Sweet music for sports brand fans in the site of the old HMV on Oxford Street as Sports Direct opens its new flagship store. The discount sports brand retailer has big stores already but this three floor testament to sporting testosterone celebrates every activity from fitness and training, through to trekking and fishing with a sizeable assortment of fashion thrown in for good measure.
Follow VM-unleashed! Ltd’s board Sports Brands: Go Direct to Oxford Street on Pinterest.
In a sequence of mega shows in a traditionally calm calendar month the premium department store has re-created everything from Carnival Brazil to Las Vegas Ostensicity and the celebrated BodyCraze voyerism that has been enshrined into the folk-lore of London’s lifestyle. Hello Beautiful brings to the fore the sizeable assortment of beauty brands that tread its hallowed boards, adding sparkle and magic in a month long celebration of outer and inner beauty.
A parade of pure inspiration, Selfridge windows cover every angle in beauty dust from hair extensions to food preparations, body art to mind science in its quest to unearth everyone’s beauty weak spot. A basement exclusive houses The Beauty Project where invited brands explore the future of looking good, whilst in the wonder room, marvel at the Fragrance lab where everyone is invited to explore their sense of smell, from evocative childhood memories to distinctive personal perfumes.
In another nod to the far away football festival in the jungles of Brazil H&M brings the fashion forest to Europe, adorning its store with a flourish of leaves and garlands of green.
Every floor is home to a showcase display greeting shoppers as they make their way up the escalator labyrinth on an exploration of new summer collections, perennial basics, value heroes, destination denim and the unfolding world of accessories and intimates. The high rise format is perfect for creating manageable stories on each floor, sure to satisfy without testing the patience.
The variety of plinths and props, mannequins and harlequins creates something unique on every level, from towering fashion stacks for the young and bold to the sedate boardwalk for the seasoned shopper.
At a time when ladies fashion stores may have turned to licking their wounds from a month fighting the football distractions of the Brazilian jungle, River Island embraced the colour and culture of the region, putting up a typically topical performance.
In a game of two halves, ladies summer assortment adorned with the Latin touches of South America was showcased in windows, whilst summer casual shirts and shorts competed with clarity in the menswear jungle. Vibrant window masks created a suitable setting whilst larger than life referee whistles adorned by mannequins, signalled the kick-off of the great River Island World Cup Carnival.
Novelty goes so far, and wonder a lot further, and Samsung takes that as far as anyone with their groundbreaking technologies. In an ingenious touch of originality the window campaign for their latest TV screens combines the latest kit with the art of Klimt.
Cleverly the display restricts the usual frenetic visual machinations to a subtle, slowly evolving image as the static kiss is brought to 21st century life before our very eyes. This self control captures the attention and the imagination of the passer-by concentrating its message successfully on the quality and definition of this digital masterpiece.
The discount sports brand retailer has big stores already but this three floor testament to sporting testosterone celebrates every activity from fitness and training, through to trecking and fishing with a sizeable assortment of fashion thrown in for good measure.
On its home turf of sportswear and performance footwear, a resounding victory can be anticipated as the familiar discount prices are supplemented with powerful brand statements, physically from floor to ceiling, and emotionally cementing brand presence and authority from Adidas to Nike, from Lonsdale to Reebok, from Everlast to Slazenger.
Every statement is large and dominant; football replica kits paint walls with familiar colours and motifs, categories of caps as far as the eye can see and a department for bags and luggage that stretches to any destination.
Perhaps even more impressive is the retailer’s away form, fielding appropriately a new, expanded and spectacular outdoors assortment, with Karrimor the star of the show from footwear to fleeces, supported admirably with everything from fishing rods to camouflage suits, and the decisive move into casual fashion with a dedicated denim department, Pulp t-shirts, fashion footwear brands and a surprise re-appearance of the SoulCal fashion brand.
Whilst an advised adornment, a prudent personalisation, or an essential embellishment can turn an anonymous basic into a soaring best-seller, an equally ill-judged adjustment can make even the most miserly mark-up a step too far for the discerning masses. Whilst Primark maintains its low price proliferation, it has equally expended a serious amount of energy in judging what makes its assortment sing for its adoring fans.
Identifying what’s important to its customers has allowed Primark to adorn its products with a dazzling array of added-value touches. Strategically located linings and logos, sub-brand developments and label de-lineaments, fashion details and functional features, precisely promoted and cleverly communicated add points to margins, and slices to sales. Points proven as top marks add up to a winning bottom line.
Nowhere has the temperature been higher than in Chile, with a team to challenge and a journey to Brazil just hours away. The nation has gone World Cup crazy and Nike has responded with a House of Innovation, capturing crowds in Costanera, the capital’s largest shopping centre. In a space urban and industrial, dark and inviting the duel boots of Magista and Mercurial welcome the curious customer with state-of-the-art technology and football-of-the-table traditional entertainment.
The darkness opens up into an expansive arena with a centrepiece penalty shoot-out pitch where astro turf combines with internet surf for those endless moments between spot kicks. Beyond the internet bar, beneath the cross bar, Nike Football Club stands proud in a dedicated exhibition space where exclusive product rubs shoulders with rare memorabilia in a monochrome homage to the beautiful game.
