pdf - Umdasch Shopfitting

Transcription

€ 5 / CHF 8 / $ 6 / £ 4
The International Magazine for
Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
101
Retail Trends ‘MADE IN USA’
Global Branding
& Shopfitting
Retail Report:
Russia
The Globetrotter
Story
SHOP Inhalt
Contents
SHOP TALK mit Konrad Ochs über kosmopolitische
Marken – Seiten 26/27 SHOP TALK with Konrad Ochs on
cosmopolitan brands – pages 26/27
Neue Perspektiven im Global Branding & Shopfitting –
Seiten 6 - 11 New Perspectives in Global Branding &
Shopfitting – pages 6 - 11
SHOP PANORAMA mit der spektakulären Thalia
Buchhandlung – Seiten 18/19 SHOP PANORAMA with the
spectacular Thalia bookshop – pages 18/19
RETAIL REPORT: Shopping-Fieber in Russland –
Seiten 28 - 33 RETAIL REPORT: Shopping Fever in Russia
– pages 28 - 33
Inhalt
Contents
SHOP INSIDE
Editorial, Impressum, Leserservice
Editorial, Imprint, Reader Service ............................................. 4 - 5
SHOP CONCEPT THEMA
New Perspectives in Global Branding & Shopfitting ................ 6 - 11
RETAIL TRENDS
Retail Trends ‘Made in USA’ ..................................................... 12 - 17
SHOP PANORAMA
Karstadt Sport – Welas Park – Gerry Browne – Thalia ............. 18 - 19
SHOP REPORT
Die Globetrotter-Story The Globetrotter Story .......................... 20 - 25
SHOP TALK
Konrad Ochs, Pohland Cologne ............................................... 26 - 27
RETAIL REPORT
Russia in Shopping Fever ......................................................... 28 - 33
The Globetrotter outdoor store in
the Olivandenhof in Cologne was
one of the most-discussed retail
projects in the German-speaking
region in 2006. The multi-channel
player Globetrotter was also
chosen as “Mail-Order Company
of the Year”.
SHOP EVENTS
Umdasch Shop Academy, Termin-Kalender,
Neue Bücher, Adressen Umdasch Shop Academy,
Calendar of Events, New Books, Addresses ............................ 34 - 36
SHOP aktuell 101
UMDASCH SHOP-CONCEPT 3
SHOP Editorial
SHOP Inside
Thalia, Eybl, Kastner & Öhler,
Appelrath Cüpper & Co.
Reinhard Peneder
SHOP aktuell Chefredakteur
Editor-in-Chief
Relaunch
Mit der vorliegenden Nummer 101 von
SHOP aktuell ist ein behutsamer graphischer
Relaunch dieses internationalen Magazins
einhergegangen. Wir sind damit u. a. den Anregungen unserer Leser gefolgt, die uns diese
anlässlich der kürzlich durchgeführten Leserbefragung gegeben haben. Inhaltlich bleiben
wir unserem Konzept, für das uns die Leser
sehr gute Noten ausgestellt haben, treu. Sie
können daher weiterhin mit Informationen über
internationale Trends im Laden-Marketing und
Shop-Design aus erster Hand rechnen.
Die Globalisierung der Handelslandschaft
geht auch an den Ladenbauern nicht spurlos
vorbei. Die großen internationalen Brands
und Retailer stellen an ihre Partner besonders
hohe Anforderungen. Unter dem Titel „Neue
Perspektiven im Global Branding & Shopfitting“
berichten wir über diese spannenden Herausforderungen. Ich hoffe, dass dieser und andere
Artikel Ihr Interesse findet und dass Ihnen das
neue Outfit von SHOP aktuell ebenfalls gefällt.
The current issue No. 101 of SHOP aktuell
represents a cautious graphical relaunch of this
international magazine. In doing so we have
taken into account our readers’ suggestions
which we received during the course of the
recent reader questionnaire. With regard to
the content, we have remained faithful to
our concept, which was rated very highly by
our readers. This means that you can continue
to rely on receiving first-hand information
about international trends in shop marketing
and shop design.
The globalisation of the retail landscape
has also left its mark on the shopfitting profession. The major international brands and
retailers make exceptionally high demands
on their partners. Our article entitled “New
Perspectives in Global Branding & Shopfitting”
reports on these exciting challenges. I hope
that this and the other articles will be of interest
to you, and also that you like SHOP aktuell’s
new appearance.
4 UMDASCH SHOP-CONCEPT
The new design of
the store in Spittal/
Drau represents the
latest step in Kastner
& Öhler’s progress
as a “Fashion
Department Store”.
In recent years, Umdasch Shop-Concept has established an excellent reputation as an international Brand Shop Factory (see also pages 6 to 11 of this issue
of SHOP aktuell). More than ever, however,
Umdasch is also a reliable partner for the
classic retail trade with all its traditional and
innovative facets. During the past months
in particular, a large number of remarkable projects have been implemented, in
which Umdasch Shop-Concept was one
of the partners involved. Notable examples
include the Thalia bookshops in Hamburg;
the new Intersport Eybl store in Graz; the
new Kastner & Öhler in Spittal an der Drau;
a brand-new Appelrath Cüpper in the
Alstertal Shopping Centre in Hamburg;
additional luxury department stores for the
Paris Gallery in the United Arab Emirates;
the Welas Park in Wels; and the Monolit
department store in Moscow ...
It is beyond the scope and concept of
SHOP aktuell to provide a detailed report
on all these projects. We therefore ask you
instead to visit our website www.umdaschshop-concept.com. There, under the heading ‘References’, you will find a comprehensive survey of our current projects
– mostly with a selection of photos. You will
also find additional information about our
projects in the SHOP.NET newsletter. The
most recent issues are No. 11 (covering the
glass, china and ceramics projects Eberl/
Bamberg and Fritz/ Offenburg), No. 12 (La
Nuance Mode, Lucerne) and No. 13 (Karstadt Sport). Please contact us for further
information.
Recent issues
of the SHOP.NET
newsletter.
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: [email protected]
Imprint:
SHOP aktuell is published by Umdasch Shop-Concept. For addresses please see back cover. No. 101/ December 2006. German/ English edition.
Price per copy: € 5, CHF 8, $ 6, £ 4. Subscription price: € 20 for 5 successive issues (plus postage). Copies available for members of UmdaschMDB free of charge. Project Management: Reinhard Peneder, Umdasch Shop-Concept, A-3300 Amstetten. Editorial team: Reinhard Peneder,
Petra Barth, Regula Wirth, Sonja Scheidl, Nikolaus Pjeta. Design: Sandra Schuller, Alois Schwaighofer. Photos/ Illustrations: Manfred Aigner,
Cornelia Suhan, Tom Tailor, Interbrand, Reinhard Peneder, Rita Nowak, Thalia, RUS, Nike, Levi’s, Archive. Translation: Jane Michael. Printing:
LVDM Landesverlag-Denkmayr, Linz. Note: Projects executed by Umdasch are clearly labelled as such in the text or the photo caption.
SHOP aktuell 101
SHOP Inside
Umdasch ShopShow:
Offizielle Eröffnung am 6. 9. 2007
Official Opening on 6. 9. 2007
Erste Ideenskizzen zur Neugestaltung der
Umdasch ShopShow in Amstetten. Preliminary
sketches showing the new design of the Umdasch
ShopShow in Amstetten.
Das neue InfoCenter des Umdasch
Konzerns am Standort der Konzernzentrale in Amstetten/Niederösterreich wird
am 6. September 2007 offiziell eröffnet
werden. Es besteht aus einem großen Ausbildungs- und Schulungszentrum sowie
Ausstellungsbereichen für die Doka-Schalungstechnik und die Umdasch Shopfitting
Group. Ein Highlight wird zweifellos die
neue Umdasch ShopShow, Europas ständig aktuelle Ladenbau-Messe, sein. Auf
800 m² werden Besucher hautnah über die
neuesten Trends in Sachen Store-Branding
und Shopfitting informiert.
The official opening of Umdasch Concern’s new Information Centre at the company headquarters in Amstetten/ Lower
Austria will take place on 6 September
2007. It consists of a large training and
education centre as well as exhibition
areas for Doka Formwork Technology and
the Umdasch Shopfitting Group. One of
the highlights will no doubt be the new
Umdasch ShopShow. Always up-to-date,
Europe’s shopfitting fair will extend over
an area of 800 m², providing visitors with
immediate information about the latest
trends in store branding and shopfitting.
The
Comeback of
Chrome?
The trend scouts from the Umdasch
Shopfitting Group report on the imminent
comeback of chrome in shop design. Apart
from design and functional aspects, this is
primarily due to the rapidly rising price of
stainless steel.
Chrome surfaces are back in fashion in shop
design.
Umdasch gibt in UK und Frankreich Gas
Umdasch expansion in UK and France
Umdasch Shop-Concept intensiviert
seine Marktaktivitäten in Großbritannien
und Frankreich. In beiden Ländern stehen
nun neue, großzügige Büros mit entsprechender Infrastruktur zur Verfügung. Das
neue UK-Office liegt in Oxford, also in zentraler Lage zwischen Birmingham und London. Es ersetzt das Büro in Bromyard, das
zuletzt aus allen Nähten geplatzt war. In
Frankreich hat sich Umdasch am südlichen
Stadtrand von Paris, in Champlan, angesiedelt. Beide Unternehmen verstehen sich als
kompetente Ladenbau-Partner der jeweiligen Retailszene, bestens geübt in der konstruktiven Zusammenarbeit mit Architekten
und Designern. Im Hintergrund steht das
gesamte Fertigungs- und Beschaffungsnetzwerk der Umdasch Shopfitting Group
zur Verfügung.
Umdasch Shop-Concept is intensifying its market activities in the United
Kingdom and France. In both countries
SHOP aktuell 101
Das neue Office von Umdasch Shop-Concept UK in
Oxford liegt verkehrsgünstig zwischen den großen
Wirtschaftsräumen London und Birmingham.
The new office of Umdasch Shop-Concept UK in
Oxford is conveniently situated between the major
cities of London and Birmingham.
the company now operates from spacious new offices with an infrastructure to
match. The new UK office lies in Oxford,
in other words centrally located between
Birmingham and London. It replaces the
office in Bromyard, which was bursting at
the seams. In France, Umdasch has moved
to the southern outskirts of Paris, to Champlan. Both companies see themselves as
competent shopfitting partners on the local
retail scene, offering extensive experience
in constructive co-operation with architects
and designers. The entire manufacturing
and acquisition network of the Umdasch
Shopfitting Group is also available to provide backup assistance as required.
SHOP Concept Thema
Global Branding
Text
Reinhard Peneder
Photos
Nike, Levi Strauss Europe, Manfred Aigner,
Carréblanc, Cornelia Suhan, Tom Tailor
Umdasch Shop-Concept was responsible for the shopfitting of Celtic Glasgow’s Nike Fanshop in Glasgow’s Celtic
Stadium. Nike aims to become the top football brand by the next Football World Cup in 2010.
New Perspectives
in Global Branding
& Shopfitting
Concentration, filialisation, verticalisation, internationalisation – the changing structures on the European retail scene move inexorably forward. Amongst the winners in the contest you will find cuttingedge and carefully positioned concepts – concepts which can also be multiplied in other countries.
This goes to show that global branding is one of the dictates of the moment, as is a precise execution
of such concepts.
Tried and tested methods and models which differ from each
other in one or more important aspects already exist in the field
of professional branding. Market evaluation, brand development
and realisation are the three important steps in this process. Our
focus lies here on the development phase, and especially on the
realisation of the concept at the POS. The brand strategy should be
evolved during the development phase on the basis of the market
evaluation. This includes precise positioning (target group, range
of goods, type of business) as well as a convincing identity (model, “telling a story”, uniqueness) and the brand design, which is
a direct result of these factors. For global branding a number of
other aspects will also need to be taken into consideration. Thus,
for example, strong market penetration on the home market is an
important precondition for a global presence. In addition, flexibility
in the implementation phase is also essential on foreign markets.
