RESEARCH ANALYSIS REPORT
01
Executive Summary
This report presents strategic recommendations for Le Specs’ travel retail campaign, Retro Reimagined; a 1970s-inspired sunglasses collection designed to re-engage Gen Z travellers through nostalgia, sustainability, and immersive retail storytelling.
Developed in response to the client brief, the project proposes two strategic derections that reposition Le Specs within global airport retail while aligning with the values of a new generation of consumers. To inform the development of this campaign, both primary and secondary research were conducted. The primary research included an online survey of 100 participants, four focus group sessions, and observational studies in fashion and travel retail spaces. These methods provided insights into consumer behaviors, travel habits, attitudes toward 70s fashion, and interest in immersive, narrative-driven shopping experiences. Secondary research supported these findings by exploring generational values, fashion trends, and best practices in travel retail marketing.
Two key insights emerged: Gen-Z is disengaged from conventional travel retail, and nostalgia when paired with authenticity drives emotional resonance and purchasing behaviour.
Both strategies aim to reframe airport shopping as an engaging, value-led experience, strengthening Le Specs’ cultural relevance and commercial impact.
02
Introduction
This report investigates the potential for Le Specs to revitalise its positioning within global travel retail through a 1970s-inspired capsule collection, designed to resonate with Gen-Z consumers. Commissioned by Le Specs and developed by Playground Consultancy, the project responds to a growing demand for more emotionally engaging, design-led, and sustainability-focused experiences in airport retail environments.
Two strategic directions were developed, each rooted in 1970s nostalgia yet tailored to distinct Gen-Z behaviours. The first concept, “Golden Hour Departures,” draws on the glamour and optimism of vintage air travel. It features a sustainably crafted sunglasses collection made from modular, low-impact materials including bio acetate, recycled aluminium, and Nuatan®. Presented within a retro airline-themed pop-up space, the experience is designed to feel both transportive and tactile. At the heart of the concept is a branded postcard station, where travellers can write and send analogue notes, turning a purchase into a moment of reflection, storytelling, and shareable sentiment.
The second concept, “Wish You Were Here,” focuses on 70s-style storytelling and cultural memory. Each pair of sunglasses is tied to an iconic city, such as Paris, Tokyo, or Ho Chi Minh City, and comes with a collectible postcard that launches an augmented reality experience (AR). Through audio, visuals, and 360° features, customers can engage with the story behind the city, creating a personal, emotionally rich retail experience.
Project Objectives
01
To identify the behaviours, preferences, and emotional drivers influencing Gen Z's engagement with travel retail, and how those align with Le Specs' brand positioning and product offering.
02
To assess the commercial and cultural potential of a nostalgia-based product campaign, examining how exclusivity, sustainability, and storytelling impact purchase intent within duty-free environments.
03
To evaluate the viability of exclusive airport promotions as a strategic lever for brand growth, relevance, and deeper engagement with Gen Z across global airport retail touchpoints.
04
Research Methodology & Limitations
This project adopted a mixed-methods research design, combining both quantitative and qualitative approaches to explore Gen-Z’s perceptions, preferences, and emotional responses to 70s-inspired sunglasses within the context of travel retail. The research incorporated three key components: an online survey, a series of focus groups, and observational research, each contributing to a comprehensive understanding of the target audience’s behaviour and expectations.
The online survey (Appendix 1) was administered via Google Forms and distributed through university mailing lists and social media channels. A total of 100 valid responses were collected, primarily from Gen Z participants aged 18–24. The survey was structured around four key thematic areas: (1) demographic and psychographic data, (2) travel and shopping behaviors, (3) sunglasses preferences, and (4) attitudes toward the 70s-inspired Collection, which included two proposed campaign directions: the City-Inspired 70s Collection and the 70s Aviation & Sustainable Materials concept.
A combination of Likert scales, multiple-choice, and open-ended questions allowed for both quantitative trend analysis and qualitative insight extraction. Responses were analyzed using the visual chart and graph tools provided by Google Forms, which enabled immediate identification of patterns in consumer preferences and attitudes. These visual outputs helped to validate strategic ideas and supported data-driven decision-making during campaign development.
PARTICIPANT OVERVIEW
Our research sample primarily consisted of Generation Z, a demographic known for their trend-consciousness, with most participants based in urban areas across Vietnam and Australia, providing diverse and cosmopolitan insights. Gender representation was evenly split between male and female participants, ensuring a balanced perspective on style preferences and purchasing motivations, which is valuable for designing and marketing a collection that appeals broadly across gender lines. In terms of travel habits, the majority reported traveling for leisure vacations or to visit friends and family once a year, a frequency that closely aligns with typical airport retail customers who often seek convenient or novel accessories to enhance their travel experience.
