Activation Commerciale

(Author : Elias Jahshan)
Sportswear giant ASICS has opened the doors to its largest retail store in the world on London’s world-famous Regent Street.

Biggest ASICS store opens on Regent Street

The new store, which is located almost diagonally across from rival Nike, covers 9041sq ft spread over three levels and aims to be environmentally-friendly with LED lighting, living plant installations and sustainable products. It also features interactive touch screens, a “robotic shoe delivery system”, motion ID areas to capture posture and running styles so as to advice customers on the best shoes to buy, and even a complimentary juice bar and in-house DJ booth. The shop also sells all four of the Japanese company’s brands — Onitsuka Tiger and Haglöfs, ASICS Tiger and ASICS — in one retail space for the first time. The Regent Street shop opened on the back of ASICS brand stores recording an 18% per cent increase of sales.

It is one of many new openings as part of ASICS’s push to have more branded bricks-and-mortar stores in major city centres, including Berlin, Paris, Amsterdam, Tokyo, New York. In the EMEA alone, ASICS aims to grow from 26 stores to over 140 brand stores in the next three years.

“This store represents a statement that we are one brand that can deliver products for an active lifestyle and through our digital communities, apps and consumer interaction we will also inspire people to move, and enjoy the physical and mental benefits of exercise,” ASICS EMEA chief executive Alistair Cameron said.

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(Author : Retail in Asia)
Unveiled in May 2017, the Myeong-dong flagship store is presented as an interactive beauty destination, the “House of Color Play”, where customers can be creative with cosmetics.

Personalisation and experimentation are at the heart of Etude House

Bringing a sophisticated, confident attitude while staying true to the brand’s playful spirit, it expresses Etude House’s refreshed “Sweet Dream” philosophy. 

The Myeong-dong flagship store offers a brand experience over three floors. Complementing the refreshed façade are the sleek, on-trend and contemporary interiors that instantly wows customers entering the store and offers a glimpse of the mezzanine level.

On the ground floor, customers are encouraged to explore all Etude House products, share looks and socialise around an oval mid-floor table that’s haloed by a modern lighting feature and illuminated wall mirrors. Key Etude House décor details such the parquet floor and Georgian panels have been mixed with more contemporary fixtures and materials.

The mezzanine level introduces a Personal Studio offering, My Colour Finder and My Color Draping services for finding each customers’ most suitable shades. New ‘Find your Look’ demos empower and educate customers, adding a unique Etude House twist by including skincare to the how-to guides.

D&P introduced nine signature looks for this section, with beauty experts on hand to demonstrate and advise. Digital is also a strong part of the Etude House experience, with expanded product stories and immersive tutorials. For example, girls can find out their exact skin tone using a specialist face colour scanner.

Even more personalisation and play is delivered on the second floor with the Color Factory concept. Customers can blend bespoke lipsticks at the ‘My Lips Bar’ using cutting-edge beauty technology. They can then select a favourite lipstick case and have their name engraved on the packaging.

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(Author : Retail in Asia)
02Danish toymaker Lego has opened its first standalone store in Beijing this month, on the back on its successful Hong Kong store debut in August 2016.

Lego opens first Beijing store

Located on the fifth floor of Chaoyang Joy City, the Beijing store stocks the full range of Lego for adults and children including its Friends collection, targeted at young girls. The Beijing outfit boasts a ‘build your own mini-figure’ station, where shoppers can create their own lego characters piece by piece, as well as a PAB-Wall – short for “Pick-a-Brick” wall. Consumers are able to purchase the precise individual piece needed to complete their toys. The latest China store is developed and managed by Kidsland LCS Ltd, Lego’s main distribution arm in mainland China and Hong Kong.

In 2016, Kidsland opened Lego’s largest Asia store – some 4,000 square feet – in Hong Kong. Located at Langham Place in the city’s Mong Kok district last year, the flagship has proven very successful for the European kids retailer.

“Since our opening in August 2016, Lego Certified Store (LCS) Hong Kong has been pulling in the highest spending per square feet amongst all LCSs worldwide,” Dr William Lo, Vice Chairman of Kidsland International Holdings, told the Hong Kong Trade Development Council magazine, in a recent interview.

The store was designed to completely reveal Lego’s DNA. “We have been a partner with the Lego Group for over a decade,” said Lo. “As a Hong Kong-based company with a focus on developing children’s goods and toy retail business in China in the past, we are very honoured to open the first Lego Certified Store in Hong Kong. We strive to be coherent to the brand’s principles with an aim to inspire Lego fans of all age groups.”

In 2016, Lego reported revenues of 37.9 billion Danish crowns ($5.38 billion), while its Chinese sales are growing by 25-30 percent year-on-year.