The branding specialists at Interbrand, who operate on a world
SHOP aktuell 101
Courtesy by Levi Strauss Europe
SHOP Concept Thema
Global Branding
Cologne, Basle, Paris, Madrid, Barcelona and Copenhagen are some of the destinations where Umdasch is
currently realising the Levi’s Revolution concept.
scale (www.interbrand.com), recommend, as a rule of thumb, that
70 percent of the brand content should be defined globally and the
remaining 30 percent should be adapted to suit the market in question. It is also evident that financial investors in particular further
the cause of internationalisation, as Xaver Zimmerer of Interfinanz
confirmed on 9 November 2006 in Düsseldorf on the occasion of
the Fashion Trade Congress.
Brand
Protection
Brand
Research
alu
Brand
Valuation
Customer
Brand
Culture
Brand
Design
Brand
Opportunity
Brand
Strategy
Verbal
Identity
Create
ate
Brand
Implementation
SHOP aktuell 101
Ev
Ma
na
ge
The Brand Value Management
Model by Interbrand.
THE REQUIREMENTS OF THE GLOBAL PLAYERS
Once a (global) brand strategy has been planned and the
“script” is lying ready on the table, it becomes a question of the
realisation – the rollout. The consistent translation of the brand
design into shop design; the (location-specific) planning of sales
furniture and shopfitting; the co-ordination of all necessary works;
the manufacture and acquisition; and finally the on-site assembly
are just some of the steps to be completed before this can take
place. In the case of global concepts there are often dozens or in
some cases even hundreds of outlets, which will be built ready for
rollout at various locations and in various countries within a short
period of time. This requires a carefully planned and skilfully managed network of professionals from a variety of disciplines.
SHOP aktuell asked a number of important brands which
requirements are necessary today for global branding and the subsequent rollout. Of particular significance is the answer to these
requirements developed by Levi Strauss in conjunction with the
Europe-wide realisation of the new Levi’s store concept “Revolution”. Levi’s explained as follows why it had awarded the contract
to Umdasch. Its answer sounds at the same time like an advance
eulogy of the company:
- Ideal combination of own production and external acquisition.
- The group’s financial background.
SHOP Concept Thema
Global Branding
The shop concept at the heart of Orsay’s current image was designed by Schwitzke & Partners. It attracts
attention by combining clarity, colourful accents which underline the brand, first-class lighting and convenience
down to the last detail. Umdasch is responsible for the shopfitting in the store at Vienna/ Favoriten.
Literatur zum Thema Branding und Markenführung (German Editions)
ALEXANDER DEICHSEL,
HENNING MEYER (HRSG.)
JAHRBUCH MARKENTECHNIK 2006/2007
Der nun vorliegende sechste Band zeigt Methoden auf, die es ermöglichen eine Marke
auch unter härtesten Marktbedingungen zu
nachhaltigem wirtschaftlichen Erfolg zu führen. Fallstudien über besonders erfolgreiche
Maßnahmen, Fachbeiträge mit neuesten Erkenntnissen zur operativen Führung von Marken-Systemen sowie theoretische Hintergründe vermitteln das nötige Wissen für Strategie
und Tagesgeschäft der Markenführung.
Deutscher Fachverlag, Frankfurt am
Main, 2006, 498 Seiten,
ISBN 3-87150-911-6, € 98,--
HAJO RIESENBECK, JESKO PERREY
MEGA-MACHT MARKE
Im Mittelpunkt dieses Buchs steht „MarkenMatik“, ein umfassendes, praxiserprobtes
McKinsey-Konzept zur effektiven Markenführung. Ziel ist es Markenentscheidungen auf
eine faktenbasierte quantitative Grundlage zu
stellen. Die einzelnen Tools und Detailkonzepte
dafür sind in drei Themenbereiche gegliedert:
Messen, Machen und Managen von Marken.
Redline Wirtschaft, Heidelberg,
2005, 407 Seiten, ISBN 3-636-01308-4,
€ 39,90
ANITA ZEDNIK,
ANDREAS STREBINGER
DIRK-MARIO BOLTZ,
WILFRIED LEVEN (HRSG.)
MARKEN-MODELLE DER
PRAXIS
EFFIZIENZ IN DER
MARKENFÜHRUNG.
Für Orientierung am „Markt der Marken-Modelle“ sorgt dieses Buch: Die beiden Autoren
unterteilen 48 Marken-Modelle der wichtigsten
Berater, Marktforschungsinstitute und Werbeagenturen im deutschsprachigen Raum in
sechs Grundtypen. Jedes Modell wird einzeln
dargestellt, analysiert und kritisch gewürdigt.
In 32 Beiträgen rund um das Thema „Marke“
kommen sowohl gestandene Praktiker, Wissenschaftler als auch Newcomer aus Unternehmen und Agenturen zu Wort. Das Ergebnis:
Eine Plattform unterschiedlicher Standpunkte
und Blickwinkel zu den Themen „Marken verstehen“, „Marken entwickeln“ und „Marken
führen“.
Deutscher Universitätsverlag,
Wiesbaden, 2005, 240 Seiten,
ISBN 3-8350-0063-2,
€ 49,90
Gruner+Jahr, Hamburg,
2004, 592 Seiten, ISBN 3-570-19552-X,
€ 48,--
SHOP aktuell 101
SHOP Concept Thema
Global Branding
Umdasch developed the new presentation for Carréblanc, the French home textiles chain. A central feature is the
display system with cupboard-like shelves.
- The group’s Europe-wide sales and service network.
- The impressive list of references.
- The ideal location in the heart of Europe at the intersection of
East and West.
- The competitive price including price guarantees and
appropriate terms of payment.
- Additional services such as a software program specially
developed for Shop-in-Shop.
- First-class personal service by staff members.
David Peirsman, the Retail Implementation Director of Levi’s
Europe, described – amongst other things – his first experiences
with the rollout in an interview with the magazine “stores & shops”:
“We wanted to be well prepared when we tackled this latest project,
and that certainly turned out to be the right approach. Together with
Umdasch we built prototypes in May 2005 and carried out a value
engineering. We also used the time available to acquire the materials required for the rollout and to prepare ourselves for the event.
... We had the impression that Umdasch understood clearly the
direction which Levi’s wanted to follow with its new store concept.
Of course there were a few teething problems with the realisation
of the concept. We could have tackled the start of the project more
carefully if we had been able to complete just one shop at a time.
Then we would have had time to adapt the concept and optimise it
for the next shop. But when you introduce a new concept onto the
SHOP aktuell 101
market it is important to realise it at as many locations as possible
at the same time. Umdasch put a lot of effort into carrying out the
project, and quickly modified those aspects which did not meet our
requirements in the first wave of rollouts. This meant that today,
with Umdasch’s assistance, we are in a position to complete one
shop after another in rapid succession.”
“We are dealing with perishable goods,” observed Ralph
Trumpfheller, the Global Manager Architecture at Esprit. That is the
reason why he demands of his partners a high degree of flexibility
and speed in shop investment projects. Other requirements include
technological competence, especially with regard to materials and
surfaces; an imaginative approach to acquisition; the price, of
course; and especially reliability when it comes to deadlines (see
the report in SHOP aktuell 100).
Christian Moritz, Head of Controlled Distribution at Tom Tailor
in Hamburg, demands of shopfitters above all competence in
international rollouts; quality; an understanding of brands; and
top-quality project management. The medium-price-range sportswear brand is currently working on a new image which will emphasise the company’s Hamburg roots. “It will be a concept which tells
a story”. The stronger emotional establishment of the Tom Tailor
brand aims to create a longer-term loyalty. The script has been
written by Schwitzke & Partners; the execution will make strong
SHOP Concept Thema
Global Branding
Innovative materials are very important for Esprit when it comes to shop design. This is evident in their flagship
store in Dortmund, for which Umdasch supplied the shopfittings.
use of authentic pictures and natural materials. After a phase of
value analysis, the concept will be meticulously examined again
by means of model structures. After that, tender documents will
be issued and three to four shopfitters will be invited to participate
– which is the normal procedure these days in this sector. The rollout is due to take place in spring 2007, and will include some 70
units by 2008. At the same time, the Hamburg concern is working
on its Internet presence. “The art is to interlink the different channels with the customers’ requirements”. Incidentally, like many of
his colleagues, Christian Moritz is of the opinion that in times of
overstimulation the shop itself has long since returned to its previous position as advertising medium Number One.
BRAND SHOP FACTORY
Global branding also sets new standards in shopfitting. Eyecatching mass-produced systems are no longer relevant. The
emphasis now lies in the development of systems which are tailormade for the customer, the brand or the project, and which are
based on the branding in question. In this respect, clever platform
strategies on the basis of neutrally designed individual components
can save both time and money. Especially in demand are speed
and flexibility (not least in the construction of prototypes), as well as
technological competence, product quality and sufficient capacity
to be able to ensure that deadlines are kept. Here again, a multidisciplinary network for manufacture and acquisition is required,
which takes into account the individual rollout destination as far
as possible. If retailers and brands are active on the international
market they expect a Brand Shop Factory, so to speak, which is at
the same time a highly flexible partner when it comes to logistics.
These demanding requirements mean that even on the international market – indeed, especially on the international market – the
competition suddenly becomes rather thin on the ground.
During recent years, for example, Umdasch Shop-Concept
has established an excellent position as a global Brand Shop Factory. The modular construction of the range of services provided
permits the customer to take individual advantage of the services
required in every imaginable constellation. This extends from support in the fields of strategy and concept development, store branding, shop design, manufacture/ acquisition, contracting services,
project management and rollout logistics to assembly anywhere
in the world. In day-to-day practice the co-operation with partners
from various disciplines, including branding agencies, designers,
architects, etc., has proved particularly helpful.
The list of internationally active brands, for which Umdasch
has recently served as partner, is long and dotted with famous
SHOP aktuell 101
SHOP Concept Thema
Global Branding
Tom Tailor is also expanding towards Eastern Europe and the Middle East. Here is a first glimpse of the shop
in Zagreb. The rollout for the new image is planned for Spring 2007 (Shop Concept / Shop fitting: Tom Tailor
Architektur / Sportina).
names. Levi’s, Nike, Hugo Boss, Orsay, Bestsellernew concept for the French chain specialising in
Group, Mustang, Schiesser, Polo Ralph Lauren,
household linens (approx. 250 shops). The prime
Tumi, Aldo, Esprit, Escada, Motivi, Thun, Swatch,
feature is the greater emphasis which is placed
Frais Monde, Carréblanc, The Phone House, Du
on presentation. The central feature is a display
Pareil Au Même, Saeco… As varied as the list
system with cupboard-like shelves which permit
of names itself is the range of services the comgood-quality visual merchandising. The fittings are
pany has provided. In some cases this consisted
produced in advance and stored in the Umdasch
of a complete package starting with the common
warehouse in Champlan near Paris, thus enabling
development of a strategy; in others, it may have
rollouts to be completed within just a few days.
In future, Christian Moritz
plans to tell the customers
been the shop design and manufacture. On yet
This means that rapid progress is possible with
at Tom Tailor stories about
another occasion it was ‘only’ the project managethe expansion of Carréblanc (also into Spain and
Hamburg. More than
ever before, he sees the
ment in conjunction with the rollout. Umdasch has
Portugal).
shop itself as the prime
served as the main supplier for selected projects
advertising medium.
THE ESSENTIAL DIFFERENCE
for Hugo Boss, a company whose concepts are
brilliantly differentiated and segmented. Current
What, in the final analysis, distinguishes successful concepts
projects include, for example, South America, Spain, Portugal and
in the field of global branding from less successful ones? It is the
a number of airports. On the other hand, Umdasch is also accompanying the expansion into Eastern Europe of the Italian fashion
consistency of execution! This is the conclusion reached not only
concern Motivi. Umdasch also takes an active role as shopfitting
by the brand experts at Interbrand; it is a conclusion borne out in
and logistics partner for the American brands Aldo (shoes) and
everyday practical experience.
