Spanx store promises ‘jiggle free’ grand opening
Retailers have been known to employ all sorts of clever devices when commemorating a grand opening, but shapewear retailer Spanx takes the practice to a new level.
Home Depot was known to saw a board in half in lieu of a traditional ribbon cutting and outdoor retailer Gander Mountain once had an archer with a razor tipped arrow sever the ribbon. When Spanx opens its fourth retail location on April 11 at the International Plaza mall in Tampa the company plans to commemorate the occasion with a hosiery cutting as part of a “jiggle-free jubilee.”
“We are so excited to announce the opening of our fourth Spanx retail store. It is especially meaningful to me because I grew up shopping at International Plaza, now I can share Spanx with my hometown and the community that supported me from the beginning,” said Spanx founder Sara Blakely.
Official opening day festivities kick off with a presentation and hosiery cutting with the first 100 shoppers to arrive at the store given the opportunity to choose a complimentary problem-solving product from the “Tower of Power,” which houses packaged Spanx products from shapers to pantyhose ranging in retail price from $26 to $38. In addition, “Shaping Spree” cards valued at $100 will be raffled off throughout the opening day.
Spanx products are available in department stores and online, but the brand’s newest outlet will also feature a variety of on-trend apparel, active, swim and men’s wear.
“Whether shoppers need to stay smooth underneath a form-fitting dress, eliminate unsightly VPL (visible panty lines) or want the latest in denim, Tampa’s new Spanx store will offer a flattering solution to any fashion dilemma,” according to the company.
Inspired by the brand’s uniquely supportive products and larger-than-life personality, Spanx’s space was designed with comfort, function, fashion and fun in mind. Splashes of Spanx red, lucite finishes and high-gloss lacquer evoke high energy and even higher style, while feminine furnishings help to create a chic, cozy setting, according to the company. Spacious yet intimate fitting rooms with oh-so flattering lighting make baring it all more than bearable and upbeat music invites celebratory “Thanx Spanx!” booty shakes, according to the company.
“I didn’t want women to walk out of the dressing room wanting a cocktail,” Blakely said regarding the importance of the fitting room atmosphere. “Our stores are a place where women can come together and be honest about their wardrobe woes. Spanx is a store where everyone knows your name… and your bra size!”
Wearable tech takes fashionable step forward
The worlds of technology and fashion continue to merge with the most recent example involving the Fossil Group’s involvement with Google for a new line called Android Wear.
Fossil Group, the $3.3 billion global fashion accessories company, said it was working with Google to support the extension of Android technology in wearable products branded as Android Wear. As part of the launch, Google also released a developer preview of Android Wear so that developers are better able to build rich wearable experiences for their existing Android apps.
"We are an innovation and design-driven company that creates watches, jewelry and handbags that our customers fall in love with every day," said Greg McKelvey, chief strategy and marketing officer for Fossil Group. "We believe we are uniquely positioned to develop and bring to market products for our fashion customers that marry the beauty of our designs, the promise of our brands and now the function of new technology. Although still very much in the formative research and development stage, we are committed to playing an active role in the push toward wearable technology and helping to shape the fusion of fashion and technology.”
Fossil brand products are sold in retail outlets in 130 countries and the company also operates 540 stores.
Bon-Ton, Hughes share omnichannel insights
Retailers are enhancing shoppers’ digital in-store experience by adding lots of new applications which can overwhelm existing IT infrastructure. That’s why The Bon-Ton Stores built redundant capabilities with the help of Hughes to enable its e-commerce strategy.
Bon-Ton Stores division VP of Network Services Jeffrey Taylor will share insights into the department store retailer’s omnichannel experience during a webinar on March 20 at 2 p.m. Bon-Ton operates 270 stores in 25 states under banners such as Bon-Ton, Bergner’s, Boston Store, Carson’s, Elder-Beerman, Herberger’s and Younkers. The company recently added a secondary broadband network to support a customer wi-fi initiative.
Taylor, Forrester analyst Adam Silverman and a Hughes executive are scheduled to participate in the event which will explore how issues such as mobile POS, mobile marketing, assisted selling and store analytics are enabled by store networks. Other topics to be addressed include omnichannel l initiatives retailers are deploying, gaps between retailers’ strategic initiatives and what they can cost-effectively do with today’s network solutions and a look at new networking solutions retailers can leverage to address gaps.
To participate in the Webinar register here.