DESIGN/CONSTRUCTION

Promotion at Nest

BY Marianne Wilson

Nest, a leading consultative advisor and technology provider specializing in multi-facility maintenance and construction services, announced the promotion of James Porreca to director of estimating and construction.

Due to recent growth and client demands, Nest made the commitment to add a new division to the company that will help serve their clients’ needs in a more enhanced way.

Jim has been with Nest for 10 years and was recently the director of trade services. He began his career with Nest upon graduating from Penn State and has been an integral member of the leadership team building solid vendor relationships and growing a team that takes ownership of their projects and their budgets. Prior to joining Nest Jim gained experience in the construction industry and has strong working knowledge that brings results to his clients.

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MARKETING/SOCIAL MEDIA

Brick-and-mortar retail is hot in this specialty segment

BY Marianne Wilson

Multi-brand and vertically integrated beauty stores are shaking up the beauty industry — and growing at a rapid rate.

With hundreds of new doors opening in various formats, cosmetics specialty and vertically integrated stores, such as Ulta, Sephora, Bluemercury, NYX, Kiko Milano, and e.l.f., have grown at a compound annual growth rate of nearly 19% over the past five years, according to a report by research and consulting firm Kline. Such stores now account for an estimated 20% of total beauty market sales.

Kline's "Beauty Retailing USA: Channel Analysis and Opportunities Report" cites such examples as Bluemercury, which recently opened a digitally enhanced flagship location in New York City, with plans to open 40 more stores by the end of the year, and Sephora, which recently opened its largest store in North America, in New York City, and its smallest location, the 2,000-sq.ft. Sephora Studio, in Boston.

"This concept (Sephora Studio) is one step towards creating more curated and digital experiences for consumers in the real world. Alongside digital tools, increasingly demanding younger generations require one-on-one services, including 15-minute facials and 45-minute makeovers that drive consumers seeking a spa-like experience into stores," the report said.

In addition, vertically-oriented boutique -styled beauty stores, such as NYX, e.l.f., and Kiko Milano, are conquering local malls with unique concepts targeted to younger consumers at lower price points. These brands are increasingly offering digital enhancements, such as NYX's iPads that help create different looks with beauty influencers/vloggers walking consumers through the replication while in store.

"Enhancing a customer's experience with a brand is one of the key reasons for the incredible growth of these free-standing beauty stores," the report stated.

Meanwhile, department stores are mimicking tactics applied by successful multi-brands specialty stores to draw more traction, according to the report. In early 2017, Bloomingdale's launched its first Knockout Beauty boutique composed of prestige brands with a natural/organic slant. Nordstrom's beauty area continues to evolve, bringing in brands with limited distribution. Nordstrom also added beauty concierges in remodeled locations to help guide consumers across brands, showcasing the top products in each beauty category. Neiman Marcus' interactive Memory Mirrors to help consumers remember the steps and products used during the in-store makeover.

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MARKETING/SOCIAL MEDIA

J.C. Penney turns TV show into women’s apparel brand

BY Marianne Wilson

J.C. Penney has entered into an ambitious partnership with a Lifetime reality fashion show.

The department giant has launched the first-ever "Project Runway" brand, with the collection inspired by the popular show and its design contestants. Currently available in over 500 Penney stores and online, the line made its debut with a summer preview collection featuring designs inspired by season 15 winner Erin Robertson, with the full assortment planned for Sept. 8.

"Millions of viewers aspire to emulate the fashion-forward looks first conceptualized during a Project Runway episode," said John Tighe, chief merchant for J.C. Penney. "This strategic collaboration enables us to work directly with up-and-coming design talent from Project Runway and increase our assortment of contemporary apparel, while gaining a fresh perspective on what women are seeking when curating the ultimate wardrobe."

In addition, Penney announced it will be the exclusive retailer partner for "Project Runway" seasons 16 and 17, along with "Project Runway All Stars" season 7. As part of the collaboration, throughout each season of both shows, Penney will sponsor a design challenge. The winners will have a special, limited edition run of their winning design produced in New York City, which will be immediately available to the public at J.C. Penney.com, and in select stores the following morning. Each season's winner will also have the chance to collaborate with J.C. Penney on a capsule collection for the Project Runway brand.

For the entire season of Project Runway All Stars, Penney plans to translate the winning look from every episode into garments that will be available exclusively on J.C. Penney.com every week, giving fans instant access to the latest styles from the show. And each show will also showcase "The JCPenney Accessory Wall," featuring a curated selection of shoes, handbags, fashion accessories and jewelry from various brands sold at Penney. In every episode, designers will be encouraged to complete their runway look using accessories displayed on the wall.

Penney is supporting its new brand with an integrated marketing campaign that includes dedicated Project Runway television spots and engaging fans of the show on popular social media channels. It is also spotlighting the collection through a dedicated microsite at jcp.com/projectrunway where customers can shop the latest Project Runway assortment inspired by the show and the challenge episodes.

"This partnership with J.C. Penney is one of our biggest retail collaborations since the series first began more than a decade ago," said Harvey Weinstein, co-chairman of The Weinstein Company, which produces the Runway shows. "It also marks the first time the entire Project Runway franchise has partnered with a leading, national retailer and introduced a line of Project Runway clothing that will be available year-round."

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