Tumi (bags) as they expand into and across Europe.
Typical of the new role of innovative shopfitters as logistics
partners is the example of Carréblanc. Umdasch has developed a
SHOP aktuell 101
Courtesy of Apple
New York is still the top address for trend scouts in the
spheres of store design and visual merchandising. Shown
here the spectacular underground Apple store in New
York (Architecture: Bohlin Cywinski Jackson).
SHOP aktuell 101
Retail Trends ‘Made in USA’
Success with
Segmentation and
Differentiation
European retailers and brands are well advised to take a regular look across the “Big Pond”.
America is the starting point for countless new trends – as well as the occasional flop. The Americans
have always been world champions when it comes to presentation and visual merchandising. SHOP
aktuell took advantage of the American shopfitting fair Global Shop and an Umdasch Shop Academy
travelling seminar to research the latest trends in Florida and New York.
SHOP aktuell 101
SHOP Concept Thema
Retail Trends
Text
Reinhard Peneder
“The US clothing chain Abercrombie & Fitch achieved a 15 %
increase in turnover and a 24.8 % increase in net profits.” That,
in a nutshell, is the message contained in the TWnetwork report
of 16. 8. 2006 – a message which has been repeated in similar
form every three months for some time now. “This impressive result
reflects the successful differentiation of our brands,” declared Mike
Jeffries, CEO and Chairman of Abercrombie & Fitch, recently. The
concern has gradually expanded the main brand Abercrombie &
Fitch (young fashion, currently 351 stores) to include store brands
for youth fashion (Hollister, currently 355 stores), children’s fashion
(abercrombie, currently 164 stores) and older customers (Ruehl,
Nike Town in New York has become consumer-oriented; the emphasis
lies on professional goods presentation.
Abercrombie & Fitch is a supreme master of the art of
differentiation ... each brand is precisely positioned ... like the
main brand Abercrombie & Fitch for Young Fashion ..
... or the Hollister label for Youth Fashion.
currently 10 stores). Other brands and store brands are currently
registering success by differentiating and segmenting their markets.
By contrast, companies, even those with famous names, are losing
ground if they continue to offer a (too-) wide range of goods.
“The Shops at Columbus Circle”, New York’s new city-centre shopping
mall, targets primarily discriminating shoppers.
Another topic is the differentiation of concepts between luxury and discount. This is a strategy pursued not only by retailers and
brands, but also by entire shopping centres. Within a few miles of
each other in Orlando you will find “The Florida Mall” and “The Mall
at Millenia”, both projects with sales areas of approx. 100,000 m².
Although the tenant mix overlaps by at least fifty percent, the two
shopping temples are positioned for very different markets. The
SHOP aktuell 101
SHOP Concept Thema
Retail Trends
Expansive rest areas are typical of the luxurious “Mall at Millenia” in Orlando.
“The scripts for the visual merchandising are
laid down to the last detail.”
“Florida Mall” targets the broad mass market whilst the “Mall at Millenia” aims to satisfy more exclusive tastes. It is the other tenants
which make the difference, and which determine the overall character of the two malls. In the “Florida Mall”, the mall itself is filled
with sales stands; in the “Mall at Millenia” these spaces are used to
provide elegant rest areas. The design, lighting, surfaces – even the
layout of the mall – are very different. The successful differentiation
is documented by the fact that taxi drivers spontaneously refer to
the different price levels when driving visitors to the malls.
example, by the success of Prada in this segment). Nowhere can
the current “Accessories Trend” be more plainly seen than along
the shopping streets of New York. That is the motto of countless
new shops, some of them real flagships (such as, for example, Louis
Vuitton on the corner of 57th/ 5th Avenue), which have mushroomed
in recent years. Many of them are extremely striking in appearance;
some have actually been designed like a sort of walk-in catalogue.
Brands like Samsonite, Tumi, Geox, Henry Beguelin and of course
Coach spring to mind in this respect.
THE AGE OF ACCESSORIES
It is easy to explain the reasons for the accessory cult:
Today’s sophisticated woman (or man) does not express heror himself via a basic outfit (on the whole, modesty is called for
here). Instead, she or he will define her- or himself as the occasion demands via a number of exclusive and luxurious details. The
articles in question include watches/ jewellery, fine leather goods
(bags, belts, etc.), fine fabrics, designer spectacles ... even shoes
can be status symbols in this way. This trend provides the retail
trade with additional perspectives and opens up an interesting
niche market here or there.
“The US chain Coach, which specialises in handbags, accessories and a small range of clothing, was able to increase its turnover by 20 %, and its net profit by 35 %, during the third quarter of
2006,” announced another recent report from the specialist press.
In addition to his company’s brilliant positioning, Coach CEO Lew
Frankfort puts this success down to the “increased demand for
accessories”. Here we can see a second important trend, which in
this case has already spread over to Europe (as demonstrated, for
SHOP aktuell 101
SHOP Concept Thema
Retail Trends
THE NEW SHOP AND SHOPPING SCENE IN THE
MEATPACKING DISTRICT
What else is new on the New York shop and shopping scene?
The city makes an overall impression of being very spick-and-span
and safe. SoHo has long established itself (albeit with a high level of
fluctuation), in addition to the classic shopping districts in Midtown
and on the Upper East Side. There is much talk of Nolita, the Lower
East Side and Tribeca. Particularly fashionable at the moment is the
Meatpacking District (around 12-14th Streets and 9/10th Avenue).
Here, where meat is still packaged for New York’s gourmets, an
interesting alternative shopping scene has grown up. The “Chelsea
Market”, located in a former warehouse building, offers an especially authentic atmosphere with a minimum of furnishings and a
maximum of dramatic presentation. “An Earnest Cut & Sew”, on
the other hand, is a top-notch second-hand shop.
New York’s newest shopping centre is “The Shops at Columbus Circle”, situated on the south-western corner of Central Park.
Amongst the 50-odd shops you will find addresses such as Armani
Exchange, Bose, Boss, Calvin Klein, Coach, Cole Haan, Davidoff,
Esprit, Sephora, Sisley, Tumi und Williams-Sonoma. As the brands
indicate, this is a mall for the most demanding shoppers. In the
basement is an organic supermarket, the “Whole Foods Market”,
where trend scouts from the food department will find what they
are looking for.
The new Apple flagship (5th Avenue between 58th and 59th
Streets) recently caused a miniature sensation. From the street,
the only part of the store which is visible is the 10 x 10 x 10 m
glass cube which serves double duty as an entrance. The sales
area, extending across 2,300 m², lies underground and is accessible via a curving glass staircase or a glass lift. In the realms of
store design the project is expected to achieve the same cult status
as the Prada shop in SoHo. Visitors who absolve the de rigueur
visit to Nike Town in the 57th Street are amazed to find that, where
predominantly dramaturgical aspects previously stood in the foreground in the presentation of the flagship store, today’s concept
is much more consumer-oriented. The focus lies in professional
goods presentation without ignoring the effect created by the odd
gag here and there.
MATERIAL AND DESIGN TRENDS: ACRYLIC, ALUMINIUM,
PLASTIC
Apart from the fact that professional branding always contains
the genetic code of the brand in question, in the United States it is
also possible to make out the occasional design trend. Aluminium,
glass, and especially acrylic and plastic are particularly fashionable
at the moment. In the luxury segment in particular, high-quality surfaces are much in demand; Apple, for example, uses Corian. The
Americans are also highly skilled in the use of graphics/ design.
The Fila Store on Madison Avenue in New York was elected as the “Store of the Year” at the GlobalShop in Orlando. The concept, created by
Borruso Design, convinces by virtue of the organic forms at all levels.
SHOP aktuell 101
SHOP Concept Thema
Retail Trends
Carlos Miele: One of the rising stars
amongst the designer shops in the
Meatpacking District.
Striking accessories, such as an eye-catching chandelier,
dominate the appearance of Reiss in SoHo.
Tumi is one of the brands to profit
from the “accessory trend”.
The second-hand shop “An Earnest Cut & Sew” is just
one of the attractions of the Meatpacking District.
Design accessories, often high-quality, are frequently used in
order to give a concept a particular kick (e.g. crystal chandeliers).
A sophisticated interplay between purism and luxury is the result.
Such trends can also be seen at the GlobalShop. The American shopfitting fair has been held annually since 1993. In recent
years the venue has changed several times; the last fair was held
from 27-29 March 2006 in Orlando. With some 900 exhibitors and
almost 10,000 visitors it is considerably smaller than EuroShop. Its
structure, too, is completely different. Most of the stands are small
or medium-sized; they present a wide range of shopfitting system
ideas, news about materials and surfaces, displays, merchandising
articles – many of them from Asia. You can see countless details
but very few complete solutions. That corresponds with the way
American shop investments are organised: with a large number of
individual suppliers. The visitors at the fair are mostly architects,
designers, merchandisers, agencies, project managers and members of the planning department of retail firms or brands. For the
managers of European retail companies, pampered by EuroShop,
SHOP aktuell 101
GlobalShop is probably not the ideal destination, but rather for
staff members from the aforementioned spheres. On the other
hand, the congresses which form part of the fringe programme
beyond the fair itself provide a number of high-quality events. These
include glittering awards ceremonies relating to store design. The
best deals are made in the small-scale meetings in and around the
fair (breakfast meetings are especially popular). Communication is
all-important. And in that respect, in particular, we can learn from
the Americans.
Website references for
this article:
www.theshopsatcolumbuscircle.com
www.globalshop.org
www.simon.com (The Florida Mall)
www.mallatmillenia.com
SHOP Panorama
Karstadt: Nordic Walking mit System
Karstadt: Nordic Walking with System
Für Karstadt Sport hat Umdasch
Shop-Concept ein eigenes Shopsystem
zur Präsentation des Nordic-Walking-Sortiments entwickelt. Grundlage dafür war
der viel beachtete Nordic Walking-Beitrag
von Umdasch an der letzten EuroShop.
Die plakative, visualisierte Information der
Konsumenten über die „Geheimnisse“ dieser Trendsportart ist das Herzstück des
Konzeptes. Beginnend mit der Ermittlung
der Pulsfrequenz werden die Kunden zum
„richtigen“ Equipment geführt. Realisiert
wurden solche Shops bereits in den Karstadt Sporthäusern in Karlsruhe (100 m²)
und Bochum (60 m²).
Umdasch Shop-Concept has developed a special shop system for Karstadt
in order to optimise the presentation of
its Nordic Walking range. It was based on
Umdasch’s much-admired Nordic Walking
Plakativ werden die Kunden über die
verschiedenen Aspekte der Trendsportart Nordic Walking informiert. Clearly
presented information introduces the
customers to the various aspects of the
fashionable sport of Nordic Walking.
display at the latest EuroShop. At the heart
of the concept lies the clearly presented
visual information which introduces customers to the “secrets” of this fashionable
sport. Starting with the establishment of
the pulse rate, customers are led towards
the “right” equipment. Shops along these
lines have already been established in the
Karstadt sports stores in Karlsruhe (100 m²)
and Bochum (60 m²).
MEHR SHOP PANORAMA UND SHOP SYSTEME FINDEN SIE AUF...
YOU WILL FIND ADDITIONAL SHOP PANORAMA AND SHOP SYSTEMS UNDER ...
WWW.UMDASCH-SHOP-CONCEPT.COM
Ein SB-Warenhaus der Extraklasse
A superlative self-service store
Dr. Gerhard Weiss: “We
use attractive presentation to encourage our
customers, mostly families, to put consumer
goods in their trolley
alongside their weekly
food purchases.” The
concept has already
proved successful in
Linz and Steyr.
Dr. Gerhard Weiß: „Mit attraktiver Präsentation animieren wir unsere Kunden,
hauptsächlich sind es Familien, bei ihrem Lebensmittel-Wocheneinkauf auch
gleich Gebrauchsartikel mit in den Einkaufswagen zu legen.“ Bereits in Linz und
Steyr ist dieses Konzept aufgegangen.
