其他
Allbirds进军中国，LVMH将新开酒店，星巴克烘培工坊东京新店等5条双语资讯｜iziRetail热点
iziRetail逸芮搜罗并精选了5篇关于时尚零售、商业地产相关的英文报道，进行翻译、转载，为大家带来一手的海外资讯。同时，我们把英文原文附在文末，英文爱好者们也可浏览阅读。
鞋履品牌Allbirds正式进军中国市场
图片来源：inside Retail
新西兰羊毛鞋履品牌Allbirds正式进军中国市场，并计划在今年年底前落地三间店铺。据悉，中国首店将于4月在上海兴业太古汇开业，之后品牌也会陆续进驻北京、成都。
此外，Allbirds还与阿里巴巴达成合作，计划在天猫开设品牌旗舰店。目前Allbirds已在旧金山、伦敦、纽约等地均有开店。
品牌创始人Tim Brown表示，这次进军中国市场是品牌进行全球拓展的重要一步，可以让更多的消费者了解到这些舒适、环保的鞋子。品牌联合创始人Joey Zwillinger也表示，品牌主打的环保概念，也刺激着更多年轻消费者购买产品。
Allbirds于2014年创立，总部位于美国旧金山。品牌以美丽奴羊毛、桉树纤维、甘蔗提取物等创新材质为制鞋的原材料，鞋带、鞋底、包装盒等都采用可回收的环保材质。经过不断地更新、试验，品牌在2016年3月推出“Wool Runners”跑鞋。
（新闻来源：inside Retail 作者：Michael Arnold）
LVMH集团拓展酒店业务
图片来源：BoF
LVMH集团日前宣布，将在伦敦Mayfair区新开一家Cheval Blanc白马庄园酒店，以拓展其酒店业务。这也是首家在市中心设立的白马酒店。
新项目将于2020年启动，耗资约5亿英镑，还将新增包括餐厅、SPA会所以及Louis Vuitton cafe等。旗下品牌Dior、Louis Vuitton也在此区域开设了旗舰店，集团希望通过酒店业务的加入，来刺激零售商品消费，打造一个奢侈体验聚集地。
（新闻来源：Yahoo News 作者：Chloe Street）
星巴克烘焙工坊在东京开业
图片来源：AP NEWS
2月28日，全球第五家星巴克臻选烘焙工坊在日本东京的中目黑区开业，此前四家分别位于西雅图、上海、米兰和纽约。
目黑川是东京的赏樱胜地，新店的设计也以此为灵感，使用大量木质材料和玻璃，打造出一个明亮通透的空间，让消费者坐在室内就能看到落满樱花的目黑川河道。门店的整体规划仍由星巴克首席设计师Liz Muller完成，品牌还邀请了日本本土设计师隈研吾，将日本文化元素融入其中。
进门首先映入眼帘的是一个约四层楼高的黄铜烤制桶，还有许多手工制作的樱花装饰其上。这也是星巴克烘焙工坊所有门店中最大的一个烤制桶。一层除了烘焙区域外，还有主吧台、 Princi 面包工坊等；二层是世界上最大的 Teavana（茶瓦纳）体验区，可以体验日本传统的特色的茶饮。
三层是星巴克在日本的第一家鸡尾酒吧。除了提供用日本威士忌、栗子酒、浓缩咖啡、巧克力等调配而成的鸡尾酒之外，还售卖葡萄酒、啤酒等酒精饮品。四层的区域被称作“AMU Inspiration Lounge”，用来举行咖啡相关的活动。
(新闻来源：AP News）
Burberry发售限量“火车票”
图片来源：Hypebeast
近日，Burberry设计师Riccardo Tisci为其[B Series]推出了一款限量版“火车票”钥匙圈。
钥匙圈的设计以英国火车票为灵感皮革面使用了亮眼的橘色和奶油色，并印有品牌logo。Tisc还为买到钥匙圈的消费者们准备了一个小惊喜：顺利抢到“车票”的消费者，可以作为购买Burberry2019春夏秀款系列限量sneaker的通行证。此外，这些“幸运儿”还将拥有独特配色的sneaker鞋款。
（新闻来源：Hypebeast 作者：Eric Brain）
尼曼·马库斯百货纽约首家沉浸式体验旗舰店
图片来源：Forbes
近日，尼曼·马库斯（Neiman Marcus）百货在纽约开设其首家旗舰店。新店位于曼哈顿西部的哈德逊城市广场（Hudson Yards）这也是全美规模最大的私人地产开发项目。
集团CEO Raemdonck表示，新店将为消费者打造一个沉浸式的线下消费体验环境。由于高端消费人群不断趋于年轻化，以及越来越多的消费者习惯于线上消费奢侈品，对于实体零售商来说如何增强消费体验实属重中之重。
尼曼·马库斯纽约旗舰店共设有三层。传统百货一层入口处通常设置的美妆柜台，在这里被餐饮取代，消费者可以享用咖啡、甜品、简餐等等。二层则是拥有良好视野并提供全方位服务的餐厅和酒吧，不仅能看到哈德逊广场中心的塔型阶梯建筑，还可以看到纽约第十大道和自由与女神像。
零售方面，商场为消费者设置了售卖鲜花的摊位；开放试用的美妆护肤及美容相关的电子产品区域；还包括SPA护理、鞋面抛光和修补、以及各种服饰类定制化服务等。商场的试衣间内设置了一个互动式触摸屏，可以调节灯光，或寻求更换尺码等帮助。
针对年轻消费群体，从去年开始，尼曼·马库斯推出了线上个人造型师服务。而这次纽约的新店中也特别设置了一项内容，首次定制线上造型师服务的消费者，可以在店内见到他们的造型师。女性服饰区还会不定期举办时尚活动；而在男士服饰区，消费者可以体验吃豆人等复古街机游戏等。
(新闻来源：Forbes 作者：Andria Cheng)
以下为原文：
Shoe brand Allbirds heads to China