Participant's base countries
ETHICAL CONSIDERATIONS
All participants were fully informed of the research aims, the voluntary nature of their involvement, and their right to withdraw at any stage without consequence. Before data collection, written consent was obtained via signed consent forms. Participants were assured that all responses would remain confidential and would be used solely for research purposes. To ensure privacy and data protection, all data was anonymised during transcription and securely stored under institutional ethical guidelines. No personally identifiable information was retained, and all procedures adhered to best practices for ethical research involving human participants.
LIMITATIONS
Survey: There are some limitations in the way in which the survey was conducted, which are important to keep in mind when looking at the results. Although the survey collected 100 responses, which provides a useful overview, it is still a small sample size to make a significant statistical conclusion regarding the general population on travel behaviour and preferences. Further responses were mainly gathered by sending the survey to people that were known by the researcher. People who are known to the researcher may be of similar age and have similar preferences, which can exclude the view of the more general population, or mis represent them. A survey also limits the depth of the questions asked and doesn’t allow for participants to go into much detail about the underlying reasons for their responses. The lack of context able to be provided for travel purchase habits is also a significant limitation as information such as the type of airport and waiting duration was not captured, yet these factors can heavily influence how people interact with airport retail spaces.
Focus Groups: The limitations of the focus groups include several factors that may have influenced the findings. Each group include a limited number of participants for each group which do not represent the sentiments of the broader population. Like the survey the focus groups were conducted with people whom the interviewers knew which can reduce the type of responses supplied, skewing the data gathered. Focus group limitations also include its nature, being in a group setting can cause participants to feel pressure to agree with others or discourage them from expressing unpopular opinions, further they may not offer their initial reaction as conversations are being had. The focus group was also short in duration limiting the depth that specific themes could be explored.
Observational Research:
A key limitation was the restricted access to airport retail environments, which limited the scope of observational research. Due to security and logistical constraints, direct observation within duty-free and departure lounge stores was not always possible. As a result, the observational component was primarily conducted in public-facing fashion eyewear stores and travel-themed retail spaces, which, while relevant, may not fully reflect the unique dynamics of airport-specific consumer behaviour.
05
Primary Research Findings
TRAVEL BEHAVIOUR & AIRPORT SHOPPING
From the survey, 53% of participants reported travelling once a year, with 22% travelling 2–3 times annually. The majority travelled for leisure or vacation, followed by trips to visit family. When asked about airport shopping, 54.6% said they were somewhat likely or likely to shop in duty-free stores. These purchases were often influenced by having spare time at the airport and the appeal of duty-free pricing.
Travel Frequency
Focus group responses supported these findings, revealing that most participants don’t go to airports intending to shop. Instead, purchases tend to be spontaneous, driven by boredom or the opportunity to browse while waiting. However many participants said they would still stop to check out visually interesting retail setups, even without plans to buy anything:
“I would definitely stop to look even if I wasn’t planning to buy anything.”
“If I have time, I might explore. If I’m in a rush, I ignore it.”
SUNGLASSES PURCHASE DRIVERS
When asked about what influences their decision to purchase sunglasses, both survey and focus group responses highlighted style and design as the most important factors. They preferred styles that suited their face shape and personal taste, rather than anything that looked overly vintage or costume-like.
“I like retro, but I don’t want to look like I’m in a costume.”
“If it suits my face, I’d consider it — but not just for the theme.”
In addition to style, many participants linked sunglasses to personal expression. They responded positively to designs that told a story or carried a cultural or emotional connection:
“I like when it tells a story — it feels more personal.”
“Fashion should say something.”
Lastly, the context of the purchase also played a role. Sunglasses were often seen as impulse buys during holidays or travel, especially if the retail display stood out or if the product felt like a fun or memorable souvenir:
“I'd buy them if they felt like a cool souvenir.”
“I’d stop to browse if the store stood out — even without planning to buy.”
PERCEPTION OF 70S AESTHETIC
Our research reveals that the 1970s aesthetic evokes a complex and nuanced response among our Gen Z participants. Through focus group discussions, participants consistently associated the 70s with boldness, playfulness, and self-expression. Iconic elements such as flared pants, disco influences, earthy tones like orange and brown, funky patterns, and oversized sunglasses were frequently mentioned, with many referencing vintage-inspired Instagram posts and pop culture representations like “Daisy Jones and The Six” or “That 70s Show.” The era was widely viewed as a time of fashion evolution, marked by a sense of freedom, individuality, and a rebellious, carefree spirit.