Nach dem zur Linzer Institution
gewordenem Prokaufland und dem Tabor
in Steyr hat der österr. SB-WarenhausProfi Dr. Gerhard Weiß seinen nächsten
Coup gelandet. In Wels hat Ende Oktober
2006 der Welas Park auf einer Verkaufsfläche von rund 10.000 m² seine Pforten
geöffnet. Konsequent verkörpert der Welas
Park den in Österreich selten gewordenen
Typ des SB-Warenhauses, das sich vom
Verbrauchermarkt und vom Einkaufszentrum gleichermaßen unterscheidet. 60 %
des Umsatzes sollen Lebensmittel beisteuern, 40 % Nonfood. Die beiden Sortimentsschwerpunkte sind in getrennte Verkaufs- und Checkoutbereiche mit optisch
einheitlicher Gestaltung gegliedert. Das
für den Betriebstyp gehobene, elegante
Ladendesign kommt ebenso wie die Ladeneinrichtung von Umdasch.
The Austrian self-service store expert
Dr. Gerhard Weiss has achieved another
successful breakthrough following in the
footsteps of Prokaufland – now an institution in Linz – and Tabor in Steyr. At the end
of October 2006, the Welas Park opened
its doors in Wels with a sales area of some
10,000 m². The Welas Park is a perfect
example of a type of self-service store
which has become a rarity in Austria, and
which is as different from the consumer
market as it is from the shopping centre. It
aims to achieve 60 percent of its turnover
from food, and 40 from non-food. The two
main ranges of goods are presented in
separate sales and checkout areas with an
optically similar design. Umdasch supplied
the shop design as well as the shopfittings;
both are exclusive and elegant for the type
of store in question.
SHOP aktuell 101
SHOP Panorama
Eine feine Adresse An exclusive address
Vitrinen und die punktgenaue Lichtinszenierung
prägen die Gestaltung
bei Gerry Browne. The
design of Gerry Browne
is characterised by
vitrines and dramatic
lighting effects.
Bereits die Vitrinen in den Schaufenstern lassen
die Passanten neugierig werden. The vitrines in the
shop windows attract the attention of passers-by.
Gerry Browne ist eine feine Juwelier-Adresse in Portlaoise in den irischen
Midlands. Das 90 m² große Geschäft hat
Umdasch Shop-Concept im Sommer 2006
nach einer Planung von Johnny Ragland
neu eingerichtet. Präsentiert wird über
Wandvitrinen und ein zentral angeordnetes
Karree, das ebenfalls mit Vitrinen ausge-
stattet ist. Das Konzept besticht außerdem
durch warme Farben und eine punktgenaue Lichtinszenierung.
Gerry Browne is an exclusive jeweller’s shop in Portlaoise in the Irish Midlands.
Umdasch Shop-Concept re-fitted the 90 m²
store during the summer of 2006, in accordance with a design created by Johnny
Ragland. The goods are displayed in vitrines along the walls and a central square
unit, which also contains vitrines. The concept attracts customers with its warm colour scheme and dramatic lighting effects.
Spektakulär: Thalia in der Europa Passage
Spectacular: Thalia in the Europa Passage
Mit 32 Laufmetern
Schaufensterfront auf
zwei Etagen präsentiert
sich die Thalia in Richtung Binnenalster und
Jungfernstieg. Dieser
Einladung kann man wohl
kaum widerstehen.
With 32 metres of shop
windows extending
across two floors, Thalia
looks out towards
the Binnenalster and
Jungfernstieg. Virtually
no one can decline such
an invitation.
Thematisch großzügig
gegliedert bietet die
Thalia eine übersichtliche
Buch- und Medienpräsentation State of the Art.
State of the Art: Thalia’s
spacious layout presents
a range of books and
media, clearly arranged
according to subject.
SHOP aktuell 101
Die am 5. Oktober 2006 eröffnete
Europa Passage in Hamburg hat viele Voraussetzungen für ein erfolgreiches
Shopping-Center. Vor allem wird sie als
naheliegende Abkürzung zwischen Mönckebergstraße und Jungfernstieg über
enorme Frequenz verfügen. Eine der
Attraktionen ist zweifellos die 1.700 m²
große Thalia, die ganz gezielt als authentisch Hamburger Buchhandlung konzipiert
wurde. Umdasch Shop-Concept hat bei
diesem Projekt sowohl sein umfangreiches
Buch-Know-how als auch seine Großflächenkompetenz einbringen können.
The Europa Passage in Hamburg,
which opened its doors on 5 October
2006, fulfils many of the preconditions for
a successful shopping centre. One of the
main advantages is that it will attract a large
number of visitors as it offers a convenient
short cut between Mönckebergstrasse and
Jungfernstieg. Thalia is definitely one of the
attractions, occupying an area of 1,700 m²
and planned from the outset as an authentic Hamburg bookshop. Umdasch ShopConcept was able to put its wide-ranging
bookshop expertise and its experience with
large-scale projects to good use.
SHOP Report
Globetrotter
Text Text
Reinhard Peneder
Fotos Photos
Globetrotter, Manfred Aigner
Tauchbecken, Kanurevier, Kältekammern und Regengrotten sind Highlights im Globetrotter in Köln. A diving pool, canoeing area, cold
chambers and rain grottoes are amongst the highlights at Globetrotter in Cologne.
Die Globetrotter-Story
Wo das Abenteuer
keine Pause macht
Andreas Bartmann und Thomas Lipke sind zwei Kumpels, mit denen man sofort zu einer Kanu-Tour
aufbrechen würde. Und auch in den Regenwald würde man ihnen ohne Bedenken folgen. Der Auftritt
der beiden Globetrotter-Geschäftsführer ist ungemein authentisch, passt perfekt zu ihrem Geschäft.
Und das heißt Outdoor. Nach der Eröffnung des spektakulären 7.000 m²-Megaprojektes in Köln
schickt sich der deutsche Branchen-Primus an, bald auch den süddeutschen Raum mit Stores in
eine blühende Outdoorlandschaft zu verwandeln.
SHOP aktuell 101
SHOP Report
Globetrotter
Präsentations- und Inszenierungsdetails vom Feinsten: Bei Brillen,
bei Schuhen (vor dem Hintergrund
von Baumstammscheiben bzw.
rostigen Kanaldeckeln). Exclusive details of presentation and
demonstration can be seen in
spectacles and shoes (against a
background of sections of tree
trunk and rusty manhole covers).
schäft für Expeditionen, Safaris, Survival, Trekking.“ Daraus ist der
größte europäische Outdoorhändler entstanden. Globetrotter steht
heute für höchste Qualität und erstklassigen Service, getragen von
seriöser Umweltorientierung und professionellen Mitarbeitern.
Der Outdoor-Markt hat sich in den letzten Jahren überdurchschnittlich entwickelt. Er ist wesentlicher Bestandteil des Sportartikelmarktes. Im Gegensatz zu den von einem Auf und Ab geprägten
Trendsportarten hat er sich von einer Nische zu einem bedeutenden Wirtschaftsfaktor entwickelt, der abseits der „Geiz ist geil“Mentalität agiert. Der klassische Outdoorer ist nach wie vor die
Basis für das Geschäft, der wirkliche Wachstumsmotor aber sind
längst Familien, Businesstraveller, Frauen und die Generation 60+.
Diese Klientel sucht Glaubwürdigkeit und Kompetenz. Das wiederum erfordert Tiefe und Fläche. Diese Anforderungen kann der traditionelle Sporthandel in der Regel nur unzureichend erfüllen.
An der OutDoor in Friedrichshafen hat SHOP aktuell mit
Thomas Lipke und Andreas Bartmann über den Erfolg von Globetrotter gesprochen. An erster Stelle wird spontan die totale
Kundenorientierung genannt, die ganz wesentlich von den Mitarbeitern getragen wird. Permanent wird der Dialog mit den Kunden
forciert. Anregungen und Kritik werden systematisch zum Anlass
genommen, um an der Attraktivität des Angebotes, der Serviceleistungen und der Läden zu feilen. Ein kleines aber treffendes
Beispiel dafür ist, dass nur eine Spur zum zentralen Kassenbereich
führt. Das subjektive Gefühl, immer auf der langsameren Spur zu
sein, kann dadurch gar nicht erst entstehen. Selbstverständlich
wird der Bereich auch elektronisch beobachtet, um bei Bedarf
zusätzliche Kassenplätze zu öffnen.
DER LADEN ALS BEGEHBARER KATALOG
„DIE KUNDEN MACHEN UNSER GESCHÄFT“
3.000 m² sind für das 600 Marken und 25.000 Artikel umfassende Globetrotter-Sortiment das absolute Minimum an benötigter
Verkaufsfläche. Steht mehr zur Verfügung, dann gibt es Platz für
zusätzliche Markenshops, vor allem aber für attraktive Eventflächen. Gerade diese Eventflächen machen die Globetrotter-Häuser
zu einzigartigen Erlebnissen. Das wird in Köln, wo das Abenteuer
keine Pause macht, besonders deutlich.
Mit einem quirligen Würmer-Menü eröffneten die Globetrotter
und Überlebensexperten Klaus Denart und Peter Lechhart im September 1979 in Hamburg „Norddeutschlands erstes Spezialge-
Umfangreiche bauliche Maßnahmen waren notwendig, um
den Olivandenhof, früher ein Shopping-Center mit 60 Läden, in eine
viergeschossige Abenteuerarena zu verwandeln. Der Store,
SHOP aktuell 101
SHOP Report
Globetrotter
konzipiert als begehbarer Katalog, hat mit einer Fülle an Extras
aufzuwarten: 240 m² Tauch- und Bootsbecken mit 4,30 m Tiefe als
Schauplatz für Kanu- und Faltboottests sowie für Tauchgänge, eine
Regengrotte für Härtetests in Sachen Wasserdichte, Klettertunnel,
Kältekammer, ein tropisches Aquarium mit lebendigen Quallen,
sortimentsstimmige Geräuschkulissen wie Vogelgezwitscher oder
Meeresrauschen. Zur Ausstattung gehören ebenso das Restaurant
„2 Cross“, Reisebüro, Reisebuchabteilung (12.000 Titel), Tauchschule. Das Abenteuer lockt auch außerhalb der Verkaufsräume.
Die Männertoilette ist ein Kutterklo mit Bullauge, Dieselgeruch und
Motorengeräuschen. Am Schweden-Klo schaut ein virtueller Elch
durchs Fenster. Spätestens an dieser Stelle wird klar, dass die
inszeniert, die Besonderheiten des Standortes und des Ladenlokals berücksichtigt, das Drehbuch neu geschrieben. Deshalb
gibt es auch keine starren Anforderungen an Ladengrößen oder
Flächenzuschnitte. Ja, sogar ein gewisses Faible für (relativ günstige) Problemimmobilien, wie auch der Olivandenhof eine war, ist
auszumachen. „Die ständige Neuinszenierung macht uns schwer
kopierbar“ sind sich Bartmann und Lipke über die Vorteile dieses
Konzepts einig.
Apropos Konkurrenz: „Wir haben kein klares Feindbild“ lautet
zu dieser Causa das klare Statement. Von den großen Sporthäusern kommt den Hamburgern am ehesten noch ein Format wie
Thomas Lipke (rechts) und Andreas Bartmann
(Mitte) an der OutDoor in Friedrichshafen im
Gespräch mit SHOP aktuell. Thomas Lipke (right)
and Andreas Bartmann (centre) talking to SHOP
aktuell at the OutDoor in Friedrichshafen.
Die „Reise-Abteilung“ umfasst eine Reisebuchhandlung mit 12.000 Titeln und Karten, Reisebüro und eine
auf Tropenmedizin spezialisierte Arztpraxis. The “travel department” includes a travel bookshop with
12,000 books and maps, a travel agency and a medical practice specialising in tropical medicine.
