Retail Trends MADE IN USA. Global Branding & Shopfitting. Retail Report: Russia. The Globetrotter Story

€ 5 / CHF 8 / $ 6 / £ 4 The International Magazine for Retailing and Shop Design Das internationale Magazin für Laden-Marketing und Shop-Design 101 ...
8 downloads 2 Views 3MB Size
€ 5 / CHF 8 / $ 6 / £ 4

The International Magazine for Retailing and Shop Design Das internationale Magazin für Laden-Marketing und Shop-Design

101

Retail Trends ‘MADE IN USA’ Global Branding & Shopfitting

Retail Report: Russia

The Globetrotter Story

SHOP Inhalt Contents

SHOP TALK mit Konrad Ochs über kosmopolitische Marken – Seiten 26/27 SHOP TALK with Konrad Ochs on cosmopolitan brands – pages 26/27

Neue Perspektiven im Global Branding & Shopfitting – Seiten 6 - 11 New Perspectives in Global Branding & Shopfitting – pages 6 - 11

SHOP PANORAMA mit der spektakulären Thalia Buchhandlung – Seiten 18/19 SHOP PANORAMA with the spectacular Thalia bookshop – pages 18/19

RETAIL REPORT: Shopping-Fieber in Russland – Seiten 28 - 33 RETAIL REPORT: Shopping Fever in Russia – pages 28 - 33

Inhalt Contents SHOP INSIDE Editorial, Impressum, Leserservice Editorial, Imprint, Reader Service ............................................. 4 - 5 SHOP CONCEPT THEMA New Perspectives in Global Branding & Shopfitting ................ 6 - 11 RETAIL TRENDS Retail Trends ‘Made in USA’ ..................................................... 12 - 17 SHOP PANORAMA Karstadt Sport – Welas Park – Gerry Browne – Thalia ............. 18 - 19 SHOP REPORT Die Globetrotter-Story The Globetrotter Story .......................... 20 - 25 SHOP TALK Konrad Ochs, Pohland Cologne ............................................... 26 - 27 RETAIL REPORT Russia in Shopping Fever ......................................................... 28 - 33 The Globetrotter outdoor store in the Olivandenhof in Cologne was one of the most-discussed retail projects in the German-speaking region in 2006. The multi-channel player Globetrotter was also chosen as “Mail-Order Company of the Year”.

SHOP EVENTS Umdasch Shop Academy, Termin-Kalender, Neue Bücher, Adressen Umdasch Shop Academy, Calendar of Events, New Books, Addresses ............................ 34 - 36

SHOP aktuell 101

UMDASCH SHOP-CONCEPT 3

SHOP Editorial

SHOP Inside

Thalia, Eybl, Kastner & Öhler, Appelrath Cüpper & Co. Reinhard Peneder SHOP aktuell Chefredakteur Editor-in-Chief

Relaunch Mit der vorliegenden Nummer 101 von SHOP aktuell ist ein behutsamer graphischer Relaunch dieses internationalen Magazins einhergegangen. Wir sind damit u. a. den Anregungen unserer Leser gefolgt, die uns diese anlässlich der kürzlich durchgeführten Leserbefragung gegeben haben. Inhaltlich bleiben wir unserem Konzept, für das uns die Leser sehr gute Noten ausgestellt haben, treu. Sie können daher weiterhin mit Informationen über internationale Trends im Laden-Marketing und Shop-Design aus erster Hand rechnen. Die Globalisierung der Handelslandschaft geht auch an den Ladenbauern nicht spurlos vorbei. Die großen internationalen Brands und Retailer stellen an ihre Partner besonders hohe Anforderungen. Unter dem Titel „Neue Perspektiven im Global Branding & Shopfitting“ berichten wir über diese spannenden Herausforderungen. Ich hoffe, dass dieser und andere Artikel Ihr Interesse findet und dass Ihnen das neue Outfit von SHOP aktuell ebenfalls gefällt. The current issue No. 101 of SHOP aktuell represents a cautious graphical relaunch of this international magazine. In doing so we have taken into account our readers’ suggestions which we received during the course of the recent reader questionnaire. With regard to the content, we have remained faithful to our concept, which was rated very highly by our readers. This means that you can continue to rely on receiving first-hand information about international trends in shop marketing and shop design. The globalisation of the retail landscape has also left its mark on the shopfitting profession. The major international brands and retailers make exceptionally high demands on their partners. Our article entitled “New Perspectives in Global Branding & Shopfitting” reports on these exciting challenges. I hope that this and the other articles will be of interest to you, and also that you like SHOP aktuell’s new appearance.

