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VF Corporation-owned accessories brand Kipling has installed a temporary pop-up shop at Amsterdam Schiphol Airport Terminal 1 (see video below).
Trading from 1 March to 30 June 2012, the 88sq m shop centres on the Belgian brand’s signature monkey emblem.
“Schiphol is one of the best airports in innovation and we decided to see what can Kipling do in such a competitive environment,” VF Corp Head of Travel Retail Worldwide Ralph Bou Nader told The Moodie Report.
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The 88sq m pop-up shop at Amsterdam Schiphol Airport centres on Kipling’s monkey emblem |
“We focused on our monkey but the most important [feature] is the happy experience that our consumer have when they enter our Kipling store.”
Schiphol Airport approached the brand with the idea, with the collaboration of Dutch operator Gerzon Group.
The temporary shop, which carries a full assortment of the brand’s top-selling products, is trading successfully, said Bou Nader. “We are exceeding our weekly target by +50%-plus.”
Top-selling products in the store are bags and backpacks, including the Alvar XS bag and the Joetsu S backpack. The Yubin Spin 55 wheeled trolley, the Art M travel bag and Trim wallet are among the best-selling travel goods. The best customers are women, he noted.
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The shop carries a full assortment of top-selling products |
Delivering results
Bou Nader said Kipling plans to repeat the pop-up shop initiative with World Duty Free Group and other operators.
Turning to the future, Bou Nader observed: “Kipling is now ready to go with a stand-alone store. At Schiphol Airport we did not choose T2 or T3 [for the pop-up shop] where the Asian passengers are, but we took the opportunity to face our European consumer.
“We are more confident now after the results that Kipling is delivering on a weekly basis.”
*Kipling is exhibiting at the 2012 TFWA Asia Pacific show in Singapore (Stand number: J28).
CLICK ON THE VIDEO BELOW TO SEE THE KIPLING POP-UP SHOP
For details, contact Ralph Bou Nader, Head of Travel Retail Worldwide, VF Corporation, Fountain Business Park – Building 1, B- 2880 Bornem, Belgium, tel: +32 3 298 24 24, fax: +32 3 298 24 30 or e-mail Ralph_BouNader@vfc.com
Visit www.kipling.com
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