Spanish fashion and accessories brand Desigual recently hosted a global travel retail training programme, centred on its ‘Sale is Cool’ retailing approach.
Specially developed for Desigual’s travel retail store managers worldwide, the training programme comprised two-day seminars tailored to different regions, beginning with the Americas in March and followed by Europe, the Middle East & Africa (EMEA) this month.
The first seminar, which took place on 30/31 March at the InterContinental Miami hotel, was attended by store managers from Hudson Group, Master ConcessionAir, Lagardère Travel Retail and World Duty Free Group. Sessions were led by Desigual Head of Travel Retail Marco Gadola.
Seminars, which focused on the Spring/Summer 2016 ‘Learn’ collection, empowered store managers to inspire their sales teams to deliver a fun and engaging in-store experience, with a customised service strategy for global shoppers and air passengers embodying the values of the Desigual brand.
Key to the training was the ‘Sale is Cool’ concept, a five-step customer service process that forms the pillar of the Desigual way of selling. Store managers also explored the inspiration behind the Spring/Summer 2016 line, Desigual’s home city of Barcelona, and the use of key visual merchandising and trade marketing tools to bring the collection’s originality, as well as the brand’s positivism philosophy, to life in-store.
The store managers then had the opportunity to put what they had learnt to practice at the Desigual store at Miami International Airport, operated by WDFG and Master ConcessionAir. The seminar ended with a boat tour around the Miami islands.
For the EMEA seminar, which was held on 4/5 May, Desigual invited store managers from Aelia Duty Free and World Duty Free Group to its headquarters in Barcelona for a cultural immersion experience to learn about the Spring/Summer 2016 collection.