New Zealand sustainable-woollen-shoe brand Allbirds is moving into China with three stores expected to be operational by the end of the year.
Allbirds is set to open in Shanghai next month at the Taikoo Hui shopping mall, with locations in Beijing and Chengdu to follow. It already has outlets in San Francisco, where the firm is now based, as well as London and New York.
“Bringing Allbirds to China has been a goal of ours since we launched the brand back in 2016,”said Allbirds’ founder and co-CEO Tim Brown. “We’re focused on bringing more comfortable, more sustainable footwear to people around the world, and entering China is a huge step in that direction.”
LVMH plan to open Cheval Blanc hotel, spa and Louis Vuitton café in London's Mayfair
LVMH (Louis Vuitton MoetHennessy), the French owner of luxury fashion houses Dior, Celine, Fendi and Louis Vuitton, has announced plans to bring its small Cheval Blanc hotel chain to London.
The group plans to redevelop two streets in London’s Mayfair area in order to add a hotel with linked restaurants and an underground spa, as well as a Louis Vuitton café.
LVMH already has a strong presence in the area, where Louis Vuitton and Christian Dior both have flagshipstores. The company plans to entice guests of the hotel to shop at its near by collection of luxury retail stores.
The hotel project, which would cost as much as £500 million, would be a joint project between LVMH and real instate investor O and H Group, which owns the sites on 8-14 Grafton Street, 163-164 New Bond Street and 22-24 Bruton Lane. Foster and Partners was appointed to finalise designs and add public realm improvements.
If planning permission for the London development is granted, work would begin at the start of 2020, with a view to opening the hotel in the third quarter of 2022.
The proposal says the existing buildings on Grafton Street and Bruton Lane are of “limited architectural interest”and would be demolished. It states that new facades will use materials that “blend sensitively with this historic building and enhance the setting and ambience of the Mayfair Conservation Area.”
LVMH, which already owns the Bulgari and Cheval Blanc hotel chains, recently acquired the Belmond Hotel Group in a $3.2 billion deal that will see it take over a portfolio of 46 hotel, rail and river cruise experiences.