4 UMDASCH SHOP-CONCEPT

The new design of the store in Spittal/ Drau represents the latest step in Kastner & Öhler’s progress as a “Fashion Department Store”.

In recent years, Umdasch Shop-Concept has established an excellent reputation as an international Brand Shop Factory (see also pages 6 to 11 of this issue of SHOP aktuell). More than ever, however, Umdasch is also a reliable partner for the classic retail trade with all its traditional and innovative facets. During the past months in particular, a large number of remarkable projects have been implemented, in which Umdasch Shop-Concept was one of the partners involved. Notable examples include the Thalia bookshops in Hamburg; the new Intersport Eybl store in Graz; the new Kastner & Öhler in Spittal an der Drau; a brand-new Appelrath Cüpper in the Alstertal Shopping Centre in Hamburg; additional luxury department stores for the Paris Gallery in the United Arab Emirates;

the Welas Park in Wels; and the Monolit department store in Moscow ... It is beyond the scope and concept of SHOP aktuell to provide a detailed report on all these projects. We therefore ask you instead to visit our website www.umdaschshop-concept.com. There, under the heading ‘References’, you will find a comprehensive survey of our current projects – mostly with a selection of photos. You will also find additional information about our projects in the SHOP.NET newsletter. The most recent issues are No. 11 (covering the glass, china and ceramics projects Eberl/ Bamberg and Fritz/ Offenburg), No. 12 (La Nuance Mode, Lucerne) and No. 13 (Karstadt Sport). Please contact us for further information.

Recent issues of the SHOP.NET newsletter.

Leserservice Reader service

Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie sich per Fax oder Mail direkt an die Redaktion. For further information on any of the topics in this issue of SHOP aktuell, please contact our editorial department by fax or e-mail. Fax +43/7472/605-3722, E-Mail: [email protected]

Imprint:

SHOP aktuell is published by Umdasch Shop-Concept. For addresses please see back cover. No. 101/ December 2006. German/ English edition. Price per copy: € 5, CHF 8, $ 6, £ 4. Subscription price: € 20 for 5 successive issues (plus postage). Copies available for members of UmdaschMDB free of charge. Project Management: Reinhard Peneder, Umdasch Shop-Concept, A-3300 Amstetten. Editorial team: Reinhard Peneder, Petra Barth, Regula Wirth, Sonja Scheidl, Nikolaus Pjeta. Design: Sandra Schuller, Alois Schwaighofer. Photos/ Illustrations: Manfred Aigner, Cornelia Suhan, Tom Tailor, Interbrand, Reinhard Peneder, Rita Nowak, Thalia, RUS, Nike, Levi’s, Archive. Translation: Jane Michael. Printing: LVDM Landesverlag-Denkmayr, Linz. Note: Projects executed by Umdasch are clearly labelled as such in the text or the photo caption.

SHOP aktuell 101

SHOP Inside

Umdasch ShopShow:

Offizielle Eröffnung am 6. 9. 2007 Official Opening on 6. 9. 2007

Erste Ideenskizzen zur Neugestaltung der Umdasch ShopShow in Amstetten. Preliminary sketches showing the new design of the Umdasch ShopShow in Amstetten.

Das neue InfoCenter des Umdasch Konzerns am Standort der Konzernzentrale in Amstetten/Niederösterreich wird am 6. September 2007 offiziell eröffnet werden. Es besteht aus einem großen Ausbildungs- und Schulungszentrum sowie Ausstellungsbereichen für die Doka-Schalungstechnik und die Umdasch Shopfitting

Group. Ein Highlight wird zweifellos die neue Umdasch ShopShow, Europas ständig aktuelle Ladenbau-Messe, sein. Auf 800 m² werden Besucher hautnah über die neuesten Trends in Sachen Store-Branding und Shopfitting informiert. The official opening of Umdasch Concern’s new Information Centre at the company headquarters in Amstetten/ Lower Austria will take place on 6 September 2007. It consists of a large training and education centre as well as exhibition areas for Doka Formwork Technology and the Umdasch Shopfitting Group. One of the highlights will no doubt be the new Umdasch ShopShow. Always up-to-date, Europe’s shopfitting fair will extend over an area of 800 m², providing visitors with immediate information about the latest trends in store branding and shopfitting.

The Comeback of Chrome? The trend scouts from the Umdasch Shopfitting Group report on the imminent comeback of chrome in shop design. Apart from design and functional aspects, this is primarily due to the rapidly rising price of stainless steel.

