Aewon Gallery

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The internet has changed the way we live and how we do business. However, this revolution in technology means that those in the retail industry are now faced with fierce competition from internet businesses. As a result of this, many of the traditional retail companies globally that have not evolved to meet the changing market have been forced to close down. And, Brunei is no exception to this trend.

In this issue, we take a look at Aewon’s new retail strategy that’s been designed to face future challenges. Using the innovative concept of an art gallery to showcase their products, Aewon aims to engage customers on a whole new level.

“The Aewon Gallery has been specifically designed to give the customer the experience of being in an art gallery.”

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Kelvin Lau, Head of Marketing for Aewon

Aewon has launched Inspire magazine in conjunction with the opening of Aewon Galley. Tell us about the link between the two.
The launching of this magazine and the opening of the gallery could not have been better timed, since these two projects are intrinsically linked. Inspire Magazine is about inspiring the next generation of Bruneians to be more innovative, to take risks and to pursue their passion. And our company is committed to supporting people with passion and visionary ideas. We are therefore excited to be leading the way with this innovative gallery concept in retail marketing.

The first of its kind in Brunei, the Aewon Gallery has been specifically designed to give the customer the experience of being in an art gallery. This means that members of the public will be able to wonder around and view our attractive product exhibitions without being confronted by sales staff. We are endeavouring to make the customer’s retail experience truly unique, comfortable and convenient.

Where did the idea of a gallery come from?
Many renowned international fashion brands have flagship stores in prime locations in major cities which are used to showcase their background, their stories and their development over the years. These stores are not primarily used to increase sales- but have proven to be an effective way to promote branding and to increase product awareness. So too, we believe that Aewon Gallery will help to differentiate our products from others on the market and will also help the customer to gain a better understanding of what we are all about.

In Brunei, we noticed that consumer exhibitions are a hugely popular event which is enjoyed by the majority of shoppers. Therefore we think that the idea of exhibiting products in a non threatening manner is the way forward in a market which is becoming more sophisticated.

What can we expect from Aewon Gallery?
From the moment customers step into the store we want them to feel as though they are entering an art gallery. Our layout, lighting and even music all work together to create a calming and inviting environment. Our design means that all of our products can be easily viewed and we aim to change the themes of our displays on a regular basis to keep our customers interested.

This gallery is not only limited to showcasing Aewon’s products, we would also welcome collaborative ventures with the local creative industry so that we can create a win-win situation for all.

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Tell us more about this ‘non-threatening’ retail environment.
More often than not when you enter a retail shop, you are pressured by the sales people to make a purchase. The concept of a gallery setting is very different. Instead of following the customers around and encroaching on their personal space, the gallery setting invites customers to view the products at their leisure and to then ask questions if they wish to – our staff members will always be on hand to help with enquiries. We are also happy to take orders on the spot, and to even create personalised T-Shirt designs within 15 minutes using our digital machine. But the most important difference that customers will notice in this gallery setting is that unlike other stores, our main objective is not the aggressive pursuit of sales. Hence, they will be able to have a more relaxed and pleasant shopping experience.

Aewon Gallery is located on the first floor of The Airport Mall. Spanning an area of 3,600 square feet, the retail store consists of eight booths, currently exhibiting Aewon’s merchandise including School Uniforms, Tourist Souvenirs, Professional Outfits, Safety Equipment & Garments, Corporate Gifts and Fashion Wear.

This article was published in the Jan-Mar 2014 issue of Inspire Magazine. Download it here!