Trends in airport retailing

Transcription

€ 6 / chf 9 / $ 8 / £ 4
The International Magazine for
Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
103
Trends in airport retailing
EuroShop Panorama:
17 top shops
Prof. Dr. Katharina
Srnka on 60-plus
New shopfitting
systems
SHOP Inhalt
Contents
Katharina J. Srnka über das Forschungsprojekt
„Handel 60+“ – Seiten 50 – 53 Katharina J. Srnka on
the research project “Retail 60-plus” – pages 50 – 53
Anti-Stress-Programme im Airport-Shopping –
Seiten 6 – 13 Anti-stress programmes in airport
shopping – pages 6 – 13
naturathek – schön gesund leben – Seiten 54 – 59
naturathek – health and beauty for life – pages 54 – 59
tasteandstyle zur EuroShop – Seiten 16 – 19
tasteandstyle at the EuroShop – pages 16 – 19
Inhalt
Contents
Beim neuen Shop-Concept
„Crystal Forest“ von
Swarovski wird das Thema
Schmuck deutlich forciert.
Das wird auch bei dem im
November 2007 in der Regent
Street in London eröffneten
110 m²-Shop deutlich (zu
sehen im EuroShop Panorama
auf den Seiten 46/47).
In Swarovski’s new shop
concept “Crystal Forest” the
subject of jewellery is afforded
considerably more attention.
This can also be clearly seen
in the 110-m² shop which was
opened in November 2007 in
Regent Street in London
(described in EuroShop
Panorama on pages 46/47).
SHOP INSIDE
Editorial, Impressum, Leserservice
Editorial, Masthead, Reader service
4 – 5
SHOP CONCEPT THEMA
Airport Retailing
6–1
3
SHOP PORTRAIT
Rodney Fitch
14 – 15
EUROSHOP 2008
16 – 1
9
EUROSHOP PANORAMA
53° North, Beate Uhse, Best Mens Wear, Calvin Klein,
Dielmann, Esprit, Gigasport, Haas, Humanic, Levi´s,
Nespresso, Paris Gallery, Samsung Electronics,
Sportland, Swarovski, Thalia, Thun, Tsum
20 – 4
9
SHOP TALK
Dr. Katharina Srnka über die Konsumentengeneration 60+
Dr. Katharina Srnka on the 60-plus consumer generation
50 – 53
SHOP REPORT
naturathek
54 – 5
9
SHOP SYSTEMS
Neue Programme von Umdasch Shop-Concept
New programmes by Umdasch Shop-Concept
60 – 63
SHOP EVENTS
Umdasch Shop Academy, Termin-Kalender,
Neue Bücher
Umdasch Shop Academy, Calendar of Events,
New Books 64 – 6
7
SHOP aktuell 103
umdasch shop-concept
SHOP Editorial
SHOP Inside
EuroShop
Panorama
Umdasch Shop-Concept mit
eigener Company in Irland
Umdasch Shop-Concept founds
its own company in Ireland
Liebe LeserInnen,
Reinhard Peneder
SHOP aktuell
Chefredakteur
Editor-in-Chief
aus Anlass der EuroShop bietet Ihnen
diese Ausgabe von SHOP aktuell eine illustre Auswahl an aktuellen Top-Projekten
aus der internationalen Retail-Szene. Ihnen gemeinsam ist, dass Umdasch ShopConcept an der Konzeption und/oder Realisierung beteiligt war. Die Beispiele zeigen, wie sehr sich Umdasch in den letzten Jahren als globale Brand Shop Factory
etabliert hat.
Die spannende Entwicklung im Travelund Airport-Retailing und die ungenutzten
Chancen im 60+-Markt sind weitere große
Themen von SHOP aktuell 103. Nicht fehlen darf ein Überblick über die neue Generation an Systemen und Programmen,
die Umdasch in diesen Tagen und Monaten auf den Markt bringt. Was sich in den
nächsten Monaten so an einzelhandels
relevanten Veranstaltungen tut, finden Sie
ebenfalls in dieser Ausgabe. Viel Spaß bei
der Lektüre!
Für Umdasch Shop-Concept entwickelt sich der Markt in Großbritannien und Irland besonders dynamisch.
Bereits 2005 wurde in Oxford ein neues
Büro bezogen. Die Mannschaft rund
um Ben Hiley, Anneliese Halbartschlager und Sales Director Roman Fußthaler
wird systematisch verstärkt. Nun ist
auch in Irland eine eigene Gesellschaft
gegründet worden. Die Umdasch ShopConcept Irland Limited hat ihren Sitz in
Monasterboice (Drogheda) in der Grafschaft Louth, etwa 50 km südlich von
Dublin (Details siehe Heftrückseite).
For Umdasch Shop-Concept the
market in the United Kingdom and Ireland is developing particularly rapidly.
The company moved into its new offices
in Oxford in 2005. The team supporting
Ben Hiley, Anneliese Halbartschlager and
Sales Director Roman Fussthaler has
been increased in size. Now a separate
company has been founded in Ireland.
The headquarters of Umdasch ShopConcept Ireland Limited are in Monasterboice (Drogheda) in the county of Louth,
some 50 km south of Dublin (For details
please see back of this magazine).
Dear Readers,
To mark the occasion of the EuroShop,
this issue of SHOP aktuell presents an exclusive selection of current top projects
from the international retail scene. What
they all have in common is that Umdasch
Shop-Concept was involved in the design
or realization. These examples show the
extent to which Umdasch has established
a reputation in recent years as a global
brand-shop factory.
Additional subjects in SHOP aktuell
103 include the fascinating developments
in travel and airport retailing and the as-yet
unexploited opportunities provided by the
60-plus market. Another important theme
is the survey of the new generation of systems and programmes which Umdasch
will be presenting over the next months.
You will also find in this issue details of the
retail events which will take place during
the next months. Happy reading!
Die Grafton Street im Herzen Dublins ist Irlands wichtigste Einkaufsstraße. Grafton Street, in the heart
of Dublin, is the most important shopping street in Ireland.
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. Number 103/February
2008. German/English edition. Price per copy: € 6, CHF 9, $ 8, £ 4. Subscription price: € 24 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, Sonja Scheidl, John Ryan, Martin Schnöller,
Eva Raberger, Mathias Seiler. Design: Matthias Koch, Denise Siegl. Photos/Illustrations: Manfred Aigner, Nina Strugalla,
Reinhard Peneder, Moodie Report, Gavin Jackson, Sonja Scheidl, Cornelia Suhan, LabVert, Vienna Airport, Nuance Group,
Rodney Fitch, section.d, RZB, Paolo G. Manica, Esprit, Leder&Schuh, Levi’s, Appelrath-Cüpper, Uni Wien, Manfred Lang,
Schauer, Schriks, Luis Paterno, Messe Düsseldorf, dlv, Zukunftsinstitut, HotsSaxClub, Archive. 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 103
SHOP Inside
Global Sourcing Network
Dubai ist eine der 9 eigenen
Fertigungsstätten der Umdasch
Shopfitting Group, die
systematisch um ein GSNNetzwerk ergänzt werden.
Dubai is one of the nine
production centres belonging
to the Umdasch Shopfitting
Group. They are being
systematically expanded by
means of the GSN network.
Die Umdasch Shopfitting Group baut
ihr Global Sourcing Network (GSN) systematisch aus. Die 9 eigenen Fertigungsstätten in Österreich, Deutschland, der
Schweiz, Italien, Tschechien und Dubai
werden damit um zusätzliche Kapazitäten ergänzt. Neue GSN-Partner kommen etwa aus osteuropäischen Ländern und aus Asien. Um in das Netzwerk aufgenommen zu werden müssen
die Partner ein strenges Auditverfahren
– vor allem hinsichtlich Qualität und Lieferzuverlässigkeit – bestehen. Das Global Sourcing Network soll gewährleisten,
dass Umdasch-Kunden ihren jeweiligen
Anforderungen entsprechend bestmöglich bedient werden. Dabei ist der Preis
nicht das einzige, aber ein sehr gewichtiges Kriterium.
The Umdasch Shopfitting Group
is systematically expanding its Global
Sourcing Network (GSN). The company’s nine own manufacturing centres in
Austria, Germany, Switzerland, Italy, the
Czech Republic and Dubai will be extended to provide additional capacity. They
will be joined by new GSN partners, for
example from Eastern European countries
and Asia. In order to be accepted into the
network the partners are required to pass
a stringent auditing procedure, especially with regard to quality and reliability of
delivery. The Global Sourcing Network
aims to guarantee that Umdasch customers can be served as efficiently as possible and in accordance with their individual requirements. The prize is an important, but by no means the only, criterion.
Professional
Store Check
In our rapidly changing world, consumer habits and the retail landscape
change with remarkable speed. Bearing
these facts in mind, does your shop still
meet today’s and tomorrow’s requirements? In order to answer this important
question, Umdasch has developed the
“Store Check”. This procedure examines
in professional detail your current presentation (positioning, concept, range of
goods, store layout, shop design, lighting, goods presentation etc.). If necessary, suitable measures will be proposed.
We believe that this is a small investment
in the future which it is definitely worth
making. Interested? Then please contact
“your” local Umdasch office or send an
e-mail to Umdasch directly.
The Store Check is
comprehensive and
standardized and
reveals all weak
points.
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Umdasch acquires Jonas Ladenbau
With the purchase of the shopfitter Jonas, Oberhausen in autumn 2007,
the Umdasch Shopfitting Group – part
of the Umdasch Concern – continues
its expansion in the shopfitting branch.
In addition to classic shopfitting skills,
Jonas can claim particular competence
in the field of project management. This
will enable Umdasch to expand its expertise considerably in this area. There is an
increasing demand in this field, in particular from retailers and brands which
operate on the international market.
The traditional company Franz Jonas
GmbH & Co. KG with headquarters in
Oberhausen-Buschhausen has built up
an excellent reputation as an “all-inclusive shopfitter”, including construction
advice on the spot. Its customers include
famous brands. Its latest annual turnover
was some 30 million euros, which was
SHOP aktuell 103
achieved by a staff of some 100 employees. The Umdasch Shopfitting Group
– without Jonas – achieved a turnover
of 214 million euros in 2007. Some two
thirds of this figure were contributed by
the core brand Umdasch Shop-Concept,
which operates in the non-food field; the
remaining third was achieved by the
core brand Assmann Shop Design (focal
point: food/ health and beauty articles).
The total turnover of the Umdasch conMichael Staller,
Managing Director of
the German
subsidiary company
of Umdasch ShopConcept in
Neidenstein, is now
also a member of the
management of
Jonas Ladenbau.
cern (including Doka Formwork Technology) totalled 1,040 million euros in 2007,
thus passing the one-billion-euro mark
for the first time.
“We want to expand not only by
means of our own strength, but also
through takeovers” – was the comment
of Umdasch Managing Director Dr. Reinhold Süßenbacher with regard to the
purchase of Jonas.
The official purchaser is Umdasch
Shop-Concept GmbH in Neidenstein/
Heidelberg, the German subsidiary company of Umdasch which has just celebrated its 25th “birthday”. In future the
management of Jonas will consist of
Dieter Eichhorn, the Managing Director
of Jonas for many years, and Michael
Staller, who is also Managing Director
of Umdasch Shop-Concept GmbH, Neidenstein.
SHOP Concept Thema
Travel- & Airport-Retailing
Text
Reinhard Peneder
Dubai Airport Duty Free at 24.00 hours: a global trading centre.
Anti-stress programmes
in airport retailing
Coinciding with its 60th birthday, the international travel retail branch (“born” at Shannon Airport in 1947)
is currently experiencing an exceptionally dynamic phase. Although it is a highly profitable business
sector it is also very sensitive because of its susceptibility to crisis. Increasingly professional and subtle
concepts are being employed in the hope of attracting the attention of credit-card owners in spendthrift
mood. The dictate of the moment is to relieve them of all possible stress.
SHOP aktuell 103
SHOP Concept Thema
The travel retail business is worth almost 30 billion dollars
worldwide. Some two-thirds of this total is attributable to airport shopping. The turnover increased by some 8 percent
between 2005 and 2006. 09/11 and SARS have long been relegated to past history. Nonetheless, in 2007 the increased security procedures at airports caused a minor setback. Airlines are
demanding above all that the regulations relating to hand baggage and the transportation of liquids should be standardized
worldwide in a manner which is also comprehensible for passengers. Nonetheless, the dynamic development continues.
That is important, since airports increasingly rely on so-called
non-aviation revenues to compensate for the fact that the marSHOP aktuell 103
gins in flight operation are decreasing progressively, not least
as a result of the growth of the low-cost airlines. For this reason the competition among retail operators is increasing, and
a trend towards concentration can be discerned. In the gamble
for the best locations and surfaces (the so-called tender procedure) it is often the bank itself, in other words the airport, which
has the best cards.
The global Top Ten among duty-free operators in 2006 (see
Table 1) is headed by the American dfs group, followed by the
Swiss Nuance group and Gebr. Heinemann from Hamburg.
In the airport ranking by frequency of international flights
SHOP Concept Thema
With the opening of Terminal 5 the sales area at London Heathrow will exceed the 50,000 m² mark.