Chrome surfaces are back in fashion in shop design.

Umdasch gibt in UK und Frankreich Gas Umdasch expansion in UK and France Umdasch Shop-Concept intensiviert seine Marktaktivitäten in Großbritannien und Frankreich. In beiden Ländern stehen nun neue, großzügige Büros mit entsprechender Infrastruktur zur Verfügung. Das neue UK-Office liegt in Oxford, also in zentraler Lage zwischen Birmingham und London. Es ersetzt das Büro in Bromyard, das zuletzt aus allen Nähten geplatzt war. In Frankreich hat sich Umdasch am südlichen Stadtrand von Paris, in Champlan, angesiedelt. Beide Unternehmen verstehen sich als kompetente Ladenbau-Partner der jeweiligen Retailszene, bestens geübt in der konstruktiven Zusammenarbeit mit Architekten und Designern. Im Hintergrund steht das gesamte Fertigungs- und Beschaffungsnetzwerk der Umdasch Shopfitting Group zur Verfügung. Umdasch Shop-Concept is intensifying its market activities in the United Kingdom and France. In both countries SHOP aktuell 101

Das neue Office von Umdasch Shop-Concept UK in Oxford liegt verkehrsgünstig zwischen den großen Wirtschaftsräumen London und Birmingham. The new office of Umdasch Shop-Concept UK in Oxford is conveniently situated between the major cities of London and Birmingham.

the company now operates from spacious new offices with an infrastructure to match. The new UK office lies in Oxford,

in other words centrally located between Birmingham and London. It replaces the office in Bromyard, which was bursting at the seams. In France, Umdasch has moved to the southern outskirts of Paris, to Champlan. Both companies see themselves as competent shopfitting partners on the local retail scene, offering extensive experience in constructive co-operation with architects and designers. The entire manufacturing and acquisition network of the Umdasch Shopfitting Group is also available to provide backup assistance as required. UMDASCH SHOP-CONCEPT 5

SHOP Concept Thema Global Branding

Text Reinhard Peneder

Photos Nike, Levi Strauss Europe, Manfred Aigner, Carréblanc, Cornelia Suhan, Tom Tailor

Umdasch Shop-Concept was responsible for the shopfitting of Celtic Glasgow’s Nike Fanshop in Glasgow’s Celtic Stadium. Nike aims to become the top football brand by the next Football World Cup in 2010.

New Perspectives in Global Branding & Shopfitting Concentration, filialisation, verticalisation, internationalisation – the changing structures on the European retail scene move inexorably forward. Amongst the winners in the contest you will find cuttingedge and carefully positioned concepts – concepts which can also be multiplied in other countries. This goes to show that global branding is one of the dictates of the moment, as is a precise execution of such concepts. Tried and tested methods and models which differ from each other in one or more important aspects already exist in the field of professional branding. Market evaluation, brand development and realisation are the three important steps in this process. Our focus lies here on the development phase, and especially on the realisation of the concept at the POS. The brand strategy should be evolved during the development phase on the basis of the market evaluation. This includes precise positioning (target group, range 6 UMDASCH SHOP-CONCEPT

of goods, type of business) as well as a convincing identity (model, “telling a story”, uniqueness) and the brand design, which is a direct result of these factors. For global branding a number of other aspects will also need to be taken into consideration. Thus, for example, strong market penetration on the home market is an important precondition for a global presence. In addition, flexibility in the implementation phase is also essential on foreign markets. The branding specialists at Interbrand, who operate on a world SHOP aktuell 101

Courtesy by Levi Strauss Europe

SHOP Concept Thema Global Branding

Cologne, Basle, Paris, Madrid, Barcelona and Copenhagen are some of the destinations where Umdasch is currently realising the Levi’s Revolution concept.

scale (www.interbrand.com), recommend, as a rule of thumb, that 70 percent of the brand content should be defined globally and the remaining 30 percent should be adapted to suit the market in question. It is also evident that financial investors in particular further the cause of internationalisation, as Xaver Zimmerer of Interfinanz confirmed on 9 November 2006 in Düsseldorf on the occasion of the Fashion Trade Congress.

Brand Protection

Brand Research

alu

Brand Valuation Customer

Brand Culture

Brand Design

Brand Opportunity

Brand Strategy Verbal Identity Create

ate

Brand Implementation

SHOP aktuell 101

Ev

Ma na ge

The Brand Value Management Model by Interbrand.

