Dr. Jay’s, New York City
Urban street wear retailer Dr. Jay’s has updated its flagship store in Manhattan, with a fresh, bold look that invigorates the popular brand while enhancing the customer experience.
The new design, by TPG Architecture, New York City, includes a faceted prism-like storefront that draws pedestrians from the street into the soaring first floor space. A runway ceiling feature and focal lighting lead customers down a flared stairway to the lower level. Décor elements, ranging from the color palette of purple, grey and teal to the fun, larger-than-life images that cover the walls, enhance the overall environment and give new definition to the brand.
Dr. Jay’s expects to integrate the new design concept into future locations.
Click here for more Hot Concepts.
Target helps Walmart strengthen Canadian hand
Walmart doesn’t need a lot of help when it comes to growth, which is why last week’s announcement by Target to sell its larger rival 39 sites in Canada was a surprise. Walmart is on track to end this year with 333 stores, and on Friday Target said it had reached an agreement to transfer to Walmart Canada the rights for leasehold interests in up to 39 sites currently operated by Zellers. The sites are among the up to 220 possible sites whose leasehold interests Target is acquiring as part of a real estate transaction announced in January.
Target has selected 105 of those locations to open as its own stores, but not until 2013.
Walmart already has a head start on Target, ensuring the company faces an uphill battle in entering its first international market and now its larger rival has been handed the opportunity to accelerate growth and make Target’s market entry even more challenging.
Missoni brand will bring freshness for fall
Italian luxury brand Missoni hits target stores this fall (Sept. 13 to Oct. 22) and like a lot of the edgier designer exclusives the retailer brings into its stores you have to wonder about the degree of brand awareness among the Target faithful. Missoni certainly sounds like it could be an Italian luxury brand, but then the same thing could be said of Mossimo, Merona or any brand that ends in a vowel.
Regardless of such potential confusion, Target has shown it executes these multi-category exclusive merchandising initiatives quite well with product that looks good and is attractively presented. Beginning with last year’s Liberty of London product line and continuing with the more recent Calypso St. Barth, products were merchandised in multiple categories to bring a sense of newness throughout the store. The same strategy will be applied to the Missoni offering, which is said to be the largest designer collection to date with more than 400 products across such categories as women’s, men’s, girls’ and baby apparel, and accessories and home furnishings and décor. Prices will range from $2.99 all the way up to $599.99, but most items will retail for less than $40.
So, will shoppers buy the product because of some awareness or emotional connection to the Missoni brand, or simply because the merchandise is new, different and attractively presented at compelling price points?
Maybe a little of both, but as Target EVP merchandising, Kathee Tesija, gushed last month, “The Missoni family has established one of the world’s most creative brands, and together we’ve created a collection that will have guests lining up outside their local Target in anticipation.”
Can’t wait to see the product offering, but assigning Black Friday type expectations to the launch is a stretch.