(flights per week, see Table 2), Paris Charles de Gaulle lies
ahead of London Heathrow and Amsterdam Schiphol. That is,
so to speak, the potential which is available. How this frequency is exploited in the form of available sales area and attractive
presentation is another matter (see also Table 3). In the assessment of location it must also be taken into account how high
the true duty-free ratio is (or can be) in proportion to the range
of goods as a whole, since within the EU there is no real tax
advantage. In this respect, for example, the conditions offered
by Istanbul airport are quite different from those in Munich.
national) and the “Travel Retailer International” keep abreast
of the latest trends in the field and provide their readers with
up-to-date information (also electronically) at regular intervals. They report regularly on passenger frequency statistics
as well as the development of ranges of goods in the different
locations. As far as the range of goods is concerned, airports
remain the stamping ground of the major international brands,
which are present here in a density which exceeds that found
anywhere else on earth.
Constantly expanding sales areas
In general, the structures within the travel retail market are
highly transparent. This is a result not only of the leading annual fair worldwide, the TFWA World Exhibition in Cannes, but
also of a small number of highly specialized publications on the
subject. “The Moodie Report”, “DFNI” (Duty-Free News InterTable 1 – Top 10 Duty- and tax-free Operators 2006
Ranking
Company
1
DFS Group, US
2
The Nuance Group, CH
3
Duty- and taxfree sales ($m)
Market share
2,250 1)
7.8 %
1,785
6.2 %
Gebr. Heinemann, D
1,350 3)
4.7 %
4
Dufry Group, CH
1,170
4.0 %
5
Lotte Duty Free, South Korea
1,000 1)
3.4 %
6
Aldeasa, Spain
975
3.3 %
7
World Duty Free, UK
770
2.7 %
8
Aer Rianta Int., Ireland
700 1)
2.4 %
9
Dubai Duty Free, UAE
695
2.4 %
Aelia, France
640
2.2 %
Other
17,665
60.9 %
Total (all operators)
29,000
100.0 %
10
2)
1)
estimated, 2) including joint ventures,
Source: Raven Fox Research.
3)
incl. wholesale.
The expansion of sales areas at airports continues apace. The
development is particularly rapid in Asia, and is directly linked
to the rapidly rising numbers of passengers at these destinations. Eastern Europe presents a similar picture. The necessity
of increasing non-aviation revenues is also leading to creative
concepts at existing locations. Wherever possible, airports are
making increasing areas available for gastronomy and shopping. In particular when it comes to the construction of new
terminals, the subject of shopping is being afforded considerably more importance than in the past. The cooperation
between airport authorities and (potential) retailers is therefore
being intensified even before construction is completed. Notable new concepts for shopping complexes have recently been
realized, for example, in Copenhagen and Istanbul, with Heinemann the main operator in both cases. The opening of Terminal 5 in London Heathrow is awaited with great interest; a
true paradise of luxury shopping and gastronomy (including
Harrods, Mulberry, Tiffany & Co.) will greet passengers here.
However, even this will be surpassed by the duty-free area of
the new airport in Dubai (Dubai World Central International Airport), which is currently under construction – despite the fact
that Dubai’s present airport is already regarded as a unique
shopping paradise.
SHOP aktuell 103
SHOP Concept Thema
With the Skylink terminal (due to open in 2009), Vienna Schwechat airport will double its sales area to approx. 20,000 m².
Walk-through concepts, anti-stress programmes,
authentic ranges
SHOP aktuell has spoken to airport authorities, retail operators
and the travel retail professionals of Umdasch Shop-Concept,
in order to learn about the current trends in the conception
and design of airport shopping. Particularly fashionable at the
moment are the so-called “walk-through concepts”. This refers
to the way that customers are subtly guided from the airport
entrance to the departure gates. In most cases the passenger
will suddenly find himself in the middle of the sales activity as
soon as he has passed through the boarding card and security
checks. The rest of his route towards the gate continues along
a path of temptation.
The positioning of shopping areas in the public areas of airports (“landside”) has lost something of its former dynamism.
Passengers are mostly nervous until they have completed the
compulsory programme of check-in, boarding-card inspection,
security checks and passport control if appropriate before they
can finally relax and use their remaining time for shopping “airside”. Of course, the landside shops continue to retain a certain importance for airport employees. Many airports are currently testing so-called “Arrival Shops”, which are locations as
it were for last-minute duty-free shopping upon arrival.
As far as the range of goods on offer is concerned, traditional
local items have greatly increased in popularity. In many cases, typical specialities and branded products from the country
or region in question are presented with particular prominence
in a specially designated area. Professional category management has established itself in most places, with a clear trend
towards “less is more”. That makes it easier for customers to
find their way around on the one hand, and provides financially
measurable logistic advantages on the other.
SHOP aktuell 103
Ing. Michael Ripfl (Umdasch ShopConcept) is an expert on the
international travel retail scene. Here
he is seen speaking at a duty-free
conference in Kiev.
“With the new Skylink terminal we aim
to expand the percentage revenues
from shopping and gastronomy
towards the 40 percent mark” asserts
Dipl.-Ing. Werner Hackenberg of
Vienna International Airport.
Bébé Branss (Heinemann): “Airport
shops are increasingly being
provided with emotional content”.
“Airports are increasing the space
available for shopping and
gastronomy,” observes Markus Ettlin
(Heinemann).
SHOP Concept Thema
The redesigned shopping area at Istanbul airport (by Umdasch) has an exceptionally high proportion of “true” duty-free shopping.
Table 2 – Airports by frequency of international flights *)
Ranking
Airport
Country
Flights/week
1
Paris Charles de Gaulle
France
4,452
Change
+2%
2
London Heathrow
UK
4,070
+1%
3
Amsterdam Schiphol
Netherlands
3,921
+1%
4
Frankfurt International
Germany
3,769
+1%
5
Munich International
Germany
2,878
+8%
6
Hong Kong International
China SAR
2,465
+6%
7
Madrid Barajas
Spain
2,354
+ 16 %
8
Vienna International
Austria
2,298
+ 10 %
9
Copenhagen Castrup
Denmark
2,133
+3%
Zürich
Switzerland
2,065
+5%
10
*) Compiled in week 41/2007, Source: OAG/The Moodie Report
Table 3 – Statistics for selected airports (in US$)
Airport
International
Passengers
2006
Passengers
total 2006
m² sales
area
total *)
DFturnover
Turnover
per int.
passenger
London Heathrow
61.35 m
67.53 m
48,000
>900 m
14
Seoul
27.36 m
28.36 m
8,950
910 m
33
Dubai Int.
27.93 m
35.00 m
8,080
696 m
25
Singapore
33.37 m
35.03 m
20,000
>500 m
15
Amsterdam
45.96 m
46.09 m
8,000
>400 m
9
Paris CDG
51.85 m
56.81 m
29,575
>400 m
8
Frankfurt Main
45.70 m
52.81 m
15,000
404 m
9
Zürich
18.44 m
19.19 m
17,500
>100 m
5
Munich
21.39 m
30.76 m
N. A.
>90 m
4
Los Angeles
16.92 m
61.05 m
2,640
>90 m
>5
*) Only partly comparable due to differences in assessment criteria.
Sourc: The Duty-Free & Travel-Retail Database & Directory 2007/2008
To counteract the increasingly “cold” atmosphere of airports,
today gastronomy and shopping areas are frequently being
invested with emotional warmth. To achieve this they use all
the tools of shop dramaturgy and “tell a tale”. Increased emotional value can certainly be generated by a whiskey if we know
exactly where it comes from and the environmentally-friendly processes used in its manufacture. And if you can actually
sample it on the spot, the exquisitely packed and certified bottle is bound to land in your shopping basket. Lighting plays an
10
important part in this staging concept. It is mostly present in
abundance but is employed in a highly differentiated manner.
Above all, the repeated intensification of security measures
has driven potential customers into tense situations which act
as a brake on their desire to purchase. In order to ensure the
success of airport shopping today it is essential that passenger stress levels be reduced and the amount of time spent in
the shopping area optimized. To achieve this it is necessary
SHOP aktuell 103
SHOP Concept Thema
SWIFT: a convenience concept for
last-minute airport shopping,
developed by the Nuance group.
More than ever, exclusive brands
characterize the range of goods on
offer in airport shopping.
to harmonize the cooperation between airport authorities and
shop operators, not to mention with the security authorities. It
is very important that a guidance system be introduced which
will enable passengers to find their way without difficulty, and
which will permit them to navigate their way through the airport.
The passenger should remain fully in the picture throughout his
remaining journey to the departure gate, so that experienced
time and real time remain accurately aligned at all times.
SHOP aktuell 103
10,000 m² new shopping area at Vienna airport
Vienna Schwechat is one of those airports which has linked the
construction of a new terminal (“Skylink”) with a marked expansion of the non-aviation section. A total of 10,000 m² additional
space for shopping and gastronomy will result in a doubling of
the existing available space. It is planned that 34 new shops
and 20 new food and beverage establishments will be available within the Skylink, which will be operational from 2009.
11
SHOP Concept Thema
The tax-free shops at Copenhagen Castrup airport were redesigned in 2007. Heinemann was
awarded the contract. The shopfitting was carried out by Umdasch Shop-Concept.
A central security control area, a walk-through concept and
larger sales areas per shop will provide visitors with as stressfree an experience as possible. Typically Austrian brands –
“The Best of Austria” – will be prominently presented within
their own shop. A tender procedure is being employed for the
allocation of the sales areas with a five-year contract period.
The basis for the calculation of the minimum rent will be 75 %
of the turnover as estimated by the applicants.
Vienna hopes to expand its position as an airport hub for flights
to Eastern Europe (it is currently in third position behind Frankfurt and London). With the Skylink the airport will be designed
to cope with a maximum capacity of 24 million passengers per
year. Some 45 percent of the turnover is currently achieved
in the aviation area, 30 percent in handling and 25 percent in
12
the field of shopping and gastronomy. The latter field is to be
expanded to approximately 40 percent, whereby an increase
in the expenditure per passenger (currently between 7 and 8
euros) will be necessary. Some 40 percent of passengers currently travel to non-Schengen destinations.
A concept for high-speed shoppers
The airport business is a fast-changing one where clever ideas
are much in demand. One of these innovations is the SWIFT
Shop, developed by the Nuance group. Passengers with a very
tight time schedule and transit passengers are the main target
group for this convenience concept. A sales area of 60 – 80 m²
offering a selected range of quick-turnover products within all
the usual categories is established near the departure gates to
SHOP aktuell 103
SHOP Concept Thema
serve these high-speed shoppers. The goods on offer range
from tobacco goods in individual packs to selected newspapers, and hot and cold drinks and snacks are also available on
a self-service basis. The convenience character is emphasized
by the eye-catching, modern shop design.
Umdasch Shop-Concept as airport shopfitter
In recent years, Umdasch Shop-Concept has continued to
expand its position as a leading international airport shopfitter. The company’s partners include well-known retail operators such as Nuance, Heinemann and Aer Rianta. The list of
airports at which Umdasch has completed projects is equally impressive and includes: Athens, Beirut, Berlin, Budapest,
Copenhagen, Cork, Dubai, Dublin, Düsseldorf, Frankfurt, IstanSHOP aktuell 103
bul, Johannesburg, Leipzig, Ljubljana, London, Malta, Moscow, Munich, Newcastle, New York, Oslo, Paris, San Francisco, St. Petersburg, Trondheim, Vienna and Zurich. In its airport projects Umdasch has been able to make good use of its
expertise resulting from its activities on behalf of international retailers and brands. The “Umdasch Airport Professionals”
demonstrate expertise in concept development, shop design,
visual merchandising and planning as well as experience in the
global execution of projects of this nature. Duty-free on the www:
www.tfwa.com
www.ravenfox.com
www.moodiereport.com
13
SHOP Portrait
Rodney Fitch
Rodney Fitch, retail design
ambassador
The man whose name appears over one of London’s biggest retail design businesses continues to show the way
for many others. John Ryan presents a portrait of Rodney Fitch for SHOP aktuell.
This is to belie the essential fact about Fitch however, which
is that this is a design consultancy with an unerring focus on
retailing with names such as Lego, Harrods and Best Buy all
benefiting. And at the heart of this empire is the man whose
name is over the door – Rodney Fitch, the company’s chairman.
Creative chaos provides inspiration for work
On entering Fitch’s offices, you might be forgiven for thinking that Fitch, the man, would be sequestered in a minimalist
white office surrounded by hi-tech gadgets while creative types
paced backwards and forwards showing him the latest concepts for a new store chain in, say, Kazakhstan.
But at a considerable distance from reception you are finally
taken out of the hubbub of the design studio and ushered into
the glass-fronted, cluttered office of Rodney Fitch. Dominating this space is a table with several chairs. It is clear that Fitch
uses this as an informal boardroom where decisions regarding the Kazakhstan chain can be taken. The room has been
personalized to a degree not normally found in the offices of
chairmen – there are paintings, sketches and books all over the
place and the table is piled high with documents of different
shapes and sizes. One thing is obvious: Fitch does not operate
an entirely clean desk policy.
According to Rodney Fitch, inspiration, conviction, optimism and innovation
are the main components of the “Fitch DNA”.
And just as you are settling down to enjoy the cup of coffee that
has been offered, the door opens and Fitch himself appears. It
is in fact relatively unusual to catch him in the London office. A
typical week for Fitch might involve traveling to the American
headquarters in Columbus, Ohio, hopping on another plane to
take part in a conference on Middle East retailing in Dubai and
finally back to London on a Friday. But here he is and it is clear
that he is master of all he surveys.
Back on top after stormy times
Walk into the swish offices of Fitch in London and things are
pretty much as you’d expect. This is a design consultancy with
outposts around the globe and with a client list and contacts
that many firms can only dream of. To an extent, the reception
area looks like a merchant bank in the City of London with a dot
matrix ticker display providing details of stockmarket prices,
copies of the FT scattered around and brightly-coloured chairs
allowing visitors comfortable repose while they wait to be
seen.
