ASIA PACIFIC: SHILLA HK
EXCLUSIVE: Changha Shin, MD, Shilla Travel Retail Hong Kong Limited
In a special interview, Luke Barras-Hill speaks to Shilla Travel Retail Hong Kong Limited Managing Director Changha Shin about management, retailtainment, digitalisation and his plans to indelibly stamp Shilla Hong Kong into the consciousness of travellers.
A
s reported extensively by
cancellations and terminal
barricading at Hong Kong International Airport (HKIA) in August resulted in dislocated passenger flows and delays, with a knock-on effect to operations for incumbents Gebr. Heinemann, CDF- Lagardère and The Shilla Duty Free. For The Shilla Duty Free, all
this came a mere month after it celebrated the first anniversary of its Beauty&You stores, where it emerged victorious in the fashion, accessories and beauty tender in 2017. Last year, Changha Shin replaced
Alice Woo – an important architect of the Beauty&You concept – as Managing Director of the South Korean travel retailer’s Hong Kong division. Shin catches up with TRBusiness in interview here.
an exclusive
How would you describe your management style and how do you seek to extract the best from your teams? In the travel retail business, collaboration is key. I would say I am result-orientated in a way that allow
OCTOBER 2019 TRBusiness, flight
teams to suggest different effective and efficient ways to achieve business goals. To help the company grow and remain a strong competitor in the industry, the key is to trust the team’s professional insights, encourage them to share their thoughts, ideas and suggestions. Nonetheless, support from The
Shilla Duty Free’s head office, the partnership with Airport Authority Hong Kong and the ingenuity of our team are all invaluable assets that contribute to Beauty&You’s achievement today.
The Shilla Duty Free recently celebrated the one-year anniversary of the Beauty&You stores at HKIA. What are your objectives for the rest of this year and into 2020? Our brand Beauty&You symbolises The Shilla Duty Free’s commitment to travellers’ entire beauty experience. ‘Beauty’ represents our core skincare, cosmetics and perfume offer, but also the notion that beauty is not only about skincare and cosmetic products – rather, a broader and far reaching association that includes fashion and accessories.
The ‘You’ in our brand represents our consumers, their individuality and the idea of a tailored offer. Our goal is to continue giving our customers a unique offer at Beauty&You that goes well beyond the expectations of an airport retail beauty and fashion store. Over the past year, Beauty&You
has been positioning itself at the forefront of the experiential retail trend, incorporating an immersive retail environment to deepen customer engagement in store and at the curated zones. In addition to introducing a variety
of brands and product categories new to HKIA, presenting them via exclusive pop-ups with attractive
“In addition to bringing 60 new brands when we first launched at HKIA, we have invited 14 new-to- HKIA brands to Beauty&You permanently or as exclusive pop-ups in the past year.”
Changha Shin, MD, Shilla Travel Retail Hong Kong Limited
TRBUSINESS 73
Above: Shilla Beauty&You at HKIA celebrated its one-year anniversary in July.
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