Der Olivandenhof in Köln. Von der Problemimmobilie zur Abenteuerarena. The Olivandenhof in
Cologne. The former problem building complex is now an adventure arena.
Globetrotter-Manager schon einmal bei einem Laden-Dramaturgie
LIVE!-Seminar der Umdasch Shop Academy zu Gast waren. Dort
sind ungewöhnliche Toiletten ebenfalls ein Fixpunkt. Und die Kunden reagieren darauf mit Mundpropaganda.
Sport Scheck ins Gehege. Fest steht, dass Globetrotter im Revier
der versammelten Mode-, Sport- und Schuhanbieter grast. Vorbilder findet der Outdoor-Spezialist, zumindest in Segmenten, in
erster Linie in den USA.
Der Schöpfer dieser Einkaufswelten ist der Hamburger Architekt Prof. Holger Moths. Seine Globetrotter-Kundenkarte hat ihn für
diesen Job besonders qualifiziert. Auch hier gilt eben „Die Kunden
machen unser Geschäft“. Ein bewährter Partner von Globetrotter
ist nicht zuletzt Umdasch Shop-Concept als Ladeneinrichter. „Eine
Zusammenarbeit, die seit Jahren auf hohem Niveau funktioniert“,
so Thomas Lipke. Besonders wenn es ums Warenpräsentationsdetail geht, bei 25.000 Artikeln keine Kleinigkeit, kann Umdasch
sein umfangreiches Know-how ausspielen. Bei der großen Vielfalt
an (authentischen) Materialien gibt es auch hohe technologische
und handwerkliche Anforderungen.
Das Globetrotter-Sortiment reicht von der Outdoor-Jacke
bis zum Taschenmesser, vom Kletterseil bis zum Satellitentelefon.
Rund 60 % des Umsatzes werden mit Bekleidung und Schuhen
erzielt. Der Eigenmarkenanteil ist mit etwa 15 % gering. Die unzähligen prominenten Marken sind in der Darstellung demokratisch
dem Gesamtkonzept untergeordnet.
Bei Globetrotter haben sich im Lauf der Jahre in der Ladenarchitektur und in der Warenpräsentation bewährte Standards
herauskristallisiert. Dennoch wird jeder neue Store wieder neu
GLOBETROTTER ALS MULTI-CHANNEL-PLAYER
Globetrotter ist das Musterbeispiel eines erfolgreichen
Multi-Channel-Players. 55 % des Umsatzes werden im stationären
Geschäft gemacht, 45 % im Versandhandel. Von diesen 45 % wiederum gehen 80 % auf das Konto von Online-Bestellungen. Dennoch sind der Katalog, der vielen Kunden als anschauliche Vorlage
für das Online-Geschäft dient, und das Hausmagazin 4-seasons
SHOP aktuell 101
SHOP Report
Globetrotter
unverzichtbar. Erst miteinander verzahnt entfalten die drei Kanäle
– Stores, Online-Shop, Katalog – ihre volle Wirkung.
Das Spiel auf mehreren Kanälen erfordert bei 25.000 Artikeln und 650 Lieferanten höchste Anforderungen an Logistik
und Warenwirtschaft, insbesondere was die Koordination von
stationärem Geschäft und Versandhandel betrifft. Im Einsatz ist
eine Scannertechnologie, die das Lager mit den Bestellungen ansteuert und 500 Bestellvorgänge pro Stunde abwickeln
kann. Damit gilt Globetrotter als einer der schnellsten Versender
Deutschlands ... und in seinen Stores lässt er die Träume kleiner
und großer Abenteurer wahr werden.
Im generell niedrig gehaltenen Mittelraum spielt das Umdasch-System Pol eine tragende Rolle. The central area is generally kept low. Here, the
Umdasch system Pol plays an important role.
The Globetrotter Story
Where the Adventures
Never Stop
Andreas Bartmann and Thomas Lipke are the sort of friends with whom you would immediately
agree to go on a canoeing trip. And you would follow them into the rain forest without hesitation, too.
The managing directors of Globetrotter give an impression of absolute authenticity, which is perfectly
in keeping with their business: outdoor sports. The latter is known as Outdoor. Following the opening
of the spectacular 7,000 m² mega-project in Cologne, the German branch leader is planning to
transform South Germany with stores which re-create a luxuriant outdoor landscape.
During the past few years, the market for outdoor products
has demonstrated above-average growth. It represents a significant sector of the sports article market. In contrast to the trend
sports, which suffer from continual ups and downs, the outdoor
SHOP aktuell 101
branch has developed from a niche market to become a significant economic factor which does not suffer from the current priceconscious approach. The classic outdoor enthusiast remains the
backbone of the business, but for some time the real growth
SHOP Report
Globetrotter
Das Spiel mit authentischen Materialien und hinterleuchteten Flächen ist wesentlicher Teil der Inszenierung. The interplay between authentic
materials and backlit surfaces is an important element in the presentation.
factor has been fuelled by families, business travellers, women and
the 60+ generation. These customers seek credibility and competence. That, in turn, encourages depth and space. The traditional
sports shop cannot usually supply these adequately.
“OUR CUSTOMERS MAKE OUR BUSINESS”
In September 1979, the globe-trotters and survival experts
Klaus Denart and Peter Lechhart opened “Germany’s first specialist
store for expeditions, safaris, survival and trekking” in Hamburg with
a menu of wriggling worms. Since then the company has expanded
to become the biggest outdoor retailer in Europe. Today, Globetrotter is synonymous with top quality and first-class service, backed up
by real environmental consciousness and professional staff.
SHOP aktuell spoke with Thomas Lipke and Andreas Bartmann at the OutDoor in Friedrichshafen about the success of
Globetrotter. Their spontaneous reaction was to attribute this success to customer orientation at the highest level, a quality to which
the staff makes a positive contribution. A continuous dialogue with
the customer is top priority. Suggestions and criticism are systematically regarded as a reason to work hard to improve still further
the attractiveness of the range of goods on offer, the services provided and the overall impression made by the stores. One small
but significant example is that a single queue leads to the central
till area. The subjective feeling of standing in the slowest queue will
thus not arise. Furthermore, the area is monitored electronically, so
that additional tills can be opened if need be.
THE STORE AS A WALK-IN CATALOGUE
Globetrotter –
Zahlen und Fakten
Globetrotter facts and figures
Gründung: 1979 durch Klaus Denart
und Peter Lechhart in Hamburg
Geschäftsführer: Andreas Bartmann,
Thomas Lipke
Mitarbeiter: ca. 700
Stores: Hamburg, Berlin, Dresden,
Frankfurt, Köln, Bonn (Outlet)
Gesamtverkaufsfläche: 21.400 m²
Umsatz (2005): 118 Millionen Euro
(davon 45 % Katalog und Online)
Konzept & Planung Köln:
Prof. Holger Moths, Hamburg
Realisierung:
Umdasch Shop-Concept
Licht: Zumtobel
Böden: Amtico
Founded: 1979 in Hamburg by Klaus
Denart and Peter Lechhart
Managing Directors: Andreas
Bartmann, Thomas Lipke
Staff: approx. 700
Stores: Hamburg, Berlin, Dresden,
Frankfurt, Cologne, Bonn (outlet)
Total sales area: 21,400 m²
Turnover (2005): 118 m euros (of
which 45 % through catalogue and
online sales)
Concept & Planning in Cologne:
Prof. Holger Moths, Hamburg
Execution: Umdasch Shop-Concept
Lighting: Zumtobel
Floors: Amtico
www.globetrotter.de
www.globetrotter.de
The absolute minimum sales area required for the Globetrotter range of goods, which comprises 600 brands and 25,000 articles, is 3,000 m². If more space is available, then there will be room
for additional brand shops, but especially for attractive event areas.
It is these event areas, in particular, which transform Globetrotter
stores into such a remarkable experience. This is especially evident
in Cologne, where the adventures never stop.
Extensive construction measures were necessary in order to
transform the Olivandenhof, previously a shopping centre with 60
units, into a four-storey adventure arena. The store, conceived as
a walk-in catalogue, presents the customer with a whole range of
additional extras: there is a 240 m² diving and boating pool with a
depth of 4.30 m, for testing canoes and portable boats and holding
diving demonstrations. A rain grotto provides tough conditions for
testing waterproofing; there is a climbing tunnel; a cold chamber;
a tropical aquarium with live jellyfish; and even sound effects to
SHOP aktuell 101
SHOP Report
Globetrotter
Bereits 2004 sorgte Globetrotter mit einer
Immobilie, dem „Klotz von Barmbek“ (Hamburg)
für Aufsehen ... Back in 2004, Globetrotter
attracted attention with a building, the
“Barmbek Block” in Hamburg ...
match the setting such as birdsong and crashing surf. Also part of the amenities in the store
are the “2 Cross” restaurant, a travel agency, a
travel literature section (with 12,000 titles), and a
diving school. The adventure continues beyond
the sales area. The men’s cloakroom is designed
like a toilet on a sailing ship, complete with bull’s
eye, the smell of diesel and engine noises. In
the Swedish cloakroom, a virtual moose looks in
through the window. By this point, at the latest,
the customer will come to the conclusion that the
managers of Globetrotter must have attended at
least one of Umdasch Shop Academy’s LIVE!
seminars on shop dramaturgy. Unusual cloakrooms are a fixture
on the syllabus. And the customers react by telling their friends all
about it.
The creator of these shopping universes is the Hamburg
architect Prof. Holger Moths. His Globetrotter customer card predestined him for this particular job. Here, too, the principle applies
that “it is the customers who make our business”. Last but not
least, another tried and tested partner of Globetrotter is Umdasch
Shop-Concept, which was responsible for the shopfitting. “It is
a partnership which has functioned at the highest level for many
years”, claims Thomas Lipke. Umdasch can bring its wide-ranging expertise to bear especially when it comes to presentation of
goods, no small matter with a stock of 25,000 articles. And given
the wide range of (authentic) materials, the demands are high as
regards both technology and craftsmanship.
At Globetrotter, tried and tested standards have evolved over
the years with respect to both store architecture and goods presentation. Nonetheless, each store is designed as a completely new
project, with a completely new script, in order to take into account
the particular features of the location and layout. For this reason
there are no rigid requirements regarding the size of store or the
layout of particular areas. Indeed, the company shows a certain
predilection for (relatively low-price) problem buildings, such as the
Olivandenhof in its original state. “The fact that we are continually
changing the appearance of our stores makes us very difficult to
copy” - Bartmann and Lipke are in agreement about the advantage
of their concept.
A propos competition: “We don’t have any real opposition,”
was the unequivocal reaction on this subject. Of the big sports
retailers, concerns like Sport Scheck probably come closest to
the Hamburg-based company. There is no doubt, however, that
SHOP aktuell 101
... aber auch mit spektakulären Details wie
einer Fassaden-Kletterwand und einem
Kanu-Paternoster. ... but also with eyecatching details such as this climbing wall
and the canoe paternoster.
Globetrotter is at home in the field of mixed fashion, sports and
shoe retailers. The outdoor specialist’s role models are to be found,
at least in certain segments, in the U.S.
The Globetrotter range extends from outdoor jackets to pocket knives, and from climbing ropes to satellite telephones. Some
60 % of the company’s turnover is achieved with clothing and
shoes. At only 15 %, their own-brand segment is small. When it
comes to presentation, the countless famous brands are democratically subordinated to the overall concept.
GLOBETROTTER AS A MULTI-CHANNEL PLAYER
Globetrotter is a prime example of a successful multi-channel
player. 55 % of the company’s turnover is achieved in direct sales
in shops; 45 % results from mail order. Of this 45 %, 80 % stems
from online orders. Nonetheless the catalogue, which many customers find a practical aid when placing online orders, and the
company magazine 4-seasons, remain essential. The three channels – the stores, the online shop and the catalogue – are only fully
effective when used in conjunction with each other.
