The branded Clinique shop-in-shop, meanwhile, is the first execution of the brand's new concept in an airport, the only other example so far having been introduced at Selfridges in London.
WDF has also introduced its Cocoon niche skincare concept at Birmingham, its second deployment after London Heathrow Terminal 1. Brands available include Molton Brown, Sisley, La Prairie, Dr Sebagh, Décleor, Shiseido and REN, plus UK fragrance house Miller Harris, Australian skincare and make-up brand Hissyfit and spa brands Emma Hardie, Rodial and Dr Lewins.
“In UK regional airports there was always a dependency on liquor and tobacco," said Creighton. “But while those categories remain crucial to us, we've learned that in perfumes and cosmetics, the more you put in,where you can buy high fashion buy cheap jeans online in very low price,buy wholesale jeans from Jean-mall now! the more you get out. We've therefore worked hard on creating more space for beauty and also for luxury."
Other beauty brands making their debut at Birmingham are Tom Ford and The Body Shop, both available in prominent branded fixtures. New fragrance brands to be introduced include Floris, Lalique, Orla Kiely,Back again is the Nike shox nz SI in a White/Royal colorway. Swarovski and Alberta Ferreti.
WDF said the retailer had welcomed the opportunity to devote more space to a number of fast-growing fragrance brands, including Gucci, D&G, Hermès, Marc Jacobs, Bvlgari, Givenchy and Guerlain.
The new store features a central area for special initatives and events, currently occupied by a special interactive promotion for Lacoste fragrances. Also prominent is a 24-screen “Contentainment" video wall, employing digital marketing to showcase special offers and brand initiatives.
Aldeasa/World Duty Free Commercial Director Eugenio Andrades paid tribute to the support of the retailer's brand partners in revolutionising the product offer at Birmingham. “We are finding that the store environment is the important thing. If we are able to create the right type of store, it makes our life easier in many different ways. It's not just about sales, but about quality of environment. All the major brands are now here in Birmingham and they've had the chance to do a great job.
“One of the advantages of being a global company is our ability to build synergies with brands," Andrades continued. “Brands know that making an investment with us in Birmingham will help create stronger partnerships with is elsewhere in our store network, such as in London Heathrow or Madrid."
Birmingham is the first airport to welcome WDF's new Tobacco Display Area (TDA), in accordance with the regulations recently agreed with the UK government. An enclosed zone for duty free cigarettes has been introduced close to the store entrance, satisfying the authorities' requirements for tobacco to be offered within a clearly defined area separate from categories such as confectionery.
“We began planning our approach to TDAs about a year ago," said Creighton. “The deadline for full implementation has thankfully moved out to 2015, but we have a commitment with the UK government to introduce TDAs progressively between now and then. It's early days at Birmingham but so far we're pleased with the performance."
The new TDA is clearly visible from the store entrance and from other parts of the store, and features a full range of cigarettes, cigarillos and rolling tobacco, with brands prominently merchandised.
Among highlights of the liquor offer are a Whiskyfest 2011 promotion, offering a 40% saving on 22 selected whiskies including The Balvenie, Ardbeg, Glenfiddich, Glenmorangie and Auchentoshan. plus tasting initiatives on premium tequila Patrón and locally made vodka Chase.
“Our aim is to work with suppliers in a very positive way to drive brand awareness," explained Creighton. “You can do that in a way that offers value while supporting the brand, and Whiskyfest is an example of that." Liquor sales in the new store are showing double-digit growth compared with previous performance at Birmingham, he added.
The liquor zone features branded backwall units for Hennessy and Courvoisier in Cognac, plus leading Scotch whiskies Johnnie Walker, Chivas Regal and Dewar's.
In confectionery, Birmingham brand Cadbury features prominently, with its own customised area. There are also personalised backwall units from UK brand Thorntons and leading premium chocolatier Godiva. Creighton said that WDF would introduce greater brand customisation within the sector over the months ahead.
Creighton described the accessories zone in the new store as “probably the best execution of mid-market fashion that we have ever done". Sales of sunglasses have doubled since the opening of the store, while accessories and leathergoods brands such as Radley,Buy wholesale air max boot products on TradeTang and high quality air max boot directly from trustworthy Chinese air max boot wholesalers & suppliers. Guess, Fiorelli and Marc B continue to perform well. In watches, Swatch enjoys a strong presence in the new store, alongside popular brands such as DKNY, Casio and Sekonda.