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(Auteur : fashionNetWork)
Pull&Bear s’offre enfin une vitrine française d’envergure. L’enseigne de mode jeune du groupe Inditex, qui exploite 40 points de vente sur le marché hexagonal, vient d’inaugurer son premier flagship parisien en prenant la place des enseignes du groupe Celio au 65 rue de Rivoli, comme le révélait FashionNetwork en février dernier.

Pull&Bear, un premier flagship parisien aux accents californiens

Concrètement, Pull&Bear prend la place de Jennyfer, tandis qu’un nouveau magasin Bershka s’installe côté Celio. La marque née en 1991, qui était jusqu’alors uniquement présente à Paris en corner au Citadium, ainsi qu’au Forum des Halles, déploie son offre sur 550 mètres carrés : le rez-de-chaussée abrite les collections féminines, tandis que l’homme se déploie à l’étage supérieur. La façade interpelle puisqu’elle fait se superposer bâtiment néoclassique et illustrations naïves ultra colorées.

Arrivée sur le marché français en 2005, Pull&Bear a aménagé ce point de vente en faisant quelque peu évoluer son récent concept de magasin centré sur la Californie. Van, surfeur, bois de pin et éclairage fluorescent : l’imaginaire entourant cet état américain baigné de soleil transparaît, mais s’adapte aussi au lieu, puisque les moulures au plafond restent apparentes, et le carrelage peint à la main. L’escalier principal fait office de vitrine puisqu’il met en scène les tenues phare de la collection grâce à un jeu de miroirs.

La chaîne de magasins du géant espagnol Inditex (Zara, Bershka, Stradivarius, Oysho…) dispose d’un réseau de 970 magasins implantés dans 72 pays. Pull&Bear a généré un chiffre d’affaires de 387 millions d’euros en 2016, en progression de 10 % par rapport à 2015, tandis que la croissance globale du groupe s’était établie à 8 %.

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REI Flagship store

(Author : retail design blog)
For their fifth flagship, and first foray into the Washington, D.C. market, the nation’s largest consumer co-op and specialty outdoor retailer, REI, chose a space at the historic Washington Coliseum (Uline Arena) in DC’s emerging NoMa neighborhood.

REI Flagship Store

The 51,000-SF flagship represents the culmination of an 18-month process to completely reimagine REI’s store experience. Multiple terraces flow down into the store, breaking down the cavernous single-level, 50,000-SF floorplate while increasing the ceiling height to accommodate REI’s diverse mix of outdoor gear. The terraces not only create vistas across the entire store, but also naturally break down the space into a collection of smaller, intimate shopping zones. The different platforms create an amphitheater vibe, harking back to the historic concerts and sporting events held in the arena. The use of conventional interior finishes, such as drywall, was purposefully minimized, in keeping with the “gear garage” aesthetic. The architecture and material palette is simple, raw, and utilitarian; the walls are lined with exposed plywood and concrete backer board.

REI Flagship Store1

The wood flooring was salvaged from dunnage—wood used for packing cargo on shipping trucks. Large steel garage doors let in light and air, and kilim rugs and eclectic seating groups help to soften the overall experience. REI’s eclectic mix of found objects, hand finished graphics, furnishings, vintage outdoor gear and local artifacts add a human touch and moments of softness within the vast assortment of gear and apparel.

Highlights at the DC flagship include a 1965 VW wagon, complete with a keg on the roof, and one-of-a-kind props like a lime green ceramic fire place anchoring the Snowboard shop. A completely new way of looking at the REI stores, the market concept elevates the brand and best highlights REI’s service and expertise. Most importantly, it inspires REI members to take action and head outdoors.

REI Flagship Store2

The collection of focal points around the perimeter blend into the eclectic marketplace commons in the center of the store to create a relaxed, casual and communal vibe intersected by moments of discovery and inspiration. Bringing the “outdoors in” was a key goal for the store. Large warehouse-style windows and garage doors allow daylight to enter and offer views into the store. The outdoor courtyard encourages local outdoor enthusiasts to hang out. REI’s expert staff uses the space for gear demos and events.

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(Author : retail in asia)
Chanel has opened its first dedicated cosmetics and perfume boutique in Vietnam.

Chanel opens first cosmetic boutique in Vietnam

Opting to debut in Ho Chi Minh City, the new store is located on the ground of the capital’s Saigon Centre shopping mall. Covering 133 square metres, the Chanel shop is designed with a tri-colour theme of black, beige, and burgundy.

The Vietnamese outlet will sell Chanel’s latest makeup, skincare, and perfume collections – with special emphasis on the ‘Les Exclusifs de Chanel’ perfume collection with 16 scents. Local customers are also privy to Chanel’s special skincare service called Sublimage from Chanel beauty team. Chanel’s Vietnam cosmetic store opening signals the French fashion house’s continued push in to Asia, a market that is growing.

