With more and more shoppers turning to mobile and online shopping, retailers are rethinking aspects of the in-store experience to keep customers coming back to their brick-and-mortars. After being closed for more than three months, Coach will soon reopen their NYC flagship store, with a renewed emphasis on experience, creating deeper connections between their brand and their customers.
According to Womens Wear Daily, this marks the first step in a multi-tiered plan to elevate Coach’s customer experience.
From the article:
Enter the new concept store, which the brand is using as a “lab” for future in-store innovation. No aspect of the store has gone untouched — product, design, architecture and display were all up for examination.
“The goal is to elevate and make the area more elegant and sophisticated, but still really warm and approachable,” Della Badia said.
With 3,720 square feet of selling space, the store, which first opened in 2000, formerly mirrored the design of Coach’s other 350 units nationwide: open, white and sparse. The new look aims for a more intimate, luxurious feel with an emphasis on technology. A 12-foot-tall Karlie Kloss appears on a loop on a floor-to-ceiling screen that flanks the front entrance. All employees will now be outfitted with mini-iPads to help expedite the shopping experience — there are no cash registers in sight.
A major goal of the “lab” is to establish the right balance of elevating the company’s reputation within the luxury market while still maintaining its strong brand ethos.
“[The store] speaks to the larger brand transformation effort, which is to take those things in our DNA and bring them forward,” said Della Badia. “We’re taking the essence of the brand and thinking of it in a more modern, elevated way for this first lab.”
Launched earlier this year in Baltimore, Under Armour’s Brand House is heading to the Big Apple. According to the Baltimore Sun, plans are set to open their first NYC store, but no information is available yet as to when they plan to open.
From the article:
Under Armour founder and CEO Kevin Plank briefly mentioned the new store on a conference call Thursday when the company released its third quarter earnings. Plank said the store would open in SoHo in the spring and will be part of the Brand House platform.
Though few details are available, the store is expected to be the largest Brand House yet. It will be an evolution of the prototype the company has been using to highlight growing areas such as women’s and youth apparel and footwear and immerse the shopper in the brand’s “make all athletes better” mission.
The new store is part of Under Armour’s push into New York, set to follow the opening of its first New York office early next year as its seeks to expand the brand beyond sporting goods specialty stores.
In addition to the Baltimore store and plans for Tysons Corner and New York, Under Armour has four other specialty stores, in Westfield Annapolis Shopping Mall, Westfield Montgomery Mall in Bethesda and in Natick, Mass., and Vail, Colo. The designer will have 112 factory outlets by the end of next year.
Making strides into brick-and-mortar stores, eBay has partnered with Kate Spade to launch a retail concept that brings eBay features to the in-store experience. According to CNet, not many other details were provided at this moment.
From the article:
The company has made a big push into mobile and has positioned itself as a sort of mission control for mobile, Donahoe said, helping with the entire flow instead of just allowing people to shop and make payments.
Donahoe noted innovative efforts, like the store in New York, are a big area of investment for eBay.
“You will see more and more of that,” he said.
Donahoe sees the store aligning well with eBay’s belief that mobile is changing how people shop. The iPad “has put the consumer in charge of the media business,” he said, and mobile is having the same effect on retail. People want to shop where they want, whenever they want, Donahoe said.
Donahoe believes people will use multiple screens in a shopping experience.
Making headlines with innovative store launches in Hong Kong, Chicago, and London, Burberry plans to open their next flagship store on Rodeo Drive in Southern California. According to the Los Angeles Times, the new store will occupy the space currently housing Ermengildo Zegna. They will be bringing their signature patterns to SoCal residents and tourists.
From the article:
But Burberry is arriving with more than just shades of tan. The new store will blur the physical and digital, according to the company, starting with so-called smart personalization efforts.
Products ordered off the autumn/winter 2013 runway can be customized with an engraved nameplate. When placed in contact with touch screen devices, embedded technology works to open a “bespoke digital experience.”
