STORE SPACES

Foot Locker’s new deal with Nike includes pop-up for the sneaker-obsessed

BY Marianne Wilson

Foot Locker is dialing up its partnership with Nike with some exclusive offerings.

As part of a strategy to offer differentiated brand experiences and products, Foot Locker will open a pop-up in collaboration with Nike. Designed for sneaker fans and located in downtown Manhattan, Sneakeasy will offer a curated assortment of Nike and Jordan products and services exclusively in partnership with Foot Locker. It will also feature surprise shoe drops and specialy events.

Withs its nondescript double doors, Sneakeasy is styled after a traditional speakeasy. Customers are paired with a staff member who will take them through the shopping experience. After the customer determines what they want to buy, the shoes will be dispensed via a door that looks and operates like a safety deposit box. It contains a sealed gold-foil shoe box with hidden UV ink designs and sealed with a notary sticker. The customer takes the box to check out.

Though sneakers are the main event, Sneakeasy will also stock limited-run T-shirts that draw design inspiration from the footwear assortment and come packaged in zip-lock gold-foil packs and sealed with a notary sticker label.

In addition, select locations of House of Hoops (by Foot Locker) will be offering some exclusive Nike and Jordan basketball sneakers.

Foot Locker also is hiring new associates, specially trained on Nike, in new “Nike Pro Athletes” and “Nike Pro Leads” roles. The full-time positiones were created by Foot Locker in partnership NIke to drive elevated customer experiences at Foot Locker.

Sneakeasy, at 30 Wall Street, will be open from Nov. 22 thorugh Dec. 1.

 

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STORE SPACES

Study: The retailer with the best in-store experience is….

BY Marianne Wilson

An 85-year-old Danish brand comes out on top when it comes to providing a great overall in-store experience.

The Lego Store led the retail pack, with 4.53 stars (out of a possible five) in Reputation.com’s 2017 Retail Reputation Report, which reveals the best brands for in-store experiences. Consumers rated Lego over four stars in eight out of the nine categories that make up the shopping experience: value, service, wait times, cleanliness, convenience, product availability, staff competence, and parking, facilities and amenities (a perfect five).

The Disney Store was a close second, with 4.49 stars. Rounding out the top five: Athleta (4.39 stars), Lululemon (4.38) and Nordstrom (4.32).

The report examines which retailers lead – and which lag – on the aspects of in-store experience based on the factors most frequently cited by consumers in online reviews.

In some key findings:

• The Lego Store ranked first in store cleanliness (4.6), followed by Carter’s, OshKosh B’Gosh, Nordstrom and Adidas. Coming up short: Hugo Boss (1.0).

• The Lego Store ranked first in short wait times (4.5), followed by Lululemon, Disney Store, Nordstrom Rack and Athleta. Coming up short: OshKosh B’Gosh (1.6) and American Eagle Outfitters (1.3)

• TJ Maxx ranked first for value (4.3), followed by Carter’s, Burlington Stores, Ross Dress for Less and OshKosh B’Gosh. Coming up short: Hugo Boss (2.1).

To view the complete report, including all the ratings for the individual store experience categories, click here.

Reputation.com applied machine learning and sentiment analysis to more than 400,000 reviews that consumers posted on the web about their in-store shopping experiences at over 8,000 locations owned by 28 marquee retailers nationwide in categories including cosmetics, apparel, athletic gear and home improvement.

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Puerto Rican footwear retailer in mainland debut

BY Marianne Wilson

A 44-year-old shoe brand is expanding stateside.

Novus has opened a store at Florida Mall, Orlando. The store has a modern look, with wood, polished metal, and the company’s signature red hue. The storefront has a billboard-styled OLED screen that features advertising campaign images.

Novus targets men and women with an array of exclusive brands designed and made in Brazil, Italy, Spain and Asia. In addition to footwear, it also sells jewelry and handbags.

“We are extremely happy to be opening in Orlando where a large number of Puerto Rican followers of our brand have emigrated to,” said Sandra Castellon, Grupo Novus marketing director. “We are also betting on growing into different markets that are similar to our preferences and likings.”

The company operates 65 stores in Puerto Rico and the Dominican Republic.

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