The Mayfair property would be the first UK outpost of the Cheval Blanc brand, which was created in 2006 and has properties in Courchevel, the Maldives, Saint-Barthelemy and Saint Tropez. Another is due to open towards the end of the year in former department store La Samaritaine in Paris.
In expanding its offering inthe travel and leisure category, LVMHs aim to future-proof its business, as millennial customers increasingly spend money on experiences over luxury goods.
“The future of luxury will not only be in luxury goods, as it’s been for many years, but also inluxury experiences, and we want to be in both segments,” Bernard Arnault, chairman and CEO of LVMH, told Business ofFashion.
Starbucks Opens Four-Story Fully-Immersive Premium Coffee Experience in Tokyo
Today, Starbucks (NASDAQ:SBUX) celebrates the opening of the Starbucks Reserve® Roastery Tokyo, a four-story tribute to premium coffee quality, innovation and human connection. This will be the fifth Roastery globally, opening to the public on Thursday, February 28, at 7 a.m. JST, reaffirming the company’s 23-year commitment to Japan.
“As the first international market outside of North America, Starbucks Japan has contributed 23 years of innovation for the company globally,” said KevinJohnson, CEO, Starbucks Coffee Company. “The opening of the Tokyo Roastery will further amplify what Starbucks Japan has done across all stores in the market for more than two decades—innovating and delivering the finest quality coffee one person, one cup and one neighborhood at a time.”
Collaborative Design Highlights Japan’s Natural Beauty
Located in Tokyo’s vibrant and creative neighborhood of Nakameguro, the Roastery’s enchanting design was inspired by the famous cherry blossom trees lining the Meguro River. The building’s glass walls and terraced floors seamlessly fold into the fabric of the neighborhood, bringing visitors eye-level with the cherry blossoms and the four seasons of the river to reflect the natural beauty and sense of harmony found across Japan.
The Tokyo Roastery is the only Starbucks Roastery location designed in collaboration with a local architect from the ground up. The exterior was brought to life in collaboration with renowned Japanese architect Kengo Kuma. Envisioned by Liz Muller, Starbucks chief design officer and lead designer for all five Roasteries globally, the Roastery highlights the work of local craftsmen and women to create an enchanting destination for coffee exploration and discovery. The Tokyo Roastery merges traditional and modern design to deliver a unique and inspired experience across all four floors.
Upon entering the Roastery, customers are greeted by the world’s largest Starbucks Roastery coffee cask, four-stories and over 55 feet of blush-tinted copper adorned with hand-crafted copper cherry blossoms, which changes hues throughout the day in different lights. The expansive cask was built using the technique of tsuchime, a tradition of copper beating, where each person involved in the building of the Roastery was offered the chance to hammer aportion to create its texture and pattern. The cask’s unique color is balanced against the light wood which has been carried into the interior to give the store a brightness found throughout traditional Japanese architecture.
......
Enchanting Immersive Coffee, Tea and Mixology Experience
The coffee journey at the Reserve Roastery Tokyo is an immersive experience and education in coffee, and its process—from green bean to cup—which begins at the Main Bar on the first floor. The open floor plan draws customers into the immersive experience, introducing them to the skilledart of roasting, brewing and hand-crafting beverages. The Reserve Roastery serves the freshest cup of coffee and it is here on the first floor that customers can taste Reserve coffee beverages such as Barrel-Aged Cold Brew. The Princi bakery serves handcrafted, authentic artisanal Italian fare that is baked fresh in the Roastery throughout the day. For the first time in Japan, customers can enjoy freshly-baked breads, cornetti, focaccias, pizzas, salads and more.
An airy staircase leads to the second floor, where customers will be transported into the tradition of Japanese tea at the world’s largest Teavana Bar. Exclusive tea beverages, such as the Pop’n Tea Sakura Jasmine, featuring a vibrant hibiscus and cherry popsicle atop a floral jasmine tea, will delight customers with their charming appearance, Japanese ingredients and unique flavor combinations, modernizing the tea experience.
