A team of Hong Kong students are on top of the world after their Bruce Lee-inspired retail concept won a World Retail Congress contest last week.

The students, from Hong Kong Polytechnic University, who were sponsored by Li & Fung, scooped the prestigious Future Retail Challenge award at the congress in Rome. The judging panel included retail industry experts Bernie Brookes, former CEO of Australia’s Myer, Gilbert Harrison, chairman of Financo, and Touker Souleyman, chair of the Low Profile Group.

The competition saw a shortlist of entrants competing from five of the major fashion and design colleges around the world, all internationally renowned for nurturing future retail talent and promoting their student’s fresh thinking and creative ideas. The Hong Kong team beat compelling entries from rivals from London, New York, Tokyo and Italy in the competition which is now in its seventh year.

This year’s Challenge was based upon the power of celebrities and iconic figures, and their impact on the retail landscape in a world where digitally aware consumers and brands are challenging the traditional retail model.  Each team selected an iconic figure or celebrity, either current or historic, from their college’s home country, and whom the students believe represents a series of values that are clear and widely recognised.  They then had to develop a brand identity and create a retail concept based upon their chosen icon. The Hong Kong team chose martial arts icon Bruce Lee to fuel their inspiration.

The winning team – Ashley Cho, Connie Li, Hazel Choi and Katie Lam – presented their concept at the congress.

Ian McGarrigle, chairman of the World Retail Congress said: “All the teams were very accomplished. The concepts are inspiring and the students showed exceptional creative talent, as well as impressive confidence in presenting to a large audience of retail professionals.”