football: the billion-dollar business

Transcription

€ 6 / chf 9 / $ 8 / £ 4
The International Magazine for
Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
Allianz Arena / B. Ducke
104
Football: the billion-dollar business
Trends in shop
lighting
Retail report
Norway
Hartlauer Optik Pur
SHOP Inhalt
Contents
SHOP TALK mit Christian Göggerle über „Mehr Ertrag auf
gleicher Fläche“ – Seiten 12 – 13. SHOP TALK with
Christian Göggerle on “Increased revenues from the same
area” – pages 12 – 13
Das Milliardengeschäft mit dem Fußball – Seiten 6 – 11
The billion-dollar football business – pages 6 – 11
In den Shopping-Tempeln von San Francisco und Las
Vegas – Seiten 42 – 47. In the shopping temples of San
Francisco and Las Vegas – pages 42 – 47
Hartlauer Optik Pur – Seiten 36 – 41
Hartlauer Optik Pur – pages 36 – 41
Inhalt
Contents
SHOP INSIDE
Editorial, Impressum, Leserservice
Editorial, Masthead, Reader service
4–5
SHOP CONCEPT TOPIC
Das Geschäft mit dem Fußball (Fanshops)
The football business (fan shops)
6 – 11
SHOP TALK
Christian Göggerle über “Mehr Ertrag auf gleicher Fläche”
Christian Göggerle on “More revenues from the same area”
12 – 13
SHOP DESIGN
14 – 17
Trends in der Shop-Beleuchtung
Trends in shop lighting
SHOP PANORAMA 18 – 31
Mustang, Sportler, Christ, Snipes, Orion, Podium, Bata,
Rousseau Librairie-Papeterie, Airfield, NIKEiD Studio
RETAIL REPORT 32 – 35
Norwegen Norway
The new Sportler in Treviso
is an attraction which is
visible from afar. This fact is
guaranteed from the outside
by the presence of the thirdlargest climbing hall in Europ
with spectacular routes for
experts and beginners
(more in SHOP PANORAMA
on pages 20 to 21).
SHOP REPORT
Hartlauer Optik Pur
36 – 41
SHOPS & SHOPPING
42 – 47
San Francisco/Las Vegas
SHOP EVENTS 48 – 51
Umdasch Shop Academy, Termin-Kalender,
Neue Bücher Umdasch Shop Academy, Calendar of Events,
New Books
SHOP aktuell 104
umdasch shop-concept
3
SHOP Editorial
SHOP Inside
Setting the
scene
Konzernmedien im neuen Outfit
Company media with a new look
Liebe LeserInnen,
Reinhard Peneder
SHOP aktuell
Chefredakteur
Editor-in-Chief
unter dem Titel „Wahre Authentizität und
ihre Inszenierung“ fasste das Gottlieb Duttweiler Institut (GDI) ihre 5th European Marketing and Sales Conference vom Juni 2008
zusammen. „Auch die Nicht-Inszenierung
muss inszeniert werden“ war ein Statement
während der hochkarätigen, ausverkauften
Konferenz. All das macht die Bedeutung des
Themas Inszenierung für die internationale
Shop- und Shopping-Szene deutlich.
Deshalb möchte ich Sie schon heute auf „Die Kunst der Inszenierung II“ aufmerksam machen. Dieses außergewöhnliche Handelsforum wird vom 15. – 17. Oktober 2009 in der authentisch inszenierten
Kulisse der Tiroler Bergwelt, im Kongressdorf Alpbach, stattfinden (siehe auch Seiten 48/49). Das Thema Inszenierung wird
dabei aus verschiedenen, teilweise ungewöhnlichen, Blickwinkeln beleuchtet. Sie
sollten unbedingt dabei sein!
Im Zusammenhang mit der Eröffnung
des Umdasch InfoCenters in Amstetten
im Herbst 2007 sind auch die Konzernmedien schrittweise neu gestaltet worden. So u. a. das Mitarbeiter-Magazin WIR, der Geschäftsbericht und plakative Konzern-Broschüren, die einen
kurzen Überblick über die Aktivitäten des
Umdasch Konzerns bieten.
In conjunction with the opening of
the Umdasch InfoCenter in Amstetten in
autumn 2007, the company media have
gradually been given a new look too. These include, for example, the staff magazine WIR, the annual report and eye-catching brochures which provide a brief
overview of the activities of the Umdasch
Concern.
Die Broschüre DER UMDASCH KONZERN,
die einen Überblick über die Aktivitäten des
Unternehmens gibt, können Sie bei Interesse
gerne anfordern. If you are interested you are most
welcome to order a copy of the brochure DER
UMDASCH KONZERN (The Umdasch Concern),
which provides an overview of the company’s
activities.
Reference display on the website
www.umdasch-shopconcept.com
Dear Readers,
The Gottlieb Duttweiler Institut (GDI)
summarised its 5th European Marketing
and Sales Conference in June 2008 with
the title “Wahre Authentizität und ihre Inszenierung” (True authenticity and how to
present it). “Even non-presentation has to
be presented” was one of the statements
made during the high-quality conference,
which played to a packed hall. All this
makes clear the importance of the subject
of presentation for the international shop
and shopping scene.
That is why I should like to draw your attention today to “Die Kunst der Inszenierung
II” (The art of stage management II). This unusual retail forum will be held from 15 – 17
October 2009 in the Kongressdorf Alpbach
against the authentically dramatic backdrop
of the mountains of Tyrol (see also pages
48/49). The subject of retail stage management will be illuminated from a variety of
sometimes unorthodox angles. You should
make a point of attending!
4
By far the most frequently consulted
subject on the website of Umdasch ShopConcept is “References”. Of course this is
no coincidence, since it describes several
hundred interesting projects worldwide, in
most cases illustrated with attractive pictures. The selection is updated continuously.
The webpage is clearly arranged according
to sector and within each sector according
to country. In each case we also list the project location, the sales area and the month
when it was opened. Why not take a look!
You can access the subject “References”
directly from the start page of the Umdasch
Shop-Concept website.
Leserservice Reader service
Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie sich per Fax oder Mail direkt an
die Redaktion. For further information on any of the topics in this issue of SHOP aktuell, please contact our editorial department
by fax or e-mail.
Fax +43/7472/605-3722, E-Mail: shop.aktuell@umdasch.com
Masthead
SHOP aktuell is published by Umdasch Shop-Concept. For addresses see back cover of magazine. Nummer 104/September 2008.
German/English edition. Price per copy: € 5, CHF 8, $ 7, L 4. Subscription price: € 20 for 5 consecutive issues (plus postage).
Distributed free of charge to Umdasch MDB members. Project management: Reinhard Peneder, Umdasch Shop-Concept,
A-3300 Amstetten. Authors of this issue: Reinhard Peneder, Mag. (FH) Sonja Scheidl, Reto Wüthrich, Dr. Hans Wellenreuther,
Dott. Valentina Santiloni, Milena Hunziker, Regula Wirth. Design: Denise Siegl, Matthias Koch. Photos/Illustrations: Manfred
Aigner, Reinhard Peneder, Andreas Sütterlin, Allianz Arena/B. Ducke, ICSC, DLV, FC Barcelona, Nike, Günter Wohlschlager,
Anja Steinhammer, Hutner-Gruppe, RZB, Mustang, Corbis, Hartlauer, Guide Publishing Group, Where Maps, EHI, Luis Paterno,
Catherine Smith, Nicola Giuliani, Luca Delmonte, Paolo Mancia, Hanspeter Dietiker. Translation: Jane Michael. Printing: LVDM
Landesverlag Denkmayr, Linz. N.B.: Projects executed by Umdasch are listed as such in the text or the photo caption.
SHOP aktuell 104
SHOP Inside
“GREEN” as an essential factor Horizont, Varo,
Reco/Steco
The necessity of using resources with
care and demonstrating social responsibility has become a global trend under
the heading GREEN. It is a subject which
arouses the emotions of consumers and
which influences consumer behaviour.
Retailers and brands are increasingly
making statements which attract public
attention in a more or less demonstrative
way. Commentators, however, are starting
to issue warnings that many of them are
merely juggling with names. Even the most
succinct statement can quickly rebound if
the philosophy it preaches is not lived out
behind the scenes.
For Umdasch, “Corporate Social
Responsibility” forms a part of the company strategy. That includes, for example,
certified quality politics in accordance with
ISO 9001:2000; environmentally friendly
production processes; auditing of network
partners in accordance with strict criteria; and project-specific life-cycle analyses. Furthermore the companies within
the Umdasch Shopfitting Group are well
aware of their responsibility as a source
of economic momentum within the region
where they operate.
Umdasch Shop-Concept komplettiert mit Broschüren über die Programme
Horizont, Varo und Reco/Steco die neue
Produktprospektgeneration. Bei Interesse senden wir Ihnen diese Unterlagen
gerne zu (Adressen siehe Rückseite).
Umdasch Shop-Concept has completed the new generation of product brochures with publications describing the
programmes Horizont, Varo and Reco/
Steco. If you are interested we shall be
pleased to send you copies (for addresses see back cover).
GREEN as a global trend. During the
RECon in Las Vegas the International
Council of Shopping Centers even
published its own brochure entitled
“The Shopping Center Industry GOES
GREEN”.
140 Jahre Umdasch
140 years of Umdasch
Die Entstehung des Umdasch-Konzerns
geht auf das Jahr 1868 zurück. In diesem Jahr hatte Stefan Hopferwieser, der
Urgroßvater der heutigen Eigentümer Hilde
Umdasch und Alfred Umdasch, die „Concession zum Betrieb des Zimmergewerbes“ erhalten. Das Unternehmen ist also in
diesem Jahr 140 Jahre alt geworden. Die
Spezialisierung auf die heutigen Produkt-
bereiche Schalungstechnik (Doka) und
Ladenbau (Umdasch Shopfitting Group)
erfolgte Mitte der 50er Jahre des letzten
Jahrhunderts.
Heute beschäftigt der Umdasch-Konzern weltweit über 7.500 Mitarbeiterinnen
und Mitarbeiter. 2007 betrug der konsolidierte Jahresumsatz 1,074 Milliarden Euro,
Die ehemalige „Mühle am
Oberwörth“ in Amstetten war
in den Anfangsjahren der
Hauptsitz des Unternehmens.
An old mill, the former “Mühle
am Oberwörth” in Amstetten,
was the company’s
headquarters during
the early years.
SHOP aktuell 104
davon entfielen 236 Millionen Euro auf die
Umdasch Shopfitting Group.
The foundation of the Umdasch Concern can be traced back to 1868. It was
in that year that Stefan Hopferwieser, the
great-grandfather of the present owners Hilde Umdasch and Alfred Umdasch,
was granted the “concession to exercise a
carpentry business”. This means that the
company celebrates its 140th birthday this
year. The specialisation in today’s product
areas, formwork technology (Doka) and
shopfitting (Umdasch Shopfitting Group)
took place during the 1950s.
Today the Umdasch concern employs
more than 7,500 staff members worldwide. In 2007 the consolidated annual
turnover totalled 1.074 billion euros, of
which 236 million euros can be attributed
to the Umdasch Shopfitting Group.
5
Text Text
Reinhard Peneder
Fotos Photos
Manfred Aigner, FC Barcelona, Nike, Günter Wohlschlager, Anja Steinhammer
www.fcbarcelona.cat
SHOP Concept TOPIC
Fan shops
Das Milliardengeschäft
mit dem Fußball
Der Fußball hat sich in den letzten Jahren zu einem grenzüberschreitenden Milliardengeschäft entwickelt. Das hat
zuletzt auch die Europameisterschaft in der Schweiz und Österreich gezeigt. Und ganz abgesehen von Welt- und
Europa-Meisterschaften ist allein der europäische Fußballmarkt 13,6 Milliarden Euro schwer. Tendenz stark steigend.
Internationale Sport- und Mode-Marken sowie der Sportartikelhandel naschen mehr und mehr an diesem Kuchen mit.
Eine besonders steile Karriere machen derzeit aber Fanshops.
Große Turniere sind immer auch ein Wettbewerb der Ausrüster. Bei der EM 2008 hat Adidas das große Los gezogen, standen doch mit Spanien und Deutschland die beiden Finalisten
plakativ mit den drei Streifen auf dem grünen Rasen. Im Vergleich zur EM 2004 registrierte Adidas eine Umsatzsteigerung
von 50 % im Bereich Fußball. Aber auch die Mitbewerber Puma
6
und Nike zogen zufrieden Bilanz. Die Intersport-Händler wiederum freuen sich über eine spürbare Belebung des Umsatzes
mit Fußballschuhen. Intersport International war das offizielle
Sportfachgeschäft der UEFA EURO 2008. In 26 Ländern wurden seit 2007 Fanartikel in 1.260 Shops verkauft.
SHOP aktuell 104
SHOP Concept TOPIC
Fan shops
Mit einem Fassungsvermögen von 98.000 Sitzplätzen ist das Camp Nou Stadion in Barcelona die größte Fußball-Arena in Europa und
beherbergt natürlich auch den attraktiven Fanshop des FC Barcelona. With a capacity of 98,000 seats, the Camp Nou Stadion in Barcelona
is the largest football stadium in Europe. It also houses the attractive fan shop of FC Barcelona.
Einer Untersuchung des Beratungsunternehmens Deloitte zufolge erwirtschaftete der europäische Fußballmarkt
2006/2007 Gesamteinnahmen in Höhe von 13,6 Mrd. Euro, eine
Milliarde mehr als in der Vorsaison. Rund 7 Milliarden entfallen
davon allein auf die „Big Five“-Ligen (Deutschland, England,
Frankreich, Italien und Spanien). Erstaunlich hat sich auch die
Profitabilität entwickelt. So liegt die durchschnittliche Umsatzrendite der Clubs der deutschen Bundesliga bei 18 %. Bayern
München etwa gilt seit vielen Jahren als Paradebeispiel einer
professionell geführten Fußball-Company. Auch in FußballSchwellenländern wie Österreich werden amateurhafte Konstruktionen langsam von professionellen Strukturen abgelöst.