With 25,000 articles and 650 suppliers, this active participation in a variety of channels places high demands on the company’s logistics and stock-keeping, especially as regards the coordination of the in-store business and the mail order department.
Scanner technology is used to compare the stock situation with
orders received; the system is able to process 500 orders per hour.
Globetrotter is thus one of the fastest dispatchers in Germany ...
which enables the company to fulfil the dreams of adventurers
great and small in its stores.
SHOP Talk
Konrad Ochs
Interview
Reinhard Peneder
Konrad Ochs on
Cosmopolitan Brands
and Cutting-Edge
Positioning
Konrad Ochs (born 1957) is the very epitome of the perfect retailer. He received his training at
Seibert in Fulda before embarking on his career at Peek & Cloppenburg, Düsseldorf, followed by
Engelhorn & Sturm in Mannheim. Since April 2004, Ochs has been the Managing Director of
Pohland, a men’s outfitters which is part of the Douglas Group (10 stores in Germany). SHOP
aktuell spoke to him in Cologne about the significance of cosmopolitan brands, the necessity
for cutting-edge positioning and trends in fashion and design.
“I have to convey to the customer
exactly what the company stands
for.”
“Look at Zara for
example – they
manage without
any advertising
at all.”
Please describe to us the positioning
of Pohland.
Pohland is quite clearly a men’s outfitters which belongs in the upper market segment. Our stock consists of 75%
brands and 25% private labels. This means
that our customers are men aged 30-plus,
businessmen at the height of their active
career with a certain income who like to
dress well. We have expanded beyond our
very strong emphasis on the business side,
in other words suits, to incorporate the
sportswear segment. This means that we
offer the cosmopolitan customer more or
less a comprehensive package which ranges from top-quality suit brands to jeans.
What is your policy regarding brands?
Our brand policy is extremely important, because today cosmopolitan brands
in particular give the customer a remarkable
degree of confidence. For this reason we
turn more and more to those cosmopolitan
brands which simultaneously incorporate a
certain lifestyle. Polo Ralph Lauren, Armani
and Hugo Boss are good examples.
At Pohland, how do you manage the
interplay between your house brand
and the large number of famous
manufacturing brands?
It functions very well, but varies from
branch to branch. In general it is very
important for us that the customer is aware
of Pohland as a store offering cosmopolitan
brands as well as excellent service and firstclass advice. Depending on the sales area
available we even permit the major cosmopolitan brands their own display area.
How do you see the future development
of the ‘match’ between the classic retail
trade and vertical brands?
Mr Engelhorn recently put it very well
at the TW jubilee: “The colourless characters will disappear, and the establishment
of a profile and a cutting-edge approach
to target groups will become increasingly
important.” That means that the goods
ranges in retail stores must become deeper
and more precisely tailored to the customer. We shall no longer be able to stock
everything from A to Z.
Does going deeper mean abandoning
attempts at breadth or increasing the
sales area?
For me, it means abandoning attempts
at breadth within the various style ranges.
In stores the size of ours – in other words
with an average of about 1,500 m² – I shall
not be able to stock everything, from Young
Fashion to Ultra-Classic. I have to convey
to the customer exactly what the company
stands for. Stores with a larger sales area
will certainly be able to cover a different
range of goods. In any case, however – and
here the vertical brands are leading the way
– we must make it quite clear to the consumer where he is in our shops. He must be
able to see immediately whether the goods
on offer are the sort of goods he is looking
for or not.
Almost all luxury brands have been able
to increase their turnover recently. In
what way does Pohland profit from the
continuing trend towards luxury?
We most certainly profit from the trend
towards luxury, of course, because we offer
SHOP aktuell 101
SHOP Talk
Konrad Ochs
both: on the one hand, the luxury brands,
and on the other, the service to match. The
trend will continue to develop; I see this as
being only the beginning.
We are supposedly living in the ‘decade’ of accessories. Do you agree with
this observation, and how do you try to
encourage sales in this segment?
During the past two years, sales of
accessories have more than doubled.
Currently we see to it that the accessory
department is allotted a certain percentage
of the sales area in every new and every
renovated store. We are definitely devoting more attention to the subject. Women
showed us the way and the men are following along behind, as usual.
Which trends or fashion trends can we
expect in the near future? What are the
opportunities and challenges which
they will represent?
The entire decorative segment is
becoming increasingly important for men,
and accessories also play an important role
here. And then it is also a fact that in difficult times, people want to dress better and
more expensively. That, of course, is advantageous for the upper-segment retailer or a
men’s outfitter like Pohland. The jeans trend
is also likely to continue. The casual segment
will become more playful and more individual. This means that men will have more
opportunities than ever before to make truly
individual choices in the entire sportswear
segment. On the other hand, when it comes
to business they know exactly which rules
they must abide by.
What can the fashion trade do in general in order to win, or win back, a larger
percentage of consumer expenditure?
Service in all its aspects remains the
first commandment. Friendly, motivated
and enthusiastic staff is necessary here. If,
in our unfeeling world, it is intended that
shopping is to become more of an experience, then we shall need a larger number
of entertainers. We must entertain the customer in an honest and friendly way. But to
do that, we must ensure that the shop interior matches our goal as well.
What are the strategies and concepts
which Pohland follows when designing
its stores?
The essential, most important aspect
is that the customer should feel at home in
a Pohland store. He must sense that he will
be well looked-after. For this, the interior
SHOP aktuell 101
“Cosmopolitan brands give the customer a remarkable degree of confidence.”
design must be right; on the one hand it
must be modern, but on the other it must
also convey a sense of cosiness.
Architecture, shop architecture, shop
design – what value do you attach to
these disciplines?
All these disciplines are a guarantee
of our future. Especially when, despite the
hustle and bustle of the working day, we
also succeed in conveying longer-term values and thus credibility. Some large companies do so with great skill. Take a look,
for example, at the architecture which the
Cloppenburg family has built. It is unique
and deserves our admiration. If you see
a building by Richard Meier in Düsseldorf and one by Renzo Piano in Cologne,
then that is a real example of added value.
Another example is our store in Cologne,
the Hansen-Haus, which was totally dilapidated. We have transformed this lovely old
brick building back to the state it was in
1918. Just look how elegant, how valuable
it looks because it is now a harmonious unit
once again.
In this era of over-stimulation, the shop
itself is to regain its importance as an
advertising medium in its own right.
What is your opinion?
That is absolutely right. That approach
matches exactly what we have just been
talking about. Breuninger in Stuttgart,
Engelhorn in Mannheim and Eickhoff on
the ‘Kö’ in Düsseldorf are first-rate examples of further projects in Germany.
Does that mean that we can save
advertising costs in the classic areas,
in other words print and television
advertising? Or is that just an illusion?
Look at Zara for example – they manage without any advertising at all. I think
there will be a change within the communications branch. I seriously question whether brochures or advertisements are the
right advertising media. I think that here it
is a matter of penetrating individual groups
and areas in a more specific manner, either
by means of events or other activities. It will
become increasingly important to address
the consumer whom we wish to serve, otherwise the loss due to scattering is simply
too great.
How do you see the medium-range
fashion perspectives of the Douglas
Group in general and Pohland in
particular?
I see the future as very positive,
because we have positioned ourselves
correctly on the market; because we are
continually working at rational change; and
because I am convinced that with our staff
on the spot we are in a position to offer the
service required. Last but not least, we at
Pohland are very happy to be a 100% subsidiary of the Douglas Group.
Retail Report
Russia
Text
Mag. Petra Barth
The brightly coloured façade of
St. Basil’s Cathedral, with its nine
distinctive main domes, is one of
Moscow’s most striking sights.
Shopping Fever
in Russia
In Russia, the retail trade is booming. The expansion began several years ago, in 2000.
Over the next five years, experts predict a continued growth of no less than 12 percent
in both turnover and sales area. Today, trend-setters can find every imaginable product
in the shopping metropolises throughout the land, from exclusive fashion brands
in glamorous boutiques to over-sized LCD screens in the vast discount markets for
electrical goods.
Russia’s retail turnover, with a current average of approx. 1,600
euros per inhabitant, is still relatively modest. The trend, however,
is heading steeply upwards and the total value of some 240 billion
euros (2006 estimate) already approximates the total retail turnover
of Italy. At the dawn of the new millennium, it was the small circle of
millionaires and billionaires that represented the prime contributors
to the retail boom; today, a newly affluent middle class is also making its presence felt. Following in the footsteps of the main cities,
entire regions are increasingly profiting from the dynamic development. The discount sector is particularly active, whereby there
are signs that the trend is moving from hard discount towards the
low-price segment, as represented by brands such as M.Video and
Sportmaster.
The table on pages 32/33 lists the main statistics and provides an interesting comparison between the retail trade in Russia
GUM, the largest department store in Russia, is located
at No. 3, Red Square, opposite the Kremlin and right in
the heart of Moscow.
SHOP aktuell 101
and that in other countries. The figures serve primarily to indicate
a trend, since it was not possible – despite extensive research
– to produce a precise comparison. In some cases there are differences in the definition of certain terms as well as in the methods of
research and the periods of time under investigation. Conservative
estimates indicate that there are currently some 175,000 shops in
Russia, with a total sales area of over 120,000,000 m².
MOSCOW – A SHOPPING METROPOLIS WHICH
NEVER SLEEPS
In a recent issue of TextilWirtschaft (40/2006), Moscow was
described as a shopping metropolis which had become a “hot
spot for trend-setters”. The numerous luxury shopping streets in
the city centre, such as the Ulitsa Petrovka and the Stoleshnikov
Pereulok, are lined with the boutiques of Prada, Louis Vuitton,
Burberry, Escada, Chanel, Montblanc, and other international top
brands. Beautiful historic shopping galleries such as the Petrovsky
Passage are sights in themselves. The main shopping boulevards
– Tverskaya, Tverskaya-Jamskaya and Novy Arbat – run through
the centre of the capital.
Retail Report
Russia
The IKEA concern, as the operator, rang in a new shopping era in Moscow when it opened its Mega-Mall I in 2002.
Nowadays, elegant shopping arcades and historic department stores are to be found in the city. Moscow’s department store
GUM – built as a trading emporium during the 19th century on the
instructions of the Tsar – occupies a 250-metre site on the eastern
side of Red Square. Its 69,000 m² sales area is occupied primarily
by international brands, from Swarovski to Intersport. TSUM is an
elegant department store near the historic Bolshoi Theatre. Since
the Soviet era, TSUM has been transformed into a top department store with international flair. It is currently undergoing a major
expansion of the building itself, including the creation of an exclusive Design Jewellery department.
Gigantic shopping centres of unimaginable size are mushrooming in the vicinity of the more popular underground stations
as well as on the outskirts of the city. The Swedish concern IKEA
opened its first Mega-Mall with a sales area of 150,000 m² beside
Moscow’s southern motorway ring road in 2002. Since then the
company has added the Mega-Mall 2 (200,000 m²) in the north of
the city, and Mega-Mall 3, which was opened at the end of November 2006, in the southeast. These shopping complexes contain a
wide range of shops, hypermarkets, cinemas and even ice-skating
rinks, and thus provide entertainment for the entire family as well as
excellent shopping facilities.
Elegant arcades and
historic department stores
characterise the shopping
scene in the heart of
Moscow.
THE TRANSFORMATION OF SMALLER SHOPPING TOWNS
Apart from the prime shopping metropolis, Moscow, the
main cities of St. Petersburg, Yekaterinburg, Samara and Nizhny
Novgorod have also developed into supra-regional retail centres.
Furthermore, many small Russian towns today can also claim an
excellent shopping infrastructure and benefit from the increased
consumer spending of the Russian population at large. In recent
years, for example, the retail trade has expanded into Kemerovo
and Barnaul, two small towns in Siberia.
INTERNATIONAL BRANDS
International brands have long ago established their position on the Russian market. Luxury fashion labels such as Escada,
SHOP aktuell 101
Retail Report
Russia
The modern, understated shopfitting concept does not distract the
customer from the books, which remain in the foreground.