THE REQUIREMENTS OF THE GLOBAL PLAYERS Once a (global) brand strategy has been planned and the “script” is lying ready on the table, it becomes a question of the realisation – the rollout. The consistent translation of the brand design into shop design; the (location-specific) planning of sales furniture and shopfitting; the co-ordination of all necessary works; the manufacture and acquisition; and finally the on-site assembly are just some of the steps to be completed before this can take place. In the case of global concepts there are often dozens or in some cases even hundreds of outlets, which will be built ready for rollout at various locations and in various countries within a short period of time. This requires a carefully planned and skilfully managed network of professionals from a variety of disciplines. SHOP aktuell asked a number of important brands which requirements are necessary today for global branding and the subsequent rollout. Of particular significance is the answer to these requirements developed by Levi Strauss in conjunction with the Europe-wide realisation of the new Levi’s store concept “Revolution”. Levi’s explained as follows why it had awarded the contract to Umdasch. Its answer sounds at the same time like an advance eulogy of the company: - Ideal combination of own production and external acquisition. - The group’s financial background. UMDASCH SHOP-CONCEPT 7

SHOP Concept Thema Global Branding

The shop concept at the heart of Orsay’s current image was designed by Schwitzke & Partners. It attracts attention by combining clarity, colourful accents which underline the brand, first-class lighting and convenience down to the last detail. Umdasch is responsible for the shopfitting in the store at Vienna/ Favoriten.

Literatur zum Thema Branding und Markenführung (German Editions) ALEXANDER DEICHSEL, HENNING MEYER (HRSG.)

JAHRBUCH MARKENTECHNIK 2006/2007 Der nun vorliegende sechste Band zeigt Methoden auf, die es ermöglichen eine Marke auch unter härtesten Marktbedingungen zu nachhaltigem wirtschaftlichen Erfolg zu führen. Fallstudien über besonders erfolgreiche Maßnahmen, Fachbeiträge mit neuesten Erkenntnissen zur operativen Führung von Marken-Systemen sowie theoretische Hintergründe vermitteln das nötige Wissen für Strategie und Tagesgeschäft der Markenführung. Deutscher Fachverlag, Frankfurt am Main, 2006, 498 Seiten, ISBN 3-87150-911-6, € 98,--

8 UMDASCH SHOP-CONCEPT

HAJO RIESENBECK, JESKO PERREY

MEGA-MACHT MARKE Im Mittelpunkt dieses Buchs steht „MarkenMatik“, ein umfassendes, praxiserprobtes McKinsey-Konzept zur effektiven Markenführung. Ziel ist es Markenentscheidungen auf eine faktenbasierte quantitative Grundlage zu stellen. Die einzelnen Tools und Detailkonzepte dafür sind in drei Themenbereiche gegliedert: Messen, Machen und Managen von Marken. Redline Wirtschaft, Heidelberg, 2005, 407 Seiten, ISBN 3-636-01308-4, € 39,90

ANITA ZEDNIK, ANDREAS STREBINGER

DIRK-MARIO BOLTZ, WILFRIED LEVEN (HRSG.)

MARKEN-MODELLE DER PRAXIS

EFFIZIENZ IN DER MARKENFÜHRUNG.

Für Orientierung am „Markt der Marken-Modelle“ sorgt dieses Buch: Die beiden Autoren unterteilen 48 Marken-Modelle der wichtigsten Berater, Marktforschungsinstitute und Werbeagenturen im deutschsprachigen Raum in sechs Grundtypen. Jedes Modell wird einzeln dargestellt, analysiert und kritisch gewürdigt.

In 32 Beiträgen rund um das Thema „Marke“ kommen sowohl gestandene Praktiker, Wissenschaftler als auch Newcomer aus Unternehmen und Agenturen zu Wort. Das Ergebnis: Eine Plattform unterschiedlicher Standpunkte und Blickwinkel zu den Themen „Marken verstehen“, „Marken entwickeln“ und „Marken führen“.

Deutscher Universitätsverlag, Wiesbaden, 2005, 240 Seiten, ISBN 3-8350-0063-2, € 49,90

Gruner+Jahr, Hamburg, 2004, 592 Seiten, ISBN 3-570-19552-X, € 48,--

SHOP aktuell 101

SHOP Concept Thema Global Branding

Umdasch developed the new presentation for Carréblanc, the French home textiles chain. A central feature is the display system with cupboard-like shelves.

