Talking Point: Introducing a luxury look
One major difference between this and the previous airport is the presence of luxury, with a diverse range well represented in both boutiques and multi-category stores.
Jewellery is led by Swarovski, Tous and Thomas Sabo in their own dedicated shop-in-shops. Michael Kors, Hugo Boss and Polo Ralph Lauren are a trio of brands that are only available at the airport in Oman, with excellent fit-outs from each in stand-alone boutiques.
Close by, the Fashion Avenue store in 450sq m offers generous space for brands that include Tumi, Porsche Design, Montblanc and Tateossian alongside a luxury watches offer. And even here, the value message is well observed.
In early 2019 will come a 90sq m stand-alone luxury watches outlet facing onto the central departures concourse. This will give a showcase to Swatch group brands, Rolex, Cartier, Hublot, IWC, Tag Heuer and Gucci.
Tumi, Montblanc and Porsche Design are among the brands represented in this new luxury space.
The Fashion Arcade has a different character, featuring sports and lifestyle goods across 395sq m. The main lifestyle store (with supply from The Chalhoub Group) houses brands such as Vilebrequin (which is performing superbly), Lacoste, Geox, Hackett, Le Coq Sportif and Lancaster, attracting a wide range of consumers.
What we like too is the adjacencies of brands within luxury close to relevant dining offers. For example, the boutiques and jewellery lead on to BTA’s more upscale sit-down restaurants. Now the task is to maintain that approach, working with the airport company to drive premium passengers past the premium offer more often.
Jewellery brands are represented with premium merchandising in upscale space.
The accessories offer covers many price points and brands to appeal to a diverse audience.
The Moodie Davitt e-Zine | Issue 252 | 16 November 2018