Inside Asian Gaming

November 2013 | INSIDE ASIAN GAMING 19 focused more on these “directional luxury brands,” as he calls them, which speaks to a way of thinking about big box retail that has grown increasingly strategic in recent years, and in the case of Shoppes at Parisian will be aimed, he says, at an “ever increasing new generation clientele”. “The target is a young, affluent demographic with a keen eye for the cutting edge in fashion and the discretionary income to acquire pieces that reflect their prosperity.” This takes in the sensory experience as well, which is all-important in destination retail. Sands is promising a “street café atmosphere” at Shoppes at Parisian reminiscent of “the world famous shopping boulevards of the French capital … complete with authentically recreated shop fronts in a number of different themes depending on individual location.” Timothy Jones, Mr Sylvester’s second in command, says, “We are looking forward to working with a range of luxury brand partners to enhance the retail architecture.” Which, likewise, is emblematic of the stupendous amount of thought that goes into retailing in this hyper-engaged, technology- Shoppes at Cotai Central “With buying decisions increasingly made at the point of purchase, understanding the impact of the retail environment is more important than ever before,” notes behavioral research consultants TNS. “Innovators in 2015 will be those that offer new combinations of products, experiences and services that encourage shoppers to express themselves.” IN FOCUS