14
But things haven’t always been like this. Fitch only rejoined the
company that he founded in 1972, in 2004, after a nine-year
absence. Prior to 1994, when he quit the eponymous consultancy, he had been at the helm of a concern that had been
the first design company to get a London stock exchange listing and which had created interiors for almost every UK high
street name.
Originally, Fitch had worked alongside that other titan of the
design world, Sir Terence Conran, and following a manageSHOP aktuell 103
SHOP Portrait
Rodney Fitch
ment buyout he bought the latter’s Conran Design Group (CDG)
in 1972, of which he had been managing director since 1968.
On completion of the buyout, CDG changed name to Fitch &
Company and the die was set. Fitch comments: “When I first
started, I thought that I wanted to be an architect and worked
in an architect’s office for a while.” He adds that the charm of
retail environmental design soon exercised its call upon him
however and by the time of the CDG buyout the course that he
was going to take had become clear.
A twenty-two year stint as the company’s head man was followed by a falling-out and in 1994, Fitch walked away from
Fitch. He founded rival design company Rodney Fitch & Company in the same year with backing from Virgin boss Richard Branson; another name in his extensive contact book.
Nine more years passed, Rodney Fitch & Company went into
receivership and a lot of water passed under the bridge. Then,
in 2004, after a period in which Fitch also worked for London
design consultancy-cum-shopfitter Portland, the homecoming occurred.
Quite a lot had changed since he had left and the firm that he
rejoined was going through a bit of a barren patch. It is a mark
of the resilience of man and organization however that Fitch is
today back on top again and is one of only two or three names
that is likely to make it to the top of any pitch list that is being
compiled by a retailer.
An institution without expiry date
Much of this is down to the role that has been adopted by Rodney Fitch. As well as acting as the company’s grand old man,
full of the design wisdom of somebody who has been in the
business since the 1960s, Fitch is also a roving ambassador
for the Fitch creed. Practically this does mean dealing with a
lot of different types of bodies and companies in widely-varying locations.
“I think that private equity is a terrible thing, it is no good for
retail,” says Fitch when talking about the changes that have
taken place on our high streets. Clearly, as well as being a
design emissary, this is a man of strong opinions, who continues to keep tabs on the changing face of modern retailing.
Ask about any retailer or retail trend and the chances are good
that Fitch will have something to say about it. And he continues to be the face that people associate with the brand. His
2004 return to the fold has therefore been good, both for man
and company. Fitch, the consultancy, is on a high currently, in
SHOP aktuell 103
Over the past decades Rodney Fitch had to overcome various hurdles in the
tough retail design business. Today he is more firmly established than
anyone else in the branch.
the UK and internationally, and Fitch the designer is once more
leading the charge. He is proof that age is no barrier to continued success. Turn up at any gathering where he is speaking
and the predominantly young audience is rapt.
Rodney Fitch has steered a canny path through the ups and
downs of the retail design industry over the last forty or so
years and shows absolutely no signs of slowing down. umdasch shop-concept
15
EuroShop 2008
The striking accents on the cylinders for the individual themes create an appropriate atmosphere for each retail brand.
Sensuously staged product and design worlds
Umdasch presents 980 m²
“tasteandstyle” at EuroShop
The Umdasch Shopfitting Group with its core brands Umdasch Shop-Concept and Assmann Shop
Design has made a conscious decision to continue its series of themed EuroShop presentations in
2008. In 2002 the theme was media architecture; in 2005 store branding was the main focus of the
presentation. From 23 – 27 February 2008, surprised visitors to the Umdasch stand will encounter a
sensuously staged product world presenting trends in food and non-food shopfitting.
16
SHOP aktuell 103
EuroShop 2008
Based on the trade fair motto “tasteandstyle”, Umdasch will
present six themed constributions (retail brands) with a number
of innovations in the fields of both products and systems. The
Assmann brand focuses on settings for goods ranges from the
field of convenience, wellness and fitness. Umdasch ShopConcept operates in the sectors fashion, beauty and accessories. The eye-catching circular architecture will be dominated by suspended cylinders which are covered in gold-coloured drapes. The atmospheric lighting effects will heighten
the overall dramatic effect. Umdasch has established a partnership with the company RZB Leuchten especially for the
EuroShop. The concept and design are the work of the communications agency Section.d. and LabVert, a young partnership of architects, both based in Vienna. The themes, systems
and programmes come from the development departments of
Umdasch and Assmann.
References / SHOP aktuell. At this counter the Umdasch
Shop-Concept brand will present its current references onscreen. In addition, the most recent issues of SHOP aktuell will
also be available, including the current issue no. 103. Free subscriptions may be ordered by filling out the info-coupon.
References / Media. This counter is dedicated to the references of the Assmann Shop Design brand. Here you will find,
amongst other material, the Assmann Mailer No. 15 – hot off
the press.
In the themed contributions Umdasch has effected a bold
design abstraction of the ranges, which are presented without
the addition of goods. In this way the numerous innovations in
systems and programmes are displayed with particular clarity. In addition to retail professionals this should permit architects, designers and shop planners to find what they are looking for. In addition, further details about the Umdasch Shopfitting Group’s core competences will be provided at six information counters:
An overview of the systems and lighting solutions:
No
Retail Brand
System(s)
RZB lighting concept
01
Beauty
Arena Alu (pure aluminium)
id entity (neutral white), T5 built-in lighting
(lighting systems)
Independent (goods presentation on all forms and materials)
02
Accessoires
Carré (shelves can be inserted horizontally and vertically)
Trend Line (neutral white), T5 built-in lighting
03
Fashion
Arena Alu, Independent, Uniplug (intelligent modular system for
centre of store)
04
Fitness
A25 (variable heights at 25 and 50 mm intervals, with Click Shelf
suitable for heavy loads)
05
Wellness
A30 lite (with shelves of sheet metal and wire)
Trend Line (neutral white), T5 built-in lighting, Flat XXLlighting system for large areas (adjustable colour accents)
06
Convenience
A30 (constantly adjustable height at 30 mm intervals,
interchangeable sheet and wire systems)
id entity (warm white and neutral white),
T5 built-in lighting
SHOP aktuell 103
17
EuroShop 2008
The light installation by RZB plays an important role in the retail brand Beauty.
ShopConsult by Umdasch / Shop Academy. ShopConsult by Umdasch is the highly specialized advisory servce of
the Umdasch Shopfitting Group. Here you will find information about the range of services it offers. The Umdasch Shop
Academy presents its seminar programme for 2008 as well as
a selection of detailed programmes.
DesignShop by Assmann. The DesignShop by Assmann
presents a comprehensive range of services. Let us provide
you with new ideas from amongst our wide range of suggestions.
Project Management, Sourcing & Production. Here you
can discover how to benefit from the Global Sourcing Network (GSN) of the Umdasch Shopfitting Group. Or learn what
is meant by the expression “total cost of ownership”.
Networking partners. At this counter you will find information
about network partners of the Umdasch Shopfitting Group. For
example about RZB Leuchten, the renowned Gottlieb Duttweiler Institut (GDI) in Zurich Rüschlikon or about Procedes, the
digital printing company.
Visitors to the Umdasch stand at the EuroShop will be able to
take advantage of the opportunity to gain important information at first hand but can also enjoy the attractive lounge and
18
The RZB track spotlight id entity
can be individually branded.
bar area, which has been a popular meeting place at every
EuroShop for many years.
A dazzling display of new products and systems
This time, new products and systems will form the focal point
of the presentation by Umdasch and Assmann at the EuroShop. More than a dozen new shopfitting systems can be
seen, appropriately integrated into the themed contributions.
At Umdasch Shop-Concept the shopfitting ranges Carré, Uniplug, Independent, Arena Alu and a matching shelving system
SHOP aktuell 103
EuroShop 2008
A bold design by the architects from LabVert: the retail brands Beauty, Accessories and Fashion.
will make their first appearance at the EuroShop (see article
on pages 60 – 63). These new shopfitting systems offer a wide
range of possibilities for customization. They thus meet the
requirements of architects and designers for systems which
can be used in different ways and adapted to suit the brand
design in question.
tive feature is the RZB large-surface spotlight, which provides
the customer’s path through the store with colour-driven spatial lighting. Within each contribution, individual solutions have
been designed and adjusted to blend with each other to provide
lighting accents for goods presentation, general lighting for the
overall sales area and contour lighting for the furnishings. At Assmann, ALL4one is the new common platform of the
former A family, which can be used in different system versions.
The range includes A30, A30 lite, A25 and A25 lite. ALL4one
includes a system of uprights which can be inserted into each
other, with a choice of central or pre-mounted unit backs and
complete compatibility between the wire and sheet elements
with a single dividing system. What makes the system quite
different is the fact that the height of the shelves is adjustable,
rather than the appearance of the slits. For example, System
A25 permits the shelves to be adjusted at intervals of 25 mm.
The partnership with RZB Leuchten was established specially
for the EuroShop. It provides the Umdasch presentation and
the individual theme areas with a particularly realistic and innovative lighting concept. Among the interesting new features will
be found, for example, the track spotlight id entity, which can
be fitted with the branding of the customer in question. At the
EuroShop it is largely employed with 70 watts of power, with
various angles of light emission and colours. Another attracSHOP aktuell 103
19
EUROSHOP PANORAMA
53° North
53° North
The perfect wave
Infobox
Location:
Blanchardstown Centre
Unit 428, Retailpark 3
Dublin 15
Ireland
Contact:
www.53degreesnorth.ie
Sales area/no. of floors:
1,200 m² / 4
Opening:
July 2007
Sector:
Outdoor
Planning:
Umdasch Shop-Concept, UK
Shopfitting:
Shopfitting system:
Arena, Quadra
Lighting:
Holmar Ltd.
53° North is a young Irish outdoor retailer specializing in fashion, shoes and accessories. The company aims to appeal to an
Irish clientèle with above-average purchasing power, who are
more interested in lifestyle and fashion than high-performance
sports. 53° North does not market its own products, but sells
brands like Nike, North Face, Quicksilver, Oakley, Timberland,
Oxbow... The shop in the Blanchardstown Centre is 53° North’s
second project to be completed. The company plans to open
additional stores in Ireland in the future. It has set its sights on
shopping centres or good inner-city locations, where largish
sales areas are available.
Umdasch Shop-Concept was able to demonstrate its wideranging shopfitting expertise in the execution of this project
– from consultancy and planning to manufacture and installation. The entrance is particularly eye-catching. A mountain
which forms the shop-window and checkout/ service area, and
the gigantic surfing wave to the right of the entrance, transport
the visitor immediately into the outdoor world. The twin highlights make 53° North instantly recognizable from the outside.
Nike fans will not want to miss the only ACG Flagship Store of
its kind in Europe, which is located in the Outdoor House. The
shop-in-shop was also produced by Umdasch on the basis of
a Nike design.
53° North is a young retailer specializing in trendy fashion and outdoor brands.
The store design conveys the spirit of the brands.
20
UMDASCH SHOP-CONCEPT
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21
EUROSHOP PANORAMA
Best Mens Wear
Best Mens Wear
Fascinating fashion trend
Best Mens Wear is synonymous with exclusive men’s fashion (i.e. Hugo Boss, Tommy Hilfiger, Strellson, Timberland,
Lacoste). The Irish retailer sees itself as a personal advisor and
is thus particularly interested in long-term customer relationships. The company prefers top addresses, especially shopping centres, for its locations, of which there are currently fifteen. The recently opened flagship store, on the other hand, is
in Mary Street in Dublin, an up-and-coming shopping street.
The target customers here are youngish and with a cosmopolitan flair.
Infobox
Location:
39 Mary Street
Dublin 1
Ireland
Contact:
www.bestmenswear.com
250 m² / 2
Opening:
November 2007
Sector:
Fashion
Planning:
Shopfitting:
Carré / Brand-specific development
Lighting:
Umdasch Shop-Concept, UK (Planning),
ECI Lighting
Umdasch developed an individual setting to appeal to this particular group. The long, narrow floor area presented a special
challenge. The witty design solution takes the form of serpentine elements which catch the customer’s attention as they
wend their way through the sales area and skilfully divide the
range of goods into sections. The further you progress into the
shop, the more strongly these ribbon-like elements become
interlinked. The aim is to arouse the interest of the customer
and encourage him to continue into the interior of the store
and thus to explore the areas at the back as well. The lighting
effects on the back walls of the shop contribute to the way in
which the store attracts the attention of shoppers as they pass
by along Mary Street.
Best sells men’s fashion and attaches great importance to a clearly
structured range of goods. In Mary Street the “casual” department is on the
ground floor and “formal” wear on the first floor.
22
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23
EUROSHOP PANORAMA
Calvin Klein
The new concept “Prima Linea” is based on the typical brand elements of
the parent company. It is displayed to good effect both in Madrid ...
… and in Valencia thanks to the use of high-quality
materials and a flexible store design.
Calvin Klein
Exclusive test run
The Calvin Klein brand was founded in 1968 by the worldfamous fashion designer. Since 2002 it has been a member
of the Phillips-Van Heusen Corporation, which also includes
renowned brands such as Kenneth Cole and Michael Kors.
“Prima Linea” is a new concept for sales areas for the Calvin
Klein Collection. Under the direction of Calvin Klein Europe
the concept was first tested in Spain and is displayed to good
effect in the recently opened shop-in-shops of the El Corte
Ingles department stores. “Prima Linea” retains its loyalty to
the CK audience and appeals to an upper-crust market segment of customers who appreciate carefully selected, exclusive design.
