January 11, 2012
Cutting-edge retailers are relying on more than product line-ups to attract new customers—adding cultural and entertainment value to flagship stores had consumers in Hong Kong and New York flocking to new shops!
In MORE Vision 3, we looked at how the fusion of culture and entertainment with retail spaces is drawing in customers.
This trend of cultured shopping has not gone unnoticed by major retailers the world over.
Chinese clothing retailer Shanghai Tang, for example, recently opened a pop-up venue in Hong Kong for two months. The Shanghai Tang Mongolian Village, located on a rooftop overlooking the Hong Kong Harbour, offers a unique shopping experience because it is housed entirely in traditional Mongolian Ger tents.
This flagship store offers products from the brand’s limited edition Mongolian Collection, and buzz was created even before the store opened. Hundreds attended special grand opening events, including dinners and cocktail parties.
On the other side of the world, American outdoor apparel brand Weatherproof opened a very special store in New York’s SoHo—the first of its kind, with a “leave your smartphone at the door” policy. The Apartment 32 flagship store treats consumers as house guests, offering a range of beverages and a “Date Night” event once a week.
Consumers continued to get a little more out of their shopping experience in New York with American department store Bergdorf Goodman organising a luxury flea market. Designed to promote Bergdorf Goodman brands, the 5F Flea market offered curious shoppers special activities including tarot readings, live music, and booths serving food and drinks.
But nobody does it like Apple. Apple recently opened its largest retail store to date in New York’s Grand Central Terminal. The 23,000 ft2 store offers everything Apple customers love so much—a full product line, a “genius bar,” and personal training. There were also a few new treats—including a 15-minute express class on Apple products for commuters looking to kill some time. More than 2,500 people waited in line before the opening, and the store had nearly 4,000 visitors before noon.
Watch this space for the next MORE Vision!
Every two months, MORE Vision by MAPIC will contribute to the retail real estate community’s knowledge base by exploring a key trend influencing retail property strategy today. Each issue of this multichannel and multi-tool service will include a presentation of a trend, with history, key figures and useful links. Questions raised will be opened up for debate on our social media platforms – the best comments and discussions will be summarised and published here on the MIPIMWorld blog.