Page 144 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
FASHION & ACCESSORIES – FUTURE DEVELOPMENT
PRIORITY AREAS
BRAND & CATEGORY COMMUNICATION
Use branded wall- bay headers to communicate brand or category.
‘WARDROBE’ BUILDING & RANGE
Merchandise wall- bays, gondolas and mannequins with products that can be worn together.
PERSONAL SHOPPING/ STORE FACILITIES
Ensure availability of fitting rooms and mirrors. Provide personal shopping services with trained staff.
PROMOTIONS
Highlight available promotions using eye- catching POS. Ensure discounted products are tidy and easy to shop.
DYNAMIC DISPLAYS
Introduce dynamic displays such as mannequins to highlight best-sellers, new or exclusive products.
EXAMPLE 1: CELEBRITY SILHOUETTE
 Clearbrandcommunicationviawall-bayheaders.
 Mannequinsaredynamic(portraymovement)anddemonstrateafull
outfit, with products merchandised nearby.
 ‘Wardrobebuilding’isevidente.g.allwall-bayitemscanbeused
together or with items positioned on the adjacent bay.
EXAMPLE 2: VIKING STAR
 Useof‘wardrobebuilding’maximisesrangecommunicationbyusing products that you can mix and match as well as wear together.
 Accessoriesaremerchandisedclose-bytoprovideopportunityforadd- on sales.
 Clearon-shelfsignagehighlightingpromotionalactivity.
EXAMPLE 3: ROYAL PRINCESS
 Clearbrandcommunicationviawall-bayheaders.
 Rangeandpromotionsarecommunicatedusingdigitaladvertisements.  Availabilityofmirrorstotryonproductspriortopurchase.
 Widerangeofstylesandbrandsavailabletocaterforvariousshoppers.
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