The biggest football leagues in Europe
Country
League
GB
Turnover
Profit/ Loss
Premier League
2.27 Mrd. €
141 Mio. €
Bundesliga
1.38 Mrd. €
250 Mio. €
I
Serie A
1.33 Mrd. €
-40 Mio. €
E
La Liga
1.16 Mrd. €
information not available
F
Ligue 1
0.97 Mrd. €
23 Mio. €
D
source: Deloitte
Das Geschäft mit den Fanshops
Die Entwicklung der Einnahmenstruktur der großen Fußballvereine ist mit Flughäfen vergleichbar. Dort sinkt der Anteil der
Einnahmen aus dem Flugbetrieb, im Fußball wird der Anteil der
Einnahmen aus Eintrittsgeldern kleiner. Stattdessen kommt
SHOP aktuell 104
durch Sponsorverträge, Werbeeinnahmen, der Vermarktung
der TV-Rechte und der Etablierung von VIP-Clubs ordentlich Butter aufs Brot. Eine ganz wesentliche Einnahmequelle
ist nicht zuletzt die Kreation und der Verkauf von Fanartikeln.
Ein eigener Fanshop ist für einen ordentlich geführten Verein
7
SHOP Concept TOPIC
Fan shops
„Fan-Meile“ und Fanshop liegen
beim norwegischen Spitzenverein
Rosenborg Trondheim unmittelbar
nebeneinander. Den Shop hat
auch in diesem Fall Umdasch
Shop-Concept eingerichtet.
For the top Norwegian club
Rosenborg Trondheim the “fan
mile” and the fan shop lie close
together. This shop, too, was fitted
out by Umdasch Shop-Concept.
der ersten Kategorie bereits ein Hygienefaktor und ein wesentliches Instrument der Markenführung. Bei den Big-Playern werden
solche Fanshops häufig in Zusammenarbeit mit dem jeweiligen
Ausrüster – also etwa Adidas, Puma oder Nike – konzipiert und
realisiert. Da und dort sind auch lokale Sporthändler mit im Spiel.
Die Shops finden sich im Stadion und/oder in Einkaufsstraßen und Shopping-Zentren der jeweiligen Stadt. Sporthosen,
Trikots, Schals und Kappen zählen zu den Rennern im Sortiment. Der Phantasie in Sachen identitätsstiftendem Krimskrams sind zwar keine Grenzen gesetzt, das Prinzip „Less is
More“ sollte man aber nicht aus den Augen verlieren. Verkaufsfördernd ist auf jeden Fall Schnelligkeit. Bereits beim nächsten
Heimspiel nach dem denkwürdigen 7:0-Auswärtssieg bei Red
Bull Salzburg brachte der österreichische Rekordmeister Rapid
Wien „7:0-Trikots“ auf den Markt. Und die fanden natürlich reißenden Absatz. Der furiose Start des niederländischen Teams
an der EM 08 wiederum führte zu vorübergehenden Engpässen bei orangen Trikots, ehe die Oranjes von den Russen entzaubert wurden.
8
Gefragt ist konsequentes Branding
Bei der Gestaltung von Fanshops ist konsequentes Store Branding (also die deutliche Herausstellung der Marke) gefragt.
Die jeweiligen Vereinsfarben sind dafür ein hervorragender
Ausgangspunkt und prägen in der Regel den Auftritt. Bei der
Warenpräsentation leisten die Spielregeln des klassischen
Visual Merchandising gute Dienste. Also zum Beispiel:
- Arena Prinzip (von vorne bis zum Regal hin ansteigende
Warenpräsentation).
- Die dritte Regalebene für emotionale Botschaften nutzen
(zB Mannschaftsfotos, Fotos der Stars oder von Spielszenen).
- In der zweiten Ebene Ware (also zum Beispiel Dressen/
Leibchen) frontal zeigen.
- Erst darunter und im Mittelraum mit Warendruck agieren (sortieren nach Farben und innerhalb der Farben nach Größen).
- LIM-Prinzip berücksichtigen.
SHOP aktuell 104
SHOP Concept TOPIC
Fan shops
Manchester United wurde
2007/2008 nicht nur Champions
League-Sieger, sondern
verfügt im legendären Old Trafford
Stadium auch über einen
rekordverdächtig großen
Fanshop (1.500 m²!). Diesen Shop
hat Umdasch Shop-Concept
eingerichtet. Not only did
Manchester United become the
Champions League winners in
2007/2008; in their legendary Old
Trafford Stadium they also boast a
spacious fan shop (1.500 m²!) which
may well be a record-breaker too.
The store was fitted out by Umdasch
Shop-Concept.
Ein „Klassiker“ auf Grund
des plakativ grün/weißen
Brandings und des
professionellen
Merchandisings:
Der von Umdasch
eingerichtete Nike Fanshop
von Celtic Glasgow.
A classic for its eye-catching
green-and-white branding and
professional merchandising:
the Nike fan shop at Celtic
Glasgow, fitted out by
Umdasch.
Umdasch Shop-Concept als Fanshop-Profi
Umdasch Shop-Concept hat zuletzt bei der Realisierung zahlreicher Fanshops in Europa als Ladeneinrichter mitgewirkt.
Unter den Shops sind solche für prominente Namen wie Celtic
Glasgow, Manchester United, Aston Villa, Rosenborg Trondheim, Hamburger SV und LASK Linz. Die Größen der Shops
variieren. Sie reichen vom 60 m² großen LASK-Corner bis zu
bereits sagenhaften 1.500 m² im Manchester United Old Trafford Stadium. Vor allem der Nike Fanshop von Celtic Glasgow
gilt ob der plakativen Umsetzung der Vereinsfarben Grün/Weiß
bereits als „Klassiker“. Bei Heimspielen hat dieser Shop eine
Frequenz von 8.000 Besuchern pro Stunde.
verein 2007 den Wiederaufstieg in Österreichs höchste Spielklasse geschafft. Dort hat er in der Saison 2007/2008 durchaus
für Furore gesorgt. Das riesige Fan- und Zuschauerinteresse
hat sich schließlich auch auf die Verkaufszahlen des Fanshops
ausgewirkt. Renner im Sortiment sind das 100-Jahr-Jubiläumsbuch und vor allem die Dressen, welche die Fans mit ihrem
eigenen Namen beflocken lassen können.
Heimvorteil hatte Umdasch bei der Einrichtung des Fanshops
des Traditionsvereines LASK im Linzer Passage-City-Center.
Das Konzept dafür wurde von ShopConsult by Umdasch entwickelt, die Einrichtung kommt von Umdasch Shop-Concept.
Nach einer längeren Durststrecke hatte der Linzer ParadeSHOP aktuell 104
9
SHOP Concept TOPIC
Fan shops
Die LASK-Stars Ivica
Vastic, Christian
Mayrleb und Jürgen
Panis passen perfekt
ins gut inszenierte
Warenbild des
Fanshops im
Passage-City-Center.
LASK stars Ivica
Vastic, Christian
Mayrleb and Jürgen
Panis perfectly fit the
carefully styled design
of the fan shop in the
Passage-City-Center
in Linz.
The billion-dollar football
business
In recent years, football has become a billion-dollar international business. The recent European Championships
in Switzerland and Austria clearly demonstrated the fact. Apart from the World and European Championships,
the football market is worth 13.6 billion euros in Europe alone. And the upwards trend seems likely to continue.
International sports and fashion brands and sports equipment retailers are claiming for themselves an
increasingly large slice of the cake. Fan shops in particular are currently enjoying a remarkable boom.
Major tournaments also result in a contest for the equipment
manufacturers. At the European Championships 2008 it was
Adidas that won the jackpot; when the two finalists, Spain and
Germany, marched onto the field they prominently sported the
three-stripes logo. Compared with the European Championships 2004 Adidas registered an increase in turnover of 50 %
in the football sector. But rivals Puma and Nike were also well
pleased with their results. Intersport retailers, on the other hand,
were pleased to record a noticeable increase in turnover in football boots. Intersport international was the official specialist
sports retailer of the UEFA EURO 2008. Since 2007 fan articles
have been sold in 1,260 shops in 26 countries.
According to an investigation by the consultants Deloitte, the
European football market achieved in 2006/2007 total revenues
of 13.6 billion euros, one billion euros more than during the previous year. Some 7 billion euros were earned by the “Big Five”
leagues (Germany, England, France, Italy and Spain). Profitability has also developed to a remarkable extent. The average
return on sales of the clubs in the German Bundesliga is 18 %.
For many years, Bayern München has been regarded as a model of a professionally managed football company. Even in countries like Austria where the interest in football is still develop10
ing, amateur set-ups are slowly being replaced by professional
structures.
The business with fan shops
The development of the revenues structure of the major football
clubs can be compared with that of airports. The proportion of
income derived from the flying business as such is sinking, and
in football it is the share of revenues arising from entrance fees
which is diminishing. Instead, the bread-and-butter income is
being provided by sponsor agreements, advertising revenues,
the marketing of television rights and the establishment of VIP
clubs. Last but not least, another not inconsiderable source of
income is the creation and sale of fan articles. For a well-run
premier-league club a fan shop of its own is an absolute essential and an important instrument of brand management. For the
Big Players such fan shops are frequently designed and realised in co-operation with the equipment provider in question –
in other words, in many cases Adidas, Puma or Nike. Here and
there a local sports retailer may also be involved. The shops are
located either in the stadium itself and / or in shopping streets
and shopping centres in the city in question. Jogging trousers,
sports shirts, scarves and caps are among the most popular
SHOP aktuell 104
SHOP Concept TOPIC
Fan shops
items in the range. The imagination knows no limits when it
comes to dreaming up knick-knacks which add to the sense
of team identity, but all the same it seems advisable not to lose
sight of the principle “less is more”. In any case, being quick off
the mark is definitely a sales advantage. At the next home game
after the remarkable 7:0 away victory against Red Bull Salzburg,
Austrian record holder Rapid Wien offered “7:0 sports shirts” for
sale. They were, of course, tremendously popular. The Dutch
team’s high-energy start in the European Championships 2008,
by contrast, led to a temporary shortage of orange sports shirts
Emotionalisierung des
Warenbildes – Zielgruppenbezug. The emotionalisation
of the product presentation
– target-group relevance.
Das Warenbild hat
einen (imaginären)
„Rahmen“.
The product
presentation has an
(imaginary) “frame”.
Ein Thema farblich
sauber sortiert.
One subject, neatly
arranged by colour.
Umdasch Shop-Concept as a fan shop professional
Umdasch Shop-Concept has recently been involved as shopfitter in the realisation of numerous fan shops in Europe. Among
the shops are stores for famous names like Celtic Glagow, Manchester United, Aston Villa, Rosenborg Trondheim, Hamburger
SV and LASK Linz. The size of the shops varies. They range
from the LASK Corner at 60 m² to the already legendary 1,500
m² store at the Manchester United Old Trafford Stadium. The
Nike fan shop of Celtic Glasgow in particular is already regarded
Akzentuierung der
Wandabwicklung durch die helle
indirekte Beleuchtung.
Accentuation of the wall display
by means of bright indirect
lighting.
Ware in der oberen Ebene
frontal zeigen ...
Show the goods from the
front in the upper level ...
... darunter
„Ärmelpräsentation“ sortiert
nach Farben und
Größen.
... below which,
“sleeve presentation“ is arranged by colour
and size.
Niedrige Mittelraummöblierung:
freier Blick auf die
Wand (nach dem
Arena-Prinzip).
Low furniture
units in the central
sales area: unobstructed view of
the wall (the “arena principle”).
until the Oranjes’ spell was broken by the Russians.
Consistent branding is called for
Consistent branding (in other words clear brand display) is called
for when it comes to fan-shop design. The club’s colours provide
an excellent starting point and will usually dominate the overall
appearance. The classic rules of visual merchandising will serve
well when it comes to product display. So, for example:
- Arena principle (product presentation rising upwards from
the front to the shelves).
-The third shelf level should be used for emotional messages
(e.g. team photos, photos of stars or game scenes).
-On the second level, show products (for example uniforms/
vests) should be displayed from the front.
-Products which encourage customers to buy should only be
positioned below this and in the central area (sorted by colour and within each colour by size).
- Remember the LIM principle.
SHOP aktuell 104
as a classic because of the eye-catching use of the club colours
green and white. During home games the shop attracts no fewer
than 8,000 visitors per hour.
Umdasch was able to take advantage of its home advantage
when fitting out the fan shop of the long-established club LASK
in the Linzer Passage in Linz city centre. The concept was
designed by ShopConsult by Umdasch, and the shopfitting was
supplied by Umdasch Shop-Concept. After a long period in the
doldrums, in 2007 the top club in Linz managed to climb back
up into Austria’s top league. They caused quite a stir there during the 2007/2008 season. The vast interest of fans and spectators also affected the sales figures in the fan shop. The topselling items in the range of goods on sale are the centennial
commemorative book and especially the uniforms, which the
fans can have personalised with their own names.
11
Interview
Reto Wüthrich
SHOP TALK
Christian Göggerle on
increased revenues from
the same area
Improving the productivity of the sales area is the order of the day in the retail business. In addition to tackling
this challenge in its consultancy work with customers, Umdasch also focuses on the controversial subject during various events staged by the Umdasch Shop Academy. “Increased revenues from the same area” is the title
of a successful Shop Academy seminar with Christian Göggerle, Managing Director, adviser and trainer at the
renowned Hutner Group. Reto Wüthrich *) talked to him about the subject.
sible for the sales area. He or she is the link
between the buyer and the customer, and
shares the responsibility for the achievement of the targets which have been set
for the sales area.
You want to provide participants with a
sort of manual for the improvement of
sales-area productivity. That sounds
almost like magic: is it even possible
in such a short period of time?
“The customer will only be inspired by
attractive sales areas.”
The seminar “Increased revenues from
the same area”, developed by Umdasch
Shop Academy in collaboration with
the Hutner Group, was given excellent
marks by the retail professionals who
took part when it was launched last
year. What can participants expect from
this seminar, which will also be held in
autumn 2008 and 2009?