- The group’s Europe-wide sales and service network. - The impressive list of references. - The ideal location in the heart of Europe at the intersection of East and West. - The competitive price including price guarantees and appropriate terms of payment. - Additional services such as a software program specially developed for Shop-in-Shop. - First-class personal service by staff members. David Peirsman, the Retail Implementation Director of Levi’s Europe, described – amongst other things – his first experiences with the rollout in an interview with the magazine “stores & shops”: “We wanted to be well prepared when we tackled this latest project, and that certainly turned out to be the right approach. Together with Umdasch we built prototypes in May 2005 and carried out a value engineering. We also used the time available to acquire the materials required for the rollout and to prepare ourselves for the event. ... We had the impression that Umdasch understood clearly the direction which Levi’s wanted to follow with its new store concept. Of course there were a few teething problems with the realisation of the concept. We could have tackled the start of the project more carefully if we had been able to complete just one shop at a time. Then we would have had time to adapt the concept and optimise it for the next shop. But when you introduce a new concept onto the SHOP aktuell 101

market it is important to realise it at as many locations as possible at the same time. Umdasch put a lot of effort into carrying out the project, and quickly modified those aspects which did not meet our requirements in the first wave of rollouts. This meant that today, with Umdasch’s assistance, we are in a position to complete one shop after another in rapid succession.” “We are dealing with perishable goods,” observed Ralph Trumpfheller, the Global Manager Architecture at Esprit. That is the reason why he demands of his partners a high degree of flexibility and speed in shop investment projects. Other requirements include technological competence, especially with regard to materials and surfaces; an imaginative approach to acquisition; the price, of course; and especially reliability when it comes to deadlines (see the report in SHOP aktuell 100). Christian Moritz, Head of Controlled Distribution at Tom Tailor in Hamburg, demands of shopfitters above all competence in international rollouts; quality; an understanding of brands; and top-quality project management. The medium-price-range sportswear brand is currently working on a new image which will emphasise the company’s Hamburg roots. “It will be a concept which tells a story”. The stronger emotional establishment of the Tom Tailor brand aims to create a longer-term loyalty. The script has been written by Schwitzke & Partners; the execution will make strong UMDASCH SHOP-CONCEPT 9

SHOP Concept Thema Global Branding

Innovative materials are very important for Esprit when it comes to shop design. This is evident in their flagship store in Dortmund, for which Umdasch supplied the shopfittings.

use of authentic pictures and natural materials. After a phase of value analysis, the concept will be meticulously examined again by means of model structures. After that, tender documents will be issued and three to four shopfitters will be invited to participate – which is the normal procedure these days in this sector. The rollout is due to take place in spring 2007, and will include some 70 units by 2008. At the same time, the Hamburg concern is working on its Internet presence. “The art is to interlink the different channels with the customers’ requirements”. Incidentally, like many of his colleagues, Christian Moritz is of the opinion that in times of overstimulation the shop itself has long since returned to its previous position as advertising medium Number One. BRAND SHOP FACTORY Global branding also sets new standards in shopfitting. Eyecatching mass-produced systems are no longer relevant. The emphasis now lies in the development of systems which are tailormade for the customer, the brand or the project, and which are based on the branding in question. In this respect, clever platform strategies on the basis of neutrally designed individual components can save both time and money. Especially in demand are speed and flexibility (not least in the construction of prototypes), as well as technological competence, product quality and sufficient capacity 10 UMDASCH SHOP-CONCEPT

to be able to ensure that deadlines are kept. Here again, a multidisciplinary network for manufacture and acquisition is required, which takes into account the individual rollout destination as far as possible. If retailers and brands are active on the international market they expect a Brand Shop Factory, so to speak, which is at the same time a highly flexible partner when it comes to logistics. These demanding requirements mean that even on the international market – indeed, especially on the international market – the competition suddenly becomes rather thin on the ground. During recent years, for example, Umdasch Shop-Concept has established an excellent position as a global Brand Shop Factory. The modular construction of the range of services provided permits the customer to take individual advantage of the services required in every imaginable constellation. This extends from support in the fields of strategy and concept development, store branding, shop design, manufacture/ acquisition, contracting services, project management and rollout logistics to assembly anywhere in the world. In day-to-day practice the co-operation with partners from various disciplines, including branding agencies, designers, architects, etc., has proved particularly helpful. The list of internationally active brands, for which Umdasch has recently served as partner, is long and dotted with famous SHOP aktuell 101

SHOP Concept Thema Global Branding

Tom Tailor is also expanding towards Eastern Europe and the Middle East. Here is a first glimpse of the shop in Zagreb. The rollout for the new image is planned for Spring 2007 (Shop Concept / Shop fitting: Tom Tailor Architektur / Sportina).

