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Folli Follie says the design of its stores in travel retail will be based on its newest outlet in Hong Kong |
Greece-based Folli Follie is ready to roll out what it calls “drastic” changes to its travel retail store design.
This follows the recent opening of the brand’s store in central Hong Kong. The Folli Follie Concept Store features four design elements: the sea of flowers, aquarium showcase, fantasy wall and diamond cloud.
As Folli Follie aims to establish a consistent brand experience, the store design includes marble flooring, rose gold furnishings and mirrored and transparent surfaces.
Folli Follie said the concept will be introduced in high-street fashion stores and adapted to meet the needs of key travel retail locations at airports and downtown.
Talking to The Moodie Report at TFWA World Exhibition, Folli Follie Group Chief Global Travel Retail Officer Johnnie Voutsas described the new concept as a “drastic departure from existing shops in travel retail”.
“All new travel retail POS will be based on this design,” Voutsas said, adding that the brand was determined to build on brand awareness in Asia and especially in China.
“The development of stores on the domestic market increases awareness so that Chinese consumers already know the brand when they travel.”
Voutsas also noted that the group’s Links of London brand was building its presence in Asia and the market for its jewellery was “very positive”.
He said the brand was able to grow off the existing Folli Follie infrastructure and described the Links of London flagship store in Haitang Bay, Hainan Island as a “launching pad” for further travel retail outlets in Asia Pacific.
“We are repositioning the brand to strike a more even balance between the men’s and women’s markets,” Voutsas said, adding that the development of mens’ lines was spearheaded by watches.
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The new Folli Follie store design includes marble flooring, rose gold furnishings and mirrored and transparent surfaces |
