NETHERLANDS. Dutch fashion retailer Gerzon has reopened its Fashion Store in Amsterdam Airport Schiphol’s Terminal 3.
The retail space of 240sq m remains the same, said Gerzon, but the biggest change is the emphasis on customer experience, brand positioning and the expansion and variation of the collection.
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The new-look Fashion Store aims to create an attractive atmosphere for the customer, and also repositions Gerzon’s existing brands such as Hugo Boss and introduces Uggs and Marc by Marc Jacobs to the terminal | |
“Most important in this renovation has been the repositioning of our existing brands (for instance, Hugo Boss) and introducing the brands Uggs and Marc by Marc Jacobs to the Terminal,” said Gerzon Sales Manager Peter Dusch. “In addition to the repositioning, we can now see a significant improvement of the recognition of the newly acquired leather accessories and shoes of Ferragamo and Burberry.
“Creating an attractive atmosphere for the customer is the most exciting development in our Fashion Stores,” he added. “Our main goal is to provide a transparent and easy-to-navigate fashion store where customers can relax and experience our beautiful and luxurious collection first hand. The overall feeling is one of comfort and luxury in contrast to the hectic ambience of one of Europe’s major airports.”
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Gerzon is conducting a test with new lighting techniques to look into its effect on customers and overall atmosphere |
Besides facilitating brand recognition, the revamped store also presents a new sales approach. Gerzon aims to take it one step further by conducting a test with new lighting techniques: One half of the store is outfitted with LED-fixtures, while the other half of the store is illuminated by conventional lighting.
This pilot programme will look into the effect on customers and overall atmosphere. If successful, the environmentally-friendly LED lighting could be used for further applications.
Gerzon Managing Director Philip Gerzon said: “In addition to our Fashion Store in Terminal 1, we are very proud of the transformation of the Fashion Store in Terminal 3. Our ability to create a welcoming, luxurious and comfortable atmosphere which will generate sales growth has been proven in Terminal 1 and we believe that the sales results of our new Fashion Store will reflect our combined efforts. With the continued support of Amsterdam Airport Schiphol we will add to the excellent retail atmosphere.
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“We support developments such as the use of LED-lighting in order to make a contribution to environmentally conscious retail“ |
Philip Gerzon Managing Director Gerzon |
“We also support developments such as the use of LED-lighting in order to make a contribution to environmentally conscious retail.”
ABOUT GERZON SCHIPHOL
The Dutch company consists of three branches covering wholesale, distribution and retail. Gerzon Schiphol has held the fashion concession at Amsterdam Airport Schiphol since 1971 and currently runs 1,200sq m of retail space there. In April 2007 Gerzon was also awarded leather accessories and shoes concessions in addition to its fashion contracts.
ABOUT GERZON HOLDING
Gerzon Holding has two other business units: Gerzon Import and Gerzon Duty Free. Gerzon Import is a leading distributor of watches and jewellery for the domestic market. Gerzon Duty Free supplies airline companies and other tax free sales outlets worldwide with its own accessories brand Vivaldi and with Lego watches, alarm clocks and toys in Asia Pacific.
For more information see www.gerzon.nl.
CLICK BELOW TO VIEW IMAGES FROM GERZON’S RENOVATED FASHION STORE AT SCHENGEN PIER
MORE STORIES ON GERZON DUTY FREE
Gerzon collects Schiphol Growth Award for 2007 – 26/02/2008
Gerzon set to glitter at Cannes with Vivaldi launches – 11/10/07
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