Increased revenues from the same sales
area can only be achieved through continuous and sustained management of the
area in question. The interaction between
purchasing and sales can be more effectively interlinked. Participants learn about
the new role of the staff member respon12
During this one-day seminar we want to
show managers the measurable chances
which are there if staff members are given
the opportunity of thinking about returns
and acting accordingly with regard to the
sales area. Our retail and seminar programme also includes a six-day special
training for the staff member responsible
for the sales area. Staff development is
a process which requires a great deal of
sustainability within a company. Participants are given concrete tips and advice
for specific courses of action in order to
support the staff member responsible for
the sales area in his or her recognition of
monthly deviations from the target and
the implementation of appropriate corrective measures. Our practical experience
shows that after just six months or so of
disciplined sales-area management the
turnover and estimates could be significantly improved.
In your view, one important component is
to make staff members share the responsibility for sales. How does that work?
The development from ordinary staff member to someone who bears a share of the
responsibility is the result of a target set
jointly by buyers and sales staff. In practice there is often no real link between the
two. The sales staff have no knowledge
– or too little knowledge – of the annual
and monthly targets which have been set
as regards turnover, financial calculations,
deductions, stocks and local user groups.
The limit planning is often restricted to
procurement, but in fact successful salesarea management continues beyond the
order phase into the sales area itself. Our
limit planning at Hutner establishes the link
between purchasing and sales and makes
it easier for the manager in charge of the
sales area to interpret the figures, since
he or she is given all the important information every month on a single A4 sheet.
This sheet forms the basis for a regular
dialogue between purchasing and sales.
The seminar is directed towards owners and managers – why is sales-area
productivity exclusively a matter for
the boss?
The boss holds the key to the translation of
productivity planning to sales itself. In the
old days the boss used to take a look at
the cashbook every evening, thus checking on a daily basis whether the day had
been a success or a failure. But what calculations were actually performed on the
basis of the day’s turnover? What writeoffs are still acceptable? The communication of “new” codes, not to mention
calculations and sales-area productivity,
remain a matter for the boss. The skill lies
in discussing the figures with his team in
an easily comprehensible and motivating
manner. High sales-area productivity is
SHOP aktuell 104
SHOP TALK
“The golden rule
for the retail trade
should often be
Less is more or
Efficiency before
innovation.“
an important goal for all those working in
retail.
In which ways has the role of the
manager in charge of the sales area
changed during the past few years?
In addition to the main departments,
shop-in-shop systems and stores play
an increasingly important role for a successful range of products. It is essential
to retain a precise overview. The classic
retail career progressed from retail salesman to head salesman, and then to deputy department manager. Many good salesmen have become buyers by climbing the
only career ladder available. However,
new goods ranges require more responsibility and profit-oriented thinking on the
shop floor. It is here that the department
head or the buyer needs support.
What do you think of sales-area partnerships? Are they more than just a
means of attracting attention away
from one’s own shortcomings?
Sales-area partnerships work when they
result in a win-win situation. The regular dialogue with the sales-area partner regarding joint courses of action and
corrective measures promises success.
Sales-area partnerships become critical
when they have been agreed in writing
but only lead in practice to mutual accusations of guilt when the area in question
gets out of control.
Sales-area
productivity
seemed
remarkable short-lived, especially in
view of the “Saving is sexy” debate.
SHOP aktuell 104
Now there is talk once again of sustainability. How can sustainability be
achieved in the field of sales-area productivity?
Sustainability is the key to “Charm is sexy”.
It is only through attractiveness and professional advice that the customer will be
inspired to buy and the price will become
less important. Continuous quality management of the sales area plays a decisive
role in this respect. Analyses in our test
sales department reveal that customers are
usually noticed and greeted far too late.
The next dates for “Increased revenues
from the same area” are listed in the
Calendar of Events on pages 50/51. You
can check on the dates from January
2009 in the annual seminar programme
of the Umdasch Shop Academy. They
will also be published from December
2008 on our website www.umdaschshop-concept.com.
As Managing Director at Hutner Consulting you are concerned, among
other things, with the optimisation of
quality standards. In addition to salesarea productivity, what are the most
important areas which the retail trade
must focus on in order to be successful in the long term?
An analysis of over 1,000 test purchases
revealed a clear picture across the board.
Customers were not approached at the
right moment, so that the opportunities
for additional sales are not fully exploited.
Many retailers could achieve improved
turnover with existing customers, as well
as improving customer loyalty. That is why
we are optimising the quality standards
in consultancy techniques. Customers
today expect to be addressed individually and to be given personal advice. At the
same time, we also define the leadership
standards for management on the shop
floor. Daily feedback, a regular exchange
regarding proposed targets and an annual promotion meeting are important elements for the manager in his capacity as
coach. It is only in this way that good sales
techniques can be put into operation for
the good of customers in the long term.
You compensate for the demands made
on you in your job by spending your leisure time on cars which are considerably older than you are. Vintage cars can
be a lot of fun. Can you imagine vintage
cars which we have lost the ability to
appreciate being sold in the shops?
My Volkswagen Beetle was manufactured in 1954 and its motto is “It runs and
runs and...” The story of the Beetle’s success lies in simple technology, versatility
and reliability. If we translate these qualities for the retail trade we could say, perhaps, “Less is more” or “Efficiency before
innovation”. The most promising routes to
success are perfect advice which you can
rely on any day of the week, and a clearly
structured range of goods adapted to suit
the target group and providing the customer with attractiveness and use.” *) Reto Wüthrich is Editor-in Chief of HANDEL
HEUTE, the biggest Swiss specialist magazine for
the retail trade. www.handel-heute.ch
13
SHOP DESIGN
Text
Hans Wellenreuther
Photos
RZB
Consistent store branding: the design of the track lighting system id
entity can be adapted to suit the brand in question.
The Dramaturgy of Light in
the World of Shopping
Good lighting is indisputably an important characteristic in architecture; its effect can be considerably increased by
lighting design. In addition to guiding customers through the store, it is increasingly the task of lighting planning to attract
customers’ attention. At their best, shops are the result of successful architecture. The aim is that they should serve the
business purpose in question. In a flagship store in New York or London this will of necessity be a different purpose from
that in one of the 1000 or more sales areas of a retail shoe chain in a shopping centre somewhere in the world.
What are the developments and trends in lighting which can be
applied to these different situations? What effects can lighting
have? The impression which customers form of the architecture
and design of sales areas is primarily a visual one. Lighting and
light effects can stimulate the impulse to buy.
Light as a creator of atmosphere
Light has a considerable influence on the way people – not only
customers but also the staff employed by a company – actu14
ally feel. We are all affected to a greater or lesser degree by
mood changes brought about by weather situations, including,
for example, whether the sun is shining or not. Doing business
in the retail sector can be compared with the telling of good,
interesting, exciting stories. Lighting helps to make a good story
more exciting, whereby all the essential factors – goods, shop
presentation and, of course, lighting, must blend harmoniously
together. It is not so much a matter of bright colours but rather a
matter of appropriate lighting colour schemes which best support the presentation of the goods. Sales can also be encourSHOP aktuell 104
SHOP DESIGN
Gastronomy and sales environments seen in the right light. Seen in the airport at Ankara (left) and in the fan shop
of the legendary German football club Bayern München (right).
aged by realizing a dynamic lighting scheme which simulates,
for example, sunrise in the Caribbean or the passage of a summer’s day.
Dynamic lighting seduces the customer
The targeted use of new lighting mediums and equipment makes
it possible to change the mood in order to increase the attractiveness of shopping situations in a dramatic way and thus to
present scenes in a different light. With the appropriate lighting
it is even possible for the shopkeeper to save energy.
Light bears a message
Sometimes it is just the effect created by lighting which is
desired. Then the light fittings, as the source of light, are banished to so-called lighting vaults. Indirect lighting along the
length of the ceiling plays with the size of the room. In the case
of soft, flowing ceiling contours in particular it can emotionalise
and capture the customer, showing him the direction and the
depth of the space.
By contrast, RZB Leuchten has been one of the prime initiators of a lighting trend in which large-area light fittings are consciously employed as an interior-design element. They can be
SHOP aktuell 104
made of metal, plastic or foil; the latter can even be printed with
large-format photos. For example, you can create the optical
illusion of a ceiling or a starry night sky around a restaurant or
café in an airport arrival or departure hall or in a trade fair centre,
thus transforming it into a space which visitors notice. In shopping areas such features can signalise from afar the position of
the checkouts or the bar in the shop-in-shop sales area.
id entity is another innovative product by RZB which represents
a special case of lighting as interior design: it permits the application of logos onto the lighting element in a series of spotlights which also provide all the features required of spotlights
in shopfitting. The application of logos on spotlights in entrance
areas and possibly shop windows results in an increased brand
presence, thus fitting ideally, for example, into the marketing
concept of dominant, vertical fashion concepts.
The miniaturisation of light fittings
Large-area lighting is specifically designed to attract attention.
Miniaturised lighting, by contrast, is employed to create specific
lighting effects, such as the precise illumination of objects by
means of exceptionally tiny lights. This applies in particular in
the case of jewellery and jewels, in other words relatively small
items, whose size, however, should not have to compete
15
SHOP DESIGN
The atmospheric lighting effects at the Umdasch stand at the
EuroShop 2008 came from RZB Leuchten.
Although the path to extensive use is still rather stony, the much-discussed
LED technology is definitely promising. At Light+Building RZB presented LED
lights which provide new design possibilities in form and colour.
with the lighting. The latest lighting developments also permit
this, especially in the case of high-pressure discharge lamps.
Lamps of this kind with 10-20 watts performance can exceed
the output previously achieved by 50 watt halogen lamps, with
similar levels of lighting brilliance and colour reproduction.
Energy considerations matter too
Another major subject of increasing importance in the lighting
sector is energy efficiency. Modern lighting concepts permit
the realisation of better lighting systems while at the same time
reducing energy consumption. It is possible to calculate how
long it will be before the cost of a new, energy-efficient lighting
installation has been paid for through savings in energy consumption. The additional cost can often be recouped within a
year, after which the new system will result in net savings.
change light bulbs without tools as well, so that the sales staff
in the shop can also change the bulbs if necessary.
LEDs save electricity
Many people also set great store by the use of LEDs when it
comes to reducing energy costs. These sources of light employ
semiconductor technology; even today they transform a similar
amount of the energy consumed into light as light sources in the
past. However, LEDs do not radiate ultraviolet rays, nor do they
produce heat – at least, not in the direction in which the light is
focused. This last fact is of great importance where the goods
on sale are light-sensitive, for example in the health and beauty
or in the food sector. Special LED lights built into the shelving
are already in use, and new systems are being developed. As
general lighting sources, LEDs still have a number of disadvantages and involve relatively high costs.
Lighting becomes service-friendly
A further trend is towards tool-less installation of lighting. Magcardo is a built-in cardan series by RZB with magnetic fixings.
The product installation takes only one-fifth of the time needed
to install its predecessor. Of course it should also be possible to
16
Nonetheless, they can still be used in this way. As demonstrated
at the trade fairs EuroShop and Light+Building, there is a spotlight version of id entity using a 40 watt LED module. Its use
cannot, however, be recommended without reservation. It may
well be, however, that this judgment will have to be revised in
SHOP aktuell 104
SHOP DESIGN
The trend is clearly heading towards lighting which is simple and quick to
change. “Roland-Schuhe” in Leipzig, for example, uses Magcardo lights by RZB.
Corporate lighting is the art of interpreting the company’s identity
through lighting. At La Prairie the logo immediately catches the
visitor’s eye.
2-3 years. A great deal of research is being carried out in this
field because of the undisputed advantages (long life, no IR and
UV radiation on the goods, and dimming potential).
The way to the right lighting solution
Good advice is essential in order to devise a lighting solution
which is ideal for the individual customer using industrial – in
other words, inexpensively produced – elements. Light can help
to create the appropriate atmosphere and to set the scene.
SHOP aktuell 104
6 mega-trends in lighting
Shining examples
1. The products in the foreground/
Products seen as desirable.
Abercrombie & Fitch, N.Y. 5th Avenue
2. Corporate lighting: the brand as the
focal point of the message.
Allianz Arena, Munich, Fan Shop
3. Lighting as a dynamically controlled
element in space/ ceiling design .
Throughout Germany: Bertelsmann
Book shops
4. Energy-efficient lighting using
electroncally controlled lights.
Kaufhaus des Westens, Berlin
5. Use of lights with longer lifespan
than previously.
Bulbs with ceramic elements
6. Installation and bulb changing without
tools.
Magnetic fixings
17
SHOP Panorama
Mustang
The vintage surfaces with a rust-like appearance support the jeans-casual
presentation in the Munich store.
Mustang
The Fashion Business on
Four Legs
In 1948, the tailors L. Hermann produced the first jeans outside
the United States. Since then the German family concern has
established itself as one of the leading jeans brands in Europe.
The wild horse of America, known as the MUSTANG, provided the name. It stands for spontaneity, power and authenticity.
Mustang sells its fashions on some 40 countries throughout the
world. The garments reach the customer via franchise stores,
shop-in-shops and the company’s own stores. Mustang has
more than “only” jeans to offer. Body wear, belts, bags, leather
jackets, shoes and watches complete the lifestyle range. Mustang offers commercial mainstream fashion for the large part of
its collection and a small premium segment with an individual
look at the top of the range.
“Furnishings and fittings with a wealth of detail serve to make
sure that the product is the focal point. The overall impression
must capture the Mustang spirit; that means that everything is
carried out in line with our CI”, explains Heiner Sefranek, the
Managing Director of Mustang. Umdasch has been the shopfitting partner of the fashion label for many years, realising the
shops in a Mustang-like manner. Among the latest projects is
the re-design of the store in the Olympia shopping centre in
Munich. The typical branding elements can be seen not only
18
Infobox
Location:
Olympia ShoppingCentre
Hanauer Straße 68
80993 Munich
Contact:
www.mustang.de
Sales area/ no. of floors:
160 m² / 1
Opening (Renovation):
February 2008
Sector:
Fashion
Planning:
Mustang Jeans GmbH
Shopfitting:
Umdasch Shop-Concept, Germany
Shopfitting system:
Brand-specific development
Lighting:
LTS Licht & Leuchten GmbH
at the cash desks but also in the changing rooms. Slide vitrines with seasonally changing motives arouse the emotions.
