first summer of operations, after opening in Hong Kong last October. LCX stands for Lifestyle Concept X (excitement), which represents a revolutionary retail store concept, combining a shopping centre and a department store.
'The current department stores are packed with narrow aisles, while shopping malls are cold, with standalone shops. In view of this, we created LCX to give an inviting feeling to consumers. The barrier-free layout offers lots of space, food and beverage outlets, as well as trendy merchandise aimed at our target customers,' says Joe Wong Ka-keung, executive director of LCX.
The store targets people either young at heart or just plain young, who are not burdened by negative equity or financial responsibilities. Besides offering trendy merchandise, it is a place for them to hang out and meet friends. There is no pressure on them to buy.
Customers can spend hours in the store, dining at the restaurants, relaxing in the sea breeze on the balcony, or simply walking around with their friends, Mr Wong says.
The relaxed style has shaped their recruitment criteria. Staff are expected to share a similar mindset, but, most of all, have a high level of creativity.
This relaxed attitude even extends to security personnel. LCX recruits certain staff to perform safeguard functions, and gives them the title of general service assistant. This ensures the member of staff will be friendly and helpful towards shoppers while also performing security duties - to the benefit of consumers, Mr Wong says.