Retail as Community: How London's Luxury Department Stores Foster Cultural Connections for Chinese Gen Z Sojourners

This research examines how Chinese Generation Z sojourners (aged 21-26) experience London's luxury servicescapes during their temporary residence (1-8 years). Through qualitative analysis of nine participants' narratives, the study reveals three key dimensions of loyalty formation: cultural resonance through integrated storytelling and ethical practices, non-intrusive yet personalised service interactions, and the evolution from transactional to experiential consumption patterns. The study uses narrative inquiry to demonstrate how culturally adaptive spaces foster emotional connections and loyalty through bilingual service, sustainability practices, and immersive retail experiences. Findings show that sojourners shift from online to offline shopping, developing deeper brand relationships through quality-focused purchasing and meaningful in-store engagement. By linking cultural narratives to luxury consumption, the research illuminates how thoughtfully designed retail environments can nurture community connections, transforming how Chinese sojourners engage with and remain loyal to luxury brands in the UK context. Keywords: Servicescapes, luxury retail, Chinese Generation Z, sojourner experience, cultural identity