names. Levi’s, Nike, Hugo Boss, Orsay, Bestsellernew concept for the French chain specialising in Group, Mustang, Schiesser, Polo Ralph Lauren, household linens (approx. 250 shops). The prime Tumi, Aldo, Esprit, Escada, Motivi, Thun, Swatch, feature is the greater emphasis which is placed Frais Monde, Carréblanc, The Phone House, Du on presentation. The central feature is a display Pareil Au Même, Saeco… As varied as the list system with cupboard-like shelves which permit of names itself is the range of services the comgood-quality visual merchandising. The fittings are pany has provided. In some cases this consisted produced in advance and stored in the Umdasch of a complete package starting with the common warehouse in Champlan near Paris, thus enabling development of a strategy; in others, it may have rollouts to be completed within just a few days. In future, Christian Moritz plans to tell the customers been the shop design and manufacture. On yet This means that rapid progress is possible with at Tom Tailor stories about another occasion it was ‘only’ the project managethe expansion of Carréblanc (also into Spain and Hamburg. More than ever before, he sees the ment in conjunction with the rollout. Umdasch has Portugal). shop itself as the prime served as the main supplier for selected projects advertising medium. THE ESSENTIAL DIFFERENCE for Hugo Boss, a company whose concepts are brilliantly differentiated and segmented. Current What, in the final analysis, distinguishes successful concepts projects include, for example, South America, Spain, Portugal and in the field of global branding from less successful ones? It is the a number of airports. On the other hand, Umdasch is also accompanying the expansion into Eastern Europe of the Italian fashion consistency of execution! This is the conclusion reached not only concern Motivi. Umdasch also takes an active role as shopfitting by the brand experts at Interbrand; it is a conclusion borne out in and logistics partner for the American brands Aldo (shoes) and everyday practical experience. Tumi (bags) as they expand into and across Europe. Typical of the new role of innovative shopfitters as logistics partners is the example of Carréblanc. Umdasch has developed a SHOP aktuell 101

UMDASCH SHOP-CONCEPT 11

Courtesy of Apple

New York is still the top address for trend scouts in the spheres of store design and visual merchandising. Shown here the spectacular underground Apple store in New York (Architecture: Bohlin Cywinski Jackson).

12 UMDASCH SHOP-CONCEPT

SHOP aktuell 101

Retail Trends ‘Made in USA’

Success with Segmentation and Differentiation European retailers and brands are well advised to take a regular look across the “Big Pond”. America is the starting point for countless new trends – as well as the occasional flop. The Americans have always been world champions when it comes to presentation and visual merchandising. SHOP aktuell took advantage of the American shopfitting fair Global Shop and an Umdasch Shop Academy travelling seminar to research the latest trends in Florida and New York.

SHOP aktuell 101

UMDASCH SHOP-CONCEPT 13

SHOP Concept Thema Retail Trends

Text Reinhard Peneder

“The US clothing chain Abercrombie & Fitch achieved a 15 % increase in turnover and a 24.8 % increase in net profits.” That, in a nutshell, is the message contained in the TWnetwork report of 16. 8. 2006 – a message which has been repeated in similar form every three months for some time now. “This impressive result reflects the successful differentiation of our brands,” declared Mike Jeffries, CEO and Chairman of Abercrombie & Fitch, recently. The concern has gradually expanded the main brand Abercrombie & Fitch (young fashion, currently 351 stores) to include store brands for youth fashion (Hollister, currently 355 stores), children’s fashion (abercrombie, currently 164 stores) and older customers (Ruehl,

Nike Town in New York has become consumer-oriented; the emphasis lies on professional goods presentation.

Abercrombie & Fitch is a supreme master of the art of differentiation ... each brand is precisely positioned ... like the main brand Abercrombie & Fitch for Young Fashion ..

... or the Hollister label for Youth Fashion.

currently 10 stores). Other brands and store brands are currently registering success by differentiating and segmenting their markets. By contrast, companies, even those with famous names, are losing ground if they continue to offer a (too-) wide range of goods.

“The Shops at Columbus Circle”, New York’s new city-centre shopping mall, targets primarily discriminating shoppers.

