USA (HAWAII). DFS Group today formally unveiled its new ‘T Galleria for DFS’ brand identity, which it described as “the ultimate evolution in its downtown luxury retail business dedicated to travellers.” [*Note: Look out for full pictorial report coming soon].
Tonight in Hawaii as we release this story (it was strictly embargoed until 8pm local time), a huge party is going on in and around T Galleria Hawaii by DFS. The local streets are blocked off and a spectacular unveiling of the concept is taking place inside and outside the store.
After Hawaii, the new concept and elevated design will be rolled out on a phased based to all existing DFS Galleria stores globally over the next 18 months. With downtown outlets in seven countries and eleven cities, the global reach of the T Galleria store network is wider than that of almost any other multi-brand, luxury retailer, the company noted.
At the unveiling in Waikiki during a press conference this morning, DFS Group Chairman and Chief Executive Officer Philippe Schaus said: “DFS is proud to launch its revamped brand identity in Waikiki, where we opened a downtown store over 40 years ago. The name T Galleria pays homage to our core business – serving travellers.
“Our new T Galleria logo is simple, accessible and pronounceable to all. It is inspired by the notion of flight and movement, resembling the wings of a modern aircraft. These stores not only offer the ultimate assortment of luxury products but also deliver seamless shopping environments that travellers associate with their destinations. Travel retail is the major growth engine driving the luxury retail sector today and we want our customers to visit DFS airport stores and DFS T Gallerias wherever they are in the world.”
Later in a one-to-one interview* with The Moodie Report, Schaus said that several names had been considered after intense internal and external research, including much work with focus groups. When the T concept was presented to the focus groups “the reaction was overwhelming”, Schaus said. He recalled a Chinese customer in such a group saying “Oh, I’m going to look for the big T now”. Schaus added: “That’s when I realised the power of simplicity.”
He noted: “What came out of that process was an overwhelmingly positive reaction and it then also passed all our internal tests, so we knew we had something really interesting.”
Schaus called the brand identity “the cherry on the cake”, a flourish that capped the tremendous changes DFS had introduced to its Gallerias over the past few years.
The retailer was joined by its luxury brand partners, consumer and business journalists and VIP guests for the rebranding events and celebrations this weekend.
In a statement, LVMH Moët Hennessy Louis Vuitton Group Managing Director Antonio Belloni, emphasised DFS’ expertise with emerging market consumers.”By being at the forefront of trends in luxury travel retail, DFS is instrumental in introducing emerging market customers to the world of luxury and to high quality, expertly-crafted branded products,” he said.
“DFS has evolved over the last 15 years to become a highly skilled luxury goods retailer, but with a uniquely global approach. DFS curates its product selection for tomorrow’s customers from China, Asia and other emerging markets. These consumers are moving rapidly from their first overseas trips and first luxury purchases to become extremely sophisticated travellers and discerning consumers.”
DFS Co-Founder (and shareholder) Robert Miller said, also in a statement: “DFS has been at the forefront of travel retail for over 50 years and continues to innovate and adapt to market opportunities.
With this exciting new branding for the downtown stores, I am confident that DFS is again poised to capitalise on new opportunities and remains the industry pioneer in luxury travel retail.”
 |
“With this exciting new branding for the downtown stores, I am confident that DFS is again poised to capitalise on new opportunities and remains the industry pioneer in luxury travel retail” |
Bob Miller |
DFS said that its ambition is to become a universal experience sought-after by all travellers around the world. T Galleria is a big step in that direction it said.
Commenting on the rebranding of the Galleria stores Schaus said: “After 40 years operating our downtown locations, the last several of which have involved serious investment into store upgrades, the quality of our stores and services are now beautifully aligned with the luxury brands we merchandise.
“We feel that these new Gallerias, designed specifically for today’s demanding travellers, are now deserving of a new brand identity that reflects our vision of the future. After unveiling our first rebranded T Galleria here in Waikiki, the next stores to be rebranded this year will be our three stores in Hong Kong and two in Macau. By year’s end, almost half of our worldwide Gallerias will be using this new bold brand identity.”
DFS said that T Galleria reflects an evolution in modern luxury travel retail and illustrates how travelling customers’ needs have moved beyond simple transactional purchases to the desire for a “luxurious, experiential and seamless shopping experience”.
DFS has invested several hundred million Dollars over the past few years upgrading downtown Galleria stores and implementing new design elements and features.
The new look and feel incorporates a wide array of experiences, including beauty concierge services, luxurious members’ lounges, and Masters Series product exhibitions, which feature the most rare, exclusive and limited editions from the world’s most coveted brands.
DFS Group Consumer Marketing and Branding President Sibylle Scherer*, who with her team played a lead role in the new branding (and now the communication of it), told The Moodie Report that the company’s dialogue and engagement with its consumers was all about “great story telling”.
 |
“It’s all about great story telling“ |
Sibylle Scherer Consumer Marketing and Branding President DFS Group |
Today’s opening represents a particularly special moment for Scherer and her team as the T Galleria by DFS is resplendent with the company’s dramatic new Fall/Winter campaign , which draws inspiration from the company’s travel heritage to reimagine a fantastical world crafted entirely out of paper.
Schaus concluded: “DFS was born out of a curiosity for the world, a passion for discovery and adventure, and a regard for luxury and quality. We hope to inspire travellers everywhere to enhance their journey with the world’s finest, expertly curated selection of exceptional products and unparalleled service.
“Our luxury travellng customers are at the heart of our business and are now reflected in the brand of our downtown stores: ‘T’ is for traveller.”
BACKGROUND TO T GALLERIA BY DFS
The new T brand is designed to enable customers to better appreciate the distinct value DFS delivers through both its modern airport and luxurious downtown Galleria operations. DFS’ T Galleria stores provide a single destination where travellers will discover many of the worlds most desired brands across four pillars of luxury shopping: beauty and fragrances, fashion and accessories, watches and jewellery, and wine and spirits.
Each store also offers destination-themed products, many of which are tailored to the local market.
T Galleria Hawaii by DFS provides a powerful selection of luxury brands under one roof, with over 140 brands in 210,000sq feet of luxurious retail space. Customers are served by over 470 multilingual sales associates trained across all categories and brands, and can also access special services such as the Beauty Concierge.
.
*FOOTNOTE: We’ll bring you full blog, photo and video coverage during the week. Look out for special coverage in the coming week’s edition of The Moodie Report e-Zine, including interviews with Philippe Schaus and Sibylle Scherer.
 |
All dressed up: T Galleria Hawaii by DFS, pictured earlier today all ready for the big unveil tonight |