The new shop-in-shops are designed for maximum flexibility
in the presentation of goods. This approach is also supported
by the metal centre-store elements which permit infinite combinations together with goods presentation to mirror the season. The open-plan room design allows for an excellent overall
view of the entire range. The selected materials and furnishing
elements reflect the exclusivity of the brand. Umdasch ShopConcept was involved as shopfitter in the two test projects in
Valencia and Madrid.
24
Infobox
Location:
El Corte Ingles
28001 Madrid
46002 Valencia
Spain
Contact:
www.calvinklein.com
45 (Madrid), 50 (Valencia) m² / 1
Opening:
November 2007
Sector:
Fashion
Planning:
Paolo G. Manica
Shopfitting:
Umdasch Shop-Concept, Italy
Brand-specific development
SHOP aktuell 103
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aktuell G.
103Manica
courtesy
of Paolo
25
EUROSHOP PANORAMA
Esprit
Esprit
Global Player in Lifestyle
A “Global Player in Lifestyle” is the way Esprit describes itself
on its own website. It is certainly true that the company, with
its American roots, its placement on the Hong Kong stock
exchange and its actual company management headquarters in Ratingen near Düsseldorf, is one of the most successful
fashion labels of our time. The company operates in 40 countries on all five continents. More than 640 locations are run by
Esprit itself, which is also present at some 12,000 franchise
partnerships.
Esprit operates a perfect example of store branding. The brand
content is transferred consistently to all aspects of market and
brand communication. “Modern but not too trendy” is the basic
concept in the design of the shops, in order to ensure that the
setting does not outshine the goods. In the goods presentation itself, nothing is left to chance. The visual display department produces meticulously detailed, binding “guidelines”
which form the basis for the visual merchandising. The result
can also be seen in the Esprit store in Geneva. For some years
now Jonas Ladenbau, the new member of the Umdasch Shopfitting Group, and Umdasch Shop-Concept have been reliable
partners in the realization of Esprit stores.
Infobox
Location:
Centre Commercial La Praille
10 Route des Jeunes
1227 Carouge
Switzerland
Contact:
www.esprit.com
800 m² / 1
Opening:
September 2007
Sector:
Fashion
Planning:
Esprit
Shopfitting:
Umdasch Shop-Concept, Germany
Lighting:
Saal3 (Planning), Ansorg
Innovatively designed display surfaces underline the fashionable presentation.
26
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27
EUROSHOP PANORAMA
Gigasport
Since synthetic panels have been
employed in the façade design it was not
possible to fix the shopfitting elements to
the outside wall. A flexible system of
moveable elements was devised instead.
Gigasport
The name of the game
Under the appropriate name of Gigasport, Kastner & Öhler markets its sports range as professionally as it does its departmentstore business. The latest sports store in Klagenfurt is a striking
example. Having moved from the city centre to the outskirts of
town, it now has almost twice as much floor area at its disposal.
With more space for both service and atmosphere the customer
can thus experience a more authentic sports and outdoor feeling. In its new store, Gigasport aims to concentrate more on the
outdoor field. The target group at which it is aiming ranges from
the enthusiastic beginner to the ambitious hobby sportsman.
“There are no corners and no right angles in Nature”, comments
Kastner & Öhler’s director, Mag. Thomas Böck. That explains
why the building was constructed in the shape of a wave with an
exterior wall which is translucent virtually throughout. The main
architectural idea continues throughout the interior. The dividing walls go with the flow of the building and consist of illuminated bent frames. The promise of more atmosphere and more
service is fulfilled with a mountain-bike parcours in the ski and
cycling section as well as an artificial cliff where you can try out
your climbing boots, a climbing wall for children and a mountain hut in the raised outdoor area. Through the use of materials
and textures to create design details an attempt has been made
to present the wares as attractively as possible in an emotional
setting.
28
Infobox
Location:
Heinrich Harrer Strasse 1
9020 Klagenfurt
Austria
Contact:
www.gigasport.com
4,100 m² / 1
Opening:
November 2007
Sector:
Sports
Architecture:
Arch. Gerhard Eder
Planning:
Kastner & Öhler
Shopfitting:
Umdasch Shop-Concept, Austria
(Cable-cars and equipment)
panta rei (Dividing walls and exterior
wall system)
Tischlerei Lamprecht (Tables and desks)
Flexible exterior wall system, suspended
panels with Arena slot system etc.
Lighting:
Vedder Lichtplanung (Planning),
Xenon Architectural Lighting
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EUROSHOP PANORAMA
Haas
The low central area provides an
overview and points the way to the
service islands.
Haas
The secret of the
pyramids
“Haas neu(!)” has invested some 2.3 million euros in the redesign of its shopping paradise for electrical goods on the
northwestern outskirts of Vienna. A certain amount of building work was necessary to extend the sales area to 4,500 m²; a
panorama lift was integrated, a spacious roof constructed over
the parking spaces, and the “rather dilapidated” shopfittings
completely redesigned and expanded to include an innovative,
permanently adjustable lighting concept. With these preconditions the electrical store with its two prominent pyramids can
make ideal use of its long-standing strength: the uncompromising emphasis on advice and service. Nowhere else is the
balancing act between (spacious) sales area, first-class advice
and competitive prices orchestrated with such mastery.
The concept is admirably supported by the new shopfitting design. Clearly structured sections and low central areas assist customers to find their way around. Goods are presented according to the LIM principle (Less is More); the visual
information about products, services and prices is self-explanatory. Nonetheless, the customer’s right to ask for advice is
prominently presented via clearly labelled service islands. The
comfortable atmosphere (alabaster shades, olive wood, grey
carpet) heightens the congenial mood.
30
Infobox
Location:
Brünner Bundesstrasse 160
2201 Seyring, Vienna
Austria
Contact:
www.haas-el.at
Sales area/ no. of floors:
4,500 m² / 2
Opening:
October 2007
Sector:
Electrical goods
Planning:
ShopConsult by Umdasch / Retail
Branding AG (Concept),
Umdasch Shop-Concept (Planning)
Shopfitting:
Shopfitting systems:
Classic, Quadra, Linear, Vitrina Classic as
well as brand-specific developments
Lighting:
Retail Branding (Concept), Zumtobel
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EUROSHOP PANORAMA
Humanic
Consistency is called for: in the presentation of its ranges of footwear Humanic
follows clearly defined rules. Generous spaces for resting and trying on the shoes
are given priority.
Humanic
Fashion leader in shoes
and accessories
As one of the largest shoe retailers in Europe, Humanic – a subsidiary of LEDER & SCHUH International AG – presents international shoe fashion at more than 300 locations in seven countries. Humanic is also a trendsetter in business architecture,
presentation and service. This means that, after being tracked
down by trend scouts in fashion centres like Milan, Paris, New
York and London, the international shoe fashion is presented to
the public on an effective stage. International designer brands
like Tommy Hilfiger, Boss, Geox, Pat Calvin, Unisa, Vigneron,
Lacoste etc. fulfil the requirements of fashion-conscious consumers who always prefer to wear Shoemanic styles.
Stores in prominent locations, ultra-modern shop design, a
carefully planned customer-orientation system, and the wide
range of goods: these are the characteristics of Humanic. The
shops are stages which create space for constantly changing
presentations of goods. The expert use of colours and lighting plays an important role here, as does the communication
via pictures and accessories as well as the arousing of emotions. A successful example of Humanic style will be found in
the castle arcades of the ECE Centre in Braunschweig. The
project was executed by Umdasch Shop-Concept, which has
been Humanic’s shopfitting partner for many years.
32
Infobox
Location:
Schloss-Arkaden Braunschweig
Platz am Ritterbrunnen 1
38100 Braunschweig
Germany
Contact:
www.shoemanic.com
1,100 m² / 2
Opening:
March 2007
Sector:
Shoes / Accessories
Planning:
Mag. Hans Michael Heger,
Humanic Design-Team
Shopfitting:
Customer-specific development
Lighting:
VEDDER.LICHTMANAGEMENT
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33
EUROSHOP PANORAMA
Beate Uhse, TSUM, Dielmann, Thun
Beate Uhse
A desirable shopping
experience
The flagship store of the
erotic concern is divided
into four exciting
settings. Shown here are
the stylishly designed
women’s leisure setting
Sweet Darling (left) and
the Playmate area,
which is dominated by
lacquer and leather
(right).
Infobox
Location:
Sendlinger Strasse 17
80331 Munich
Germany
Contact:
www.beate-uhse.ag
250 m² / 2
Opening:
February 2007
Sector:
Erotica
Planning:
Shopfitting:
Horizont, Classic
Lighting:
Lichtspiel
TSUM
A new chapter in the
history of department
stores
The luxury Russian
department store
TSUM first opened its
doors at the beginning
of the 20th century. In
the new departments
the eye is drawn to the
broad loops which
assist with orientation
and show the
exclusive store design
in a favourable light.
Infobox
Location:
Ulitsa Petrovka 2
103779 Moscow
Russia
Contact:
www.tsum.ru
38,000 m² / 5
Opening (extension):
September 2007
Sector:
Department store
Planning:
Point Design
Shopfitting:
Umdasch Shop-Concept, Russia
Lighting:
Zumtobel et al.
34
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EUROSHOP PANORAMA
Beate Uhse, TSUM, Dielmann, Thun
Dielmann
Sophisticated use of
materials
In the new shoe shop
the materials have
been carefully
chosen to blend
perfectly with the
range: fine
stoneware tiles and
leather-covered
walls in the ladies’
department, and real
wooden parquet
flooring in the men’s
department.
Infobox
Location:
Planken P5/13-15
68161 Mannheim
Germany
Contact:
www.dielmann.de
600 m² / 2
Opening:
September 2007
Sector:
Shoes
Planning:
Shopfitting:
Classic
Lighting:
DL-Lichtplanung
Thun
Many-coloured world
of gifts
“Give pleasure” – that is
the motto of the traditional
firm from South Tyrol. At
the same time it is also an
appropriate description of
the product range. The
store design attracts
customers with its
uncluttered, clean lines,
thus forming a contrast to
the playful goods on offer.
Infobox
Location:
Via IV Spade 8
37121 Verona
Italy
Contact:
www.thun.it
59 m² / 1
Opening:
September 2007
Sector:
Gifts
Planning:
Shopfitting:
Para
Lighting:
Guzzini
SHOP aktuell 103
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EUROSHOP PANORAMA
Levi's
In its Paris flagship store Levi’s provides an unmistakable visual presentation of the brand’s cult status.
Levi's
Impressive homage to the
brand
Founded in 1853 by Levi Strauss, the company which made
jeans socially acceptable remains proud of its origins to this
day. The trend-setting image is one which can be put to good
use. Levi’s appeals to a youthful, self-confident target group
and therefore favours locations which reflect its market image.
Rue Etienne Marcel, an important shopping street in Paris, fits
the bill perfectly and thus was chosen as the setting for the
new flagship store. France is, in fact, Levi’s biggest market in
Europe.
Within the Paris store, the strong identification with Levi's roots
is clearly communicated. As you go up and down the stairs
the story of the popular brand is narrated on the copper-clad
walls. Throughout the store the visual presentation of the brand
is executed to good effect. The dividing walls of the changing rooms are made of denim. From the sliding doors near the
checkouts to the floor, the famous “two-horse” logo is is virtually omnipresent. The basic idea behind the store design and
the associated choice of materials (dark wooden flooring, varnished oak furnishings, stainless steel trim) is clearly linked to
the motto “Back to the roots”.
36
Infobox
Location:
Rue Etienne Marcel, 42
75002 Paris
France
Contact:
www.levi.com
217 m² / 2
Opening:
November 2006
Sector:
Fashion/denim
Planning:
Eddy Pieters, Levi Strauss Europe,
In-House Design
Shopfitting:
Umdasch Shop-Concept, Benelux
Lighting:
Zumtobel
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SHOPEurope,
aktuell Belgium
103
Levi Strauss
37
EUROSHOP PANORAMA
Nespresso
Nespresso
The sexiest coffee in
the world
Infobox
Location:
Ulitsa Petrovka
Moscow
Russia
Contact:
www.nespresso.com
230 m² / 2
Opening:
May 2007
Sector:
Food
Planning:
Agence Francis Krempp
Shopfitting:
Umdasch Shop-Concept, Switzerland
With George Clooney as its testimonial, Nespresso has conquered women’s hearts. That coffee-lovers also like Nespresso can be gathered from the following messages on the company website: Nespresso is the worldwide pioneer and market
leader for coffee pads, as well as the European market leader for espresso machines and one of the most rapidly growing companies within the Nestlé group. A constant striving for
top coffee quality accompanies the success story. In the Ulitsa Petrovka, a prosperous shopping street in Moscow, coffee
lovers can convince themselves of the particular charms of the
brand.
In the boutique, which extends across a floor area of 230 m²,
the store branding has been executed to remarkable perfection. The shopfittings are in gleaming white and varnished
sapelli on wenge, involuntarily recalling the milk foam on the
top of a cup of cappuccino. The capsule colours representing
the 12 different roasting strengths can also be repeatedly discovered in the shop. Those who are interested can learn about
the process of roasting coffee and examine the different roasting stages. A detour to the boutique bar is a delight for eye and
palate. Customers can order a wide variety of coffee variations
as well as a range of small snacks.
In more than 40
boutiques and boutique
bars, which are to be
found in many cities
throughout the world,
visitors can embark on
a fascinating journey
through the world of
Nespresso.
