According to Liberty's official website, this building is "Designed to feel like a home, each atrium was surrounded by smaller rooms, complete with fireplaces and furnishings." Then from the feeling of home, I can associate these words with familiarity, helpfulness and trustworthiness.  The family always wants to serve you the best quality food they have. I think Liberty can try to show this side of the brand to the public by exploring the wellness area using innovative technology.  

-What are the benefits this innovative campaign can bring to Liberty London?

This strategy aims to help Liberty London establish a trustworthy image in the public eye in a post-epidemic scenario. 

-How does Liberty enter the healthy area?
The current situation for liberty is that existing customers need this and the overall consumer trend is moving in this direction, taking into account these realities. An innovative strategy to better assist customers in building healthy lifestyles was a good decision. 

Analysis:
The liberal consumer seeks a high standard of living and most of them are millennials and baby boomers. And most of them live in cities. As they get older, they are likely to become more concerned about their health. However, our health is largely influenced by the quality of the food we eat every day. When it comes to healthy food, people living in cities must be particularly concerned about the freshness and quality of ingredients. In addition, there is research from FMCG Gurus that shows 53% of global consumers have made changes to their diet and lifestyle to improve their immune system in 2020. One dietary change consumers are making is eating more fresh fruit and vegetables (63%). What can consumers do to ensure that the food they buy is fresh enough? How can we provide consumers with the healthiest and freshest food in a sustainable way? After analysing the above points, I found that working with innovative technologies related to green foods such as fruits and vegetables is the answer to these questions. 

I need to find some innovative technologies for vegetables and fruit through further research and they need to be able to solve this problem of getting fresh ingredients in the city, at the same time helpful for Liberty London to develop innovative retail approaches around the strategy. At the same time, it should help liberty to develop innovative approaches to retailing. 

In this project, I wanted to develop a marketing strategy with innovation as the primary goal. The retailer I chose was Liberty London, a luxury department store located in London. They sell a wide range of products, such as women's wear, men's wear, children's wear, food, fragrance, jewellery, beauty, fabric, and homeware. It is a company with a long history dating back hundreds of years. Because of its distinctive style, Liberty has a very loyal clientele. They are mainly women, most of them living in the city, and they undoubtedly appreciate the unique style of Liberty. The main concept of strategy is to meet Liberty's existing customer needs while venturing into new technologies and seeking breakthroughs.

Feeling：
When I visited the department store, the first thing that caught my attention was the florist at its entrance. This not only echoes the classic elements of Liberty fabrics but also gives guests a fresh scent before they even enter the department store. After entering the shop, staying inside the department store also feels relaxing, probably because the natural material of wood surrounds you in a way that makes you feel somehow safe. These feelings inspired me to decide on nature as a general aesthetic for the development of this innovative strategy. According to my observations of the customers in the shop, they were mostly women, mostly millennials and baby boomers, and then I saw a lot of regulars as they seemed to be familiar with the place.

Evaluation：
I think two issues need to be understood at this stage to build an innovative strategy for liberty that works for it and is useful.

1)Why constantly looking for a new way to innovate is so important?
All the modifications that humans have imposed on nature are the result of innovation, from stone bronze and iron to the electric light and telephone internet. Through innovation, we have formed tools and products in various physical or non-physical forms that have become an extension of our capabilities and sought to survive better and thrive. Good innovation is also crucial to a company. According to Harvard Business School's description of the importance of business innovation, "Innovation can help you stay ahead of the curve and grow your company in the process."

2)Why does Liberty need to be innovative?

As I mentioned in my previous FEELING, the brand has a loyal group of existing customers. I have found that the content they post on their digital platforms is consistent and receives a steady stream of views. While there are always two sides to everything, these facts also reflect that Liberty's main customer base is older, the themes of its activities are not groundbreaking and experimental, and the retail approach is old and uninspired. So liberty needs to make some changes to attract new customers, but at the same time, it must consider the needs of its existing customers when building innovative strategies. 

Analysis：
Liberty's product line shows that their existing customers have a preference for high-quality and nature and art-related products. Another thing to note is the very small number of technology-based products sold by Liberty. The fact that the overall age of the customer is older also suggests that overly complex technology does not fit into this strategy. By looking at their past campaigns, I can see that they have not tried to be bold in their themes and the brand has been focused on its star product - fabric. This can result in the overall image of the brand being too homogeneous and solidified, therefore exploring new opportunities will be one of the goals that wanna be achieved in this project. Also considering that Liberty's existing customers have a long and stable relationship with the brand, I think this innovative strategy could move in the direction of exploring other areas or trying a revolutionary retailing method.
Conclusion ：
At this stage, I have outlined a general framework for Liberty's innovation strategy based on the primary research I did on Liberty London and the thoughts I had from them. It is about the following 2 points.

-To build an innovative strategy that is as relevant to the brand image of Liberty as possible, the needs of Liberty's customers should be taken into account, as well as the need to consider whether it is feasible in terms of techno-economic or regulatory aspects.

-The brand needs to be brave in this campaign and explore new territories, stepping out of the comfort zone in which it has been deeply entrenched for so long. Innovation is good for liberty in terms of bringing freshness to existing customers and strengthening relationships with them while attracting new opportunities and customers.