Authentic materials, the “used look” and ideas reminiscent of
the Wild West characterise the shop’s appearance.
SHOP aktuell 104
aktuell 104
Photos:SHOP
Mustang
19
Shop Panorama
Sportler
Sportler
Best and biggest in
the Alps
With its slogan “Best in the Alps!” Sportler has positioned itself
as the leading specialist store for sports, leisure fashion and
sports equipment in Upper Italy. The focus lies on the sports
which can be practised in the Alpine region. The 19 branches
prove themselves with high-quality brands such as Nike, North
Face, Salewa and Adidas. In its choice of location, Sportler
prefers large areas in city centres and shopping centres as well
as good stand-alone locations. In the new store in Treviso the
local hero impresses by virtue of its size. This branch is the
largest specialist sports store in Italy. It is located beside the
country’s biggest climbing hall which is also the third-largest in
Europe. Mountain, cycling, running, fitness and fashion are the
main points of emphasis of the range of products on display.
The new Sportler provides a dramatic setting with impressive
areas for experience and action. In addition to the climbing hall
there is plenty of fun and action thanks to an old cable car gondola with a slide for the children, a mountain-bike course and a
boxing ring. The store design is skilfully adapted to the adventure world. Sportler and the shopfitters, Umdasch, paid attention to interesting details including the cable-car cabins, tables
and wooden duckboards around the cash desks. The colours
of the rear walls provide an atmospheric backdrop for the range
of goods on display. In the new shop great store is set by professional visual merchandising and emotional communication
via big prints.
Infobox
Location:
via Eroi di Podrute 2/4/6
31057 Silea
Italy
Contact:
www.sportler.com
6.000 m² / 2
Opening:
March 2008
Sector:
Sport
Planning:
Sportler, Umdasch Shop-Concept, Italy
Shopfitting:
Umdasch Shop-Concept, Italy
Shopfitting system:
Luys, brand-specific developments
Lighting:
D&L Wallmeier
“We want to offer our customers
not only advice and service but also
to arouse emotions,” commented
Georg Oberrauch, the Managing
Director of Sportler at the opening
of the new store in Treviso. The
pictures speak for themselves.
20
SHOP aktuell 104
Shop Panorama
Christ
Christ
Glittering offering
It was in the year 1863 that a certain Wilhelm Alexander Christ
opened his first clockmaker’s shop. That was how the foundation stone was laid for what is today the largest jewellery chain
in Switzerland. With their famous watch, jewellery and lifestyle
brands (Longines, Rado, Swatch, Tag Heuer, Tissot … ) as well
as own brands, Christ appeals to a trend-conscious clientele.
Since 2006 the chain brand has been a member of the Coop,
the second-largest specialist retailer in Switzerland. Pedestrian
zones, shopping centres and top locations are the company’s
tried and tested settings. The Christ flagship in the Bahnhofstraße in Zurich was recently re-opened. Following a period
of rebuilding which lasted for several weeks, Umdasch ShopConcept has made the store shine in renewed splendour.
The flagship store retains its elegant but modern character
thanks to its minimalist appearance in white and silver. The use
of glass, stainless steel and white surfaces provides an impressive interpretation of the Swiss retailer’s corporate identity. The
Mondrian wall with its built-in back-lit vitrines combines both
levels. A black logo panel along the wall provides an overview
of the range of brands displayed in the shop. On the back walls
of the individual floors, built-in vitrines ensure a stylish presentation of the brands.
Infobox
Location:
Bahnhofstraße 78
8001 Zurich
Switzerland
Contact:
www.christ-swiss.ch
196 m² / 2
Opening:
June 2008
Sector:
Clocks / jewellery
Planning:
Umdasch Shop-Concept, Switzerland
Shopfitting:
Shopfitting system
Lighting:
Zumtobel
The clean lines along the walls and the soft shapes in the central area provide
for an overall impression which is full of contrasts.
22
SHOP aktuell 104
Shop Panorama
Snipes
Following store openings in Klagenfurt, Graz and Vienna (shown here)
franchiser Sport Eybl & Sports Experts plan to offer the wide range of urban
streetwear at a further seven location in Austria.
Snipes
Cult label takes
off internationally
During the past ten years Snipes has expanded to become the
cult streetwear brand in Germany. The company’s close contact
to the trendy music, sports and entertainment scene has contributed to this development. With famous brands such as Nike,
Puma, Adidas, Converse… and its own clothes brands “Black”
and “Verry Berry”, Snipes appeals to a clientele aged between
14 and 25. Its success is now being multiplied on the international stage. For this purpose Snipes engaged Sport Eybl & Sports
Experts as their official franchiser. The recently opened Vienna
flagship is the company’s third store in Austria. It is planned that
further stores will follow, and in Eastern Europe, too, the company is searching for suitable 1A locations.
Snipes clearly aims to fit out its stores with a high value of brand
recognition. The store design of the flagship in Mariahilferstrasse
in Vienna conveys the desired blend of individuality and lifestyle.
An open-plan design and clear lines characterise the store’s
overall appearance. The CI colour orange not only sets colour
accents but also sub-divides the store into sections according
to the goods ranges on display. The sneakers wall on the ground
floor is one of the shop’s highlights. Shoe shelves made of plexiglass present a comprehensive selection of the sneakers for
which Snipes is famous beyond the national boundaries.
24
Even from the street, the appearance of the street-culture
label is designed to appeal to a target group which places
great value on lifestyle and fashion.
Infobox
Location:
Mariahilferstraße 49
1090 Vienna
Austria
Contact
www.snipesshop.de
249 m² / 2
Opening:
March 2008
Sector:
Streetwear
Planning:
Snipes
Shopfitting:
Umdasch Shop-Concept, Austria
Shopfitting system:
Arena Alu, brand-specific development
Lighting:
Leifeld Lichttechnik, Snipes
SHOP aktuell 104
Shop Panorama
Orion, Podium
Orion
That certain something
Infobox
Location:
MARY´s, Paladspassagen 2
Lejwemal 212
7100 Vejle
Denmark
Contact
www.orion-erotik.dk; www.orion.de
205 m² / 1
Opening:
March 2008
Sector:
Erotica
Planning:
Shopfitting:
Shopfitting system:
Classic, brand-specific development
Lighting:
The recipe for success
in Orion’s new store
concept: valuable
materials, individual
lighting elements,
oversize digital prints
and professional product
presentation.
The luxury department store
conforms with modern,
international design
requirements as well as
corresponding with the spirit
of the times on the Arabian
market. The selection of
brands is designed to appeal
to a demanding clientèle and
also caters for the smallest
customers (Baby Dior, Dolce
& Gabbana Kids…).
Podium
Luxury for big and small
Infobox
Location:
Red Sea Mall
Jeddah
Saudi Arabia
Contact:
www.algarawi-group.com
2.500 m² / 1
Opening:
June 2008
Sector:
Department Store
Planning:
Umdasch Shop-Concept, Middle East
Shopfitting:
Umdasch Shop-Concept, Middle East
Shopfitting system:
Arena Alu, Classic Para Mini, Steco,
Horizont, Varo
26
SHOP aktuell 104
Shop Panorama
Bata, Rousseau Librairie-Papeterie
Bata
Store with style
The Bata Superstores are
large-format branches of
the international shoe chain
established in shopping
centres. The picture shows
the superstore in the Centro
Commerciale Emisfero which
has recently been fitted out
by Umdasch. It makes skilful
use of the typical branding
elements (logo, corporateidentity red).
Infobox
Location:
Centro Commerciale Emisfero
33080 Fiume Veneto
Italy
Contact
www.bata.com
650 m² / 1
Opening:
June 2008
Sector:
Shoes
Planning:
Shop Design Bata Italia
Shopfitting:
Umdasch Shop-Concept, Italy
Shopfitting system:
Classic, brand-specific development
Lighting:
Biffi Luce
A colour composition of
warm Merano wood, black
furnishing elements in the
middle of the sales area
and green accents creates
a pleasant mood in the
renovated store of the local
leader for books and PBS.
The word puzzles along the
walls are eye-catching and
assist orientation.
Rousseau
Librairie-Papeterie
A new setting for the
local hero
Infobox
Location:
20, Rue de la République
25300 Pontarlier
France
500 m² / 2
Opening:
March 2008
Sector:
Book/PBS
Planning:
Shopfitting:
Shopfitting system:
Classic, Umdasch gallery system
Lighting:
Satec
SHOP aktuell 104
27
Shop Panorama
Airfield
Gleaming surfaces, elegant walnut and stone floors
and shelves of glass and stainless steel characterise
the Cologne branch of the Airfield premium label.
Airfield
Takeoff in Seewalchen
Airfield is one of the most successful Fashion Brands in the German-speaking region. The headquarters in Seewalchen (Austria)
is the turntable for the international company. The father-and-son
team heading the company aims to produce high-quality ladies’
outdoor fashion and children’s clothes. Walter Moser sen. claimed
in an interview in the Österreichische Textil-Zeitung (ÖTZ): “We
added a sporting accent to classic fashion long before anyone
else had the same idea.” Airfield supplies 1,800 retailers. Its main
export markets are Germany, followed by France, Switzerland and
Russia. Recently Airfield has also invested in its own stores, concentrating on attractive inner-city locations with other premium
retailers in the vicinity. One of the locations is Cologne.
The materials employed within the store reflect the high-ranking position of the Airfield brand. The rules of premium visual
merchandising have been consistently observed. According to
the principle “space is luxury”, in the central space only a small
number of selected items are presented on display tables. The
subjects of the collections change regularly and constantly catch
the eye. Comfortable seating areas encourage customers to stay
for a while and provide an opportunity for leisurely consultations.
The lighting, consisting of indirect lighting, ceiling spots and spotlights, rounds out the project, which was planned and executed
by Umdasch, in a harmonious manner.
28
Infobox
Location:
Mittelstraße 12
50672 Cologne
Germany
Contact:
www.airfield.cc
200 m² / 2
Opening:
February 2008
Sector:
Fashion
Planning:
Shopfitting:
Shopfitting system:
Horizont, brand-specific development
Lighting:
SHOP aktuell 104
Shop Panorama
NIKEiD
NIKEiD Studio
Design 2.0
With the NIKEiD studios the U.S. sports article manufacturer has proved yet again its instinct for innovation. The concept behind it is easy to explain. Customers can become Nike
designers and design their products according to individual
preference. They can choose between a wide range of colours,
materials and labels. The internet branch paved the way (Web
2.0); the next big thing is “Do-it-yourself design”. In the 3,000 m²
Niketown in London you will find one of the first iD studios. The
glass cube in a covered inner courtyard is very striking architecturally; the shoes on display encourage customers to try
their hand at design. Umdasch Shop-Concept is the shopfitting partner which is accompanying the re-structuring of Niketown in London, which is taking place in stages.
Before establishing a new store Nike attaches particular attention to the planning and detailed design stages. It is the company’s goal to visualise innovation and authenticity in design
combined with the materials employed.The iDStudio in London
lives up to expectations. The spacious consultation areas are
placed in the central area; the glass shelves on the rear wall
are visible from inside and outside and they focus attention on
the sports shoes. A finely blended mixture of veneered walnut,
polished stainless steel and white steel and gleaming white lacquered surfaces give the studio a high-quality appearance.
Infobox
Location:
Oxford Circus
London
U.K.
Contact
www.nikeid.nike.com
200 m² / 2
Opening:
October 2007
Sector:
Sports
Planning:
Nike Brand Design, HMKM
Shopfitting:
Umdasch Shop-Concept, UK
Shopfitting system:
Lighting concept:
DPA Lighting
On the first floor of the NIKEiD studios
special Nike software is available, thus
permitting the shoes to be individually
designed.
The second floor offers more exclusivity. Upon prior appointment customers
are also given tips by professional designers at the teachers’ tables.
30
SHOP aktuell 104
Photos: NIKE
RETAIL REPORT
Norway Norwegen
Text Text
Sonja Scheidl
Fotos Photos
Corbis, Manfred Aigner
Der Karl Johans Gate ist Oslos bekannteste Shopping- und Flaniermeile. Karl Johans Gate is Oslo’s most famous boulevard for shopping and strolling.
Kaufkräftig.Konsumfreudig.
Patriotisch.
Innerhalb weniger Jahrzehnte entwickelte sich Norwegen vom Agrarland im hohen Norden zu einem hoch
profitablen Wirtschaftsmarkt. Diese rasante Entwicklung tut dem Einzelhandel überaus gut. Konsumausgaben
und Einzelhandelsumsätze erlebten gerade in den letzten Jahren einen Höhenflug. Internationale Brands
wollen am Kuchen mit naschen. Dabei unterschätzten einige die Markentreue der Norweger.
Auf Grund seiner Öl- und Gasreserven, die aus heutiger Sicht
noch mehrere Jahrzehnte reichen, zählt Norwegen zu den
reichsten Ländern der Welt. Ein Blick auf die Konsumausgaben der Norweger zeigt, wie gut die Geschäfte laufen: Mit einem
Zuwachs von 6,4 %, dem höchsten seit 1985, befand sich der
private Verbrauch 2007 auf Rekordkurs. Für 2008 ist mit einem
etwas geringeren Wachstum zu rechnen, nichtsdestotrotz blickt
die Retail-Branche in eine rosige Zukunft. Nach einer Steigerung
der Einzelhandelsumsätze um 8,5 % 2007, werden 2008 erneut
Spitzenwerte erwartet. Besonders konsumfreudig zeigen sich
die Norweger bei Marken-, Luxus- und Sportartikel.
Hohe Konzentration, gute Rendite, loyale Kunden
NorgesGruppen, Coop Norge, Reitan Gruppen und ICA Norge
sind die vier Key Player im Food-Einzelhandel und teilen sich
32
98 % des Marktes. Die norwegische Lebensmittelbranche ist
nicht nur für einen hohen Konzentrationsgrad, sondern auch
für europäische Höchstpreise bekannt. Anfang 2006 witterte
Lidl die Chance, am norwegischen Markt mit seiner Billigpreisschiene zu punkten. Gut zwei Jahre später tritt der Diskonter
den Rückzug an. Bei den an Traditionsprodukten gewöhnten
Käufern kamen Eigenmarken und an Lagerhallen erinnernde
Läden einfach nicht an. Lachender Sieger ist der heimische
Diskonter Rema 1000 (Reitan Gruppen), der Läden sowie Mitarbeiter übernimmt.