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EUROSHOP PANORAMA
Paris Gallery
Paris Gallery
The treasure-houses of the
Mirdif Uptown Centre
Infobox
Location:
Mirdif Uptown Centre
Mirdif, Dubai
UAE
Contact:
www.uae-parisgallery.com
3,200 m² / 1
Opening:
January 2007
Sector:
Department store
Planning:
Via D’Arte
Shopfitting:
Umdasch Shop-Concept, Middle East
Lighting:
Via D’Arte, Abensal
The Paris Gallery, part of the Al Fahim Group, is one of the
leading retail companies in the Gulf region. Paris Gallery
shops are luxury department stores selling exclusive international brands. They focus in particular on cosmetics, clocks,
jewellery and top-quality accessories. Since 2005 Umdasch
Shop-Concept has realized a number of successful projects
with Paris Gallery. The shopping centres in Dubai and Abu
Dhabi are established locations. Umdasch was responsible for
one of these remarkable projects in the Mirdif Uptown Centre
in Dubai.
Extending across a floor area of 3,200 m², the Paris Gallery
attracts customers with its blend of modern goods presentation, spacious layout and brilliant colour accents. In line with
the goods on display, the shopfittings are of the highest quality. The main features are glass vitrines and display tables with
valuable surfaces. Separate sections set in the niches recall
treasure houses. The lighting plays an important part in the
overall concept. A “starry sky” provides the background lighting, while indirect lighting lends the store a dramatic additional atmosphere. Focused light in the vitrines adds to the air of
exclusivity of the precious items on display.
In the niches lie the
“treasure houses”,
which are arranged
in groups
according to the
products on offer.
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EUROSHOP PANORAMA
Samsung
“Discover” – a central component in the language used by Samsung. The store
design emphasizes the challenge.
Samsung Electronics
Discover the brand
134 branches in 62 countries demonstrate the international
scope of activity of Samsung Electronics. The Samsung brand
represents innovative products which are nonetheless simple
and easy to use. The company sees its target group therefore
not only as ‘’ technophile avant-garde”, but also aims to make
its innovations accessible to the population at large. One of
the central elements of the total product line-up, which ranges
from cameras and mobile telephones to household appliances
and IT products, is the innovative, high-quality design.
Samsung extends into its stores the exclusive design criteria
which it applies to its products. The brand shop in London is
the first prototype store in which the Samsung Shop Identity
was realized on the basis of newly developed design guidelines. With its new concept Samsung is pursuing clear goals:
maximum focus on the brand in a pragmatic, user-friendly environment. The store design, which was developed by Lippincott
in New York and executed by Umdasch, is characterized by the
interplay of contrasting high-quality materials and fashionable
bright accent colours. The areas for advice and service also
play a central role.
42
Infobox
Location:
20/21 Tottenham Court Road
London W1T 1BW
UK
Opening:
November 2007
Sector:
Electrical goods
Planning:
Lippincott
Shopfitting:
Lighting:
Lippincott
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EUROSHOP PANORAMA
Sportland
Sportland
Act local, design global
Sportland, with its seven branches, is a local player on the
North Italian retail scene. Until recently, the company operated via locations in shopping centres and on the outskirts of
towns. With its new flagship store in Verona it has now established a presence in a city-centre location. Fashions, shoes
and accessories are presented first and foremost to a fashion-conscious clientèle. Customers can choose from a pool of
famous brands, which extends from Nike, Puma and Adidas to
Lacoste and Calvin Klein.
The store design is a sophisticated blend of elegance and contemporary style. The former is guaranteed by the high-quality materials (exclusive wallpaper, presentation furniture in oak
veneer...). A stylish highlight is the two-part ceiling. The light,
suspended element is designed to give the customer a feeling
of lightness. The arched open spaces serve as a contrast and
lead the eye upwards towards the dark ceiling of the bulding
itself. An arrangement of different ceiling lights provides a stylish staging for the individual product areas.
Infobox
Location:
Piazza Viviani, 8
37121 Verona
Italy
Contact:
www.sportlandaffi.it
600 m² / 5
Opening:
October 2007
Sector:
Fashion / sports
Planning:
Arch. Alexandros Kappos (Design Team)
Shopfitting:
Para, Horizont, Brand-specific
development
Lighting:
Design Team
Architect Alexandros Kappos describes the concept of the new Sportland as
“Urban Street Fashion Style”.
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EUROSHOP PANORAMA
Swarovski
The colour white dominates the overall impression in
Swarovski’s “Crystal Forest” concept.
Swarovski
Around the world with
Crystal Forest
The magic word at Swarovski is “crystal”. From the mid1970s the Tyrol-based company founded in 1895 focused on
an exceptionally sparkling facet of the fascinating substance,
including ready-made crystal products for jewellery, accessories and home decor items in addition to the famous crystal
figures. Today, the glamorous range is offered for sale in more
than 1,150 shops around the world. The new “Crystal Forest”
shop design places increased emphasis on the subject of jewellery. The company’s presentation is correspondingly modern
and exclusive, as can be seen in its store in Regent Street in
London.
The shop is a crystal universe, decked out in sober white, puristic, with crystalline surfaces – and yet by no means cold in
appearance. New, high-quality materials, gleaming lacquer
surfaces, a floor of Pandomo cast concrete and specially
developed LED lighting determine the atmosphere. Horizontally aligned wall vitrines tell their own product story in miniature. Vertical vitrines cover an entire theme. The low vitrines in
the centre of the store serve as presentation and display units.
Umdasch Shop-Concept has recently fitted out several “Crystal Forests”, including the projects in Tokyo and London.
46
Infobox
Location:
137-139 Regent Street
London W1B 4JA
UK
Contact:
www.swarovski.com
110 m² / 1
Opening:
November 2007
Sector:
Jewellery
Planning:
Tokujin Yoshioka Design
Shopfitting:
Lighting:
Zumtobel, Schott
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Gavin Jackson
/ arcaid.co.uk
47
EUROSHOP PANORAMA
Thalia
Thalia
Berlin in the 1920s
The German book-retail branch is a highly concentrated business. DBH (Hugendubel, Weltbild, Wohltat etc.) and Thalia,
which is part of the Douglas group, can each claim some
6 – 8 percent of the market share. These two concerns are also
pursuing ambitious expansion plans. All important members
of the branch have developed into multi-channel players. The
branch network of Thalia, which is based in Hamburg, includes
more than 200 shops, some 50 of which are in Switzerland and
Austria.
Infobox
Location:
Alexa Shopping Centre
Grunerstrasse 20
10179 Berlin
Germany
Contact:
www.thalia.de
1,600 m² / 3
Opening:
September 2007
Sector:
Books
Planning:
Umdasch Shop-Concept, Switzerland;
Michael Benz (extern)
Shopfitting:
Lighting:
DL Lichtplanung
In autumn 2007 Thalia opened a 1,600 m² outlet in the new
Alexa Shopping Centre in Berlin, directly at Alexanderplatz.
The centre is open until 10 p.m. (Monday-Saturday) and
achieved an average of 50,000 visitors per day during the first
three months. Employing huge atmospheric pictures and other
relevant accessories, Thalia has taken as its theme “Berlin in
the 1920s”. In this manner the Berlin store continues the triedand-tested concept of core-brand architecture enlivened with
location-specific details. Warm colours, lots of wood, carpeted floors, plaster ceilings with integrated lighting and Art-Deco
elements lend the setting a living-room character. The ceilings
on all three floors are almost 5 metres high, which provides
plenty of space for well-designed presentations.
Thalia also profits from the large
numbers of customers visiting the
Alexa Shopping Centre.
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49
Interview
Martin Schnöller
SHOP Talk
Katharina J. Srnka on
the research project
“Retail 60-plus”
The needs of older consumers with regard to the shops of the future are of considerable importance for Umdasch
Shop-Concept. ShopConsult by Umdasch, the management consultant division of the Umdasch Shopfitting
Group, is therefore carrying out a wide-ranging study on this subject in co-operation with the University of Vienna.
The project leader is Prof. Katharina J. Srnka. Her previous research has already included a detailed investigation
into the subject of consumer behaviour and the quality of life of older target groups. The first results of the study
are now available. In the following discussion, Martin Schnöller and Prof. Srnka examine this fascinating topic.
pleasure taken in shopping and a greater chance that the customer will return
– thus leading to an improved turnover.
These economic objectives are especially interesting for Umdasch.
By involving Dr. Katharina Srnka,
Umdasch acquired the assistance
of an expert in marketing and the
elderly.
What are the objectives of the project
“Retail 60-plus”?
Our current project “Retail 60-plus”
has several objectives. For those of us
involved in the research it is primarily a question of arriving at a theoretical
basis for concrete measures which will
lead to an improvement in the quality of
life of the consumers. I believe that any
such improvements in the quality of life
resulting from putting these insights into
practice will represent a desirable contribution to society at large. If the special requirements of older consumers
are taken into account more effectively
through the modification of shopfitting
design, we can also expect to see positive results for retailers as well. These
may include an extension of the time
spent in the shop, an increase in the
50
Which measures will need to be
adopted in order to at tain these
objectives?
We are carrying out an empirical study
in several stages according to the latest state-of-the-art theories of market
research. First of all we compare older
target groups with younger ones with
regard to their attitude towards various
aspects of shop design. Then we investigate whether there are differences within this older group between the “younger” ones, in other words those aged
between 60-69 years, and the “older”
group aged 70-79 years. We also compare this age group with the so-called
“pre-senior citizens”, in other words
those aged between 50 and 59 years.
We are also interested in the effects of
different assessments of the shop environment on affective and cognitive pro
cesses as well as on the behaviour of
customers in the shop itself.
Referring to their consumer potential, older consumers are known as
the Gold Generation, Baby Boomers,
Best Agers or Master Consumers etc.
These terms are generally applied
to the generation aged 50-plus. You
draw the dividing line, however, at 60plus.
Today’s generation aged 50-plus are the
so-called “Best Agers”; in scientific literature they are also sometimes referred to
as “pre-senior citizens”. I regard it as a
gross over-simplication to include them
in the older target group! Nowadays,
people of 50-plus are definitely not old!
To put it quite simply, this group is just
a bit older than the previous core target group! Age is a very complex phenomenon, which we take into account
in our study in two different ways. Firstly, we include people of all ages – apart
from children, teenagers and the very
elderly – in our observations. And secondly we do not base our investigation
exclusively on chronological age, but
also take into account other aspects of
age such as biological, social and especially psychological or “emotional” age.
In our analysis we make comparisons
between all aspects of age. The 60-plus
barrier results from the convergence of
several factors linked to these aspects of
aging. In addition to the first biological
limitations, this is also the decade during
which important age-related processes
begin as a result of retirement.
The central element of “Retail 60plus” is a study whose results are
to be published this spring to mark
the EuroShop. What exactly is being
researched using scientific methods?
We are interested in the way that the various design elements in the shop environment – for example the way the room
is arranged or the lighting – influence
the principal factors for the purchaser,
in other words the comfort of the shopping experience, as well as the orientation and the atmosphere within the shop.
In particular we aim to find out to what
extent differences between the various age groups exist, and which conseSHOP aktuell 103
SHOP Talk
“I regard it as a gross over-simplication simply to include over-50s in the older target group! Nowadays, people of 50-plus are
definitely not old!”
quences result from the correspondingly different assessments made by older
customers in the shop as regards their
feelings, thoughts and behaviour. We
then want to use qualitative techniques
to identify the main problem factors and
to find possible approaches for concrete
improvements. A prime aim is to eliminate stress factors and to increase the
customer’s subjective feeling of wellbeing by means of appropriate stimuli.
We assume that the resulting improvements will produce a positive reaction
not only in the older target groups.
The most important element is presumably the development of the questionnaire.
That is an impor tant point. We approached this subject on a number of
levels. We have incorporated all aspects
of shop design which could be identified in literature, and then compressed
them into five theoretical “dimensions”.
These include “layout”, by which we
mean the building as such, “design”, in
other words the way the shop is laid out,
and factors relating to atmosphere such
as lighting and aromas, which we look
at under the heading “ambience”. We
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have extended these three “dimensions”,
which are encountered time and again in
current theoretical models, by two additional factors: “assortment” and “people”. They refer on the one hand to the
range of goods on offer and, on the other, to the people in the shop environment:
staff, other customers and the density of
people present, which is regarded as a
negative factor. We then discussed our
list with the people at Umdasch and Assmann with practical experience in order
to check whether we had covered everything.
Overall, then, we can say that we have
tried to use as much theoretical knowledge as possible from scientific literature. We have also used our own recently acquired empirical knowledge and the
practical experience of our project partner, in order to draw up as comprehensive a questionnaire as possible.
The study is based on surveys made
on location. According to which criteria did you select the shops?
That was really quite difficult. It would
have been interesting from a scientific point of view and also informative for
Umdasch to compare as many differ-
ent branches as possible. But we can
only progress one step at a time. After
lengthy consideration we decided on the
food retail branch and we selected two
branches of a chain. One of the branches was a “normal” shop and the other
was the company’s flagship store. The
comparison aimed to show the extent to
which the particular design of the flagship store met the requirements of the
older target groups. In future we plan to
carry out further surveys with Umdasch
in other food and non-food shops.
The project is concerned with lifestyle and quality of life. Psychological
factors play an important role here.
For you as a scientist, what are the
most interesting aspects of “Retail
60-plus”?