On the terraced third floor, Starbucks Japan’s first cocktail bar, Arriviamo™, puts innovation, mixology and cocktail craft on full display.
......
Conversations with an Impact
Starbucks Japan has more than two decades contributing to the communities it serves. The fourth floor of the Starbucks Reserve Roastery Tokyo is home to AMU Inspiration Lounge – a dedicated space for the community to gather forhosted social impact conversations. The concept of “AMU,” which means “to knit together” in Japanese, is founded on human connection and passions coming together, something Starbucks has long believed in. For the first time at any Starbucks location in the world, this intimate space will serve as a platform to host change-makers and creative thinkers from across Japan. The first event in April will celebrate the role of women leaders in Japan. The Roastery is planned to become Starbucks first certified Specialty Coffee Association (SCA) location offering training for coffee professionals in the near future.
......
Burberry Issues a Train Ticket-Inspired Keyring Available for Just 24 Hours
Burberry continues its BSeries headed by Ricardo Tisci by dropping an exclusive train ticket keyring – available for just 24 hours.
The keyring forms part ofTisci’s monthly product drops for Burberry andis based on a standard British rail ticket. An orange and cream leather panelis printed with Burberry branding, a number of rail-inspired slogans and isonly valid for 24 hours. The keyring is finished with a clean silver metal D-ringand loop bag holster attachment.
Exclusively available via Burberry’s Instagram, WeChat, LINE and Kakao platforms, the keyring takes the ticket reference once step further with what it offers to lucky customers. Those who are fortunate to purchase the keyring will get a one-way pass to Burberry’s Spring/Summer 2019 sneakers. Coming in a private drop exclusive to ticket holders, the shoes will be releasing in a unique colorway that will never be released again.
News has yet to be announced in regards to which runway sneakers Burberry will be dropping later this year. For the keyring, which is priced at £250 GBP (approx. $325 USD), head to Burberry’s social media platforms on March 17 from 12pm GMT to be in with a chance to purchase the British heritage-influenced package.
Neiman Marcus Plays Up 'Retail Theater' In Its First New York City Store At Hudson Yards
The competitive luxury market in New York is about to get even busier.
Neiman Marcus is set to open its first-ever name sake flagship in the city on Manhattan’s West Side on Friday as the anchor tenant at Hudson Yards, the largest U.S. private real estate development, described as “a billionaire’s fantasy city.”
That historical significance, and the potential promise, isn't lost on Geoffroy van Raemdonck, the 13-month CEO of the luxury department store chain’s parent Neiman Marcus Group, which also owns the Bergdorf Goodman high-end emporium located on Manhattan’s Fifth Avenue and Munich-based online fashion retailer MyTheresa.com.
This new store, “in my mind, has to be highly different,” Raemdonck said in an interview. “It’s all about retail theater. It’s about giving you the immersive experience.”
In a world where brick-and-mortar retailers including Neiman Marcus’s upscale rivals Saks, Nordstrom and Macy's Bloomingdale's are all upping their experience game to hook today’s customers, the new Neiman Marcus store hopes its array of offerings will set it apart. This is more crucial than ever considering high-end, and often younger, consumers are more comfortable splurging on luxury purchases online and are allocating a bigger portion of their budgets to experience-oriented and personalized things.
The store opening comes as Neiman Marcus Group, which generated nearly $5 billion in company wide sales last fiscal year, is set to report its sixth consecutive quarter of same-storesales increases late Tuesday. The company said its 42 existing namesake locations are all profitable. Still, the 112-year-old retailer is expected to post a continued net loss—the result of it being saddled with interest expenses for some $4.5 billion in long-term debt, thanks to leveraged private equity buyouts of the past. Neiman Marcus this month got a three-year maturity extension reprieve on its debt, which it said will give it “ample runway to execute on and complete its transformation plan into a customer-centric luxury platform.”
"The store opening is a manifestation of our customer-centric platform,”Raemdonck said. “We want the customers to come to us in any shape or form.”