Lidl befindet sich mit seinem missglückten norwegischen
Gastspiel in guter Gesellschaft. Ende der 60er nahm der USKonzern Procter&Gamble Kurs auf das Königreich und konnte
sich genauso wenig wie der Markenriese Unilever in den 90ern
gegen die norwegischen Platzhirsche durchsetzen. Neben der
SHOP aktuell 104
retail report
Norwegen Norway
vehementen Markentreue der Norweger erschweren auch die
Zollgrenzen Aktivitäten ausländischer Retailer.
Für die nächsten Jahre stehen bereits weitere Projekte in der
Pipeline.
Speziell der Non-food-Einzelhandel zeigt, dass sich Einzelhändler aus den Nachbarländern (Bestseller, IKEA, Lindex u. a.) am
besten auf die Marktgegebenheiten in Norwegen einstellen. Der
schwedische Modekonzern H&M beispielsweise bezeichnet
Norwegen als einen seiner umsatzstärksten Märkte. 2008 eröffnet H&M noch weitere vier Läden, plant den Ausbau einer Reihe
bestehender Stores sowie die Etablierung einer neuen Kette im
höheren Preissegment.
Umdasch mit erstklassigem Netzwerk an Partnern vor Ort
1 m² Shopping-Center-Fläche für jeden Einwohner
Wie die Kennzahlentabelle auf Seite 34 zeigt, steht dem Norweger im europäischen Vergleich die meiste Shopping-Center-Fläche zur Verfügung (773,71 m² pro 1.000 Einwohner). Ein klares
Indiz für eine ausgereifte Shopping-Center-Branche. Von Stillstand aber trotzdem keine Spur. Noch im Herbst 2008 eröffnen zwei neue Center. Kolbotn Torg sorgt im Süden Oslos auf
22.000 m² für zusätzliches Shopping-Vergnügen. Auf der Insel
Stord entsteht gerade das 20.000 m² große Heiane Storsenter.
Die norwegische Ladenbauszene ist eher klein strukturiert. Nur
wenige internationale Player sind vor Ort. Darunter New Store
Europe mit einer sehr intensiven Marktbearbeitung und Umdasch
Shop-Concept mit einer langjährigen punktuellen Präsenz.
Umdasch holte sich von Beginn an profunde Kenner der norwegischen Handelsszene an Bord. Ein langjähriger Weggefährte des Shopfitters ist Adam Laska, Gründer der norwegischen
Firma Design Partners. Gemeinsam mit ihm richtete Umdasch
u. a. Läden für den Modefilialisten Four Men, die Parfümeriekette Fredrik&Louisa sowie für das Telekommunikationsunternehmen Telenor ein. Mit dem norwegischen Design- und Shopfitting-Partner Torger Svindland AS baute Umdasch sein Netzwerk
2007 weiter aus. Die Fashion-Stores für Geddon und Capone
sowie ein Fanshop für den norwegischen Traditionsclub Rosenborg Trondheim sind Ergebnisse der bisherigen Zusammenarbeit. In dieser Gangart soll es auch zukünftig weitergehen.
Für die Parfümeriekette Fredrik&Louisa
realisierte Umdasch bereits eine Reihe
hochwertiger Stores. Hier im Bild das 150 m²
große Fachgeschäft im Byporten Kjöpesenter.
Umdasch has already realised a number of
high-quality stores for the perfumery chain
Fredrik&Louisa. Shown here is the 150 m²
specialist store in the Byporten Kjöpesenter.
Geddon setzt bei seinen Multibrandstores in Stavanger auf eine Verschmelzung von Kunst und Design. Die international bekannte
Künstlerin Pia Myrvold hinterließ im Laden ebenso ihre Handschrift (rechts) wie die Shopfitting-Partner Umdasch und Svindland
(links). In its multi-brand stores in Stavanger, Geddon aims at a fusion of art and design. The internationally famous artist Pia
Myrvold has left her mark on the shop (right) as have the shopfitting partners Umdasch and Svindland (left).
SHOP aktuell 104
33
RETAIL REPORT
Norway Norwegen
Selected retail statistics
Basic 2005/2006
Germany
Austria
Switzerland
Netherlands
Italy
UK
France
Population in 1,000
82,438
8,266
7,509
16,334
58,752
60,393
62,886
Retail sales in billion EUR
351.3
46.1
53.7
83.3
280.5
411.0
395.0
Retail sales per inhabitant
4,261 38
5,577.06
7,151.42
5,099.79
4,774.31
6,805.42
6,281,.21
m² sales area in 1,000
120,766
19,927
9,918
23,853
77,436
62,384
91,897
m² sales area per inhabitant
1.46
2.41
1.32
1.46
1.32
1.03
1.46
Retail sales per m² sales area
2,908.93
2,313.44
5,414.40
3,492.22
3,622.35
6,588.23
4.,298.29
Employees in retail trade in 1,000
2,527
324
309
716
1,855
2,948
1,565
Number of outlets
253,595
41,540
47,943
82,420
699,392
201,600
436,263
325
199
157
198
84
300
144
11.26
2.19
1.13
5.27
7.44
13.67
12.86
136.59
264.94
150.49
322.64
126.63
226.35
204.50
Inhabitants per outlet
Area of shopping centres in million m²
(5)
Area of shopping centres per 1,000 inhabitants in m² (5)
(1)
2004
*) Sources: Eurostat, Östat, EHI, ICSC, Euromonitor, European Retail Handbook, WKO Oslo, national statistical offices. The figures serve primarily to indicate trends, since a complete harmonisation was not possible in view of the different definitions
of terms and methods of compilation. The time frame of the publication of different sources varies considerably in some cases. The values are generally given without vehicle and fuel trade and without the fuel costs trade.
Consumer-oriented.
Prosperous. Patriotic.
Within a few decades, Norway has been transformed from an agricultural country in the far North into a
highly profitable market economy. The rapid developemnt has profited the retail trade. During recent years,
consumer spending and retail turnover have experienced a new high. International brands also hope for a
share of the cake. Some of them, however, have underestimated the Norwegians’ brand loyalty.
Norway’s oil and gas reserves, which are expected to last for
several decades more, have made it one of the richest countries in the world. A glance at Norwegians’ consumer spending
shows the extent to which business is booming: with 6.4 percent
growth, the highest level since 1985, private consumption in 2007
was set to break all records. Growth in 2008 is expected to slow
down somewhat; nonetheless, the future looks rosy for the retail
sphere. Following an 8.5 percent increase in retail turnover in
2007, 2008 is predicted to reach new highs. The Norwegians are
particularly keen consumers of brand, luxury and sports articles.
Lidl is not alone with its unsuccessful Norwegian interlude. At the
end of the 1960s, the US concern Procter&Gamble set its sights
on the Nordic kingdom and failed to establish itself in competition
with the Norwegian brand leaders. The brand giant Unilever suffered a similar fate during the 1990s. Apart from the fierce brand
loyalty of the Norwegians, customs barriers represent a further
hurdle for foreign retailers to overcome.
High concentration, good return, loyal customers
The four key players in the food retail branch are Norges Gruppen, Coop Norge, Reitan Gruppen and ICA Norge. They share
98 percent of the market. Norwegian food retailers are famous
not only for their high degree of concentration, but also for their
prices, which are the highest in Europe. In early 2006 Lidl saw an
opportunity to gain a foothold on the Norwegian market with its
low-price concept. Some two years later, the discounter decided
to withdraw. Used to traditional products, the customers were
not ready to accept own-brand goods and shops which resembled a warehouse. The winner is the local discounter Rema 1000
(Reitan Gruppen), which took over both shops and staff.
34
Die herausragende internationale Stellung im Travel Retail-Geschäft
beweist Umdasch u. a. beim Duty Free in Oslo. Umdasch demonstrates
its outstanding position in the travel retail business in the Duty Free
shop in Oslo and elsewhere.
SHOP aktuell 104
retail report
Norwegen Norway
Norway
299,398
4,640
1953.3
37.5
6,524.09
8,081.90
956,267
9,738
3.19
2.10
2,042.63
3,850.89
12,359
194
(1)
863,400 (1)
29,406
347
158
562.97
3.59
1,880.34
773.71
Important shopping streets
Oslo: Karl Johans gate, Bogstadveien, Stortingsgata, Hegdehaugsveien,
Stortorvet. Bergen: Olav Kyrres gate, Torgallmenningen, Strømgaten. Trondheim: Torvet, Nordre gate, Olav Tryggvasons gate.
Important Shopping Centres (Opening date, sales area)
Bergen: Lagunen Kjøpesenter (1985, 60,000). Sandvika: Sandvika Storsenter (1992, 2007 Erweiterung, 60,000). Sandnes: Kvadrat Steen & Strøm
(1984, 44,000), Amfi Vagen 33 (1988, 32,900). Straume: Sartor Senter (1978,
40,000). Ski: Ski Storsenter (1995, 34,000). Alesund: Stormoa (1983, 30,600).
Vinterbro: Vinterbro Senteret (1996, 30,000). Porsgrunn: Downtown (1988,
29,000). Trondheim: City Syd (1987, 27,000), Tiller Torget (2004, 24,600).
Oslo: Stovner Senter (1975, 26,600). Lysaker: CC-Vest (1985, 25,000). Lier:
Liertoppen (1987, 23,000). Haugesund: Amanda Storsenter (1997, 23,000).
Basic 2008
USA
Top players in the retail trade
Food stores: NorgesGruppen: Kjøpmannshuset Norge (1,726), Kiwi (421),
Meny Ultra (166); Reitan Gruppen: Narvesen (433), Rema 1000 (412), 7-Eleven
(190); Coop Norge: Coop-Marked (371), Prix (314), Mega (149), Obs! (23); ICA
Norge: Naer (268), ICA Rimi (256), ICA Supermarked (81), Maxi (25). Department stores : Steen & Strøm Oslo (1), GlasMagasinet Oslo (1). Textiles/ Fashion/ Clothing/ Shoes: Euro Sko: Euro Sko (242), dna (48), Økonomisko (44);
Skoringen Norge (132), Garant Sko (61), Wedins (58), Texcon AS (220); Varner-
Gruppen: Cubus (160), Dressmann (114), Bik Bok (77), Carlings (71), Vivikes
(58), Wearhouse (9); Bestseller: Vero Moda (104), Jack&Jones (89), Only (34),
Exit (23), Vila (7), Selected (6); Voice: Voice of Europe (100), Match (100), Vic
(65), Boys of Europe (48); b.young (140), Lindex (91), KappAhl (86), H&M (81),
Conseptor: Lene V (80), Solid (33), Benetton (32), Gresvig Retail: G-Sport (200),
Intersport (115); Sport 1 (176), MX Sport (124); Stadion/Sport Direkt (65). Electrical: Expert Norge (261); Elkøp/Lefdal (110); Euronics (85). Other non-food:
IKEA (Furniture), Bohus Kjeden (Furniture), Living (Furniture), Byggmakker
(DIY); Jernia (DIY); BK Byggkøp/Nordek (DIY); Bauhaus (DIY); Libris (Books),
Norli Gruppen (Books); Ark (Books); Tanum (Books), Ringo (Games); Cosmetic Group (Cosmetics); PHI Kjeden (Cosmetics); Interoptik (Optics), Brilleland
(Optics); Synsam (Optics).
Important Norwegian store brands abroad
Reitan (Denmark, Sweden, Latvia, Slovakia), Varner-Gruppen (Sweden, Iceland, Latvia, Poland, Finland, Germany, Denmark).
Important foreign store brands in Norway
ICA Norge (Sweden), H&M (Sweden), Bestseller (Denmark), Lindex (Sweden),
KappAhl (Sweden), IKEA (Sweden), Byggmakker (Finland), Elkøp (UK)
Der Mix aus Eiche, Edelstahl
und hellen Oberflächen verleiht
dem neuen Store von Capone im
Kilden Shopping-Center seinen
klassisch zeitlosen Charakter.
The blend of oak, stainless steel
and light surfaces gives Capone’s
new store in the Kilden Shopping
Centre its classic, timeless
character.
The non-food retail sector in particular demonstrates that retailers from neighbouring countries (Bestseller, IKEA, Lindex etc.)
are also well advised to adapt to Norway’s market conditions.
For example, the Swedish fashion concern H&M described Norway as one of its top markets. In 2008 H&M opened another four
stores and plans the expansion of a number of existing stores as
well as the establishment of a new chain in the upper price sector.
1 m² shopping-centre floor area for every inhabitant
As the statistical table on page 34 shows, the Norwegians have
more shopping-centre sales area at their disposal than any other European country (773.71 m² per 1,000 inhabitants). This is
a clear indicator of a mature shopping-centre sector. However,
there is no sign of things coming to a halt. In autumn 2008 two
new centres will be opening. In south Oslo, Kolbotn Torg will be
introducing additional shopping entertainment across 22,000 m².
And on the island of Stord the Heiane Storsenter is currently
being built on some 20,000 m². Further projects are in the pipeline for the next few years.
SHOP aktuell 104
Umdasch on the scene with a first-class network of
partners
The Norwegian shopfitting scene is relatively limited in extent. Only
a handful of international players have established themselves
on the spot. They include New Store Europe, which is extremely active on the market, and Umdasch Shop-Concept, which has
been present at intervals for many years.
From the start, Umdasch involved experts with a profound knowledge of the Norwegian retail scene. Adam Laska, founder of the Norwegian firm Design Partners, is a long-standing partner of the Austrian shopfitting experts. His company and Umdasch have worked
in partnership on such projects as shops for the fashion chain Four
Men, the perfumery chain Fredrik&Louisa and the telecommunications concern Telenor. In 2007, Umdasch further extended its network with Norwegian design and shopfitting partner Torger Svindland AS. The fashion stores for Geddon and Capone and a fan
shop for the traditional Norwegian club Rosenborg Trondheim are
just some of their joint projects to date. Umdasch intends to continue along a similar path in future.
