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Mega Shopping leads on its brand representation including Armani Exchange, Calvin Klein and Mango |
CHILE. Grupo Vierci opened its ambitious Mega Shopping store in the Iquique Free Zone on 10 December, and has claimed a highly positive response from consumers during the first months of operation.
Mega Shopping is a 1,218sq m store in Mall Zofri, at the heart of this duty free zone 1,800 km north of the capital Santiago de Chile.
“Business has been outstanding from the start,” reported William Stewart, General Manager of Grupo Vierci Chile. “Even January, despite being a seasonal month that sees lower traffic than in December, has had sales largely above our budget. We’ve been helped by a significant increase in Argentinean tourists visiting Iquique for vacations.”
The store’s average sale has reached US$65, with fragrances and clothing the two most popular categories, and the leading brands Carolina Herrera and Chanel fragrances and Mango Barcelona apparel.
The average store size in Mall Zofri is 85sq m, so Mega Shopping is making a strong first impression on customers, Stewart said.
“They comment on their surprise at finding a truly international store in terms of look and layout, and most important at finding brands that are not available within 2,000 km, like Mango Barcelona, Calvin Klein or Armani Exchange.”
Stewart acknowledged the challenges of executing a world-class architectural project in a remote location like Iquique, which is set on the edge of the Atacama Desert. “Fortunately we have had a great team of professionals and architects, with the result being a fantastic ‘mise-en-scène’,” he added.
Grupo Vierci is aiming to introduce another two major brands to Mega Shopping by mid-2011, and will be launching “a very comprehensive marketing campaign” in the second quarter.
Note: A feature article on Grupo Vierci’s Mega Shopping will be published in the March Print Edition of The Moodie Report.
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Something new for Iquique: Mega Shopping is a major draw for local residents |
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A panoramic view inside the Mega Shopping Mall in Iquique |
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Fragrances and fashion are the leading product categories for the retailer |
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Panasonic is one of many brands that has a strong presence in store |
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The average sale has reached US$65 already, helped by a rise in Argentinean tourist numbers |
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Grupo Vierci plans further Mega Shopping stores at locations to be confirmed |
