STORE OF THE FUTURE
POWER OF DIGITAL
In June 2021, Kering Eyewear revealed a new Digital Retail Concept, a fully immersive retail environment leveraged by ‘the power of digital’.
The new concept features dedicated digital screens that showcase brand videos, which can be updated and animated in real time. The screens can change the entire look of a store with one click, offering bespoke multi-brand and single brand content.
The concept leverages digital tools to offer a unique and entertaining shopping experience in a timeframe that was previously unthinkable using traditional visibility tools.
The digital screens are incorporated into tailored design fixtures, providing an engaging backdrop for Kering Eyewear’s luxury brand portfolio.
The state-of-the-art Digital Retail Concept serves as an elevated showcase for Kering Eyewear’s luxury brands. It also engages customers and sales associates by offering bespoke content that addresses their specific needs.
Kering Eyewear introduced the concept to its multi-brand travel retail stores around the world, starting with China Duty Free Group’s Sanya International Duty Free Shopping Complex in Haitang Bay.
The overall concept has been evolved and rolled out to Hainan Tourism Duty Free Shopping Complex (where Lagardère Travel Retail is a support partner); and Shenzhen Duty Free and DFS Group’s Haikou Mission Free Shopping Complex at the Times DF x DFS ‘World in a Day’ experiential store.
It has launched at Nanjing Lukou International Airport Terminal 1; T Galleria by DFS Macau; T Galleria by DFS City of Dreams, Macau; the Atlantis Bahamas Resort and Milan Linate Airport. The Digital Retail Concept is also being rolled out in selected luxury domestic market locations worldwide.
This year, Kering Eyewear set the ambitious target of expanding the Digital Retail Concept’s network to cover 30 doors globally. This includes 15 in China, 10 in the rest of the Asia Pacific region and 5 new doors in EMEA and Americas travel retail.
The company’s mission is to grow and elevate its Digital Retail Concept’s footprint and solidify a well-earned but hard-won position as category and innovation leader.