What exactly does that manifestation mean? For example, greeting customers at one of the new store’s three entrances isn't a traditional department-store beauty counter. New York’s City Bakery and Irving Farm coffee shop will serve coffee and pastries on one side. On the other side, Neiman’s first full-functioning kitchen is set to stage live cooking and mixology demonstrations and host chefs while a chocolate bar allows consumers to order beer and wine while indulging on their sweet tooth.
On the upper floors of the three-story flagship are two full-service restaurants and bars in what the company described as its biggest combined showcase of food and drinks. One of them overlooks New York's 10th Avenue with a glimpse of the Statute of Liberty in the distance while the other overlooks Hudson Yards' centerpiece, a spiral staircase called the Vessel.
“We are following the trend of themarket,” Raemdonck said. “Our customers love the notion of food and drinks as part of the experience.”
Inside, you can buy fresh flowers at a stand next to Coach and other designer handbags while the beauty department products, including a “tech savvy” section of electric toothbrushes and other gadgets, will all be openly displayed for you to try—a familiar retail play following the success of Sephora. There are no more counters that separate beauty staff from customers.
The store also houses Neiman Marcus’s first in-house aesthetician as part of its expanded spa service; its first shoe shine and cobbler service; a bespoke Texas boot shop; a custom hat shop; and a digital jukebox-like audio service that allows customers to modify the music playlists they hear at the store. There’s also a vintage fashion section and a Milan-based atelier that can do hand-painting, embroidery, laser printing and any other customization work that strikes a customer's fashion fancy. The fitting rooms feature interactive touchscreens that allow customers to both change the lighting and ask for different sizes and colors of the pieces they try on. There's also a brow bar and a nail and hair salon.
“Typically our industry has been about stores and opening stores,” Raemdonck, a luxury industry veteran who has been with companies including Ralph Lauren and Louis Vuitton, told me. “This store is not about adding growth. This store is also a learning ground. We bring the experience. The reason (to come) is not to say 'what I’m going to buy' but 'what I am going to experience.' … We are going to read and react. One of the big goals is to learn what customers want in immersive experience.”
New York is already a key market for the Neiman Marcus brand, even before this new physical footprint. The city's shoppers contribute $100 million to the brand's sales via its website. That amount doubles when including online customers in the city’s greater metropolitan area, Raemdonck said. Neiman is ahead of many rivals, having made a foray into e-commerce 20 years earlier, with online now representing well over a third of the company’s total business, he said. Combined with Bergdorf, New York is the company’s biggest market, he said.
“We see a continuation of the acceleration of digital” sales, he said. “Online is a great vehicle for us to reach that younger customer.”
Neiman Marcus is ranked No.1 in store-based luxury retailing in the U.S. with a 16% share of the market,above No. 2 Tiffany (with a 12% share in 2018) and Saks at No. 6, according to Euromonitor. It said it doesn’t track Nordstrom in the category.
In what Raemdonck described as a “well-balanced”customer base, half of Neiman Marcus’s customers are the younger Gen X and millennials, with boomers and the so-called “silent” generation making up the rest.
In another attempt to attract more younger shoppers, Neiman Marcus last year began adding online personal stylists, and it has featured a section in the New York store where, for the first time, its online customers can meet their digital stylists. In the contemporary women’s apparel area, a circular stage will be used to host events like fashion shows and designer podcasts. In the men’s area, visitors are free to play Pac-Man and other vintage arcade games featured alongside the designer fashions.
“Our biggest ambition is to transform Neiman Marcus to be the luxury customer platform and be in the mind of customers as a destination,” he said. “Canwe track that the New York customers are engaging more with us? The important(metric to watch) is the impact on our ecosystem. … Wewant the consumer to have multiple sets of experiences. … It can’t be transactional.”
Transactional or not, Raemdonck won’t be the only one watching that experience effect closely.
往期文章：
长按二维码关注“iziRetail逸芮” : )
▼
欢迎扫描二维码添加iziRetail为微信好友
与我们进行更多互动
▼