PKUAA ESCP Bicester Challenge

International Luxury Brand Challenge


On 28th July 2016, twelve PKU alumni together with students from ESCP (European Business School) went on a unique insider’s view at Bicester Village, with an exceptional chance to know how Bicester Village was created into the UK’s most successful premium mall, the most visited after Buckingham Palace and a leading UK destination for tourists.

The host for the visit was Desirée Bollier, Chief Executive of Bicester Village, along with members of the Bicester Village team. Desirée presented the corporate strategic overview of the Bicester Village brand and its commitment of improving their retail offering across Europe and China for even greater success in the future.

PKU alumni were invited to experience the Bicester Village first-hand and use analytical skills (SWOT analysis) in a brand challenge to evaluate Bicester Village’s strengths and opportunities for further improvement. The attendees were grouped into four and each focused on one aspect: luxury & clothes, shoes & accessories, fashion, home & children. Representatives from each group were invited to give a 10-min oral presentation after one-hour visit of the village and the ideas received very positive feedback from the members of the Bicester Village team. The team invited all the attendees to come back and visit the village after Bicester Phase II completed next year to see the improvements.

The Bicester PKUAA-UK event achieved a huge success and we look forward to more interactions between PKUAA-UK and Bicester Village Team in the future.



By Jake (Chi) Zhang

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