In March, Chris Leung joined Chanel as rewards manager, Asia Pacific. Based in Hong Kong, Leung has his five years rewards experience as regional reward manager for Asia Pacific at Oxford University Press.

According to Euromonitor International, Vietnam’s cosmetics market is vastly made up of imported foreign products, namely from South Korea, Europe and the US, accounting for 90% of the local market.

A recent report from the Trade Map of ITC (International Trade Centre) and the World Bank showed that Vietnam imported $1.1 billion worth of foreign brand cosmetics in 2016, with the figure expected to double by 2020 to $2.2 billion.

Perfume topped the list of biggest cosmzetics items, accounting for 55% of total imports, followed by makeup products, which account for 21%.

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(Author : Fashion Ntework)
Japanese sports brand Mizuno has launched its first US store, unveiling its ‘Experience Center’ at The Battery Atlanta.

Mizuno opens first US store

Designed to be an immersive environment that tells the Mizuno story through its gear, the Experience Center engages guests through interactive displays using RFID technology and specialised labs for each sport that allow guests the ability to touch, test and then purchase gear custom fit for them.

“Our goal is to provide a personalised and customised experience in a premium, one-of-a-kind environment,” said Mark O’Brien, president & officer of Mizuno USA & chairman of Mizuno Canada.

“The Mizuno Experience Center gives athletes the ability to find the right gear that optimises their performance and meets their personal preferences. This is the only Mizuno centre of its kind in the western hemisphere and will enable the millions of athletes from across the nation visiting The Battery Atlanta to experience Mizuno like never before.”

Throughout the year, the Mizuno Experience Center will host a variety of public and private events and professional athlete appearances in addition to visits by the Mizuno craftsman (glove and bats), Mizuno Golf Tour truck, Atlanta artists and advanced exclusives of the latest premium Mizuno gear.

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(Author : Harmeet Sing)
Samsung Canada has announced plans for a new flagship retail location, aimed at telling more of the story around its entire portfolio.The brand says the experiential store in Toronto will be more omnichannel focused than others in global markets.  

Samsung to open new Canadian retail flagship

Samsung’s locations in Canada typically just focus on mobile and TV, but the new location in downtown Toronto, set to open at the end of summer, is meant to establish the brand’s full internet of things story, says Patricia Heath, VP of retail excellence at Samsung Canada. The 21,000-square-foot store is set apart from the brand’s other locations in both scale and scope, she says.

Among its major differences will be a demo kitchen – a Canadian first – to showcase its connected appliances and offer cooking demonstrations. The idea is to offer a “digital playground” to allow consumers to experience their passions, such as cooking, in an environment that houses Samsung’s entire product mix, Heath says. That also includes spaces for shoppers to experience its Gear VR products, smartphones and tablets and TVs.

The location in the CF Toronto Eaton Centre, an area of major foot traffic, is a global first for Samsung in terms of its retail aspect, she says. Unlike the Samsung 837 experiential flagship in New York City (which opened last year and includes aspects like the demo kitchen, café and “VR tunnel”), the Toronto location will have an actual omnichannel aspect, allowing customers to buy products, get customer service and mobile repairs and use click-and-collect for picking up online orders.

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(Auteur : Marion Deslandes)
Sephora is ramping up its conquest of the Americas. The brand already boasts 430 stores in the US, Canada, Mexico and Brazil, plus another 600 corners in JCPenney stores. On March 30, the French retailer owned by LVMH opened its largest store yet in the region, located on 34th Street in downtown Manhattan. The sales floor comprises 11,300 square feet, fully digitized and stocked with some 13,300 products.

Sephora installe à New York son plus grand magasin américain

“Sephora opened in the US 19 years ago with our first store in Soho,” said Calvin McDonald, President and CEO of SEPHORA Americas. “It’s fitting that as we round out almost two decades, we return to New York City to celebrate our largest and most unique beauty experience with the opening of our new 34th Street store.” The Sephora Americas subsidiary is headquartered in San Francisco, but also has offices in New York, Mexico City, Montreal, Toronto and Sao Paulo.

The company is the number one beauty and fragrance retailer in the U.S. (ahead of Macy’s), but is also a leader on New York’s most famous island. “Sephora continues to dominate the Manhattan beauty retail landscape with 15 freestanding stores in New York City,” touted the brand in a statement about the NY store openings. A few days earlier, Sephora reopened its 5th Avenue store (9,000 square feet), which it has also converted to its new experiential concept store format, dubbed “Beauty Tip (Teach, Inspire, Play) Workshop.”