Chanel, Montblanc, Burberry, Hermès, Louis Vuitton, Sergio Rossi
and Salvatore Ferragamo, not to mention international vertical
brands including Nespresso, Wolford, Dunhill, Zara and Intersport,
now play an essential role in the retail trade in Russia. The electrical branch is divided between Western European chains such as
Mediamarkt and Saturn and local players. A large number of western European food chains have also expanded into the Russian
market, including the Metro group, Billa, Spar and Auchan.
LOCAL BRANDS ASSERT THEMSELVES
In addition to the countless international brands which have
established themselves on this promising retail stage, local brands
and vertical brands are also slowly gaining ground within the booming market.
A dream came true for large-scale industrialist Vadim Dymov
when he opened a modern bookshop called Respublica on Tverskaya, one of Moscow’s main shopping streets. A modern, understated concept was developed in cooperation with a Berlin archiSHOP aktuell 101
tect, resulting in a two-storey store selling books, music, videos
and stationery along West-European lines – currently unique in the
field of books/ PBS in Moscow. On the upper floor, a small designer café and art gallery exhibiting works by artists and photographers encourages the customers of Respublica to take a break.
The Respublica chain of bookshops was founded with the idea of
developing a new culture in which good books and fresh, interesting ideas should become an integral part of the lives of the young,
active intellectual set. It already runs several branches in Moscow
and will be opening a number of new ones in Moscow and other
main cities throughout Russia during 2007.
During the early 1990s, the department-store chain Lamira developed from a wholesale company for pottery, china and
household goods. Today the concern operates modern department stores under the brand-name Cité Marilou, aimed at the Russian middle-class market and selling textiles and shoes as well as
household goods in Moscow and Kazan. The discount chain Lares
is also part of the Lamira group. The tills are ringing thanks to a
successful merchandising concept and well-trained staff. With the
Cité Marilou department stores, the project manager in charge of
shopfitting aims “to make our customers’ lives more attractive”.
In addition to the numerous national and international
Retail Report
Russia
Selected retail statistics Date: 2003*
Germany
Austria
Switzerland
Netherlands
Italy
UK
France
Population in 1,000
82,476
8,118
7,169
16,149
57,423
59,251
60,144
Retail sales in billion EUR
346.3
42.6
62.0 (1)
79.0
244.6
363.5
347.5
Retail sales per inhabitant
4,198.80
5,247.60
8,648.35
4,891.94
4,259.62
6,134.92
5,777.80
m² sales area in 1,000
111,000
12,960
17,446
23,600
77,200
75,970
95,900
1.35
1.60
2.43
1.46
1.34
1.28
1.59
3,119.82
3,287.04
3,553.82
3,347.46
3,168.39
4,784.78
3,623.57
2,623
317
323
707
1,758
3,136
1,703
292,766
42,257
51,298
79,195
711,503
202,971
417,713
282
192
140
204
81
292
144
11.26
2.19
1.13
5.27
7.44
13.67
12.86
136.60
267.30
151.49
323.10
128.20
226.80
212.90
m² sales area per inhabitant
Retail sales per m² sales area
Employees in retail trade in 1,000
Number of outlets
Inhabitants per outlet
Area of shopping centres in million m²
(5)
Area of shopping centres per 1,000 inhabitants in m² (5)
(1)
(1)
Company census 2001 (next census 08); (2) US Census 2002 (next cencus 07); (3) already 2005/2006; (4) Including hotel and restaurant trade; (5) January 2005
*) Sources: Eurostat, Destat, Östat, EHI, ICSC, Euromonitor, European Retail Handbook, national statistical offices. The figures serve primarily to indicate trends, since a complete harmonisation was
not possible in view of the different definitions of terms and methods of compilation. The values are generally given without vehicle and fuel trade and without the fuel costs trade.
(1)
The innovative wall design emphasises the modern appearance of Cité Marilou.
discounters in the electrical branch – amongst them M.Video, Eto,
Eldorado and MIR – vertical specialist dealers who lay emphasis
on customer service and quality are also establishing themselves
in the market. The Tsyfrowoj Centr ION chain has succeeded in
attracting the attention of the Russian upper middle class with its
concept of “mobile electronics”. Their small, high-quality specialist
shops with a sales area of 100 - 250 m² are positioned in promi32 UMDASCH SHOP-CONCEPT
nent locations near underground or railway stations. Aleksander
Igoschev, the Managing Director of ION, claims that the secret of
their success lies in top-quality products, comprehensive, expert
advice and a perfectly organised after-sales service. A company
staff school and a corresponding incentive scheme have resulted
in enthusiastic staff members, who are able to convey their interest
directly to the customers.
SHOP aktuell 101
Retail Report
Russia
USA
Russia (3)
294,043
143,246
2,272.2
238.8
7,727.54
1,667.06
1,153,000
130,354
3.92
0.91
1,970.71
1,831.93
11,875 (2)
1,776 (4)
868,052 (2)
212,000
339
676
562.97
1.78
1,914.58
12.40
Important shopping streets
Moscow: Tverskaya, 1-ja Tverskaya-Jamskaya, Novyy Arbat, Pyatnitskaya, Kusnetskiy Most, Kutusovskiy Prospekt, Leninskiy Prospekt,
Leningradskiy Prospekt, Leningradskoye Schosse, Volokolamskoye
Schosse, ul. Profsoyuznaya, Stoleschnikov Pereulok, Ulitsa Petrovka.
St. Petersburg: Nevsky Prospekt, Bolschoi Prospekt, Petrogradskoy
Storony, Kamenoostrovskiy Prospekt, Moscowskiy Prospekt, Staronewskiy Prospekt, Liteynyy Prospekt, Vladimirskiy Prospekt, Sagorodnyy Prospekt.
Important Shopping Centres (Opening date, sales area)
Moscow: Atrium (2002, 45,000), Waypark (2004, 60,000), Bolschoi
Gostinyy Dwor (2000, 7,000), GUM (Re-opened 1993, 30,000), Mega
I – Teplyy Stan (2002, 150,000), Mega II – Khimki (2004, 200,000),
Mega III – Belaya Dacha (11/2006), Okhotnyy Ryad (1997, 30,000).
St. Petersburg: Mega Dybenko (11/2006, 145,000), Mega Parnas
(12/2006, 120,000), Bolschoi Gostinyy Dvor (1875, 16,000), Moskovskiyj (1966, 9,300), Nord (various construction stages: 2003-2004, 30,000),
Gulliver (2004, 38,000). Samara: Megakomplex “Moskovskiy” (various
construction stages: 1997-2003, 140,000). Volgograd: Piramida (2005,
25,000). Krasnoyarsk: Torgowyy Kvartal (2003, 31,000). Yekaterinburg: Park Haus (2005, 55,800).
Top players in the retail trade
Food stores: Pyaterochka (462), Metro (29), Magnit (1.700), Perekryostok (133), Auchan (9), Sedmoy Kontinent (83), Kopeyka (246), Ramstore
(55), Spar (41). Department stores 1: Stockmann (6), Alyye Parusa (3),
TSUM (1), Detskiy Mir (> 40), Familiya (21). Textiles/ Fashion/ Clothing/ Shoes: Oggi (120), Zara (10), Bosco di Ciliegi (>50), Sportmaster
(>70), Trial Sport (38), Top Liga (31), Monarch (>100), Carlo Pazolini (43),
Econica (89). Electrical: Eldorado (~1000), M.Video (72), Technosila
(65), MIR (53). Other non-food: Arbat Prestizh (Cosmetics), Starik Hottabych (DIY), Maksidom (DIY), OBI (DIY), IKEA (Furniture).
Important Russian shop brands abroad
Represented in CIS states: Perekrestok, Paterson, Pyaterochka, Eldorado (in Ukraine)
Important foreign shop brands in Russia
Metro (Germany), Ramstore (Turkey), Auchan (France), Spar, Billa (Austria), IKEA (Sweden), Stockmann (Finland), Dixon´s (UK), OBI (Germany), Leroy Merlin (France)
Distinction between department store and shopping centre flexible
in places
1)
UMDASCH SHOP-CONCEPT – A COMPETENT
SHOPFITTING PARTNER
As a result of the Russian retail boom, there has been considerable investment in new shops and sales areas. ACNielsen
estimates that the total lies in the region of US$ 1 billion per year.
Some West-European shopfitting concerns are leading the way
into the Russian market, whereby most of the shopfitting hardware continues to be produced locally. Previously, Umdasch
Shop-Concept was only sporadically involved in occasional single
projects in Russia. For the past three years, however, the company has been present in Moscow with its own branch office,
through which it has become a competent shopfitting partner for
Russian retailers and international brands alike. Russian companies value in particular the full range of services offered in the
Umdasch portfolio. Thus the consultancy firm ShopConsult by
Umdasch has developed strategy, concept and shop design for
a number of remarkable projects which were then executed by
Umdasch Shop-Concept.
Umdasch Shop-Concept is currently represented in Moscow
by a 10-man team, which is supported as required for specific
projects by the staff at the company headquarters in Amstetten.
They also have access to the production and acquisition network
of the entire Umdasch Shopfitting Group, including local sourcing.
Umdasch Shop-Concept Russia’s customers include well-known
firms such as M.Video, Sportmaster, Domo, Monolit-Lamira and
Runway Duty Free.
Umdasch also provides Russian retailers with comprehensive
information about international trends in retailing and shopfitting
– for example through the company magazine SHOP aktuell or the
website www.umdasch-shop-concept.com, which is also available in Russian. The seminar “Store-Branding” introduces Russian shop managers to the art of transforming a shop into a brand.
Umdasch was also present as an exhibitor at the shopfitting fair
SHOP DESIGN RUSSIA in Moscow. Umdasch Shop-Concept will
SHOP aktuell 101
Perfect functionality in the shopfitting enables the goods to be presented in an
attractive manner.
continue to provide the Russian market with first-hand information in future. In addition, the Umdasch team in Moscow is always
available to provide professional advice.
SHOP Events
Shop Dramaturgy LIVE! From 30. 3. – 1. 4. 2007 in Dubai
Shop & Shopping Ideas from One
Thousand and One Nights
“Shop Dramaturgy LIVE!”, Umdasch
Shop Academy’s ever-popular travel seminar, will be heading for Dubai from 30 March
until 1 April 2007. During recent years, the
glittering metropolis on the Gulf has been
transformed into a holiday, entertainment
and shopping paradise par excellence.
During this shop expedition, Dr. Christian
Mikunda will explain clearly how these miniature universes are staged.
Following in the footsteps of Vienna,
Zurich, Paris, Manchester, Birmingham,
London, Las Vegas and New York, this will
be the first time that Dubai provides the setting for a Shop Dramaturgy LIVE! seminar.
Umdasch Shop-Concept is represented in
the United Arab Emirates by its own branch
office and has used its home advantage to
good effect to develop a particularly distinguished programme for the event. First
of all, Dr. Christian Mikunda and his wife
Denise will introduce the participants to the
fundamentals of Strategic Dramaturgy. The
“Mall of the Emirates” (with its spectacular Skidome); the “Bur Juman Centre”; the
ultra-exclusive “Wafi Shopping Mall”; the
thematic “Ibn Battuta Mall” (with the luxury
department store Paris Gallery); the equally
thematic “Mall Souk Madinat”; the incredible “Burj al arab”; the Italian-accented “El
Mercato Mall”; and the famous Gold Souk
will provide the LIVE settings for this exciting event. The perfect interlinking of leisure,
shopping, entertainment and gastronomic
concepts will be clearly demonstrated.
A further highlight of the event will be a
night trip into the desert – an experience
not to be missed by all those who want to
see at first hand the authentic background
of many of the concepts. Brand and retail
professionals, trend scouts and project
developers alike will find that their interests
and needs are catered for in Dubai.
