Tiger has been slowly prowling the streets of the world for a while, with its irresistible proposition of impulse product, low prices and beautiful, attractive designs.
Come with us to its first central London store…
https://www.youtube.com/user/VMunleashed
…and Breitling have wasted no time at all in propelling itself to the forefront of watch design and manufacturing par excellence. Every face tells a story and Breitling communicates every story with style, with integrity and with a precision that complements the design of its watches perfectly.
The new store environment brilliantly combines the precious, authority of the watch displays with powerful store graphics, cartoons reminiscent of the halcien days of aeronautical development. Add to this the beautifully designed fixtures again drawing from the brands aeronautical and engineering heritage and the store is picture perfect, a ticking timepiece of creativity and design excellence.
The focal wall is a picture perfect example of this, setting a showcase HD video screen against a sea of classic fossil tins making a massive statement of authority and heritage. Out of the tin and into the future, the store showcases its timeless timepieces in individual cabinets, adding value and luxury from leather straps to personalised pieces and mercurial mechanisms.
The luxury is layered onto its classic casual culture with handbags and leather goods taking a prominent position in a setting not out of place nor out of time with a Selfridges or a Coach. Glass case corridors create a museum landscape, but the modern music ensures this concept is no Natural History.
Its understated stores are calm and classic, a suitable setting for an assortment with is gentle on the eyes, beautiful to touch and a treat for the senses. From its authority in bags and purses an assortment has grown into jewellery and scarves, footwear and fashion accessories, always with the same natural beauty, crafted with care and attention to detail.
Walls reach high, enclosing the space in the subtle shades of leather and suede, or the tasteful shapes and silhouettes of necklaces, bangles, rings and earrings, with an injection of colour from scarves and fashion knitwear.
Tiger has been slowly prowling the streets of the world for a while, with its irresistible proposition of impulse product, low prices and beautiful, attractive designs.
Its latest incarnation is its first attack into the streets of London with a bright bold yet typical store on Tottenham Court Road. The assortment creams the impulse element from popular categories such as stationery, home decor, food and fashion with a keen eye on seasonality and relevance.
Star wall is the moustache fashion story in-line with current trend and charity events, and an ever growing and impressive Christmas assortment. Smart graphics, bold displays, ease of shop and an impulse to spend combine to create a conversion rate the envy of all.
Tiger is relatively unique in that is creams the impulse sales from a range of popular product categories, without the time and effort involved in developing complete departments and the complexities that entails.
Having said that they make retail look easy. There is excellent, fashionable design and amazing low prices. A combination that should never be taken for granted.
Are you focused on the “easy buys” or bogged down in the complexities of assortment structure planning?
The price of competition,
… may be a Swatch watch but the price of success is repaid many times in customer loyalty and social network buzz. Clever Swatch calculate the cost of a mystery watch giveaway in a sealed box for £25 with any regular purchase.
No watch is worth less in the assortment, so the customer always wins, whilst the transaction rate goes through the roof, around the clock in a win, win situation. The store is turned into one promotion with vibrant graphics, emotive messages and at the centre of it all the mystery boxes in their resplendent spectrum of colour. Commercial success or marketing hype? Only time will tell.
…is your return on investment undervalued when it comes to your competitive spirit?