35
“
36
SHOP aktuell 104
“Your Robert Hartlauer”
In spring 2008 Hartlauer, the Austrian chain retailer specialising in photo
equipment/ eyewear/ mobile phones introduced a new store concept.
“Optik Pur” focuses precisely on eyewear for customers in shopping centres
and top inner-city locations. Hartlauer developed the
concept with Umdasch Shop-Concept.
SHOP aktuell 104
37
SHOP REPORT
Hartlauer Optik Pur
Text
Reinhard Pender
Photos
Hartlauer, Manfred Aigner
In Hartlauer’s customer publication “LÖWENMAGAZIN” the new
field of optics and thus confirms its image as the market leader,
concept is described as follows: “In recent years, the increasgiving new impetus to the entire sector.”
ing numbers of shopping centres have radically changed shopA remarkable company
ping behaviour. Hartlauer has reacted to these changes with a
new business concept: Optik
With more than 150 branches and
Pur (Pure optics). As the name
Infobox
1,300 staff members, including
indicates, Optik Pur is a very
Location:
Shopping City Süd
170 apprentices, Hartlauer is one
purist concept which will help
2334 Vienna - Vösendorf
of the most famous retail comcustomers to see eyewear as a
Austia
panies in Austria. The company
fashion item, particularly in the
Contact:
www.hartlauer.at
was founded in 1971, when Franz
field of optics. Since the midSales area/ no. of floors:
178 m² / 1
Josef and Renate Hartlauer purdle of April Optik Pur has been
Opening:
April 2008
chased the house at Pfarrgasse 6
present in the Shopping City
Sector:
Optics
in Steyr and opened a modern
Süd in Vienna/Vösendorf and in
Planning:
Fürst/Bartosch,
Umdasch Shop-Concept, Austia
photographer’s shop there. Furthe Plus City Pasching. It thus
Shopfitting:
Umdasch Shop-Concept, Austia
ther shops were opened during the
serves to complement HartShopfitting system:
following years, and the range of
lauer’s neighbourhood shopLighting:
Umdasch Shop-Concept, Austria (Planning),
Elektro Kammerhofer (Development)
products was expanded. Hartlauping locations. We are currently
er rapidly acquired the reputation
searching for suitable locations
of being an “consumer advocate”
in all top shopping centres in
for his aggressive pricing policy. It
Austria as well as in popular
is therefore no coincidence that the company symbol is a lion,
inner-city locations. With Optik Pur we have succeeded for the
standing for strength, reliability and fairness. There was an uproar
first time in developing an ultra-modern concept in the design
in the opticians’ sector in 1993 when Hartlauer added spectaof exclusive optician’s shops combined with unique all-inclusive
cles to the product range and fuelled a minor revolution with an
prices. This has led to a completely new generation of shops
overall fixed price for a pair of glasses. In 1999 Hartlauer opened
which will point the way ahead for the optics market in Austria.
the most modern glasses production workshop in Europe, with
With Optik Pur Hartlauer is embarking on a new course in the
38
SHOP aktuell 104
SHOP REPORT
Hartlauer Optik Pur
Eye-catching, modern, unadorned:
the design of Hartlauer Optik Pur
in the Shopping City Süd. The
façade looks welcoming,
attractive, but still allows
customers to sense the intimate
atmosphere within the store itself.
a capacity of 5,000 pairs of spectacles per day. To this day the
company employs some 300 opticians in its various branches.
When Franz Josef Hartlauer died prematurely in 2000 his son
Robert, who was only 25 at the time, took over the management
of the company.
Robert Hartlauer continues to run the company imaginatively along
the lines established by his father. From his father he adopted the
idea of acting as his own testimonial. And so he smiles cheerfully
from advertising hoardings and posters, is present in brochures
and acts as the main character in advertising spots,
which always end with a friendly “Your Robert Hartlauer”. It was also the memorable spot – “Tigern
Sie zum Löwen!” (Why not tiger along to the lion!)
which ensured Hartlauer’s remarkably high brandrecognition factor. The company has also made its
name with its professional staff training and further
education in the “Hartlauer Academy”.
Hartlauer as a neighbourhood shop
Today Hartlauer sees itself as a neighbourhood
shop in its core competences of photos/ developing, telecommunications and optics/ hearing aids.
In some of the larger branches, consumer electronics and CDs and DVDs complete the range
of products on offer. The full range of goods
SHOP aktuell 104
The eye-catching glasses shelf at
Hartlauer ... an overall view ...
... and in detail showing the storage units.
39
SHOP REPORT
Hartlauer Optik Pur
Competition is good for business. In the SCS Optik Pur is located right next to its rival.
Ladies
Unisex
Children
Hearing studio
Waiting area
Sunglasses
Fitting tables
Workshop
Cash desk
Sports/frameless/eyesight correction
Refraction
Accessories
Staff office
An overview of the sub-divisions of the product range, use of space and function areas.
is seen as such at the high-street locations. In the more compact setting of a shopping centre, clearly recognisable individual
goods profiles are more important. That was – as already indicated – the main reason for the development of Optik Pur.
It is pure coincidence that Optik Pur is thereby following the rapidly growing trend in the fashion sector towards the differentiation of concept, target group and product range. For that, as
Robert Hartlauer confirmed in a conversation with SHOP aktuell,
was definitely not the intention behind the new concept develop40
ment.
Umdasch as a professional partner
In the case of Optik Pur, Umdasch Shop-Concept has proved
itself to be a professional partner both in concept development
and as shopfitter. The project was a typical case of store branding. During a briefing, the professionals at Hartlauer explained
their requirements to the Umdasch Shop-Concept team (Peter
Radner and Katharina ben Salah, with the addition of Architekt
SHOP aktuell 104
SHOP REPORT
Hartlauer Optik Pur
The function areas – including till area,
fitting tables, workshop, hearing studio
– have been well integrated into the
overall concept.
Fürst). During the process, area requirements were defined (comprising sales area and side rooms for refraction, hearing aid
department, workshop), as well as the content and volume of the
product range, function requirements (also with reference to the
customer-orientation system), CI/CD factors, etc.
On the basis of the floor plan of the locations in the SCS and Plus
City, which were already known, Umdasch drew up a function
plan with product-range sub-divisions, space-allocation concept, sight-line planning and orientation concept. At the same
time the eye-catching fittings were developed: slightly rounded
shelving with horizontal slits for the delicate plastic frames. In the
wall area there are mirrors between the individual shelves, and in
the upper area image photos have been positioned; down below,
storage units provide important storage space. In the entrance
area the shelves form an elegant doorway. The unadorned modern design is repeated in the fitting tables. The lighting concept
skilfully accentuates the product range. Spotlights on tracks (on
SHOP aktuell 104
the walls), built-in down lights and lighting cylinders above the fitting tables have all been employed. The shelving doorway at the
entrance is back-lit.
Once the concept had been approved by Hartlauer a number of
fine adjustments were made. After that, the first two branches
were fitted out. “The opening day was the most successful day in
the history of Hartlauer Optik!” was the comment after 16 April.
The new Optik Pur stores were invaded by the customers and
broke all opening records on the very first day.
41
42
SHOP aktuell 104
SHOPS & SHOPPING
Text
Reinhard Pender
Powell Street
The Palazzo Shoppes are a brandnew shopping temple in Las Vegas.
They are directly linked with the
Grand Canal Shoppes.
In San Francisco,
in the Westfield
Shopping Center on
Market Street and in
the shopping district
opposite surrounding
Union Square, you will
find virtually all the
leading addresses of
the American retail
scene.
In the shopping temples
of San Francisco and Las
Vegas
We took the opportunity provided by our research for another “Laden-Dramaturgie LIVE!” (Shop
Dramaturgy LIVE!) seminar in Las Vegas to investigate a number of trends in shops and shopping in the
desert metropolis and in San Francisco. We were particularly struck by the department stores with their
new profile, interesting segmentation and differentiation strategies and by the booming accessories shops.
As a shopping metropolis, San Francisco is by no means as well
known as New York, Chicago or entertainment destinations such
as Los Angeles, Orlando and Las Vegas. The most European of
all American big cities has, however, a number of unusual features to offer. For example, the Westfield Center on Market Street
is not only the largest shopping center west of the Mississippi
but is also an unusual example of an inner-city project. It was
SHOP aktuell 104
elaborately renovated and considerably enlarged to the tune of
US$ 460 million in 2006 (more than 100,000 m² sales area, some
170 shops, its own spa and a 9-screen megaplex cinema). The
vast complex soars upwards over nine levels of interlinked terraces (!! – hardly possible in Europe). A number of architectural
details encourage the visitor to climb to unaccustomed heights:
broad malls which ascend like a staircase, vast domes,
43
SHOPS & SHOPPING
The terrace-like design
encourages the visitor to
the Westfield Center to
head upwards – through
all nine levels.
Eye-catching spiralling
escalators in the
Westfield Center. They
lead to Nordstrom,
one of the two anchor
tenants.
Generously designed fashion avenues
characterise the layout of Nordstrom.
spiralling escalators. The West-Coast flagship of Bloomingdales
to say – or rather, something to sell – on the American/ global
and the second-largest Nordstrom in America are the twin
retail scene (see section of town plan) can be found here. Once
anchors and provide two examples of department stores at their
again it is the department stores which are particularly impresvery best. In between you will find all the familiar faces of the
sive, including Saks Fifth Avenue, Barneys New York and Neiman
American shopping-mall scene, but with very different concept
Marcus. In crass contrast: just two blocks further on, the America
generations. Particularly impressive is the design of Abercrombie
of the homeless characterises the appearance of the streets.
& Fitch. The fashionable American brand has no fewer than four
stores in the Westfield Center; with AberThe elegantly designed Crocker Galleria (near
crombie & Fitch, Abercrombie, Hollister and
Montgomery Station) and the open-plan EmbarFurther information in the
Ruehl it provides a virtuoso demonstration
cadero Center (near Ferry Building) seem to be
WWW:
of the techniques of positioning and segin a state of flux. The little centres surroundmentation. With striking façades, dramating Fisherman’s Wharf – Pier 39, Anchorage
www.westfield.com/sanfrancisco/
ic lighting, first-class visual merchandising,
Shopping, The Cannery and Ghirardelli Square
www.embarcaderocenter.com
appropriate background music and perfectly
– clearly concentrate on tourists. Large-scale
www.simon.com
cast staff the shops appeal to all the senses.
shopping centers outside San Francisco which
www.forumshops.com
A remarkable number of shops are devoted
are worth mentioning include the Great Mall in
www.thefashionshow.com
to the subject of shoes and/ or accessories
Milpitas, the Stoneridge Shopping Center and
www.wynnlasvegas.com
– another powerful trend.
the Napa Premium Outlets.
www.theshoppesatthepalazzo.com
The district on the other side of Market
Street exhibits a succession of flagships.
Union Square provides a striking focal point.
Tiffany, Williams-Sonoma, Levi’s, Nike Town,
Armani, Zara, H&M, Chanel, Escada, Gucci, Louis Vuitton ... Everyone with something
44
www.thegrandcanalshoppes.com
The lights never go out in Las Vegas
www.americasshoppingplaces.com
www.townsquarelasvegas.com
www.fashionoutletlasvegas.com
www.lasvegasoutletcenter.com
It is in Las Vegas, rather than anywhere else in
the world, that every aspect of retail trends can
best be observed. Virtually all American and global brands and retail brands can be found here,
SHOP aktuell 104
SHOPS & SHOPPING
Always tops: The sensuously
designed world of Abercrombie &
Fitch.
The trendiest shopping zone – with a sales area of more than 100,000 m² – extends from
Planet Hollywood (Miracle Mile)/ Via Bellagio as far as the Wynn Esplanade and the
Fashion Show Mall opposite.
usually demonstrating the very latest concept generation.
Equally varied is the range of types of business found here. The
curious European trend scout will find a wide range
of operations, from the classic shopping centre
via the open-air village-style shopping centre to the themed mega-malls of the big
hotels, to vast FOCs. Even Wal-Mart is
currently testing an environmentally
friendly store type under the name
HE.5; it uses 45 % less energy
than the company’s normal
superstores.
Ultimately,
however, what makes
Las Vegas unique as
a mega-hub is the
perfect interlinking of
retail shopping with
entertainment
and
gastronomy. That is
why these days only 40
% of the city’s revenues derive from
gambling. The desert metropolis has long since metamorphosed
into a trade-fair and congress centre. More than 50,000 visitors
attended RECon in mid-May, a global retail property fair on a similar scale to EuroShop. The city’s 140,000 hotel rooms provide the
capacity; by 2011 there will be another 40,000 additional rooms.
Most of them will be located in the City Center project directly on
the Strip, where it is currently filling the gap between the hotels
SHOP aktuell 104
WHERE
Las Vegas
reaches an
exclusive audience
of high-earning
professionals who
lead an active lifestyle
and have a passion for
the best Las Vegas has
to offer. Every month,
there readers spend $171
million on retail and $141
million on dining, selections
they’ve chosen from the brand’s
exhaustive content.
Hotels Bellagio, Monte Carlo and
New York New York.
Las Vegas 2008. With the Trump International (without casino!) and the Palazzo, the city has
acquired two further mega-hotels; the “Wynn sister”
Encore opens in late autumn. The Forum Shops at Caesars Palace are still the most attractive and dramaturgically the
most interesting shopping centre in Las Vegas – not only since
they were extended. They provide pure, unadulterated luxury; and
if you stroll on through the Wynn Esplanade, the “Shoppes at the
Palazzo” provide a worthy continuation. From there, after crossing an impressive palazzo, you have direct access to the “Grand
Canal Shoppes at the Venetian”. These three shopping temples
provide a truly breath-taking experience. It is crowned by
45
SHOPS & SHOPPING
The fashion department store of Neiman Marcus with
its meticulously styled luxury departments
the recently-opened Barneys New York, which has been positioned between the Palazzo and the Venetian and which can be
accessed from the Strip as well as from the Palazzo itself. This
fashion department store on three levels and with a sales area of
some 8,000 m² attracts customers with its generous architecture
and casual, light-hearted presentation.
It has an attractive mixture of branches and tenants. The Las
Vegas Outlet Center and the Las Vegas Premium Outlet Shops
provide something resembling a local FOC. Almost an hour away
– but easily accessible by shuttle bus – lie the Fashion Outlets of
Las Vegas in Primm (on the border between Nevada and California).
