CHINA. Beijing Capital International Airport Commercial and Trading Co (ACT) has reported a strong start for new branded boutiques from beauty suppliers at the airport.
Estée Lauder and Lancôme both opened big new stores in central locations within the airside duty free areas in January, while new boutiques for Dior, Fresh and Lancôme opened in the domestic area on Friday 14 March.
ACT Director Foster Fu reported that sales at the Fresh and Dior outlets in the first days of trading were three times higher than the stores they replaced.
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Fresh and Dior boutiques are trading three times better than the concepts they replaced |
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Fu said the strategy of highlighting one or two key brands from within a company had been initiated in Beijing by Swatch Group’s Tech Airport division, which introduced its multi-brand Hour Passion concept at the airport in 2011 and has subsequently opened dedicated boutiques for Omega and other brands.
“Both Beijing International Airport and the brand groups realise how important it is to concentrate on one or two main brands so as to take the lead in image,” said Fu. “I think this is the main ideology that brands will take in the next few years.”
Fu added that the focus on key, well-known brands also made it easier for passengers unfamiliar with Latin alphabet – such as Chinese and Koreans – to recognise the retail offer.
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New boutiques for Estée Lauder and Lancôme have opened in the airside duty free retail area |
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