MSc International Business Management
Assignment Brief: Creative Retail Business Transformation
Coursework Number: CW1
Final Submission: Week 10
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Overview:
The retail business is undergoing a signi cant transformation due to shifting consumer
behaviour and rapid technological advancements. To thrive in this evolving landscape,
retailers must embrace digital transformation, prioritise sustainability, and adopt new
business models. These include personalising the customer journey, optimising
operations with smart technology, and exploring innovative strategies like rental, resale,
and direct-to-consumer platforms (Saberi et al., 2019; Niinimäki et al., 2020).
Recent studies have shown that consumers now value authenticity, ethical sourcing, and
immersive brand experiences over traditional price-based competition (Accenture, 2023;
McKinsey & Co., 2023). Furthermore, the post-pandemic shift toward digital- rst retail has
catalysed demand for businesses to reimagine their models with agility and innovation.
Crises—while disruptive—o er valuable lessons. For example, the closure of Robinsons,
a heritage homegrown retail icon, illustrates the consequences of failing to adapt. Today’s
consumers are digitally uent, sustainability-conscious, and eager for meaningful brand
interactions. Traditional operations must evolve to remain relevant in this context.
This assignment invites you to engage in creative business intervention through a realworld transformation strategy for a local retail business. Drawing from evidence-based
research, design thinking, sustainability frameworks, and digital innovation, you will help a
retail brand future-proof its operations and values.
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The Problem:
Typical homegrown businesses—be it a fashion boutique, F&B café, or traditional
craftsman—often rely on walk-in tra c and loyal patrons. This model is increasingly
unsustainable in a digital- rst economy. Your role is to research, analyse, and propose a
transformation strategy for a local brand that holds heritage or craft value, with a vision to
extend its reach, relevance, and sustainability.
Examples of local inspiration include:
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Fashion: Style Theory, Finix Wear, YOF for athleisure, and Love, Bonito
Lifestyle: Baju by Oniatta, Barehands, BOLDR Supply Co.
F&B & Wellness: Janice Wong Singapore, Eu Yan Sang
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These brands have demonstrated success in embracing design, storytelling, and digital
engagement.
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Your Task:
Using evidence-based research and insights from the transformation journeys of Style
Theory (Fashion) or Toast Box (F&B), you will:
1. Identify, Research, and Interview a Local Retail Brand
• Choose a fashion boutique, traditional craftsman, or retail brand with local roots and
unique heritage.
• Conduct stakeholder interviews (owners, employees, customers) to understand
business challenges and opportunities.
2. Develop a Sustainable Business Model
• Apply empathetic design thinking and user-centred strategies.
• Map out the product/supply chain and value proposition.
• Recommend ESG improvements: reduce waste, improve materials, promote
circularity.
• Use the VRIO framework to evaluate existing capabilities and strategic opportunities.
3. Propose Digital & Experiential Innovation
• Integrate blockchain for supply chain traceability, or suggest AI for customer
experience personalisation.
• Recommend a loyalty program, in uencer campaign, or digital platform focused on
conscious consumption.
• Organise online or in-person events like workshops, sales parties, or product
showcases with local partners.
• Consider how design-led interventions can be supported by initiatives such as the
DesignSingapore Council’s Business of Design (BOD) and Business Value of Design
(BVoD) programmes, which bridge the gap between designers and businesses.
4. Design an Omni-channel Retail Experience
• Create a “retail roaming” experience: Pop-up with product storytelling, crafts, games,
food, and co-branding.
• Demonstrate how the brand can create immersive shopping experiences across
digital and physical touch points.
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Focus Areas:
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Creative Thinking & Empathetic Design
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Business Model Innovation (VRIO, Blue Ocean Strategy)
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Digital Transformation (Blockchain, AI, Mobile UX)
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Sustainability and ESG-driven Business Strategy
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DesignSingapore’s Business of Design (BOD) and Business Value of Design (BVoD)
frameworks
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Assessment Criteria:
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Depth of research and brand analysis using evidence-based methodology
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Creativity and originality of business transformation idea
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Use of sustainability and digital innovation tools
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Feasibility and clarity of implementation strategy
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Visual communication and storytelling (slides, visuals, mood boards)
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Submission Requirements:
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Written Report (max 3,000 words)
Presentation Slide Deck (15-20 slides)
Personal Re ection/ Journal (500 words)
Final Deadline: Week 10
Submission Portal: Via Pluto
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Recommended Readings:
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Barney, J. (1991). Firm Resources and Sustained Competitive Advantage.