As you rightly say, psychological aspects
play a central role in our investigation. We are interested in particular in
the emotional and cognitive processes
involved. By emotional processes we
mean the experience of the shop and
the goods and services on offer there.
The cognitive processes, on the other
hand, relate to the assessment of the
goods and services on offer. For the
51
SHOP Talk
Arranging fashion shows is an elegant way of reaching this target group. Seen at Appelrath-Cüpper in Essen, shopfittings by
Umdasch.
retail branch it is essential to understand
which elements should be taken into
account in the shop design in order to
arrive at as positive a shopping experience as possible and therefore a positive
assessment of the shop and the goods
on offer. These aspects clearly influence
the purchasing behaviour of the customers and therefore how satisfied they are
with the shop and their purchases. From
a scientific point of view we are interested in particular in the way in which the
different “dimensions” of the shop environment, in other words the “layout”,
“design”, “ambience”, “assortment” and
“people”, affect the perception of the
comfort of the purchase experience,
that is to say the “convenience”, the
ease of orientation within the shop (“orientation”), and the atmosphere of the
shop (“atmosphere”). To date, the interplay between these elements has not
been investigated in this complexity. By
means of our survey of these interlinked
subjects we hope to arrive at important
theoretical conclusions. In subject literature, the themes which are repeatedly raised with regard to older consumers are above all shopping comfort and
orientation. On the other hand the shop
52
atmosphere is a way of setting oneself
apart from competitors among the different groups of customers. A deeper
understanding therefore seems to be
required, especially with regard to this
third dimension!
Another particularly interesting aspect
is without doubt the results from the
comparison of different age groups with
regard to their different attitudes to the
various dimensions in our model. Apart
from the comparison between older
and younger age groups we can expect
interesting results from the comparison
between the different sub-groups of older consumers – in other words “pre-senior citizens”, “young pensioners” and
“older pensioners”. To date, such comparisons have hardly ever been carried
out – they can also be expected to reveal
different segments within the group of
elderly consumers. Completely new,
too, is our approach, in that in addition to
comparisons on the basis of chronological age we also include the biological,
social and psychological age of the participant. These analyses may well show
that when it comes to the feeling of comfort in the shop and the assessment of
what is on offer there the age in years is
far less important than how old a person
feels him or herself to be, or how mobile
and healthy they are. Correspondingly,
for example, measures relating to shopfitting or marketing communication could
be used to influence the psychological
age of the customers, so that they feel
younger and act accordingly.
Umdasch hopes that the results from
the project “Retail 60-plus” can be
translated into shop design. So-called
common sense would already seem
to indicate that such criteria exist.
Do you think that “Retail 60-plus” will
lead to new insights?
Studies of consumer behaviour have
been limited in many cases to negative
factors, such as declining health and
mobility in advanced age. But for us it is
important not only to face up to the negative effects of aging, but also to progress
beyond these aspects in order to influence actively and in a positive manner
the quality of life of aging consumers. As
already mentioned, we examine the various “dimensions” of aging. Against the
background of the preliminary tests for
this study and our experience from previous investigations we therefore expect to
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SHOP Talk
Layout
Design
(Decoration, ...)
Convenience
Emotional
reactions
(Experience)
Ambience
(Aroma, Music,
Lighting, ...)
Assortment
(Products, ...)
Behaviour
Orientation
(Stay, Buy, Return)
Cognitive
reactions
Atmosphere
(Assessment)
People
(Staff, Customers,
“Density”, ...)
Study details
Chronolog. age
Psycholog. age
Biological age
Social age
(20-24, 35+, 50+,
60+, 70+, ...)
(”Feel-age”, “Do-age”,
“Interest-age”, ...)
(Appearance,
Health, ...)
(Retirement,
Roles, ...)
Period under investigation: October 2007 – March 2008
Stage 1:
Expert interviews, Preliminary study
6 experts, 230 consumers
Stage 2:
Main study: Questionnaire
450 consumers, Random sample: m/f; 20-79 years
Stage 3:
In-depth interviews & field observations
30 persons m/f: 50+, 60+, 70+)
To date there has been no previous scientific study as comprehensive and varied as this one on the effects of shop design on
consumers of various ages.
arrive at far-reaching new insights within
the framework of the study “Retail 60plus”. We expect concrete suggestions
for improvements to shop design from
the qualitative information gained within
the framework of this study of both positive and negative factors affecting the
purchasing process, as well as desirable
changes. We also think that the comparison of criticism and wishes of the older group of customers with those of the
younger target group seems very promising. In this manner we can identify
any possible potential for improvement
which will bring advantages for different
age groups.
Are there any retail branches which
particularly need to improve their
image with regard to their attractivity for older consumers, or is it rather
a case of individual concepts which
need to be studied?
In my view, the entire retail branch needs
to become increasingly sensitive to the
needs of older target groups. However, as far as I can see, decision-makers
still know relatively little about them and
what their specific requirements are. The
food retail branch is certainly confronted
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with this problem and has already faced
the challenge it presents more frequently
than many other branches. But in various
retail spheres we are already encountering individual retailers who are making
a concerted attempt to reduce barriers.
However these attempts remain isolated
and are based on the intuitive considerations you previously mentioned rather
than on the results of systematic studies.
That is why I believe that the extension of
the study which we plan with Umdasch
into the non-food sphere will produce
further important results! “What is completely new is our approach in that – in addition to comparisons
based on chronological age – we also take into account other factors such as
biological, social and especially the psychological age.“
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Store Branding mit
Natur pur
Die Strukturveränderungen im Handel sind auch an der DrogerieBranche nicht spurlos vorübergegangen. Davon können nicht zuletzt die
Einkaufsgenossenschaften ein Lied singen. Um sich in diesem schwierigen
Marktumfeld zu behaupten sind neue Ideen gefragt. Die von der
ESÜDRO AG konzipierte Ladenkette naturathek ist eine solche Innovation –
und gleichzeitig ein Beispiel für idealtypisches Store Branding.
SHOP aktuell 103
55
SHOP Report
naturathek
... mit einer griffigen Subline gewürzt ...
... enlivened by a witty subline ...
... und zu einem unverwechselbaren Sujet
(abgerundetes Quadrat mit Kern) geformt ...
... and is transformed into a unique logo
(rounded square with nucleus) ...
Das Thema „Hülle und Kern“ konsequent aus dem
Konzept und der Natur abgeleitet ...
The theme “exterior and interior” is directly adapted
from the basic concept and from nature itself ...
Phasen eines
idealtypischen Branding
The path towards a
characteristic branding
Die ESÜDRO AG ist eine der führenden deutschen DrogerieEinkaufsgesellschaften mit Sitz in Hockenheim. Rund 1.800
Drogisten werden heute betreut. Für den stark wachsenden
OTC- und Kosmetik-Markt hat die ESÜDRO nun mit der Marke
naturathek eine eigene Ladenkette auf den Markt gebracht. Im
Spätherbst sind in Berlin (2), Worms, Mainz und Sindelfingen
die ersten Filialen an den Start gegangen.Weitere Eröffnungen
sollen folgen, angestrebt wird ein Netz von 200 bis 250 Shops.
naturathek-Geschäftsführer Matthias Diehl sieht seinen
Geschäftstyp zwischen Drogeriemärkten und Apotheken positioniert, auch was das Preisniveau betrifft. Angesprochen fühlen sollten sich vor allem Damen ab 20 bis zum Typus „ohne
Alter“. Das Sortiment umfasst etwa 450 Artikel in 8 Segmenten,
davon rd. 60 % im Bereich Gesundheit (in erster Linie Nahrungsergänzungsmittel), 40 % im Bereich Kosmetik. Die Wertschöpfung liegt weitgehend, und darauf ist man besonders
stolz, im eigenen Haus. Abhängig vom Flächenzuschnitt liegen
die Ladengrößen bei 90 bis 120 m². Angestrebt werden TopLagen in Einkaufszentren und Fußgängerzonen, wobei jedoch
passendes Umfeld Priorität vor Frequenz hat. Ein absoluter
USP bei der naturathek ist das fachkundige Personal. Vorgesehen sind 4 bis 5 MitarbeiterInnen pro 100 m² Verkaufsfläche, damit wird der Beratungsanspruch für die Kunden auf den
ersten Blick offenkundig.
Schön gesund bleiben
Die naturathek ist ein gutes Beispiel für einen konsequenten
Branding- bzw. Store Branding-Prozess. Nach einer Idee des
Aufsichtsratsvorsitzenden Hans Wolbert, und auf Basis intensiver Marktforschung haben die Firma Lencos, Bühl, sowie
die Münchner Marketingagentur Serviceplan, das Grundkon-
Und fertig ist (zumindest einmal in Theorie) ein perfektes Branding!
The perfect branding is complete – at least in theory!
... und das Konzept schließlich auf den Grundriss übertragen:
... and finally the concept is transferred to the store plan:
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SHOP aktuell 103
SHOP Report
naturathek
... in die Sprache von Architektur und Design übertragen ...
... translated into the language of architecture and design ...
zept entwickelt. Dabei ist schon mit dem Markennamen, aber
auch mit der Subline „schön gesund bleiben“ durchaus ein
großer Wurf gelungen. Gekonnt gespielt wird mit dem Prinzip von Hülle und Kern: Die Rinde eines Baumes (die „Hülle“)
schützt den Stamm (den „Kern“) vor Witterungseinflüssen und
Beschädigungen. Der Stamm wiederum versorgt die Rinde mit
Nährstoffen, damit sie ihre Funktion erfüllen kann. Weder Rinde noch Stamm können ohne ihr Gegenstück existieren. Dieses
Prinzip ist auf den Menschen übertragbar – in diesem Sinn hat
die naturathek in Zusammenarbeit mit Gesundheitsexperten
Produkte für die Haut (die „Hülle“) und für den Körper (den
„Kern“) entwickelt.
Konsequent hat das Team von Umdasch Shop-Concept (Steffen
Tobschall, DI [FH] Gudrun Vierling-Reinmuth, DI Hilke Ludwigs)
das Prinzip von Hülle und Kern für die Visualisierung übernommen. Das betrifft sowohl die Auswahl von Farben, Formen und
Materialien für die Möblierung, als auch die Übertragung des
Konzepts auf den Raum. Ausgangspunkt für die Möblierung ist
ein in die Fläche eingebettetes Bodenraster. Markante Gestaltungselemente sind Spante (vom Regal in die Decke hineinreichend), Regal-Korpusse in dunklem Eiche-Holz, Glasfächer,
variantenreich eingesetzte Kuben und Tische sowie transparente Trennscheiben. Diese in Grüntönen gehaltene NaturInszenierung wird durch akzentuierte Beleuchtung ins richtige
Licht gesetzt.
... das Thema „Hülle und Kern“ im Detail herausgearbeitet ...
... then the theme “exterior and interior” is developed in detail ...
... einen Grundraster für die Flächen- und
Möblierungsplanung kreiert ...
... a basic grid pattern is created for the plan
of the surfaces and shopfittings ...
Umdasch Shop-Concept Neidenstein war beim Store Branding für die naturathek nicht nur in Sachen Shop-Design und
Ladenplanung tätig, sondern war auch Generalunternehmer.
Damit war Umdasch u. a. für das komplette Projekt-Management, inklusive Fertigung und Beschaffung von Einrichtung und
Nebengewerken, verantwortlich. ... mit einem leicht verständlichen Farbleitsystem ergänzt ...
... an easily comprehensible colour-code system is put into place ...
SHOP aktuell 103
... Kuben für einen variantenreichen Einsatz geplant ...
... cubes are added for more variety ...
57
SHOP Report
naturathek
Das Beispiel der naturathek in Sindelfingen zeigt, wie sehr Konzept und Realität übereinstimmen. The naturathek in
Sindelfingen is one example which shows how well concept and reality blend with each other.
Store branding with pure,
unadulterated nature
The structural changes which have affected the retail trade have also left their mark on the health and
beauty branch. The purchasing cooperatives are not the only group which could tell us a thing or two about
the problems. New ideas are essential in order to maintain one’s position in a difficult market environment.
The naturathek chain of stores, devised by ESÜDRO AG, is one such innovation – and at the same time an
excellent example of store branding in the classical sense.
With headquarters in Hockenheim, ESÜDRO AG is one of Germany’s leading purchasing companies in the field of health
and beauty articles. It currently operates on behalf of some
1,800 retailers. ESÜDRO has recently launched its own chain
of shops with the brand name naturathek to serve the rapidly
growing OTC (over the counter drugs) and cosmetics market.
In late autumn the first branches opened in Berlin (2), Worms,
Mainz and Sindelfingen. Further openings will follow, with the
company aiming at a network of 200 to 250 shops.
Matthias Diehl, the Managing Director of naturathek, sees
the position of his shops as lying between health and beauty
58
stores and chemist’s shops – also as regards prices. They are
designed to appeal first and foremost to women aged 20 and
above, including the “ageless” type. The range of goods for
sale covers some 450 articles in eight segments, of which some
60 percent lie in the health branch (primarily dietary supplements), and 40 percent in the field of cosmetics. The company
is particularly proud of the fact that most of the added value
lies within the company itself. Depending on the floor area, the
shops vary in size between 90 and 120 m². They aim at top
locations in shopping centres and pedestrian areas, whereby a
suitable setting is considered more important than the number
of passers-by. An absolute USP at naturathek is the knowledgeSHOP aktuell 103
SHOP Report
naturathek
Umdasch Shop-Concept war bei der naturathek in Worms nicht nur für
Shop-Design und Ladenplanung verantwortlich, sondern war auch als
Generalunternehmer tätig. Umdasch Shop-Concept was not only
responsible for the shop design and store planning of the naturathek in
Worms; the company was also responsible for the realization of the project.
able staff. It is planned that there should be 4-5 sales staff per
100 m² sales area, which means that customers can see immediately that advice is available if required.
