Gap Introduces In-Store Web Lounges
Eight high-traffic Gap and GapKids stores have recently introduced “Web lounges” that enable Gap to coordinate its online efforts closely with its retail outlets.
The Web lounges encourage buyers with comfortable couches and sleek gray computer terminals hooked up to the gap.com Web site. Once online, Gap customers have access to virtually everything available in Gap stores, with even a greater selection and more sizes online. Gap plans to introduce more Web lounges at stores across the country.
Red Wing Shoe Debuts Flagship Store
Red Wing wanted to expand its brand awareness and challenged STEINDESIGN, Minneapolis, MN, to create a retail environment that depicts its brands in their appropriate settings.
Red Wing’s brick storefront, reminiscent of the local neighborhood cobbler, symbolizes the quality of the products. Housed within the recreation of the 1920’s shoe store is an interpretive center that educates consumers on the history of Red Wing shoes through museum-like displays, and interactive video.
Consumers are encouraged to test the products in “theme appropriate” natural settings. A footbridge over a waterfall, adjacent to a cabin porch setting, depicts brands Vasque and Irish Setter’s outdoor and recreational themes. The Redwing and WORX brands are portrayed in a construction site/roadwork venue complete with a municipal truck from the City of Red Wing.
Gore-Tex Footwear Tank Display Introduced
W. L. Gore & Associates, Inc., inventor of Gore-Tex fabric, has introduced this Gore-Tex Shoe Tank Display to demonstrate the waterproof benefits of Gore-Tex footwear to consumers as well as support the brand positioning.
A targeted approach for business casual Gore-Tex footwear was developed entitled “For City Streams.” In-store point-of-purchase materials are part of a fully integrated marketing program including advertising in newspapers, and train stations as well as on city buses and billboards.
Seiko Kinetic Auto Relay Debuts
The new Seiko Kinetic Auto Relay is revolutionizing the watch industry. Like all kinetic watches, Seiko’s Auto Relay is powered by everyday human movement without ever having to change a battery. If the consumer takes the watch off or stops moving, however, Auto Relay’s power reserve will store energy for up to four years.
To conserve energy, Auto Relay shifts into power save mode if unused for three days. The watch hands freeze and time is computed internally. When the watch is picked up, the hands spin to the proper time.
The new watch line is supported with an array of p.o.p. materials, including colorful banners and counter displays.
Seiko Eyewear Display Reflects Japanese Beauty
Seiko Optical Products, required a display for its new Omomuki Eyewear Collection that would reflect simple elegance with the use of natural materials. The word “Omomuki” describes a silent statement joining harmony and beauty to the newest state-of-the-art.
The challenge facing Pratt Logic, a New York City-based P.O.P. design firm, was to communicate high-fashion and high-tech in a traditional Japanese context. It was decided to present the eyewear in open positions to show off the details. The dominant material selected for the display is wooden sticks, held together with black rubber connectors. A geometric, tiered wooden base, grounds the display.
The Omomuki Display Collection includes a six-piece display, one-piece glorifier, and countertop mirror.
Lids ‘Cash Card’ Provides Solution For Customers Without Credit Cards
Lids, the Westwood, MA-based leader in headwear retailing has introduced the industry’s first seamless cash card system with the “Lids Gift Card,” developed by Fort Point Partners, San Francisco. The “Lids Gift Card” system solves Lids’ problem of serving a demographic without credit cards.
Lids Cards can be purchased with cash or credit at either online or brick and mortar stores and can be used in either channel. In addition to the purchasing flexibility offered by the Lids Card, online customers are allowed to return items to Lids’ brick-and-mortar locations. Kiosks in the stores offer customers access to the online store’s impressive variety of merchandise.
“Lids views e-commerce as a tremendous opportunity, but we want to make sure that our online commerce destination would offer the same level of customer service and merchandise as our growing retail business,” said Nancy Babine-Kucinski, President and COO, Lids.
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