Vans Opens New Flagship Store In London
Southern California-based skate and surf retailer Vans recently opened its first London location. The 3,500-sq.-ft. European flagship, Vans@47, was designed by Portland-based MICE DisplayWorks.
Kevin Bailey, Vans’ V.P., Retail, said, “Our Carnaby Street store intimately details Vans’ heritage and brand story through the look and feel of the store. The store’s design cues communicate the key messages of creativity and self-expression through action sports and youth culture that are the Vans lifestyle. Product is featured as art within the new venue, and the boutique sense of space is reinforced by carefully placed and illuminated product juxtaposed with bold Vans’ art images that complete the gallery experience.”
The interior design was developed to exude the warm, humble Southern California lifestyle. A bold palette, based in the Vans’ brand colors, was applied to the building’s historic shop front. Subtle “picture frames” were created on the windows to enhance the view of the dramatic interior.
Allied Domecq Launches Atelier Courvoisier Luxury Goods Label
Allied Domecq PLC has launched Atelier Courvoisier, a signature luxury brand line, in Spring 2004 under the creative design direction of renowned fashion designers Brian Wolk and Claude Morais of Ruffian.
The duo has joined Atelier Courvoisier to create a Men’s and Women’s Luxury Apparel and Accessories collection that captures the essence of the Courvoisier brand, dating back to the 1800’s and Napoleon.
The Atelier Courvoisier collection will be sold in boutiques and select department stores in key cities in fall of 2004.
“Allied Domecq believes that the influence of the Courvoisier trademark has already transcended the beverage alcohol industry, earning it attention and respect from fashion tastemakers around the world,” said Kim Manley, Chief Marketing Officer, Allied Domecq PLC. "We are making an investment to develop what we believe will be products that capture the imagination of consumers, but retain the essence of the Courvoisier trademark.”
Gymboree Launches Janeville
Gymboree Corp. has launched Janeville, a new retail test concept targeting women in their mid-30s. Janeville will be the second brand created and launched by Gymboree Corp. since the introduction of Janie and Jack in 2002.
“We found that there was a specific target within the women’s market that was being underserved and created a new lifestyle brand to meet this need,” said Lisa Harper, Gymboree Corp’s Chairman & CEO. “Women in their mid-30s and older comprise two-thirds of the women’s apparel market, yet most retailers base fit, cut and styling on either a much younger contemporary or older conservative model. Janeville apparel will be modern, trend-infused and comfortable and include novelty items as well as essentials.”
Teens Becoming Value Shoppers
Besides being stylish dressers, teens are now looking for value, according to The NPD Group’s report, “Buying Habits of Teens And Tweens.” Today’s teens are spending much of their money at value-based mass merchants, like Wal-Mart and Target, instead of trendy mall retailers. Three out of four teenagers tell NPD they shop at retailers that have the lowest prices and 73% say they look for sales.
“Teens today are displaying their interests in value shopping as they set new fashion trends, such as wearing upper-end product with lower-end product,” said Marshal Cohen, Chief Industry Analyst with The NPD Group. “Teens are still shopping at both specialty stores and department stores for status items. They are, for example, wearing full price shoes from Nordstrom with jeans from Target.”
In the report, teens say size availability and style outweigh the brand name. Ninety-four percent of teenagers say finding the right size is the most important factor when it comes to choosing a retailer. The report revealed that 75% of teens look for the lowest prices and 73% go for the frequent sales, reflecting a value mentally that has gone beyond adults.
Teens’ And Parents’ Spending Increases
Piper Jaffray & Co.’s recent study, “Taking Stock With Teens,” shows that year-over-year spending increased on fashion products, particularly apparel and accessories.
Abercrombie & Fitch remains the most frequent overall destination for the sixth survey in a row. In second place is American Eagle Outfitters and in third place is Pacific Sunwear of California. Limited’s Express unit ranked fourth this spring and Abercrombie’s Hollister concept was fifth.
Total spending on fashion products (apparel, shoes and accessories) increased by 3.4% to $1,447 per teen annually. Spending on fashion products by male students increased 11.6% as compared to the spring 2003 survey and increased by 24% as compared to the fall 2003 season. Female teens increased spending 9% year-over-year on fashion products.
“We believe this recovery in young men’s spending will continue to drive comparable stores sales gains and margin recovery for several dual-gender retailers during the next several quarters,” said Jeff Klinefelter, Piper Jaffray Senior Retail Analyst.
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