OVERVIEW

Aesop is an Australian skincare label offering personal skincare, haircare, body and hand care, fragrance, home decor, travel gifts sourced from natural and laboratory-based ingredients. After analyzing brand's current situation of marketing channels, competitor landscapes, and target customers, as well as the news that Aesop starts its first physical flagship store in Shanghai in the beginning of 2022, we choose Chengdu City as the second best place for Aesop to develop its physical presence in Mainland China. According to the customers' preference and the huge potential profit that Chinese market possesses, Aesop has performed well in sales volume from its online stores from the platform Tmall global online flagship store over past 3 years. It is foreseeable that China has enormous demand for skincare and gained more awareness of Aesop's identity. Thus, this geographic distribution expansion plan for Aesop Chengdu is to open the second flagship brick-and-mortar for Chinese consumers, and will take local customs and culture as the main reference for the store design, visual display, and shopping environment to create multi-sensory retail experience related to Chinese tradition for Aesop's lovers.