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Belgian Sky Shops inaugurated a 140sq m Tommy Hilfiger boutique at Brussels Pier A Schengen in May 2011 |
US. Top US fashion brand Tommy Hilfiger successfully landed at the 2011 TFWA Asia Pacific show in Singapore, emphasising its “priority approach” to the travel retail sector, under the guidance of experienced duty free executive Briac Pinault.
Coinciding with the celebrity and VIP buzz surrounding May’s opening of the Prep World pop-up shop (a travelling Hamptons-style beach house) in London’s trendy Covent Garden shopping district and other global city centres, the brand’s presence at the Asia Pacific trade fair clearly demonstrated the same commitment to brand visibility and enthusiasm.
As Pinault, the respected former Hugo Boss executive, who now heads Tommy Hilfiger’s newly formed Travel Retail division, explains: “We have a priority approach to travel retail. Airports have upgraded their facilities and offer a premium environment – they are now passenger-friendly places with aestheticism. Airports have become shopping malls. That’s why our brand wants to be seen in airports; the right customer profile is present there. Businesspeople are travelling more and more, and our competitors are there.”
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The 140sq m Brussels store features the round tiered cake-style table fixture (pictured in the foreground) |
Tommy Hilfiger’s travel retail team hopes to appeal to all travellers with a particular focus on those travelling for business in international airports, with its premium designs available at convenient and accessible levels.
Pinault adds that due to heightened security procedures at airports, passengers tend to arrive early before their departing flights, boosting dwell-time opportunities.
Despite the space afforded by this year’s crowded Singapore trade floor, Tommy Hilfiger aimed to project its premium men’s sportswear and accessories as a perfect balance between the products themselves and the distinctive style of classic American cool. Even if not showcased on the stand, womenswear and childrenswear still represent close to half of the business. As he talks, Pinault rifles through a rail of short-sleeved men’s shirts and enthuses that “customers want to touch the products”.
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Tommy Hilfiger’s store at Milan Malpensa Airport opened in the Schengen area at the end of March 2011 |
Making the various polo-shirts, chinos and sweaters directly accessible is another way that Tommy Hilfiger emphasises the attainability of its premium garments to its consumers, as well as addressing the traditional self-service style of travel retail. One prominent fixture at the front of the booth is a round tiered cake-style table on which clothing items are neatly folded, encouraging customers to get closer to the expertly colour-coordinated merchandise. Other display concepts on show at TFWA Asia Pacific are lifelike mannequins and striking floor-to-ceiling height light-box visuals, dressed to garner this season’s concentration on the idea of “preppy with a twist”.
Pinault describes the brand positioning as premium – “we are an aspirational lifestyle brand at an attainable price point.” Average suggested retail price is around €60 for a polo-shirt, €75 for a button-down shirt and €90 for chinos or jeans.
Tommy Hilfiger’s first freestanding store opened at Milan Malpensa Airport in the Schengen area at the end of March 2011. The space, which displays men’s and children’s merchandise, is directly operated by the brand in conjunction with the airport authority SEA. And at the beginning of May 2011, Belgian Sky Shops inaugurated a 140sq m Tommy Hilfiger boutique at Brussels Pier A Schengen offering men’s, women’s and children’s collections.
Outside of Europe, the company has corners in South America as well, run by leading travel retailers such as Dufry, Interbaires/IOSC, Duty Free Americas and Aldeasa and have been very successful, according to Pinault. Tommy Hilfiger aims to have a significant presence in global travel retail in the coming years and has already begun generating strong interest among key operators. Pleased with initial sales results, the brand looks forward to growing even further in the travel sector.
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Tommy Hilfiger’s stand at the 2011 TFWA Asia Pacific show presented men’s casualwear and accessories |
Turning to Asia, Pinault says candidly: “We have everything to do. The region is exciting, and the economy and optimism here allow for many projects.”
Pinault is keen to showcase “the total product” from a well-structured space regardless of the typical confined spaces in airports. His priority is to target ground shops – both airport and downtown outlets. After that is achieved, he says he will consider the inflight market, along with military and border stores. The objective is to become a leader in ready-to-wear brands, even among the airport shopper demographic.
With Pinault’s experience and vision, as well as the changing style of business travellers, it surely won’t be long before Tommy Hilfiger’s classic American cool style makes its mark on travel retail.
For details, contact Briac Pinault, Vice President Global Duty Free & Travel Retail, Tommy Hilfiger Group BV,
Stadhouderskade 6, 1054 ES Amsterdam, the Netherlands, e-mail Briac.Pinault@Tommy.com Visit www.tommy.com
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