Less successful is the re-design of the former Aladdin as the
Planet Hollywood Resort & Casino. The shopping centre includes
some 170 stores and is now called “Miracle Mile Shops”. The
façade has been extensively altered, but inside the Aladdin outfit
is still in evidence. A short distance out of town, near McCarran
International Airport, the Town Square is an open-air shopping
centre in the style of a village. It was designed primarily for locals.
There is no doubt that the American retail scene also has to live
with a number of ups and downs. At all times, however, it has
served as a role model with regard to such disciplines as architecture, staging, branding and visual merchandising. “LadenDramaturgie LIVE!” with Dr. Christian Mikunda, the Shop Expedition presented by the Umdasch Shop Academy, repeatedly takes
a look behind the scenes of the major and minor strategies. It will
46
SHOP aktuell 104
SHOPS & SHOPPING
Town Square
Fashion Outlets
Outlet Center
Premium Outlets
x
x
x
x
x
x
x
x
x
x
BCBG Max Azria
x
x
x
x
x
x
x
x
x
x
Miracle Mile
x
Grand Canal
Fashion Show
x
Banana Republic
Sector/Range
Branchen
/ Sortimente
Palazzo Shoppes
Forum Shops
Retailers&&Brands
Retailer
Brandsininden
the Shopping-Tempeln
shopping temples
von
of
Las
Las
Vegas
Vegas
*)*)
Women's Apparel
Ann Taylor
bebe
x
x
x
Caché
x
x
x
Chico's
x
x
x
Gap
x
x
x
x
x
J. Crew
x
x
x
x
Lucky Brand Jeans
x
x
x
x
x
x
x
Marciano
x
Pacific Sunwear
x
Quiksilver/Roxy
x
Victoria's Secret
x
White House Black Market
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Men's Apparel
The brand-new flagship of Barney’s New York in Las Vegas
attracts customers with its spacious architecture and
delicate-looking furnishings. Here, too, accessories play an
important part among the range of products on offer.
be heading back to Las Vegas from 18 to 21 October 2008 – a
good opportunity to experience it all live!
Banana Republic
x
Gap
x
J. Crew
x
Lucky Brand Jeans
x
Pacific Sunwear
x
Quiksilver/Roxy
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Children's Apparel & Toys
Gymboree
x
Health & Beauty
Bath & Body Works
x
Perfumania
x
x
Jewelry, Watches,
Eyewear & Accessories
Fossil
Landau
x
x
x
x
x
x
Sunglass Hut
x
x
x
Swarovski
x
x
x
Ultra Diamonds
x
x
x
x
x
x
x
x
x
Luggage, Handbags, Leather
Laden-Dramaturgie LIVE!
Coach
(Shop Dramaturgy LIVE!)
Las Vegas – 18.10. – 21. 10. 2008
Shop expedition with Dr. Christian Mikunda
and Mag. Denise Mikunda Schulz
From € 1,740 (excluding flight)
x
x
Shoes
Aldo
x
Cole Haan
x
Journeys
x
Skechers
x
The Walking Company
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Department Stores
Barneys New York
As always, luxury
accessories are very
much in fashion. Seen
at Cole Haan, Niccolo
& Maffeo, Coach and
Bottega Veneta in the
Wynn Esplanade and
the Palazzo in Las
Vegas.
SHOP aktuell 104
x
Bloomingdale's Home
x
Dillard's
x
Macy's
x
Neiman Marcus
x
Nordstrom
x
Saks Fifth Avenue
x
*) The
Es handelt
information
sich um
refers
einetoAuswahl
a selection
vonofEinkaufszentren
shopping centres
in der
in the
LasLas
Vegas
Vegas
Area.
area.
Aufgenommen
We have listed
wurden
thosejene
retaiRetailer
lers and
undbrands
Brands,
which
die inare
mindestens
represented
vierinder
at least
genannten
four ofShopping-Center
the shopping centres
vertreten
as well
sind
as sowie
all department
alle Department
stores.
Stores.
All information
Ohne Gewähr
is supplied
und without
ohne Anspruch
guarantee
aufand
Vollständigkeit.
without any attempt
Restaurants
at completeness.
und Food Courts
Restaurants
sind nicht
and
enthalFood
ten.
Courts
Erhebungszeitraum:
are not included. The
Mai information
2008. Copyright
was obtained
by SHOPduring
aktuell.May 2008. Copyright by SHOP aktuell.
47
SHOP EVENTS
Design Awards for Barneys, ZEN, Globetrotter
Ein Highlight der EuroShop 2008 war
die vom EHI ausgerichtete EuroShop
RetailDesign Conference, die besonders
starken internationalen Zuspruch fand.
Unter der Moderation von John Ryan
(Retail Week) moderierten u. a. Ron Pompei, Todd Reisz (OMA), Lewis Allen (Portland Design), Rodney Fitch und Ramsay
Weatherford (Macy’s). Im Rahmen der
Veranstaltung wurden erstmals die EuroShop Design Awards für global vorbildliche Store-Konzepte vergeben. Die von
Helmut Neher (Umdasch-Vorstand), Christian Kronsteiner (Umdasch Middle East)
und Günther Berger (Umdasch USA) lauditierten Preisträger: Globetrotter Köln
(Shop Design von Architekt Moths, eingerichtet von Umdasch Shop-Concept), ZEN
Department Store Bangkok (Shop Design
von Blocher Blocher Partners) und Barneys NewYork für das Projekt in Dallas.
One highlight of the EuroShop 2008
was the EuroShop RetailDesign Conference, organised by the EHI. It appealed in
Preisträger und (Umdasch-)
Laudatoren beim EuroShop
RetailDesign Award ’08.
Prizewinners and (Umdasch)
presenters at the EuroShop
RetailDesign Award ’08.
particular to international visitors. Presented by John Ryan (Retail Week), it included lectures by Ron Pompei, Todd Reisz
(OMA), Lewis Allen (Portland Design),
Rodney Fitch and Ramsay Weatherford
(Macy’s) and others. Within the framework
of the event, the EuroShop Design Awards
were presented for the first time in the field
of exemplary global store concepts. The
prizewinners honoured by Helmut Neher
(Umdasch Board), Christian Kronsteiner (Umdasch Middle East) and Günther
Berger (Umdasch USA) were Globetrotter
Cologne (Shop Design by Architekt Moths,
shopfitting by Umdasch Shop-Concept),
ZEN Department Store Bangkok (Shop
Design by Blocher Blocher Partners) and
Barneys NewYork for the project in Dallas. 15. bis 17. Oktober 2009 in Alpbach/Tirol:
DIE KUNST DER INSZENIERUNG II
THE ART OF STAGE MANAGEMENT II
Schon jetzt sollten Sie sich den Termin für ein absolutes Highlight im internationalen Veranstaltungsprogramm der
Umdasch Shop Academy vormerken: Vom
Abend des 15. bis am Vormittag des 17.
Oktober 2009 wird im Tiroler Kongressdorf
Alpbach das Handels-Forum „Die Kunst
der Inszenierung II“ stattfinden. An Hand
von Disziplinen wie Kunst/Kultur/Wissenschaft/Forschung/Entertainment/Architektur, aber auch aus dem Handel selbst,
werden prominente Referenten über Beispiele erfolgreicher Inszenierungen berichten. Moderiert wird diese außergewöhnliche Veranstaltung von TW-Herausgeber
Peter Paul Polte, der bei der letzten Veranstaltung dieser Art u. a. Claus Peymann
als Vortragenden begrüßen konnte. Das
detaillierte Programm für die „Die Kunst
der Inszenierung II“ wird Anfang 2009
bekannt gemacht.
48
You should be sure to make a note of
an absolute highlight in Umdasch Shop
Academy’s international event programme:
from the evening of 15 to the morning of
17 October 2009 the retail forum “The Art
of Stage Management II” will take place
in the Kongressdorf Alpbach in Tyrol.
Prominent lecturers will report on examples of successful retail stage management by making use of disciplines such as
art/ culture/ science/ research/ entertainment/ architecture, as well as referring to
the retail sector itself. This unusual event
will be presented by Peter Paul Polte, the
publisher of the specialist publication Textilwirtschaft (TW). During the last event of
this kind he introduced speakers including
Claus Peymann. Details of the programme
for “The Art of Stage Management II” will
be published in early 2009.
Das idyllisch in der Tiroler Bergwelt gelegene
Kongressdorf Alpbach wird vom 15. bis 17. 10.
2009 Schauplatz von „Die Kunst der Inszenierung
II“ sein. Surrounded by the mountains of Tyrol, the
idyllic Kongressdorf Alpbach will provide the stage
for “The Art of Stage Management II” from 15 – 17
October 2009.
SHOP aktuell 104
SHOP EVENTS
Shopping-Center im Palais Pallavicini
Shopping Centre in the Palais Pallavicini
Das altehrwürdige Palais Pallavicini
war stimmiger Schauplatz des 33. österr.
Umdasch Shop-Concept-Forums am
7. April 2008 in Wien. Unter dem Titel
„Die 72 Geheimnisse der Shopping-Center“ entführte ECE-Geschäftsführer Klaus
Striebich die mehr als 200 Besucher in
die Welt des Shopping-Center-Managements.
The venerable Palais Pallavicini in
Vienna provided an appropriate setting for
the 33rd Austrian Umdasch Shop-ConceptForum on 7 April 2008. In line with the title
“Die 72 Geheimnisse der Shopping-Center”
(The 72 Secrets of Shopping Centres),
ECE Managing Director Klaus Striebich
transported more than 200 visitors into the
world of shopping centre management.
Klaus Striebich bot in altehrwürdigem Rahmen ein brandaktuelles Thema. Klaus Striebich
presented an up-to-date subject in a historic setting.
Umdasch Shop Academy focuses on
“The New Centre”
More than 20 events will fill the Umdasch
Shop Academy calendar this autumn. Austria, Germany, Switzerland, Italy, UK and
the USA provide the settings forthe various events (see the Calendar of Events
on pages 50/51). An unusual and interesting event will be held on 4 November 2008
in the Umdasch ShopShow in Amstetten.
The Shop Academy will provide the setting
for the Handelstag der Wirtschaftskammer
Niederösterreich (Retail Day of the Chamber of Commerce of Lower Austria); the
Umdasch Shop-Concept Forum which
was originally planned for this date will be
integrated, so to speak, into the event. The
principal subject of the event is “The New
Centre in Retail”. Dr. Ronald Barazon will
chair the event, and Dr. Helene Karmasin
will give the principal lecture. Additional
lectures and a stage discussion with representatives of the retail trade will demonstrate the opportunities available for medium-sized retail stores.
The new seminar “Ladengestaltung
für Praktiker” (Practical Shop Design)
has been specially designed to meet the
requirements of medium-sized retail businesses. This practically-oriented seminar
shows various important building blocks
and aids in decision-making on the way
to successful shop design (store branding,
shop planning, shop design, shop systems,
visual merchandising, shop lighting, international trends). The panel of lecturers has
been assembled from among Umdasch
Shopfitting Group experts who operate in
the international field. The first seminar is
on 10 September in Oberentfelden; further
dates include 7 October (Amstetten) and
23 October (Neidenstein).
For all those who find the way to Las
Vegas on the travel expedition “LadenDramaturgie LIVE!” (18 – 21 October) too
arduous, there will be an opportunity to
attend Laden-Dramaturgie LIVE&KOMPAKT
(Shop Dramaturgy Live and Compact), the
concise version of this popular seminar, on
19/20 September 2008 in Vienna with Dr.
Christian Mikunda. In 2009 “Laden-Dramaturgie LIVE!” will be focussing on Tokyo
17 – 20 May). Preliminary research is
already under way.
Günther Berger, Anton
Gassner, Andreas
Küssner, Alfred Leitl, Max
Wöss and Mathias Seiler
are the lecturers and
presenters of the new
seminar“Ladengestaltung für Praktiker”
(Practical Shop Design).
SHOP aktuell 104
49
Books Bücher
calendar Kalender
Neue Bücher New Books (German editions)
Christian Scheier, Dirk Held
Was Marken erfolgreich
macht
Brauchen wir wirklich ein weiteres Buch zum Thema
Marke? Die Autoren dieser Neuerscheinung bejahen vehement. Während die gängigen Markenmodelle nur das
„Was“ erfolgreicher Marken erklären, gehen die beiden
Psychologen einen entscheidenden Schritt weiter und
begründen das „Wie“ und „Warum“ der Anziehungskraft
starker Brands.
BDIA – Bund Deutscher Innenarchitekten
(Hrsg.)
Handbuch Innenarchitektur
2008/09
Ein harmonisches Raumkonzept verbindet technische
und emotionsgeladene Details. Das jährlich erscheinende Handbuch präsentiert 20 Projekte, die solche
Konzepte erfolgreich umsetzen. Der Leser erhält einen Überblick über aktuelle Trends und Entwicklungen
in der Innenarchitektur, die auch Impulsgeber für den
Handel sein können.
Rudolf Haufe Verlag, Ludwigsburg
2008, 234 Seiten, ISBN 978-3-448-08610-2
29,80 €
Callwey, München
2008, 200 Seiten, ISBN 978-3-7667-1742-9
29,95 €; 50,90 Sfr
Gerrit Heinemann
J. Zentes, D. Morschett, J. Krebs
Multi-Channel-Handel
HandelsMonitor 2008 Die neue Mitte
Das World-Wide-Web ist erwachsen geworden, der Online-Handel boomt. Eine Entwicklung, die Multi-Channel-Retailing zum Top-Thema macht. Dieses Buch erläutert systematisch Erfolgsfaktoren, Best Practices
und zu guter letzt auch die Frage, wie sich Multi-Channel rechnet.
Gabler Verlag, Wiesbaden
2008, 215 Seiten, ISBN 978-3-8349-0789-9
29,90 €
Die totgeredete Mitte erlebt ihr Comeback. Der HandelsMonitor 2008 diskutiert das breite Spektrum an Einflussfaktoren dieses Phänomens. Im Anschluss lüftet das
Werk anhand zahlreicher Beispiele auf Sortiments-, Produkt- und Handelsformat-Ebene das Erfolgsrezept der
Neuen Mitte. Verfeinerte, verbesserte Geschäftsmodelle
und eine klare Positionierung sind wichtige Zutaten.