Keeping beautifully fit
The naturathek is a good example of a consistent branding and
store-branding process. In line with an idea of Hans Wolbert,
the Chairman of the Supervisory Board, and on the basis of
intensive market research, the underlying concept has been
developed by Lencos in Bühl and the marketing agency Service
plan from Munich. Not only the brand name, but also the subline “schön gesund bleiben” (keeping beautifully fit) represents
an initial major success. Sophisticated use is made of the principle of exterior and interior: the bark of a tree (the “exterior”)
protects the trunk (the “interior”) against weathering and damage. The trunk, by contrast, provides the bark with nutrients
so that it can fulfil its function. Neither bark nor trunk can exist
without the other. This basic idea can also be applied to people: together with health experts naturathek has developed
products for the skin (the “exterior”) and the body (the “interior”) with this principle in mind.
The Umdasch Shop-Concept team (Steffen Tobschall, DI [FH]
Gudrun Vierling-Reinmuth, DI Hilke Ludwigs) made full use of
SHOP aktuell 103
Bis ins kleinste Detail der Warenpräsentation ist der
Auftritt der naturathek CI-konform. The appearance of
the naturathek conforms with the company’s CI right
down to the smallest detail of the goods presentation.
this principle of exterior and interior in their design presentation. It applies not only to the choice of colours, shapes and
materials for the furnishings, but also to the adaptation of the
basic concept to the space available. The starting point for the
furnishings is the grid pattern embedded into the surface of the
floor. The eye-catching design elements include ribs extending
from the shelf units to the ceiling and dark oak frames on the
shelf units. There are also glass shelves and cubes which are
employed in a variety of ways, as well as tables and transparent dividing units. The natural setting, predominantly in shades
of green, is presented in the most advantageous light by the
use of lighting accents.
Umdasch Shop-Concept Neidenstein was responsible for
the store branding for the naturathek, developing both shop
design and store planning. The company was also in charge of
the realization. Umdasch’s areas of responsibility included the
complete project management as well as the production and
acquisition of furnishings and fittings.
59
SHOP Systems
Carré bietet größte Flexibilität bei der
Rückwand-Gestaltung, da die
Wandmodule mit einem Handgriff
ausgewechselt werden können.
Carré offers the maximum degree of
flexibility in the design of the rear wall,
since the unit backs can be easily
exchanged.
Neue Umdasch
Shop-Systeme
Mit einer umfangreichen Produktoffensive macht Umdasch Shop-Concept von sich
Reden. Gleich fünf neue Systeme wurden entwickelt. Nicht zuletzt bei der EuroShop
beweist Umdasch damit die führende Rolle als Anbieter von Shop-Systemen.
Die neuen Shop-Systeme bieten weitreichende Möglichkeiten
der Individualisierung. Shop-Designer und Ladenplaner benötigen heute Systeme, die unterschiedlich bespielbar und an das
jeweilige Markendesign individuell anpassbar sind.
So bietet beispielsweise das Wandsystem Carré größte Flexibilität bei der Rückwand-Gestaltung. Die Wandmodule können
mit einem Handgriff ausgehängt und gewechselt werden. Der
Warenhintergrund kann so jederzeit verändert und an unterschiedliche Marken oder Sortimente angepasst werden.
60
Besonders innovativ wurde individuelle Bespielbarkeit bei
Uniplug gelöst – ein neuartiges Ständersystem für den LadenMittelraum. Im Allgemeinen bestehen Ständersysteme aus
Rohrstrukturen, die nur bedingt zur Marken-Visualisierung
geeignet sind. Uniplug kombiniert Rohrstrukturen mit individuell gestaltbaren Plattenelementen. Mittels Form, Material und
Farbgebung können die Plattenelemente dem Markendesign
optimal angepasst werden. Auch Schriftzüge und Logos können appliziert werden.
SHOP aktuell 103
SHOP Systems
Uniplug ist ein intelligenter
Baukasten für individuelle
Mittelraum-Möbel. Vielfältige
Kombinationsmöglichkeiten
der Komponenten ermöglichen
unterschiedlichste Möbeltypen.
Uniplug is an intelligent module
for individually designed
centre-store units. The
numerous combination
possibilities permit a wide
range of types of furniture.
Das neue Wandsystem Arena Alu macht die Technik nahezu
unsichtbar. Nur eine dünne Schattenfuge deutet darauf hin,
dass Warenträger-Elemente in die Rückwände eingehängt werden können. Sichtbar sind vor allem Rückwandflächen, die vom
Designer individuell und markenspezifisch gestaltet werden
können. Ein echtes Novum am Markt sind die Warenträger von
Arena Alu. Sie sind als Aluminium-Konstruktionen ausgeführt.
Exakte Gehrungsverbindungen, sichtbare Verschraubungen
und hochwertige Eloxal-Oberflächen prägen das Design.
SHOP aktuell 103
Independent ist ein neues Aluminium-Profilsystem, in das
Arena Alu Warenträger eingehängt werden. Die Profile können
auf nahezu allen Formen und Materialien aufmontiert werden.
Besonders gut eignet sich Independent für Warenpräsentationen an Säulen und an konvex oder konkav geformten Wänden. Ganz egal, was Laden-Architektur oder Shop-Design vorgeben – mit Independent Profilen können fast überall Waren
präsentiert werden. umdasch shop-concept
61
SHOP Systems
Arena Alu Rückwände verfügen über
eingelassene Aluminium-Schlitzprofile, in
die Warenträger eingehängt werden.
Aluminium uprights with slits are inserted
into the unit backs of Arena Alu, permitting
the shelves to be mounted.
New Umdasch
shopfitting systems
Umdasch Shop-Concept has been attracting attention with its wide-ranging product
campaign. No fewer than five new systems have been developed. The EuroShop is just one
opportunity for Umdasch to demonstrate its leading role as a supplier of shopfitting systems.
The new shopfitting systems provide extensive opportunities for
customization. Today, shop designers and store planners need
systems which can be used in different ways and which can be
individually adapted to suit the brand design in question.
The wall system Carré, for example, provides a great deal of
flexibility in the design of the rear wall. The unit backs can easily be removed and exchanged. The background for the goods
presentation can thus be changed at any time and adapted to
suit different brands or ranges.
62
Uniplug is a new free-standing system for the centre of the
store. Here the question of customization was solved in a highly innovative manner. Free-standing systems are usually tubular structures with limited use when it comes to brand presentation. Uniplug combines tubular structures with panel elements which can be individually styled. By varying the form,
material and colour scheme the panel elements can be ideally
adapted to suit the brand design. Brand names and logos can
also be applied.
SHOP aktuell 103
SHOP Systems
Independent Profile können direkt auf bestehende Wände und Säulen montiert werden.
Auch die Montage auf Holz-, Stein- und Glasplatten ist möglich. Independent uprights
can be mounted directly onto existing walls and columns. They can also be mounted on
wooden, stone and glass panels.
Neue Prospekte informieren umfassend über die Umdasch ShopSysteme. Speziell Shopdesigner und Ladenplaner erhalten mit ihnen
eine wertvolle Hilfe für die Ladenplanung. Die E-Mailadressen, unter der
die Broschüren angefordert werden können, sind auf der Rückseite
dieser Ausgabe zu finden. New brochures provide detailed information
about the Umdasch shopfitting systems. Shop designers and store
planners in particular will find this useful for their store design. The email addresses for ordering the brochures will be found on the back of
the magazine.
In the new wall system Arena Alu the technology is virtually
invisible. Only a thin vanity line indicates that shelving elements
can be inserted into the unit backs. The main visual element
consists of the unit backs themselves, which can be styled
invididually by the designer to match the brand. The Arena Alu
shelves are a true market innovation. They are designed in aluminium. Accurately mitred joints, visible screws and high-quality Eloxal surfaces lend the design its unique appearance.
SHOP aktuell 103
Independent is a new aluminium upright system into which
Arena Alu shelves can be inserted. The uprights can be mounted onto virtually all shapes and materials. Independent is particularly suitable for goods presentation on columns and on
convex or concave walls. Regardless of the overall store architecture or shop design – with Independent uprights you can
display goods virtually anywhere. umdasch shop-concept
63
SHOP Events
12.000 stürmten Umdasch-Zentrale
Umdasch headquarters invaded by a crowd
of 12,000
Rund 12.000 Besucher kamen am
7. und 8. September 2007 zu „Tagen
der offenen Tore“ in die Zentrale des
Umdasch-Konzerns nach Amstetten.
Sie konnten u. a. das am 6. 9. 2007
feierlich eröffnete Umdasch InfoCenter, die neue Umdasch ShopShow,
das Seminar zentrum der Umdasch
Shop Academy sowie die hochmodernen Produktionsanlagen besicht i g e n . A m 12 . 11. 2 0 07 w a r d i e
Umdasch ShopShow dann Schauplatz des 32. österr. Umdasch ShopConcept-Forums. Der deutsche Trendund Zukunftsforscher Thomas Huber
präsentierte den „Konsumenten der
Zukunft“. Bereits im Vorfeld hatte im
InfoCenter ein hochinteressantes Architek tur- und Design-Forum stattge
funden.
Some 12,0 0 0 visitor s at te nde d
the Open Day which was held at the
Umdasch Concern headquar ters at
Amstetten on 7 and 8 September 2007.
They had an opportunity to visit amongst
other highlights the Umdasch InfoCenter,
which was formally opened on 6. 9. 2007,
as well as the new Umdasch ShopShow,
the seminar centre of the Umdasch
Shop Academy and the ultra-modern
production factory. On 12. 11. 2007 the
Umdasch ShopShow provided the stage
for the 32nd Austrian Umdasch ShopConcept Forum. The futurist Thomas
Huber from Germany, an expert in future
trends, presented the “Consumer of the
Future”. Before this, an interesting Architecture and Design Forum had been held
in the InfoCenter.
Der Amstettner Bürgermeister
Herbert Katzengruber übergab
an Umdasch-Generaldirektor
Dr. Reinhold Süßenbacher die
neue Firmenadresse: Josef
Umdasch Platz 1. Herbert
Katzengruber, the Mayor of
Amstetten, presented the
Managing Director of Umdasch,
Dr. Reinhold Süßenbacher, with
the new company address:
Josef Umdasch Platz 1.
270 Besucher sorgten beim Umdasch Shop-Concept-Forum am
12. 11. 2007 für ein „ausverkauftes Haus“ in der Umdasch
ShopShow in Amstetten. At the Umdasch Shop-Concept Forum
on 12. 11. 200, 270 visitors ensured a “full house” in the Umdasch
ShopShow in Amstetten.
Auf geht’s nach Las Vegas
Off to Las Vegas
Nach Dubai (15. – 17. 3.) ist Las Vegas
vom 18. bis 21. Oktober 2008 der nächste Schauplatz für die Reise-Expedition
„Laden-Dramaturgie LIVE!“ der Umdasch
Shop Academy mit Dr. Christian Mikunda. Die Wüsten-, Spieler-, Entertainment- und Shopping-Metropole im USBundesstaat Nevada ist definitiv weltweit
jener Ort, an dem sich Retail-Trends am
besten ablesen lassen. Nahezu alle global tätigen Brands sind mit der neuesten Konzeptgeneration präsent. Wem der
Weg in den Wilden Westen zu beschwerlich ist, der sei auf eine schon traditionelle
und durchaus reizvolle Kompaktversion –
„Laden-Dramaturgie LIVE&KOMPAKT“ –
am 19./20. 9. 2008 in Wien verwiesen.
After Dubai (15. – 17. 3.), Las Vegas
will be the next setting for the Umdasch
64
Shop Academy’s travel expedition
“Laden-Dramaturgie LIVE!” (Shop Drama
turgy LIVE!) with Dr. Christian Mikunda, which will be held between 18 – 21
October 2008. The desert metropolis
in the U.S. state of Nevada is a mecca
for gamblers, entertainment and shopping – and is definitely the world location
where retail trends can best be observed.
Almost all brands which are active on
the world stage can be found here with
the latest generation of ideas. For those
who find the prospect of a journey to the
Wild West too arduous, the traditional –
and equally attractive – compact version
“Laden-Dramaturgie LIVE&KOMPAKT”
(Shop Dramaturgy LIVE&COMPACT )
will be presented on 19./20. 9. 2008 in
Vienna.
In Las Vegas sind nahezu alle global tätigen
Brands mit der neuesten Konzeptgeneration
präsent. Virtually all brands which are active on
the world stage are present with the latest
generation of ideas in Las Vegas.
SHOP aktuell 103
SHOP Events
Neue Gesichter in der Umdasch
Shop Academy
New faces at the Umdasch Shop Academy
Das Jahresseminarprogramm 2008
der Umdasch Shop Academy ist erschienen. Auf dem Programm stehen mehr als
60 Veranstaltungen in 10 Ländern. Neu
im Programm sind die Seminare „Visual
Marketing“ und „Ladengestaltung für
Praktiker“. Dazu kommen die bewährten
Klassiker, die Reiseseminare und die
Umdasch Shop-Concept-Foren. Bitte fordern Sie bei Interesse das Jahresprogramm bzw. Detailprogramme Ihrer
Wahl an (Adressen siehe Heftrückseite). Im Event-Kalender auf Seite 66 gibt
es einen Überblick über die Veranstaltungen des ersten Halbjahres.
