By Marco Passoni
As the travel retail market continues to recover apace, it is excellent to see that – as many predicted – luxury holds its place at the heart of this exciting and global marketplace.
Despite the doubts of some (though not many of those truly in the know) luxury has retained its appeal for shoppers in the travel retail market in the ‘new normal’. What is also heartening to see is that some brands have begun to bring the storytelling and innovation which they showcase online and in the domestic market into the travel retail environment.
The most important thing for any brand in this market is to create a true moment for shoppers – a memory which they will take with them whether they make a purchase or not. These ‘zero value’ moments create engagement, loyalty and community which are very important for luxury shoppers, especially younger customers, today.
Highsnobiety’s GATEZERO concept
This headline-grabbing concept has made a real mark on the travel retail sector – and for good reason. Initially rolled out at Zurich Airport for six months, the GATEZERO concept has now been picked up by Copenhagen Airport for a permanent spot, which is a tribute to its success and appeal in the market.
The sleek design takes shoppers out of the airport experience and into a luxury enclave where they can explore a unique and curated offer. Importantly, the range here does not follow trends, it sets them by looking to the future, creating true differentiation for consumers.
Moncler at Sydney Airport
I have spoken about this store recently, but its opening at Sydney Airport was the result of a long and tough negotiation process which showed the commitment of all parties to realising the vision in a way that works for today and the future.
Once again, the store creates an escape into a world of luxury, with dedicated areas bedecked in Moncler’s iconic colours encouraging shoppers to indulge themselves in a gallery of excellence.
The store has also been joined by a new Balenciaga outlet at SYD which showcases the Spanish brand’s eye-catching ‘raw’ aesthetic for another luxury world to step into.
Lacoste X Minecraft
The Lacoste and Minecraft pop-up at CDFG’s Mova Mall in Hainan earlier this year is a great example of bringing worlds together. The collaboration at its heart is an example of the sort of genre-bending partnerships which can set the world alight, and which travel retail is uniquely positioned to provide.
Meanwhile, the pop-up brings together digital and physical retail and entertainment experiences, allowing shoppers to create their own uniform for gaming and the real world.
Johnnie Walker at Heathrow
Repositioning a global brand like Johnny Walker takes some doing, but Diageo recognised the power of travel retail in enhancing the luxury appeal of this brand with their Terminal 5 outlet at London Heathrow.
Importantly, the experience from this pop-up surged out beyond the walls of the store to appear on digital screens across the terminal. A sampling bar and personalisation are strong but regular offers in the market, but the immersive tasting experience with personal surround sound headphones creates those moments which can make the difference.
Dolce & Gabbana at Milan Malpensa
The marble façade of this store instantly promises shoppers something different; it promises a continuation of the luxury experience they have enjoyed with the brand in the past. That is key. Inside, this store is a galleria of the brand’s excellence and a boutique which offers customers access to a piece of the brand itself.
In many ways the biggest success here is the location. By being located in Milan, the store offers consumers the opportunity to extend their holiday experience by indulging in a piece of true Italian excellence at the airport.
Viale di Lusso
I have long been an advocate that direct engagement is best for luxury brands in the travel retail sector, with multi-brand stores robbing shoppers of that true luxury brand experience which they crave. The dedicated luxury area, Viale di Lusso, at Qatar International Airport is a perfect example of giving luxury the space to breathe.
This is a space which serves as a luxury gallery, as much as a shopping area. Customers can step away from their journey and enjoy time in a true luxury zone. This approach will not only create a better experience for all parties, it also provides more opportunities to create those all-important memories.
SK-II in Hainan
Another CDFG partnership here at the Mova Mall, this pop-up once again brings together the physical and digital with a customisable gaming concept using the hugely popular WeChat platform. By taking shopping outside just the instore experience and making it something the customers can take with them and continue at their leisure, this store breaks down the time and space constraints which can limit many brands in travel retail.
