PUMA Debuts New Retail Design With New Concept Store
PUMA has launched a new global retail design with the opening of a Concept Store in Manhattan’s Union Square.
The store features a Ship Container concept, where all of the fixture elements are positioned in the space by being mounted on the walls, laid on the floor, or suspended from the ceiling. The modular design contains elements that can be mixed and matched, giving each store the opportunity to create its own individual style.
“With this new design concept, we surprise our customers with fun ways to promote the PUMA-experience in our stores and to thereby increase the brand desirability,” said Antonio Bertone, Group Functional Director of Brand and Marketing.
“The design intent was to imagine a place where the PUMA energy was evident,” said Paolo Lucchetta of RetailDesign SRL, creator of the new store. “I wanted to promote city style in a place that encourages casual shopping.”
Timberland P.O.S. Launches PowerWelt Workboot
Timberland PRO, a leading manufacturer in the work boot category, recently launched a national brand campaign to support the introduction of the PowerWelt Workboot.
The photography is a major element in the ad campaign and captures the realism of the work environments. The OOH and POS messaging strategy introduces the benefits of a revolutionary new leather: “Ever-Guard-It’s leather, It’s tough, It breaths.”
Winsper, a Chestnut Hill, MA-based integrated marketing firm, created the national brand campaign for Timberland PRO’s PowerWelt Workboot.
Filene’s Basement Uses High Visibility Custom Fixtures
Filene’s Basement needed custom fixtures for two new locations, one opening in Hunts Valley, MD and the other in Boston.
The Boston location required the fixture to be no higher than a glass wall that was 44" high. The fixture was to be used in front of the escalator so it was to have high visibility. It also had to be flexible with different types of merchandise to be presented so a hangbar attachment with peg hooks was used to accommodate the changes in merchandise and seasons. The Hunt Valley, MD location also required the same attributes in its fixtures as they were to be located right on the second floor near the cash wrap, escalator and elevator.
The Filene’s Basement custom fixtures were designed, manufactured and installed by Flair Display, located in Bronx, New York.
Naturalizer Signature Replicates Gallery Showcase
Brown Shoe Co. has joined forces with style expert and TV personality Gretchen Monahan to create the Naturalizer Signature collection of modern, sophisticated heels, wedges and flats from the Company’s flagship Naturalizer brand. Designed with a touch of Naturalizer’s hallmark comfort, coupled with its pricing --$125 to $160- the collection is positioned in the “attainable luxury” category.
The Naturalizer Signature display highlights the new designer footwear collection within Naturalizer retail stores.
By isolating the shelving unit with a silk panel in back, a branded face plate on the surface, and segmenting the unit into smaller curved display cubes, Naturalizer was able to attain the look and feel of a modern gallery showcase.
New Balance Floormat Promotes Cushioning Technology
New Balance wanted a floor mat to prove to consumers at the point-of-purchase why they should choose the ABZORB® shoe line. By offering a ‘try before you buy’ simulation of the ABZORB®, it encouraged consumers to then take off their shoes and walk in the ABZORB® shoe.
The floor mat features a clear vinyl digital printed top. The top is vacuum formed over custom molded polyurethane inserts and permanently adhered to an ABS backer for durability as a floor display. Stores where this floor mat was placed reported that it increased sales of the ABZORB ® shoe.
The New Balance floor mat was created by Heritage Sign and Display, located in Nesquehoning, PA.
db clay Displays New Wallet Collection
Featuring a modern look and feel, db clay has launched its new collection of mixed-medium wallets.
The db clay wallet collection incorporates several completely untapped mediums in the wallet market including a gaffer’s tape canvas, canvas, acrylics, spray-paint, nylon, and thread to achieve a unique design. Custom images, photographs, street art and drawings stand out against the gaffer’s tape canvas to create wallets that are appropriately dubbed Pocket Art.
The collection is on display in Nordstrom, Fred Segal and more than 100 boutiques.
First Nautica Retail Store Opens In U.S.
The Nautica brand has opened its first men’s, women’s, and kid’s retail store in the U.S. at the Promenade Shops in Saucon Valley, PA.
“We are excited to be opening our first dual gender retail store,” said Denise Seegal, President & CEO of VF Sportswear. "We believe that having both men's and women's apparel in one store not only enhances the overall experience for the shopper but, also serves as a constant reminder to our customer that Nautica is a true, all encompassing lifestyle brand."
Known for elevated style and quality, the Nautica store is over 6,500 square feet and reflects the brand’s Navigator concept, which includes signature striped cherry and maple flooring and classic yachting details in the fixtures.
Skins Footwear To Launch
Skins Inc. is launching Skins footwear, a two-part footwear structure consisting of outer collapsible “Skins” and an inner support section called the “Bone.” This allows consumers to purchase one inner section, and numerous outer Skins, for easy style variations.
Skin's objective is to create a new attire concept that allows and encourages consumers to frequently change their footwear.
Gap RED Collection To Combat AIDS In Africa
Gap’s new Gap RED collection of clothing and accessories for men and women is designed to help eliminate AIDS in Africa. As part of Gap's global partnership with RED, half of the profits from sales of the Gap Red Collection will go to The Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa.
Back to Top
To See previous issues of Creative Fashion Merchandising click here
To See Previous Issues of Online Weekly in Creative's Archives, click here.
To See other Creative Online Newsletters click here