Making their debuts at Birmingham are jewellery brand Orelia and watchmaker Ice, while sunglasses from Ted Baker, Juicy Couture, Lacoste and Vogue are also new to the airport.
“In sunglasses, we have a very strong relationship with Luxottica and that has helped us a lot in Birmingham," said Andrades.if you like Juicy couture wholesale,please search online for a cheaper price. “And in watches, Sekonda is a good example of how World Duty Free and Aldeasa have been able to share learnings. WDF introduced the brand in the UK and had success with it, and recommended it to us for Spain, where it has been a great success too."
The till area at the store exit adopts a managed “snake" or “corral" queuing system such as those employed in many downtown department stores, presenting WDF with an opportunity to promote impulse purchases such as beauty box sets and snacking confectionery.
Adjacent to the walk-through store in Birmingham's departure lounge is specialist concept Collection, a mid- to high-end accessories unit also operated by WDF. The store features sunglasses, watches and costume jewellery from brands such as Pandora. “It's a different customer spending in Collection, so we're happy that the store doesn't cannibalise the main outlet," said Creighton.
Also prominent within the Departures area is a temporary “pop-up" unit currently dedicated to Estée Lauder, also extremely visible via advertising along all points of the traveller's path through Birmingham Airport.Whether you going to practice and need athletic shoes and a sport bag or just lounging at the house puma shoes and PUMA clothing have got you covered. With the prominent tagline “Every woman can be beautiful", the ornate and striking Lauder execution aims to capitalise on interest in the UK's recent royal wedding, and Creighton and Andrades hailed its impact since opening.
“[Pop-up stores] are a way for airports, retailers and brands to provide innovation and give something extra to the customer," said Andrades. “BAA and WDF have always been very active in this way and we are happy to continue that."
“With the Lauder advertising throughout the airport, the whole passenger journey is involved; the passenger is engaged and hopefully turned into a purchaser," added Creighton. “It's about creating an experience in which even if the traveller doesn't buy anything, they will remember that there were interesting things happening at the airport. And, of course, it is great exposure for the brand."
Upcoming additions to the Departures retail mix in Birmingham's new unified terminal include fashion brands Superdry and Next, and sports and leisure retailer JD Sports. All are scheduled to open in July.
WDF has also introduced its Cocoon niche skincare concept at Birmingham, its second deployment after London Heathrow Terminal 1. Brands available include Molton Brown, Sisley, La Prairie, Dr Sebagh, Décleor, Shiseido and REN, plus UK fragrance house Miller Harris, Australian skincare and make-up brand Hissyfit and spa brands Emma Hardie, Rodial and Dr Lewins.
“In UK regional airports there was always a dependency on liquor and tobacco," said Creighton. “But while those categories remain crucial to us, we've learned that in perfumes and cosmetics, the more you put in,where you can buy high fashion buy cheap jeans online in very low price,buy wholesale jeans from Jean-mall now! the more you get out. We've therefore worked hard on creating more space for beauty and also for luxury."
Other beauty brands making their debut at Birmingham are Tom Ford and The Body Shop, both available in prominent branded fixtures. New fragrance brands to be introduced include Floris, Lalique, Orla Kiely,Back again is the Nike shox nz SI in a White/Royal colorway. Swarovski and Alberta Ferreti.
WDF said the retailer had welcomed the opportunity to devote more space to a number of fast-growing fragrance brands, including Gucci, D&G, Hermès, Marc Jacobs, Bvlgari, Givenchy and Guerlain.
The new store features a central area for special initatives and events, currently occupied by a special interactive promotion for Lacoste fragrances. Also prominent is a 24-screen “Contentainment" video wall, employing digital marketing to showcase special offers and brand initiatives.
Aldeasa/World Duty Free Commercial Director Eugenio Andrades paid tribute to the support of the retailer's brand partners in revolutionising the product offer at Birmingham. “We are finding that the store environment is the important thing. If we are able to create the right type of store, it makes our life easier in many different ways. It's not just about sales, but about quality of environment. All the major brands are now here in Birmingham and they've had the chance to do a great job.
“One of the advantages of being a global company is our ability to build synergies with brands," Andrades continued. “Brands know that making an investment with us in Birmingham will help create stronger partnerships with is elsewhere in our store network, such as in London Heathrow or Madrid."