In 2007, two further Shop Dramaturgy
LIVE! Seminars will be held within the frame-
EuroCIS: The trade fair for IT professionals in retail
The IT specialists and security experts from the
retail trade will meet from 27. 2. until 1. 3. 2007 at
the EuroCIS in Düsseldorf.
The next EuroCIS will be held in Düsseldorf from 27 February until 1 March
2007. Europe’s leading trade fair for IT and
Security Technology in Retail will exhibit a
comprehensive range of goods. Numerous
innovations will be on display, from checkout systems and POS technology through
to article surveillance, merchandising systems and supply chain managment or RFID.
Some 200 exhibitors will be in attendance.
A high-quality congress and seminar programme will be staged within the framework of the EuroCIS. Additional information
can be found under www.eurocis.com.
dlv presence at exhibitions and
congresses
The German Association of Shopfitters dlv (dlv – shopfitting network) will
present the range of services offered by its
members (including Umdasch Shop-Concept) at a number of congresses and exhibitions during 2007. They will be participat34 UMDASCH SHOP-CONCEPT
ing, for example, at the Stores congress in
Wiesbaden (28./29. 8.), at the EHI congress
Store Planning & Design in Cologne (18./19.
9.) and at the Fashion Trade Congress in
Düsseldorf (November).
Denise Mikunda-Schulz and Dr. Christian Mikunda
will demonstrate in Dubai how perfectly staged
shopping and entertainment concepts function.
work of the Umdasch Shop Academy: From
23-25 August there will be a second trip
to New York (this event was heavily oversubscribed in 2006); and on 14/15 September the traditional compact version will be
held in Vienna. For further information and
applications to attend these travel seminars please contact Ms Regula Wirth (Tel.
+41/62/7372520, Regula.Wirth@umdasch.
com) or Ms Helga Slawitscheck; or consult
our website www.umdasch-shop-concept.
com. In the past the places on these shop
expeditions have been quickly filled, and
we therefore recommend that you apply as
soon as possible.
New Seminars
at the Umdasch
Shop Academy
Once again, Margrit
Lipczinsky will be lecturing at the Umdasch
Shop Academy.
The Umdasch Shop Academy’s
annual programme for 2007 has been
expanded to include two new seminar
concepts. One seminar concentrates on
measures to increase the productivity of
sales areas in fashion retail (in co-operation
with Hutner Consulting). Margrit Lipczinsky
and Helmut Boerner, the well-known Feng
Shui experts, on the other hand, will demonstrate how one can employ the power
of the unconscious profitably at the POS.
The Umdasch Shop Academy will present
a total of more than 50 events during 2007.
The print version of the annual programme
is available on request. The Calendar of
Events on page 35 contains a summary of
the main events.
SHOP aktuell 101
SHOP Events
Bücher Books
Kalender Calendar
Neue Bücher New books (German Editions)
PETER-MARIA MÜLLER
BDIA – BUND DEUTSCHER INNENARCHITEKTEN (HRSG.)
HANDELS-CONTROLLING MIT
KENNZAHLEN
HANDBUCH INNENARCHITEKTUR
2006/07
Trockener Titel – spannende Beleuchtung der Thematik: Anschaulich und unterhaltsam führt die Lektüre den Einzelhändler in die
Welt der Kennzahlen. Ein Werk aus der Praxis für die Praxis – sowohl zum Einstieg als auch als Nachschlagewerk geeignet.
Das Handbuch zeigt die große Vielfalt innenarchitektonischen
Schaffens in Deutschland und thematisiert im Speziellen auch die
Wirkung von Innenräumen auf die menschliche Psyche. Aktuelle
Objekte und Trends machen das Handbuch auch für den Einzelhandel relevant.
BBEVerlag, Köln,
2006, 217 Seiten, ISBN 3-939 563-02-1,
€ 98,-
Callwey Verlag, München
2006, 164 Seiten, ISBN 978-3-7667-1666-2
€ (D) 29,95, € (A) 30,80
HORST GREIFENEDER
ERFOLGREICHES SUCHMASCHINENMARKETING
RÜDIGER JUNGBLUTH
DIE 11 GEHEIMNISSE DES
IKEA-ERFOLGS
Täglich suchen heute Millionen Menschen über Online-Suchdienste nach Produkten und Services im Netz. Horst Greifeneder
vermittelt in diesem Buch wie Suchmaschinen erfolgreich als Marketinginstrument eingesetzt werden können, wie sich die eigene
Online-Präsenz für Suchmaschinen optimieren lässt und bezahlte
Textanzeigen zum effizienten Werbemittel werden.
Was 1943 als Ein-Mann-Unternehmen des schwedischen Realschülers Ingvar Kamprad begonnen hat, ist nunmehr zur globalen
Kultmarke „IKEA“ avanciert. Welche Geheimnisse hinter dem IKEAErfolg stehen, aus welchen Faktoren er sich zusammensetzt und
inwieweit Sein und Schein auseinanderklaffen, verrät dieses Buch.
Gabler Verlag, Wiesbaden
2006, 168 Seiten, ISBN 978-3-8349-0131-6
€ 26,90
Campus Verlag, Frankfurt/Main,
2006, 288 Seiten, ISBN 3-593-37776-4,
€ 24,90
COOL SHOPS
Einen Einblick in die trendigsten Läden und Boutiquen angesagter
Modemetropolen liefert die Buchreihe „Cool Shops“. Unterschiedlichste Destinationen, wie New York, Paris oder Tokyo stehen im
Mittelpunkt der derzeit elf Bände.
teNeues Verlag, Kempen,
136 Seiten, €14,90
detailliertere Informationen zu den einzelnen Bänden
unter www.teneues.de
MARION ACKERMANN, DIETRICH NEUMANN (HRSG.)
LEUCHTENDE BAUTEN:
ARCHITEKTUR DER NACHT
„Das elektrische Licht hat die gesamte Architektur grundlegend
verändert“ – dieses Statement von Douglas Haskell wird durch
dieses Werk eindrucksvoll visualisiert. Historische Bauten und
Utopien werden mit jüngeren Entwürfen sowie Gemälden und Fotografien, die Nachtfassaden zeigen, in einen Dialog gesetzt.
Hatje Cantz Verlag, Ostfildern,
2006, 151 Seiten, ISBN 3-7757-1757-9,
€ 35,-
Event-Kalender Calendar of events
DATE
LOCATION
EVENT
TYPE
INFORMATION
27. 2.-1. 3. 2007
Düsseldorf
EuroCIS
IT-Messe für den Handel
www.eurocis.com
7.-9. 3. 2007
Las Vegas
GlobalShop 2007
Retail-Design und In-Store Marketing Messe
www.globalshop.org
14.+15. 3. 2007
Oberentfelden
Visual Merchandising für Praktiker
Eintagesseminare, Irmgard Heyd
www.umdasch-shop-concept.com
15.-16. 3. 2007
Köln
Internationaler Handelskongress
Kongress
www.managementforum.com
22.-23. 3. 2007
Hamburg
German Council Forum Marketing
Markenkultur-Forum
www.gcsc.de
28.-30. 3. 2007
Barcelona
World Retail Congress
Kongress mit Award-Verleihung
www.worldretailcongress.com
30.3.-1. 4. 2007
Dubai
Laden-Dramaturgie LIVE!
Shop-Expedition, Dr. Christian Mikunda
12.-14. 4. 2007
New Delhi
The Asian Shopping Malls Show 2007
Retail-Messe
www.alfajer.net
16. 4. 2007
Wien
Umdasch Shop Concept Forum
Fachvortrag, Frank Lehmann
16.-18. 4. 2007
Sharjah
Retail Middle East
Ladenbau- und Retail-Messe
www.retailmiddleeast.com
19. 4. 2007
Düsseldorf
Der erste Eindruck zählt
Eintagesseminar, Lipczinsky/Boerner
25.-27. 4. 2007
Warschau
ICSC European Conference
Shoppingcenter Konferenz
www.icsc.org
24. 4. 2007
Amstetten
Eintagesseminar, Irmgard Heyd
26. 4. 2007
Neidenstein
Eintagesseminar, Irmgard Heyd
8. 5. 2007
Düsseldorf
Fachvortrag, Frank Schirrmacher
21. 5. 2007
Zürich
Fachvortrag
22.-24. 5. 2007
Frankfurt
Display (im Rahmen der Marketing-Services)
POS-Fachmesse
www.marketing-services.de
6.-7. 6. 2007
London
Global Opportunities Conference
Retail-Konferenz
www.rli.uk.com
12. 6. 2007
Düsseldorf
Store-Branding
Eintagesseminar, Bart Ooijman
14. 6. 2007
Zürich
4th European Marketing and Sales Conference
Konferenz
www.gdi.ch
14. 6. 2007
Wassenaar (NL)
Store-Branding
Eintagesseminar, Bart Ooijman
23.-25. 8. 2007
New York
Laden-Dramaturgie LIVE!
Shop-Expedition, Dr. Christian Mikunda
23.-27. 2. 2008
Düsseldorf
EuroShop
The Global Trade Fair
www.euroshop.de
SHOP aktuell 101
Die riesige Ibn Battuta Mall ist einer
der Schauplätze der Shop-Expedition
„Laden-Dramaturgie LIVE!“, die vom
30. 3. bis 1. 4. 2007 als Veranstaltung
der Umdasch Shop Academy in Dubai
stattfindet. The vast Ibn Battuta Mall is
one of the places to be visited by the
shop expedition “Shop Dramaturgy
LIVE!“, which is being held by the
Umdasch Shop Academy in Dubai
from 30 March until 1 April 2007.
Umdasch Shop-Concept SAS
F-91160 Champlan
Tel. +33 1 60491840, Fax 60491055
[email protected]
Umdasch Shop-Concept spol. s r.o.
CZ-37001 České Budějovice
Tel. +420 3870220-11, Fax 70220-13
[email protected]
Umdasch Shop-Concept GmbH
A-3300 Amstetten
Tel. +43 7472 605-0, Fax 63487
[email protected]
Umdasch Shop-Concept Limited
GB-Oxford OX4 1LF
Tel. +44 1865 207800, Fax 207801
[email protected]
OOO Umdasch Shop-Concept
RUS-119526 Moskau
Tel. +7 495 4382729, Fax 4385388
[email protected]
Umdasch Shop-Concept AG
CH-5036 Oberentfelden
Tel. +41 62 7372525, Fax 7372550
[email protected]
Umdasch Shop-Concept S.r.l.
I-39050 Pineta di Laives (BZ)
Tel. +39 0471 958700, Fax 958777
[email protected]
Umdasch Shop-Concept
UAE-Dubai
Tel. +971 4 3618462, Fax 3618335
[email protected]
D-74933 Neidenstein
Tel. +49 7263 401-0, Fax 401-248
[email protected]
NL-7556 BN Hengelo (Ov.)
Tel. +31 74 2467360, Fax 2504423
[email protected]
ShopConsult by Umdasch GmbH
A-3300 Amstetten
Tel. +43 7472 605-0, Fax 605-3515
[email protected]
WWW.UMDASCH-SHOP-CONCEPT.COM
Member of the Umdasch Shopfitting Group
In addition, you can contact Umdasch ShopConcept or the Umdasch Shopfitting Group at
the following planning and sales offices or at the
following sites. Austria: Vienna, Traun/St. Martin,
Innsbruck, Klagenfurt. Switzerland: Münsingen
(Berne). Germany: Hamburg, Monheim, Bad
Hersfeld, Bamberg, Hofheim/Wildsachsen.
Netherlands: Delft. France: Claix/Grenoble.
Slovenia: Zgornja Polskava (Maribor). Sweden:
Göteborg. Norway: Oslo. Croatia: Zagreb.
Greece: Athens. Canada: Toronto. USA: Newport
Beach/CA. Italy: Roncadelle, Milan, Parma.
Saudi Arabia: Jeddah. Poland: Warsaw. Serbia:
Belgrade.
www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.shopconsult.at • www.display.at • www.koncret.it

pdf - Umdasch Shopfitting

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