That means a shopper carting a Burberry tote fresh out of Fashion Week can pull up artist sketches, runway edits and and details about the piece’s craftsmanship on a smartphone. In its London store, customers will even be able to trigger the content on massive mirrors, which morph into screens.
Control Group, a New York City-based design and technology firm, partnered with Kate Spade Saturday to unveil the company’s newest flagship concept. According to an article on Retail Customer Experience, the first store, located in Japan, will be followed by additional stores in Japan and the United States.
From the article:
Control Group worked with Kate Spade Saturday to create a re-imagined retail environment that provides a more engaging and fluid experience for customers, the announcement said. Apple iPads will be strategically positioned throughout the shop, featuring content such as marketing messages, style suggestions and video, and user-generated images to encourage engagement with the brand and its products.
Control Group designed the iPad experience on a custom-built remote management platform, with a flexible framework built to accommodate additional devices, stores, countries, languages and media as the brand expands.
Baccarat is set to unveil its newest flagship store in New York City in May 2013 ahead of the iconic brand’s upcoming 250th anniversary. Located at 635 Madison Avenue at 60th Street, the expansive 2,800-square-foot store, designed by acclaimed architect and designer Rafael de Cardenas, will be an experiential destination encompassing the Baccarat lifestyle. The store’s distinctive design concept will be a new global retail model for the brand, showcasing tableware, lighting, decorative objects and jewelry to reflect the richness of the Baccarat lifestyle and the brand’s commitment to innovation and excellence, according to a press release.
“This new flagship store will be a landmark of the luxury, glamour and prestige that has set Baccarat apart,” said Michelle Klein, president & CEO of Baccarat North America. “It will be a space for discerning shoppers to fully appreciate the brand’s most coveted designs and to experience the unique Baccarat lifestyle, which celebrates its 250th anniversary in 2014.”
With a tradition of ingenuity and an ever-present eye toward modernity, Baccarat has enlisted architect and designer Rafael de Cardenas to create a contemporary concept that draws inspiration from the brilliance and artisanship of the brand’s design history. Serving as an inspiring destination, the design exudes a crisp elegance through its surprising blend of rich woods and dark stones. The entryway’s faceted surfaces reflect the brand’s iconic sparkling chandeliers. Adjacent spaces, wrapped in warm fabrics, create intimate environments for product interaction. Sampling from Baccarat’s history of fine craft, these unique material combinations create a contemporary language for the brand and confirm Baccarat as a luxury house dedicated to high design.
As the brand approaches its 250th anniversary in 2014, devotees of Baccarat will have the opportunity to experience the brand’s lifestyle on a grander scale with the opening of the highly anticipated Baccarat Hotel & Residences New York, a joint venture between Starwood Capital Group and Tribeca Associates. Located on one of Manhattan’s most prestigious blocks off Fifth Avenue, across from the Museum of Modern Art, Baccarat Hotel & Residences New York will combine sophisticated design with the level of service and exceptional quality that exemplifies the brand.
[via Retail Customer Experience]
Victoria’s Secret has reopened its New York flagship with a re-design that embodies the brand’s sexy, sophisticated and glamorous spirit with a nod to its heritage. Click here to see photos.
The three-floor, 8,000-sq.-ft. store, located in Herald Square, features warm, black cherry hardwood floors, sculpted pink surfaces with rich accents of black chrome, Italian marble floors and custom ribbon chandeliers adorned with backlit Swarovski crystals, which highlights the 14-ft. high focal wall showing iconic Victoria’s Secret Angels images. Every floor features video screens playing the Victoria’s Secret Fashion Show, recent TV spots, and Supermodel footage.
It also includes the brand’s first-ever perfumery, with European-inspired kiosks that include the company’s full line of fragrances. The lower level of the store showcases Victoria’s Secret PINK collection.