Birmingham is the first airport to welcome WDF's new Tobacco Display Area (TDA), in accordance with the regulations recently agreed with the UK government. An enclosed zone for duty free cigarettes has been introduced close to the store entrance, satisfying the authorities' requirements for tobacco to be offered within a clearly defined area separate from categories such as confectionery.
“We began planning our approach to TDAs about a year ago," said Creighton. “The deadline for full implementation has thankfully moved out to 2015, but we have a commitment with the UK government to introduce TDAs progressively between now and then. It's early days at Birmingham but so far we're pleased with the performance."
The new TDA is clearly visible from the store entrance and from other parts of the store, and features a full range of cigarettes, cigarillos and rolling tobacco, with brands prominently merchandised.
Among highlights of the liquor offer are a Whiskyfest 2011 promotion, offering a 40% saving on 22 selected whiskies including The Balvenie, Ardbeg, Glenfiddich, Glenmorangie and Auchentoshan. plus tasting initiatives on premium tequila Patrón and locally made vodka Chase.
“Our aim is to work with suppliers in a very positive way to drive brand awareness," explained Creighton. “You can do that in a way that offers value while supporting the brand, and Whiskyfest is an example of that." Liquor sales in the new store are showing double-digit growth compared with previous performance at Birmingham, he added.
The liquor zone features branded backwall units for Hennessy and Courvoisier in Cognac, plus leading Scotch whiskies Johnnie Walker, Chivas Regal and Dewar's.
In confectionery, Birmingham brand Cadbury features prominently, with its own customised area. There are also personalised backwall units from UK brand Thorntons and leading premium chocolatier Godiva. Creighton said that WDF would introduce greater brand customisation within the sector over the months ahead.
Creighton described the accessories zone in the new store as “probably the best execution of mid-market fashion that we have ever done". Sales of sunglasses have doubled since the opening of the store, while accessories and leathergoods brands such as Radley,Buy wholesale air max boot products on TradeTang and high quality air max boot directly from trustworthy Chinese air max boot wholesalers & suppliers. Guess, Fiorelli and Marc B continue to perform well. In watches, Swatch enjoys a strong presence in the new store, alongside popular brands such as DKNY, Casio and Sekonda.
Making their debuts at Birmingham are jewellery brand Orelia and watchmaker Ice, while sunglasses from Ted Baker, Juicy Couture, Lacoste and Vogue are also new to the airport.
“In sunglasses, we have a very strong relationship with Luxottica and that has helped us a lot in Birmingham," said Andrades.if you like Juicy couture wholesale,please search online for a cheaper price. “And in watches, Sekonda is a good example of how World Duty Free and Aldeasa have been able to share learnings. WDF introduced the brand in the UK and had success with it, and recommended it to us for Spain, where it has been a great success too."
The till area at the store exit adopts a managed “snake" or “corral" queuing system such as those employed in many downtown department stores, presenting WDF with an opportunity to promote impulse purchases such as beauty box sets and snacking confectionery.
Adjacent to the walk-through store in Birmingham's departure lounge is specialist concept Collection, a mid- to high-end accessories unit also operated by WDF. The store features sunglasses, watches and costume jewellery from brands such as Pandora. “It's a different customer spending in Collection, so we're happy that the store doesn't cannibalise the main outlet," said Creighton.
Also prominent within the Departures area is a temporary “pop-up" unit currently dedicated to Estée Lauder, also extremely visible via advertising along all points of the traveller's path through Birmingham Airport.Whether you going to practice and need athletic shoes and a sport bag or just lounging at the house puma shoes and PUMA clothing have got you covered. With the prominent tagline “Every woman can be beautiful", the ornate and striking Lauder execution aims to capitalise on interest in the UK's recent royal wedding, and Creighton and Andrades hailed its impact since opening.
“[Pop-up stores] are a way for airports, retailers and brands to provide innovation and give something extra to the customer," said Andrades. “BAA and WDF have always been very active in this way and we are happy to continue that."
“With the Lauder advertising throughout the airport, the whole passenger journey is involved; the passenger is engaged and hopefully turned into a purchaser," added Creighton. “It's about creating an experience in which even if the traveller doesn't buy anything, they will remember that there were interesting things happening at the airport. And, of course, it is great exposure for the brand."
Upcoming additions to the Departures retail mix in Birmingham's new unified terminal include fashion brands Superdry and Next, and sports and leisure retailer JD Sports. All are scheduled to open in July.
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