The 2008 seminar programme of the
Umdasch Shop Academy has been published. It includes more than 60 events in
ten countries. New additions to the programme include the seminars “Visual
Marketing” and “Practical Shop Design”.
They will join the tried and tested classics,
the travel seminars and the Umdasch
Shop-Concept Forums. If you are interested in attending, please request a copy
of the general programme or detail programmes as required (see back of magazine for addresses). The Calendar of
Events on page 66 provides an overview
of the events during the first half-year.
Brigitte Schriks („Visual
Marketing“) ist eines der neuen
Gesichter in der Umdasch Shop
Academy. Brigitte Schriks (“Visual
Marketing”) is one of the new faces
in the Umdasch Shop Academy.
Glanzvolle Premiere in London
Glittering premiere in London
Das Umdasch Shop-Concept-Forum,
in verschiedenen Ländern bereits ein
Fixpunkt im Retail-Event-Kalender, feierte am 22. November 2007 eine glanzvolle Premiere in London. Über 100
Gäste waren in den Club24, im Herzen des Shopping-Districts der britischen Metropole, gekommen. Sie
erlebten unter der Moderation des
r e n o m m i e r te n R et a i l - J o u r n a l i ste n
Mark Faithfull drei exzellente Vorträge. Unter dem Titel „Creating unique
environments“ referierten der Licht-
Designer Jason Bruges, die Retail-Strategin Jenefer Greenwood (Grosvenor)
und der Shopping-Center-Entwickler David Slade (Westfield Group). Die
nachfolgende, sehr intensive Diskussion zeigte das große Interesse des Publikums.
The Umdasch Shop-Concept Forum
is already an institution in the retail event
calendar in a number of countries. A
glittering premiere took place on 22
November 2007 in London. More than
100 guests were present at Club24, in
Exzellente Stimmung im Club24 mit intensiver Diskussion nach dem Umdasch
Shop-Concept-Forum. Excellent lectures in Club24 with lively discussion
following the Umdasch Shop-Concept Forum.
SHOP aktuell 103
the heart of the shopping district of the
British capital. Mark Faithfull, the wellknown retail journalist, introduced the
programme of three excellent lectures.
The title of the evening was “Creating
unique environments”, with talks by lighting designer Jason Bruges, retail strategist Jenefer Greenwood (Grosvenor) and
Shopping-Centre developer David Slade
(Westfield Group). The lively discussion
which followed demonstrated the interest shown by the guests.
Die Referenten des Londoner Forums: Jason Bruges, Jenefer
Greenwood und David Slade mit Umdasch UK-Director Ben
Hiley. The lecturers at the London Forum: Jason Bruges,
Jenefer Greenwood and David Slade with Ben Hiley, Director
of Umdasch UK.
65
Bücher Books
Kalender Calendar
Neue Bücher New Books (German editions)
Arndt Traindl
E. Wenzel, A. Haderlein, P. Mijnals
Institut des deutschen Textileinzelhandels (Hrsg.)
Neuromarketing – Die
innovative Visualisierung
von Emotionen
Shopping Szenarien – Die neuen
Sehnsüchte der Konsumenten
Marktführer im
Textileinzelhandel
Das Zukunftsinstitut beschreibt in dieser Studie die
wichtigsten Trends für die Shopping-Welten von morgen
und verdichtet sie zu vier Szenarien, die sich auf einer
Skala von lokal bis global und real bis virtuell abspielen.
Der nach Authentizität suchende, bewusste Konsument
wird dabei genauso analysiert wie der global agierende,
durch die stressige Welt navigierende Käufer.
Auf mehr als 700 Seiten gibt das Firmenverzeichnis eine
umfangreiche Datensammlung über Bekleidungshäuser und sonstige Textil führende Retailer in Deutschland
preis. Die aufgelisteten Firmen decken ca. 85 Prozent
der Branche ab. Die Informationen reichen von Kontaktdaten bis zu Angaben über Sortimente, Umsätze, Verkaufsflächen, Filialen etc.
Zukunftsinstitut, Kelkheim
2007, 115 Seiten, ISBN 978-3-938284-35-3
€ 175,00
ITE-Verlag, Köln 2007, 21. Auflage, 766 Seiten
€ 195,00 (Buch), € 180,00 bzw. 930,00 (CD-ROM mit
Suchprogramm bzw. zusätzlich mit unbegrenzter
Daten-Exportmöglichkeit)
In seinem aktuellen Neuromarketing-Werk betont Arndt
Traindl anhand neuer und teilweise bereits bekannter Studienergebnisse die Wichtigkeit emotionaler Botschaften
und Inszenierungen in gesättigten Handelsmärkten. Neben Erkenntnissen aus der Grundlagenforschung und
praxisorientierten Studien stellt das Buch sechs – für unterschiedliche Branchen relevante – Store Branding-Konzepte vor.
Trauner Verlag, Linz
2007, 3. Auflage,126 Seiten,
ISBN 978-3-85499-234-9
€ 35,00
Hans-Georg Pompe
Marktmacht 50plus
M. Janz, B. Swoboda
Vertikales Retail-Management
in der Fashion-Branche
Dieses Buch basiert auf einer umfassenden Forschungsstudie, die seit 2002 den Prozess der Vertikalisierung in
der Fashion-Branche begleitet. Anhand zahlreicher Praxisbeispiele aus Handel und Industrie werden innovative
Umsetzungsmodelle entlang des gesamten vertikalen
Retail Loops erläutert.
Deutscher Fachverlag, Frankfurt am Main
2007, 315 Seiten, ISBN 978-3-86641-066-4
€ 98,00
Obwohl Zielgruppen 50plus ein lukrativer Wachstumsmarkt sind, setzt der Handel oft nicht die richtigen Maßnahmen, um das schlummernde Potential bestmöglich
auszuschöpfen. Das Buch zeigt systematisch und mit
zahlreichen Beispielen untermauert, wie es gelingt „Best
Ager“ zu gewinnen und langfristig zu binden. Dabei wird
sowohl Management, Produktentwicklung als auch Marketing und Vertrieb unter die Lupe genommen.
Gabler, Wiesbaden
2007, 208 Seiten, ISBN 978-3-8349-0565-9
€ 39,90
Kemper’s (Hrsg.)
City Scout 2008/2009
Der City Scout stellt 375 Einkaufsstraßen in 200 deutschen Städten vor. Die fünfte Auflage dieses Nachschlagewerks erscheint nun im neuen Outfit: Handliches Format und komplett überarbeitete, originalgetreue Straßenverläufe. Neben den Einwohnerzahlen, Spitzenmieten, Filialisierungsgraden und Passantenfrequenzen
werden auch die aktuellen Kaufkraft- und Zentralitätskennziffern veröffentlicht.
Kemper´s Verlag, Düsseldorf
2007, 5. Neuauflage, 496 Seiten, ISBN 3-931527-09-3
€ 69,00
Event-Kalender Calendar of events
Date
Location
Event
Type
Information
6.3.2008
Frankfurt
Partner Stores
Konferenz
www.twnetwork.de
11.–14.3.2008
Cannes
MIPIM
Real Estate Summit
www.mipim.com
12.–13.3.2008
London
Retail Week Conference
Retail Conference
www.umdasch-shop-concept.com
18.–20.3.2008
Chicago
Global Shop
Retail Design Fair
www.globalshop.org
1.4.2008
Rhenen (NL)
Visual Marketing
Ééndagsseminar, Brigitte Schriks
7.4.2008
Wien
Umdasch Shop-Concept-Forum
Fachvortrag, Klaus Striebich
10.4.2008
Neidenstein
Visual Merchandising für Praktiker
Eintagesseminar, Irmgard Heyd
9.–11.4.2008
Barcelona
World Retail Congress
Retail Congress
www.worldretailcongress.com
15.–16.4.2008
Berlin
Internationaler Handelskongress 2008
Handelskongress
www.managementforum.com
16.–18.4.2008
Amsterdam
ICSC European Conference
Shoppingcenter Conference
www.icsc.org
17.04.2008
Renens
Séminaire dún jour, Brigitte Beeler
22.4.2008
Linz
6. OO Handelskongress
Kongress
www.portal.wko.at
22.4.2008
Amstetten
Eintagesseminar, Irmgard Heyd
23.4.2008
Düsseldorf
Der erste Eindruck zählt
Eintagesseminar, Lipczinsky/Boerner
8.5.2008
Wien
10. Einkaufszentren-Symposium
Symposium
www.regionplan.at
15.5.2008
Paris
Conférence
66
SHOP aktuell 103
Bücher Books
Kalender Calendar
(German/English editions)
Lührmann (Hrsg.)
Karin Schulte
Martina Kühne
CityFacts 07/08
Trade Fair Design Annual
2007/2008
Shopping and the City 2020
Am Anfang eines finanziellen Engagements in den umsatzstarken Top-Lagen der City gibt es viele Fragen zu
beantworten: Wie sieht die demografische Struktur aus?
Wie entwickeln sich die Mietpreise? Wie ist die Positionierung der Einkaufsstraße und des Einzelhandels innerhalb der Stadt? CityFacts 07/08 beantwortet diese
Fragen und liefert Fakten zu insgesamt 254 Städten in
Deutschland.
Lührmann, Osnabrück
2007, Seitenanzahl abhängig von der jeweiligen Stadt
€ 19,50 / Stadt, € 975,00 (alle 254 Städte auf CD-ROM
oder USB-Stick)
For a trade-fair presentation to be successful it must not
only surprise the visitor, but must also make him curious
and leave a lasting impression on his memory. During
her visits to numerous trade fairs in the German-speaking countries, Karin Schulte discovered a number of
excellently designed stands which she presents in this
yearbook. A source of information for designers, architects and event managers, but also ideal reading for those attending the EuroShop before or after their visit.
Avedition, Ludwigsburg
2007, German/English
271 pages, ISBN 978-3-89986-027-6
€ 69,90
Today, almost half the people on Earth live in cities. By
the year 2050, three quarters of them will do so. These
facts pose a number of fascinating questions for those in the retail business. Which new ideas will take root
in the metropolises of the future? How will tomorrow’s
consumers do their shopping?... The Gottlieb Duttweiler Institute embarks on a journey in time and presents
in this study six theories which aim to show possible developments.
Gottlieb Duttweiler Institut, Zurich
2007, German/English
80 pages, ISBN 978-3-7184-7036-5
CHF 240,00 (PDF), CHF 280,00 (paperback)
M. Krampen, M. Götte, M. Kneidl
The World of Signs
The increasing globalization of the retail trade underlines
the growing importance of pictures and signs which are
easily understood across national borders. After examining the semantics of static and animated pictures, this
book presents 1,200 pictograms. The reader will also
find a CD with animated drawings and a poster providing a systematic insight into “The World of Signs”.
Avedition, Ludwigsburg, 2007, German/English
148 pages, ISBN 978-3-89986-086-3
€ 39,80
Date
Location
Event
Type
Information
19.5.2008
Bozen
Fachvortrag, Thomas Huber
18.–21.5.2008
Las Vegas
ICSC Spring Convention
Shoppingcenter Congress
www.icsc.org
26.5.2008
Zürich
Fachvortrag, Uwe Seibicke
3.6.2008
Amstetten
Mehr Ertrag auf gleicher Fläche
Eintagesseminar, Markus Haslinger
3.–4.6.2008
Zürich
5th European Marketing and Sales Conference
Marketing- und Handelskonferenz
(English synchronization)
www.gdi.ch
9.–12.6.2008
Hellengerst (D)
Mitarbeiterführung
Seminar
www.hutner.de
11.+12.6.2008
Oberentfelden
Eintagesseminare, Irmgard Heyd
11.–12.6.2008
London/Wembley
RLI Global Opportunities Conference
Retail Conference
www.rli.uk.com
17.6.2008
Düsseldorf
Store Branding
Eintagesseminar, Bart Ooijmann
19.6.2008
Wassenaar (NL)
Store Branding
Ééndagsseminar, Bart Ooijmann
25.6.2008
Oberentfelden
Mehr Ertrag auf gleicher Fläche
Eintagesseminar, Christian Göggerle
16.9.–17.9.2008
Köln
Store Planning & Design 2008
Ladenbau-Fachkonferenz
www.ehi.org
19.–20.9.2008
Wien
Ladendramaturgie LIVE
Shop-Expedition, Dr. Christian Mikunda
22.–25.9.2008
Paris
Equipmag
Ladenbau-Messe
www.equipmag.com
18.–21.10.2008
Las Vegas
Ladendramaturgie LIVE
Shop-Expedition, Dr. Christian Mikunda
SHOP aktuell 103
67
KDOO
ZZZVKRSQHWFF
WDVWHDQGVW\OH
Das Motto von Umdasch
Shop-Concept zur EuroShop
2008: tasteandstyle – trends
in food and non-food retail.
Umdasch Shop-Concept’s
motto at the EuroShop 2008:
tasteandstyle – trends in food
and non-food retail.
WUHQGVLQIRRGDQGQRQIRRGUHWDLOZZZVKRSQHWFF
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 Limited
GB-Oxford OX4 1LF
Tel. +44 1865 207800, Fax 207801
uscuk@umdasch.com
Umdasch Shop-Concept Limited
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
OOO Umdasch Shop-Concept
RUS-119526 Moskau
Tel. +7 495 4382729, Fax 4385388
uscru@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. Slovenia: Slovenska Bistrica. Croatia: Zagreb. Serbia: Belgrade. Poland:
Warsaw. 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

Trends in airport retailing

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