[via Chain Store Age]
A few of Disney’s darlings are taking to the virtual runway in New York City, as Mickey and Minnie Mouse, Daisy Duck, Snow White and Tiana are appearing in the holiday display lighting up the windows of the Barneys New York flagship store on Madison Avenue.
According to an announcement from global visual technologies company Christie, the world of high fashion is coming to life in a holiday extravaganza on multiple configurations of 425 Christie MicroTiles filling the windows at Barneys. In a partnership between The Walt Disney Company, Barneys New York and Christie, the “Electric Holiday” display is a multimedia presentation highlighted by a digitally-animated, moving-art short featuring Disney characters as they do their little turn on the catwalk in original designer clothes.
Following the world premiere on Nov. 14, the eight-minute art short will continue to loop throughout the day on the window display, which will be up until Jan. 3, 2013.
“We are thrilled to be working with the experts at Christie on Disney Electric Holiday Windows at Barneys New York,” said Lylle Breier, SVP of world wide special events, Walt Disney Studios. “Disney and Barneys wanted to create a visually stunning window display unlike any other … Utilizing 565 square feet of MicroTiles and 50 million pixels we are able to create a brilliant light and video show that will light up Madison Ave. throughout the holidays.”
[via Retail Customer Experience]
Gap Inc.’s Piperlime banner has opened its first full-scale retail location — at 121 Wooster St. in the SoHo neighborhood of New York City.
“We are thrilled to be celebrating the opening of our first Piperlime store today in SoHo,” said Jennifer Gosselin, senior VP and general manager of Piperlime. ”
The new 4,000-sq.-ft. store is styled as a boutique and features trend vignettes, as well as in-store kiosks that provide shoppers access to piperlime.com products.
“Today’s customers demand accessibility to their favorite brands across multiple channels,” said Toby Lenk, president of Gap Inc. Direct, the Gap division that houses the Piperlime brand. “The benefit of being part of one of the world’s best multi-channel retailers is the ability to leverage the resources and experiences that have gone into creating the company’s unique and beloved shopping destinations, both online and in stores. We’re thrilled that Piperlime can now offer their customers the best of both worlds.”
[via Chain Store Age]
As part of its landmark multi-year, 400 million dollar renovation of Macy’s Herald Square, the iconic retailer debuts the Herald Square Cafe this week, just in time for the fall fashion season. Nestled within The World’s Largest Shoe Floor on 2, the Herald Square Cafe is a welcome addition to New York’s newest and premier shoe shopping destination. Tempting all five senses with exotic coffees, artisan chocolates and fine champagne, the Herald Square Cafe offers shoppers the ultimate trifecta of indulgence after browsing the “must-shop” destination of the fall 2012 season.
Providing the ideal shopping respite, the Herald Square Cafe will offer coffee connoisseurs an elevated coffee experience with rare varieties of Starbucks Reserve™ coffees brewed using the innovative Clover® brewing system, as well as Starbucks signature espresso beverages. In addition, a special selection of champagne from the celebrated cellars of Moet & Chandon will be available, as well as exquisite hand-crafted chocolates by Vosges Haut-Chocolat. A special assortment of savory and sweet menu items, along with a selection of red and white wines by the glass will round out the experience.
Visitors to the intimate 45 seat, 1,434 square foot custom-designed cafe will step into a sleek and chic environment of heritage marble with modern wood accents and dramatic lighting bringing a touch of warmth to the space. Curved banquettes upholstered in cream and gun-metal gray elegantly define the perimeter of the dining space providing inviting seating vignettes. A grand clock serves as a striking focal point overlooking the communal “champagne tasting table.” This clock has been fashioned in the mirror image of the original timepiece which overlooks Broadway Boulevard and has been keeping time for busy New Yorkers since the filming of “Miracle on 34th Street.” Natural light will illuminate the second floor space through the majestic historic windows which have been renovated and made visible to the public for the first time in decades. The cafe will operate during normal store hours.
[via Herald Online]