14 UMDASCH SHOP-CONCEPT

Another topic is the differentiation of concepts between luxury and discount. This is a strategy pursued not only by retailers and brands, but also by entire shopping centres. Within a few miles of each other in Orlando you will find “The Florida Mall” and “The Mall at Millenia”, both projects with sales areas of approx. 100,000 m². Although the tenant mix overlaps by at least fifty percent, the two shopping temples are positioned for very different markets. The SHOP aktuell 101

SHOP Concept Thema Retail Trends

Expansive rest areas are typical of the luxurious “Mall at Millenia” in Orlando.

“The scripts for the visual merchandising are laid down to the last detail.” “Florida Mall” targets the broad mass market whilst the “Mall at Millenia” aims to satisfy more exclusive tastes. It is the other tenants which make the difference, and which determine the overall character of the two malls. In the “Florida Mall”, the mall itself is filled with sales stands; in the “Mall at Millenia” these spaces are used to provide elegant rest areas. The design, lighting, surfaces – even the layout of the mall – are very different. The successful differentiation is documented by the fact that taxi drivers spontaneously refer to the different price levels when driving visitors to the malls.

example, by the success of Prada in this segment). Nowhere can the current “Accessories Trend” be more plainly seen than along the shopping streets of New York. That is the motto of countless new shops, some of them real flagships (such as, for example, Louis Vuitton on the corner of 57th/ 5th Avenue), which have mushroomed in recent years. Many of them are extremely striking in appearance; some have actually been designed like a sort of walk-in catalogue. Brands like Samsonite, Tumi, Geox, Henry Beguelin and of course Coach spring to mind in this respect.

THE AGE OF ACCESSORIES

It is easy to explain the reasons for the accessory cult: Today’s sophisticated woman (or man) does not express heror himself via a basic outfit (on the whole, modesty is called for here). Instead, she or he will define her- or himself as the occasion demands via a number of exclusive and luxurious details. The articles in question include watches/ jewellery, fine leather goods (bags, belts, etc.), fine fabrics, designer spectacles ... even shoes can be status symbols in this way. This trend provides the retail trade with additional perspectives and opens up an interesting niche market here or there.

“The US chain Coach, which specialises in handbags, accessories and a small range of clothing, was able to increase its turnover by 20 %, and its net profit by 35 %, during the third quarter of 2006,” announced another recent report from the specialist press. In addition to his company’s brilliant positioning, Coach CEO Lew Frankfort puts this success down to the “increased demand for accessories”. Here we can see a second important trend, which in this case has already spread over to Europe (as demonstrated, for SHOP aktuell 101

UMDASCH SHOP-CONCEPT 15

SHOP Concept Thema Retail Trends

THE NEW SHOP AND SHOPPING SCENE IN THE MEATPACKING DISTRICT What else is new on the New York shop and shopping scene? The city makes an overall impression of being very spick-and-span and safe. SoHo has long established itself (albeit with a high level of fluctuation), in addition to the classic shopping districts in Midtown and on the Upper East Side. There is much talk of Nolita, the Lower East Side and Tribeca. Particularly fashionable at the moment is the Meatpacking District (around 12-14th Streets and 9/10th Avenue). Here, where meat is still packaged for New York’s gourmets, an interesting alternative shopping scene has grown up. The “Chelsea Market”, located in a former warehouse building, offers an especially authentic atmosphere with a minimum of furnishings and a maximum of dramatic presentation. “An Earnest Cut & Sew”, on the other hand, is a top-notch second-hand shop. New York’s newest shopping centre is “The Shops at Columbus Circle”, situated on the south-western corner of Central Park. Amongst the 50-odd shops you will find addresses such as Armani Exchange, Bose, Boss, Calvin Klein, Coach, Cole Haan, Davidoff, Esprit, Sephora, Sisley, Tumi und Williams-Sonoma. As the brands indicate, this is a mall for the most demanding shoppers. In the basement is an organic supermarket, the “Whole Foods Market”, where trend scouts from the food department will find what they are looking for.

The new Apple flagship (5th Avenue between 58th and 59th Streets) recently caused a miniature sensation. From the street, the only part of the store which is visible is the 10 x 10 x 10 m glass cube which serves double duty as an entrance. The sales area, extending across 2,300 m², lies underground and is accessible via a curving glass staircase or a glass lift. In the realms of store design the project is expected to achieve the same cult status as the Prada shop in SoHo. Visitors who absolve the de rigueur visit to Nike Town in the 57th Street are amazed to find that, where predominantly dramaturgical aspects previously stood in the foreground in the presentation of the flagship store, today’s concept is much more consumer-oriented. The focus lies in professional goods presentation without ignoring the effect created by the odd gag here and there. MATERIAL AND DESIGN TRENDS: ACRYLIC, ALUMINIUM, PLASTIC Apart from the fact that professional branding always contains the genetic code of the brand in question, in the United States it is also possible to make out the occasional design trend. Aluminium, glass, and especially acrylic and plastic are particularly fashionable at the moment. In the luxury segment in particular, high-quality surfaces are much in demand; Apple, for example, uses Corian. The Americans are also highly skilled in the use of graphics/ design.