The survey results indicate a promising level of interest in 1970s-inspired sunglasses among our participants. Specific, 24% of respondents said they are "very likely" and 30% are "somewhat likely" to purchase a pair, meaning that over half (54%) of participants are open to buying sunglasses with this aesthetic. This suggests a strong potential market for a collection that highlights key 70s elements such as bold patterns, earthy colors, and retro shapes.
Likelihood in purchasing 1970s-inspired sunglasses
APPEAL OF CITY/CULTURE-THEMED PRODUCTS
A standout finding from both the survey and focus groups was the strong positive response to the city-inspired concept, where each sunglasses style is linked to a specific destination and culture. In the survey, almost 56% of respondents stated that they would be more likely to purchase sunglasses if they were part of a limited series linked to specific cities or destinations, indicating that exclusivity and geographical relevance are key purchase motivators in the travel retail setting. Cities with strong cultural identities such as Hong Kong, Paris, and New York were among the most frequently mentioned.
Interest in city-inspired sunglasses
In focus groups, participants were particularly drawn to the emotional and cultural storytelling embedded in the concept. One participant remarked, “It feels like you're wearing a piece of culture, not just a product.” Many described the idea as “cool,” “personalized,” and “meaningful,” particularly when the design captured each city’s unique 70s vibe. The idea of customized design tied to a city’s history and spirit also sparked curiosity. One participant shared, “Tokyo is my favorite city… I’d love to see how that could translate into a design.” Participants also appreciated the idea of each pair telling a mini story. As one put it, “I love it when an item has a little backstory, it makes it stand out more.” Some saw the concept as a modern souvenir: “It would be a great memory or gift tied to the place I bought it.”
Overall, the focus group findings clearly show that Gen Z consumers are not only attracted to aesthetic uniqueness but also to the cultural storytelling and emotional resonance that a city-themed collection can offer. The campaign’s potential to connect product design with personal travel memories, national identity, and vintage flair was seen as both commercially appealing and emotionally fulfilling, which is a powerful combination in today’s highly competitive fashion and travel retail markets.
INTEREST IN SUSTAINABILITY & INNOVATION
Consumer preferences in the fashion eyewear sector are shifting, with sustainability, transparency, and storytelling emerging as critical factors influencing consumer behaviour. While style remains non-negotiable, particularly among Gen Z and Millennial consumers, who form Le Specs’ core demographic, ethical and environmental considerations are now shaping brand loyalty and differentiation.
Survey data confirms this evolution: 65% of respondents expressed active interest in sustainable materials, while only 13% indicated a lack of interest, and 22% remained neutral. These figures support a growing market expectation for brands to embed sustainability not as an add-on, but as an integral part of the design and production process.
As one focus group participant articulated, "I love that idea because I try to support sustainability, but I still want my things to look stylish and modern." This report explores how Le Specs can leverage next-generation materials to meet these dual expectations, advancing its position as a design-led brand with an intelligent, values-aligned product offering.
These innovations align with consumer expectations of practicality, comfort, and sustainability, integrated seamlessly rather than as afterthoughts.
Interest in Sustainable Materials
Focus group participants consistently reinforced that sustainability must feel authentic and functional, not simply performative: “It needs to feel different, lighter, stronger, or more flexible and be part of a story.” By embedding material innovation into product experience and storytelling, Le Specs is strategically positioned to lead in the sustainable fashion eyewear space.
07
Conclusion
The research conducted by Playground Consultancy Group concludes that Le Specs can distinguish itself in travel retail by tapping into Gen-Z's interest in nostalgia, sustainability, and immersive experiences. Insights reveal that younger consumers are highly responsive to emotional connections formed through aesthetics, culture, and purposeful branding, making the 1970s-inspired "Retro Reimagined" concept particularly resonant.
The proposed strategies align with Gen-Z’s offer ways to connect with younger consumers through storytelling, retro aesthetics, and experiential retail to create opportunities for deeper consumer interaction across key travel retail sectors. Golden Hour Departures draws on the glamour of 1970s air travel, providing a cohesive, immersive brand experience through sustainable materials, airport pop-ups, and curated travel-inspired collections. Meanwhile, Wish You Were Here taps into cultural nostalgia with destination-themed capsule collections with digital experiences.
Each strategy reflects values that resonate with Gen-Z, as highlighted in the research. By embracing these values and experiences, Le Specs is can strengthen its position in the travel retail sector and connect with the new generation of style-conscious travellers.
09
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