Project Methodology

To refine Le Specs immersive travel retail experience, we will conducted in-depth research with Gen Z and Millennial travelers, combining interviews, focus groups, and on-site observations at major international airports. By engaging directly with travelers in airport lounges and duty-free stores, we uncovered insights into shopping behaviors, sustainability engagement, and the appeal of artist-led collaborations. Observational studies in high-traffic retail areas helped us understand how consumers interact with brand activations, while digital surveys provided quantitative data on purchasing motivations and the impact of experiential retail. Focus groups further explored the emotional connection between travel, art, and sustainability, ensuring our strategy resonates with modern travelers. This research-driven approach allows Le Specs to transform airport retail into an authentic, interactive experience—bridging the gap between fashion, culture, and conscious consumerism.

Primary Research Plan:

To refine and validate the immersive travel retail concept, we will conduct primary research through a combination of qualitative and quantitative methods. This will provide insights into consumer behaviors, preferences, and perceptions around sustainability, artistic collaboration, and experiential retail.

Research Objectives:

Understand Gen Z and Millennial shopping behaviors in airport retail spaces.
Evaluate interest in sustainability-driven, artist-led collaborations and interactive shopping experiences.
Test the effectiveness of the postcard activation and POS design in engaging travelers.
Gauge interest in the “Link” keyring as a GWP (Gift With Purchase) and its potential to drive conversions.

Research Methods

1. In-Depth Consumer Interviews

Method: Semi-structured interviews

Participants: 20-30 Gen Z and Millennial travelers (aged 18-35)

Recruitment:

Approaching travelers in airport lounges, duty-free stores, and travel hubs

Online recruitment via travel and fashion communities on Instagram, TikTok, and Reddit

Where & When:

Conducted at major international airports (Melbourne, Sydney, London Heathrow, LAX)

Scheduled over a 4-week period to capture a diverse set of travel behaviours

Key Questions:

What drives your purchasing decisions at airports?

How do you engage with sustainable fashion brands?

Would you be drawn to an interactive airport pop-up like Le Specs’ postcard experience?

How do you perceive collaborations with local artists?

(All interview questions are found in the pdf appendix)

2. On-Site Observational Research

Method: Ethnographic-style observation of consumer behaviour in duty-free stores
Participants: General airport travellers (targeting Gen Z and Millennials)
Recruitment: Passive observation in busy airport shopping areas (without direct engagement)
Where & When:

Changi Airport (Singapore), LAX (Los Angeles), and London Heathrow
Conducted over 2 weeks during peak travel times (morning & evening flights)
Data Collection:
Foot traffic near experiential retail spaces
Time spent interacting with product displays or brand activations
Engagement levels with sustainability or artist-led collaborations

3. Focus Groups (Online & In-Person)

Method: 4 focus group sessions (45-60 mins each)
Participants:

2 groups of Gen Z travellers (18-26)
2 groups of Millennials (27-35)
Recruitment:
Incentives: Discount codes or a chance to win Le Specs sunglasses
Where & When:
Online via Zoom (for global accessibility)
In-person sessions in Melbourne and London pop-ups
Discussion Topics:
Perceptions of Le Specs as a brand
Appeal of airport pop-ups and interactive elements (e.g., postcards, AR)
Thoughts on the "Link" keyring and GWP strategy

4. Digital Surveys (Quantitative Data Collection)

Method: Online survey distributed via Google Forms and Instagram Polls
Participants: 50+ travellers who have flown internationally in the past year
Recruitment:

Le Specs’ existing customer base (email list, social media followers)
Facebook travel groups & airline loyalty programs
Key Metrics Measured:
Interest in interactive travel retail experiences
Purchase behaviours at airports (What makes them buy/not buy?)
Sustainability engagement (How important is it to them?)
Effectiveness of a postcard activation in attracting attention

How This Research Strengthens the Strategy

Real consumer insights will validate the demand for immersive retail experiences.
Observations & interviews will refine the POS design for maximum engagement.
Surveys & focus groups will ensure that messaging, branding, and activations resonate with the target audience.
Testing in multiple locations ensures adaptability across different travel markets.

By fusing data-driven research with creative strategy, Le Specs will successfully disrupt airport retail, making it an exciting, authentic, and engaging space for the next generation of travellers.

Appendix

AI Declaration