The store concept already made its debut last year in San Francisco, Boston, Toronto and Chicago. The redesigned retail environment’s strategy to attract and retain customers relies on a lot of digital bells and whistles as well as personalization. The store is designed to be a fully immersive shopping experience, equipped with a battery of high tech areas such as the Beauty Studio and the Skincare Studio. The store also promotes an educational approach with the Beauty Workshop, an area equipped with 26 tablet stations where customers can find tips, tutorials, determine their color palette or book a treatment.

The 34th Street store will also debut a Moisture Meter, “an exclusive new digital tool that accurately measures the amount of moisture in the skin to aid in the selection products prior to services.” The Fragrance Studio lets customers explore 18 scent families to help identify their own skin’s scent group. “Tap and Try” end caps give customers the chance to try on makeup virtually just by scanning the product barcode. The device displays the customer’s image on the screen as he or she would look wearing whatever product is being sampling.

Sephora’s digital and omnichannel strategy also includes a mobile app, as well as the 2016 roll out of its e-shop in six new countries, including Spain. The idea is to create a beauty community in store, on the e-store and through social media.

Sephora operates 2,400 stores in 33 countries, and opened 100 store around the world in 2016. LVMH says the retailer achieved double-digit growth in sales and earnings over the past year, but did not disclose specific figures.

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(Auteur : Marion Deslandes)
Avec plus de 430 magasins à l’enseigne en Amérique du Nord (Etats-Unis, Canada, Mexique, ainsi qu’au Brésil) auxquels s’additionnent 600 corners au sein des grands magasins JCPenney, Sephora a su conquérir ce continent sur lequel elle accélère encore.

Sephora installe à New York son plus grand magasin américain

L’entreprise française appartenant à LVMH a ainsi inauguré le 30 mars son plus grand point de vente de la zone à New York, sur la 34e rue. Une surface de vente de 1 050 mètres carrés, totalement digitalisée et proposant 13 300 références produit. « Sephora a ouvert son premier magasin aux Etats-Unis il y a 19 ans, à SoHo. Cela allait de soi que presque deux décennies plus tard, nous retournions à New York pour célébrer notre plus grande et unique expérience beauté, avec l’ouverture du magasin de la 34e rue », se félicite Calvin McDonald, président et CEO de Sephora Americas, filiale dont le siège est situé à San Francisco, mais qui possède aussi des bureaux à New York, Mexico, Montréal, Toronto et São Paulo.

Se revendiquant numéro un de la distribution en parfumerie et cosmétiques aux Etats-Unis (devant Macy’s), l’enseigne s’érige aussi en leader sur l’île principale de New York. « Sephora continue de dominer le secteur de la distribution beauté à Manhattan, avec 15 magasins », affirme-t-elle dans un communiqué. Quelques jours plus tôt, Sephora avait rouvert son magasin de la 5e avenue (835 mètres carrés), lui aussi converti au nouveau concept baptisé « Beauty TIP (Teach, Inspire, Play) Workshop ».

Dévoilé l’an passé à San Francisco, Boston, Toronto et Chicago, ce nouveau format mise donc avant tout sur le digital en magasin et la personnalisation pour séduire et fidéliser ses clients. Un concept shopping à 360 degrés abritant une batterie de dispositifs high tech, dont le Beauty Studio, le Skincare Studio et le Beauty Workshop. Ce dernier réunit 26 postes équipés d’une tablette, sur laquelle les clients peuvent glaner des conseils, découvrir des tutoriels, définir leur palette de couleurs ou encore réserver un soin.

Grande première chez Sephora, le magasin de la 34e met à disposition un « Moisture Meter », un appareil capable de calculer le taux d’hydratation de la peau afin de sélectionner le meilleur soin selon les profils dermatologiques des consommateurs. Le « Fragrance Studio » permet quant à lui d’identifier sa famille olfactive préférée grâce à un système de diffusion d’odeurs à air pulsé, tandis que le dispositif « Tap and Try » propose d’essayer virtuellement du maquillage – sur un écran dédié renvoyant sa propre image – en scannant directement le code-barre du produit.

La stratégie digitale – et omnicanale – de Sephora passe également par le développement de son application mobile, mais aussi par l’ouverture en 2016 de son e-shop à six nouveaux pays, dont l’Espagne. Avec pour but de fédérer une communauté beauté, en magasin, sur la boutique en ligne et via les réseaux sociaux.

Comptant plus de 2 400 boutiques réparties dans 33 pays, Sephora a ouvert plus de 100 magasins dans le monde en 2016 et annonce une croissance à deux chiffres de ses ventes et de ses bénéfices sur l’année écoulée, sans toutefois les dévoiler.

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