Summer is rapidly approaching. As flights get booked and hotels get confirmed, look for travelmania to have its effect on retail store trends as well. Whether it is luggage brands rolling out new store concepts or even non-luggage retailers intentionally incorporating new “travel” themed interiors, vacation mode has taken over.
The luggage brand Tumi opened a new concept shop this spring in a three-level 5,189 s.f. former Guy & Gallard restaurant space next to its new headquarters in the Midtown South section of Manhattan. The much-larger large space is unlike any of the other Tumi boutiques that average 2,000 s.f., and incorporates a showroom area in addition to the retail store. Features include such unique elements as a photography studio section, a personalization bar and various interactive-style displays. Working with Eight Inc., the same designer behind the Apple Store interiors, Tumi’s goal is to enthrall its customers with a sophisticated journey-like experience in an airy, modern setting.
RIMOWA, another luggage brand, continues to attract new customers to its 800-s.f. Soho, New York City flagship shop because of its in-store self-service passport studio that debuted in the summer of 2021. Customers can get a free passport photo even without making a purchase, and no appointment is necessary. The fun interactive process involves entering a private tube-shaped mini studio room in the back of the store. The studio comes with an adjustable seat and a touchable screen device that gives instructions on proper facial positioning for the correct photo dimensions. Two photos are then printed out for the customer. Reps for RIMOWA had stated that the goal was to connect with their audience in an innovative way. It is also a great method for increasing its brand awareness to the local public.
Clothing brand Abercrombie & Fitch is also getting into the travel themed spirit by redesigning more of its stores into the “Getaway” style, which it debuted in the U.S. last summer at the Del Amo Fashion Center mall in Torrance, Calif. The new store interior resembles a hotel lobby, complete with wood walls, chic furniture and a counter that looks like a check-in desk. It is a major deviation from its usual store interiors that are dark and moody with loud music. Even the specially-curated clothing and merchandise have a relaxed, resort-like vibe to appeal to a customer’s thirst for travel. The lighter, airier vacation-esque stores and products are expected to appeal to the free spirited mentality of the 25- to 35-year-old shopper.