Deutscher Fachverlag, Frankfurt am Main
2008, 193 Seiten, ISBN 978-3-86641-113-5
198 €
Event-Kalender Calendar of events*
Date
Location
Event
Type
Information
3. – 5. 9. 2008
Seattle
International Retail Design Coference
Design Conference
www.irdconline.com
10. 9. 2008
Oberentfelden
Ladengestaltung für Praktiker
Eintagesseminar, Andreas Küssner
www.umdasch-shop-concept.com
11./12. 9. 2008
Zürich
58th International Retail Summit
Handelstagung (English and French
simultaneous translation)
www.gdi.ch
16./17. 9. 2008
Köln
Store Planning + Design
Konferenz
www.ehi.org
16. – 18. 9. 2008
Mumbai
India Retail Forum 2008
Einzelhandelskongress
Retail
Congress
www.indiaretailforum.in
17. 9. 2008
Oberentfelden
Der erste Eindruck zählt
Eintagesseminar, Margrit Lipczinsky
18./19. 9. 2008
Berlin
German Council Congress
Shopping-Center-Kongress
www.gcsc.de
19./20. 9. 2008
Wien
Laden-Dramaturige Live&Kompakt!
Shop-Expedition, Dr. Christian Mikunda
23. 9. 2008
Renens
Ladendiebstahl LIVE! (franz.)
Séminaire d´un jour, Jürgen Schmidt
24./25. 9. 2008
Verona
Store Branding (italienisch)
Seminario della durata di un giorno,
Gerhard Lipp
30. -9.30.
29.
2008
9. 2008
Düsseldorf
Berlin
Mehr Ertrag
Luxury
Summit
auf gleicher Fläche
Eintagesseminar, Christian Göggerle
Mode-Kongress
www.twnetwork.de
7. 10.
30.
9. 2008
2008
Amstetten
Düsseldorf
Ladengestaltung
Mehr
Ertrag auf gleicher
für Praktiker
Fläche
Eintagesseminar, Christian
Markus Wöss
Göggerle
7. 10. 2008
Neidenstein
Amstetten
Visual Merchandising
Ladengestaltung
für Praktiker
für Praktiker
Eintagesseminar, Markus
Irmgard Wöss
Heyd
8. 10. 2008
7.
Bozen
Neidenstein
Mehr Ertrag
Visual
Merchandising
auf gleicher
für Fläche
Praktiker
Eintagesseminar, Irmgard
Markus Haslinger
Heyd
13./14.
8.
10. 2008
10. 2008
London
Bozen
European
Mehr
Ertrag
Outlet
auf gleicher
SeminarFläche
ICSC Seminar
Eintagesseminar,
Markus Haslinger
www.icsc.org
14. 10. 2008
13./14.
10. 2008
Amstetten
London
Visual Merchandising
European
Outlet Seminar
für Praktiker
Eintagesseminar,
ICSC
Seminar
Irmgard Heyd
www.icsc.org
14. 10. 2008
Düsseldorf
Amstetten
Umdasch
Visual
Merchandising
Shop-Concept-Forum
für Praktiker
Fachvortrag, Uwe Irmgard
Eintagesseminar,
SeibickeHeyd
14. 10.
– 16.
2008
20. 2008
Macao
Düsseldorf
Asia Expo Shop-Concept-Forum
Umdasch
Global Retail Event
Fachvortrag,
Uwe Seibicke
www.icsc.org
18. – 16.
14.
21. 10. 2008
Las Vegas
Macao
Laden-Dramaturgie
Asia
Expo
LIVE!
Shop-Expedition,
Global
Retail EventDr. Christian Mikunda
www.icsc.org
21. 10.
18.
– 21.
2008
10. 2008
Amstetten
Las
Vegas
Ladendiebstahl LIVE!LIVE!
Laden-Dramaturgie
Eintagesseminar, Alfred
Shop-Expedition,
Dr. Christian
Fuchsgruber
Mikunda
50
SHOP aktuell 104
Bücher Books
Kalender calendar
Robert Misik
Jennifer Hudson
Das Kult-Buch – Glanz und
Elend der Kommerzkultur
Restroom- Zeitgenössisches
Toilettendesign
Robert Misik thematisiert in diesem Buch, dass Güter mehr und mehr auf Grund ihrer Images konsumiert werden und der Gebrauchswert zur Nebensache
verkommt. Mit Ware wird ein Stück Identität gekauft.
Kurz gesagt: Es handelt sich hier um eine pointierte Bestandsaufnahme des Lifestyle-Kapitalismus in
schillernde Aufmachung und ebenso schillernden Titel
verpackt.
Lange Zeit unterschätzt, werden gepflegte Toilettenanlagen heute als wichtiger Wohlfühlfaktor in öffentlichen Räumen erkannt. Dies gilt insbesondere auch für
Geschäfte und Shopping-Center. Jennifer Hudson geht
auf Entdeckungsreise und stellt 45 Toiletten-Designs
aus der ganzen Welt vor, gestaltet von bekannten Architekten und Designern.
Aufbau Verlagsgruppe, Berlin
2007, 199 Seiten, ISBN 978-3-351-02651-6
19,95 €; 38,60 Sfr
avedition, Ludwigsburg
2008, 192 Seiten, ISBN 978-3-89986-100-6
39 €; 66 Sfr
(German/English editions)
Dominic Sacher
Peter Zec (EDITOR)
Shopleuchten – Gutes Licht
für den Einzelhandel
red dot design yearbook
2008/2009 vol. 1, 2
Dominic Sacher, erfahrener Lichtplaner und Leuchtendesigner, erklärt in diesem Buch verschiedene Effekte und Formen der Shopbeleuchtung. Zur Veranschaulichung werden gelungene Lichtinszenierungen
unterschiedlicher Branchen, von Textil über Buch bis
Kosmetik, gezeigt. Exkurse zu Spezialthemen (Visual
Merchandising, Messung, Wartung&Effizienz u. a.) runden das Werk ab.
The jury of the “red dot design awards” selects the most
interesting and exciting design projects. And the winners
2008 are… listed in the yearbook for the first time in two
volumes. Vol. 1 “Living” presents products for a more
attractive life at home. Vol. 2 “Doing” shows innovative
designs for a stylish lifestyle in the age of communication.
DZA-Verlag, Altenburg
2008, 164 Seiten, ISBN 978-3-936300-46-8
39 €
avedition, Ludwigsburg
2008, 2 volumes, 892 pages
ISBN 978-3-89939-096-4
88 €, 139 $, 140 SFr
Date
Location
Event
Type
Information
23. 10. 2008
21.
Neidenstein
Amstetten
LadengestaltungLIVE!
Ladendiebstahl
für Praktiker
Eintagesseminar Alfred Fuchsgruber
Eintagesseminar,
28./29.
23.
10. 2008
10. 2008
Köln
Neidenstein
Energiemanagement
Ladengestaltung
für Praktiker
im Einzelhandel
Konferenz
Eintagesseminar
www.ehi.org
30. 10. 2008
28./29.
10. 2008
Oberentfelden
Köln
Ladendiebstahl LIVE! im Einzelhandel
Energiemanagement
Eintagesseminar, Alfred Fuchsgruber
Konferenz
www.ehi.org
3. 11.
30.
10.2008
2008
Zürich
Oberentfelden
Umdasch Shop-Concept-Forum
Ladendiebstahl
LIVE!
Fachvortrag, Dr. David
Eintagesseminar,
AlfredBosshart
Fuchsgruber
3. 11. 2008
4. 11. 2008
Zürich
Amstetten
„Die Neue Mitte im Handel“
Fachvortrag, Dr. David Bosshart
Handelstag WKNÖ
4. 11. 2008
5./6. 11. 2008
Amstetten
Düsseldorf
„Die Neue Mitte im Handel“
Modehandelskongress
Handelstag WKNÖ
Kongress
www.wko.at/handel
www.bte.de
www.wko.at/handel
11./12.
5./6.
11.11.
2008
2008
Berlin
Düsseldorf
Deutscher Handelskongress 2008
Modehandelskongress
Kongress
www.handelskongress.de
www.bte.de
13. 11. 2008
11./12.
11. 2008
London
Berlin
Deutscher
Handelskongress 2008
(engl.)
Specialist Lecture
Kongress
www.handelskongress.de
10. 11. 2008
13.
Lausanne
London
Umdasch Shop-Concept-Forum (frz.)
Conférence,
Specialist
Lecture
Tobias Humpert
19. –11.21.
10.
2008
11. 2008
Cannes
Lausanne
MAPIC Shop-Concept-Forum
Umdasch
Retail Real Estate
Conférence,
TobiasFair
Humpert
www.mapic.com
20./21.
19.
– 21.11.
11.2008
2008
München
Cannes
World Marketing & Sales Forum
MAPIC
Marketing-Kongress
Retail
Real Estate Fair
www.hsmglobal.com
www.mapic.com
25./26. 11. 2008
20./21.
Köln
München
„Gefährdete
World
Marketing
Liebschaften“
& Sales Forum
Fachkongress Marketing
Marketing-Kongress
www.ehi.org
www.hsmglobal.com
2. 12. 2008
25./26.
11. 2008
Kelkheim
Köln
Trendreport 2008
„Gefährdete
Liebschaften“
(Horx)
Afterwork-Seminar
Fachkongress
Marketing
www.zukunftsinstitut.de
www.ehi.org
10.12.– 2008
2.
12. 2. 2009
Düsseldorf
Kelkheim
EuroCIS
Trendreport
2008 (Horx)
Trade Fair for IT in Retail
Afterwork-Seminar
www.eurocis.com
www.zukunftsinstitut.de
10.
12. 3.
2. 2009
2009
23. –– 25.
Düsseldorf
Las Vegas
EuroCIS
GlobalShop
Trade
Fair for and
IT inIn-Store
Retail Marketing Fair
Retail Design
www.eurocis.com
www.globalshop.org
23.
25. 5.
3. 2009
2009
17. –– 20.
Las
TokioVegas
GlobalShop
Retail
Design and In-Store
Marketing
Fair
Shop-Expedition,
Dr. Christian
Mikunda
www.globalshop.org
17. – 20. 5. 2009
15 – 17. 10. 2009
Tokio
Alpbach/Tirol
„Die Kunst der Inszenierung II“
15. – 17. 10. 2009
26. 2. – 2. 3. 2011
Alpbach/Tirol
Düsseldorf
„Die Kunst der Inszenierung II“
EuroShop
Shop-Expedition,
Handels-Forum Dr. Christian Mikunda
(English simultaneous translation)
Handels-Forum
(English
simultaneous
The Global
Trade Fair translation)
26. 2. – 2. 3. 2011
Düsseldorf
EuroShop
The Global Trade
Fair information is suppliedwww.euroshop.de
* The event
in the language of the event.
www.euroshop.de
* The event information is supplied in the language of the event.
SHOP aktuell 104
51
Der Auftritt der Umdasch
Shopfitting Group an der EuroShop
2008 in Düsseldorf beeindruckte
die Messebesucher aus aller Welt.
Unter dem Motto tasteandstyle
standen Emotionen und
Produktinnovationen im
Vordergrund der Präsentation.
The Umdasch Shopfitting Group
presentation at the EuroShop 2008
in Düsseldorf impressed trade-fair
visitors from all over the world.
Emotions and product innovations
were at the forefront of the
presentation under the motto
tasteandstyle .
Member of the Umdasch Shopfitting Group
Umdasch Shop-Concept GmbH
A-3300 Amstetten
Tel. +43 7472 605-0, Fax 63487
usca@umdasch.com
Umdasch Shop-Concept AG
CH-5036 Oberentfelden
Tel. +41 62 7372525, Fax 7372550
usco@umdasch.com
D-74933 Neidenstein
Tel. +49 7263 401-0, Fax 401-145
uscn@umdasch.com
Umdasch Shop-Concept SAS
F-91160 Champlan
Tel. +33 1 60491840, Fax 60491841
uscf@umdasch.com
Umdasch Shop-Concept Ltd.
GB-Oxford OX4 1LF
Tel. +44 1865 207800, Fax 207801
uscuk@umdasch.com
Umdasch Shop-Concept Ltd.
IRL-Drogheda
Tel. +353 871 200 184, Fax 41 686 1634
uscir@umdasch.com
Umdasch Shop-Concept S.r.l.
I-39055 Pineta di Laives (BZ)
Tel. +39 0471 958700, Fax 958777
uscbz@umdasch.com
NL-7556 BN Hengelo (Ov.)
Tel. +31 74 2467360, Fax 2504423
uscnl@umdasch.com
Umdasch Shop-Concept spol. s r.o.
CZ-37001 České Budějovice
Tel. +420 387022011, Fax 7022013
budweis@umdasch.com
Umdasch Shop-Concept L.L.C
UAE-Dubai
Tel. +971 4 3618462, Fax 3618335
uscme@umdasch.com
ShopConsult by Umdasch GmbH
A-3300 Amstetten
Tel. +43 7472 605-0, Fax 605-3500
consult@umdasch.com
Umdasch Shop-Concept and the Umdasch Shopfitting Group are also available in the following planning and sales offices as well as at the following locations (selection). Austria: Vienna, Traun/
St. Martin, Innsbruck, Klagenfurt. Switzerland: Münsingen (Berne), Renens (Lausanne). Germany: Hamburg, Oberhausen, Monheim, Bad Hersfeld, Bamberg, Hofheim/Wildsachsen. Netherlands:
Delft. France: Claix/Grenoble. Italy: Parma, Milan, Roncadelle. Spain: Madrid. Sweden: Gothenborg. Norway: Oslo, Stavanger. Slovenia: Slovenska Bistrica. Croatia: Zagreb. Serbia: Belgrade.
Poland: Warsaw. Russia: Moscow. Greece: Athens. Israel: Tel Aviv. Saudi Arabia: Jeddah. Canada: Toronto. USA: New York, Newport Beach/CA. And wherever else your business takes you!
www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.jonas-shop.com • www.shopconsult.at

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