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Davis, F. D. (1989). Technology Acceptance Model.
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Niinimäki, K., et al. (2020). The Environmental Price of Fast Fashion.
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Saberi, S., et al. (2019). Blockchain in Sustainable Supply Chains.
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Boons, F. & Lüdeke-Freund, F. (2013). Business Models for Sustainable Innovation.
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Deloitte. (2023). Global Consumer Trends Report.
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McKinsey & Company. (2021). Retail Reimagined: The New Era for Customer
Experience.
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Accenture (2023). Global Consumer Pulse Research: Rethinking Retail in the Age
of AI and ESG.
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For questions or consultations, please contact your lecturer. We look forward to seeing
your ideas help shape the future of Singapore’s creative retail scene.
Indicative Content for Assignment CW1: Creative Retail Business Transformation
1. Executive Summary (500–700 words)
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Overview of the chosen local retail or F&B brand.
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Statement of the problem and need for transformation.
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Brief description of proposed strategic direction.
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Summary of key recommendations using evidence-based research.
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Expected impact on business growth, sustainability, and customer engagement.
2. Brand Analysis & Research
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Background and heritage of the chosen brand (e.g., history, mission, values).
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Stakeholder insights (based on interviews or surveys with owners, employees, or
customers).
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Market position and customer demographic analysis.
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SWOT analysis and VRIO framework application.
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Benchmark comparisons with brands like Style Theory or Toast Box.
3. Sustainability Audit
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Current sustainability practices (or lack thereof) within the brand's product/service
value chain.
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Identi cation of environmental, social, and ethical challenges.
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Proposed sustainable strategies:
◦ Circular design
◦ Waste reduction
◦ Ethical sourcing
◦ Carbon footprint minimisation
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Alignment with ESG (Environmental, Social, Governance) goals and UN SDGs
(Sustainable Development Goals).
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4. Digital & Experiential Innovation Strategy
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Opportunities for digital transformation (e.g., blockchain garment tracking, AIdriven personalisation, smart menus or order systems for F&B).
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Development of a new omni-channel retail model:
◦ Online presence enhancement (e-commerce, social commerce)
◦ Customer relationship management (CRM) integration
◦ Mobile or web-based UX redesign
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Experiential concepts:
◦ “Retail roaming” pop-ups
Co-branded workshops or live-streamed demos
Events that blend education, entertainment, and retail (edutainment)
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5. Business Model Innovation
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Current business model vs proposed transformed model using the Business Model
Canvas.
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Blue Ocean Strategy elements (e.g., eliminating outdated features, raising value
creation, creating new customer bene ts).
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VRIO analysis to evaluate core resources and competitive advantage.
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Financial considerations: Cost-bene t analysis, potential revenue streams, and
investment recommendations.
6. Marketing & Engagement Campaign
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Key personas and consumer behaviour trends based on evidence-based research.
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Marketing message and storytelling strategies.
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Social media plan, in uencer partnerships, and loyalty initiatives.
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Use of digital platforms for outreach (Instagram, TikTok, WeChat, Shopee, etc.).
7. Implementation Roadmap
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Phased action plan (e.g., short-term, medium-term, and long-term goals).
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Key milestones and timelines.
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Required resources and partnerships.
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Potential risks and mitigation strategies (e.g., digital literacy, resistance to change,
cost barriers).
8. Visual & Creative Communication
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Mood boards, brand redesign proposals, packaging redesign, or website/app
mockups.
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Infographics showing new service journey or supply chain redesign.
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Pop-up store sketches or interactive retail experiences.
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Sample social media posts or product display concepts.
9. Evaluation & Impact
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KPIs and success metrics to evaluate the transformation (e.g., foot tra c, social
media engagement, sales uplift, sustainability score).
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How the transformation aligns with broader economic and cultural shifts in
Singapore or Southeast Asia.
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Re ections on how heritage and modernity can coexist through design and
innovation.
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10. References (APA 7th Style)
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Cite all primary interviews, academic sources, industry reports, and benchmarking
materials.
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Suggested sources include:
◦ Academic journals (e.g., Journal of Business Research, Sustainability)
◦ Business reports from McKinsey, Deloitte, or Bain
◦ Local press coverage of Singaporean SMEs
◦ UN or ASEAN sustainability policy documents
Bibliography
Appendices