The Fila Store on Madison Avenue in New York was elected as the “Store of the Year” at the GlobalShop in Orlando. The concept, created by Borruso Design, convinces by virtue of the organic forms at all levels.

16 UMDASCH SHOP-CONCEPT

SHOP aktuell 101

SHOP Concept Thema Retail Trends

Carlos Miele: One of the rising stars amongst the designer shops in the Meatpacking District. Striking accessories, such as an eye-catching chandelier, dominate the appearance of Reiss in SoHo.

Tumi is one of the brands to profit from the “accessory trend”.

The second-hand shop “An Earnest Cut & Sew” is just one of the attractions of the Meatpacking District.

Design accessories, often high-quality, are frequently used in order to give a concept a particular kick (e.g. crystal chandeliers). A sophisticated interplay between purism and luxury is the result. Such trends can also be seen at the GlobalShop. The American shopfitting fair has been held annually since 1993. In recent years the venue has changed several times; the last fair was held from 27-29 March 2006 in Orlando. With some 900 exhibitors and almost 10,000 visitors it is considerably smaller than EuroShop. Its structure, too, is completely different. Most of the stands are small or medium-sized; they present a wide range of shopfitting system ideas, news about materials and surfaces, displays, merchandising articles – many of them from Asia. You can see countless details but very few complete solutions. That corresponds with the way American shop investments are organised: with a large number of individual suppliers. The visitors at the fair are mostly architects, designers, merchandisers, agencies, project managers and members of the planning department of retail firms or brands. For the managers of European retail companies, pampered by EuroShop, SHOP aktuell 101

GlobalShop is probably not the ideal destination, but rather for staff members from the aforementioned spheres. On the other hand, the congresses which form part of the fringe programme beyond the fair itself provide a number of high-quality events. These include glittering awards ceremonies relating to store design. The best deals are made in the small-scale meetings in and around the fair (breakfast meetings are especially popular). Communication is all-important. And in that respect, in particular, we can learn from the Americans.

Website references for this article: www.theshopsatcolumbuscircle.com www.globalshop.org www.simon.com (The Florida Mall) www.mallatmillenia.com

UMDASCH SHOP-CONCEPT 17

SHOP Panorama

Karstadt: Nordic Walking mit System Karstadt: Nordic Walking with System Für Karstadt Sport hat Umdasch Shop-Concept ein eigenes Shopsystem zur Präsentation des Nordic-Walking-Sortiments entwickelt. Grundlage dafür war der viel beachtete Nordic Walking-Beitrag von Umdasch an der letzten EuroShop. Die plakative, visualisierte Information der Konsumenten über die „Geheimnisse“ dieser Trendsportart ist das Herzstück des Konzeptes. Beginnend mit der Ermittlung der Pulsfrequenz werden die Kunden zum „richtigen“ Equipment geführt. Realisiert wurden solche Shops bereits in den Karstadt Sporthäusern in Karlsruhe (100 m²) und Bochum (60 m²). Umdasch Shop-Concept has developed a special shop system for Karstadt in order to optimise the presentation of its Nordic Walking range. It was based on Umdasch’s much-admired Nordic Walking

Plakativ werden die Kunden über die verschiedenen Aspekte der Trendsportart Nordic Walking informiert. Clearly presented information introduces the customers to the various aspects of the fashionable sport of Nordic Walking.

display at the latest EuroShop. At the heart of the concept lies the clearly presented visual information which introduces customers to the “secrets” of this fashionable sport. Starting with the establishment of

the pulse rate, customers are led towards the “right” equipment. Shops along these lines have already been established in the Karstadt sports stores in Karlsruhe (100 m²) and Bochum (60 m²).

MEHR SHOP PANORAMA UND SHOP SYSTEME FINDEN SIE AUF... YOU WILL FIND ADDITIONAL SHOP PANORAMA AND SHOP SYSTEMS UNDER ... WWW.UMDASCH-SHOP-CONCEPT.COM

Ein SB-Warenhaus der Extraklasse A superlative self-service store Dr. Gerhard Weiss: “We use attractive presentation to encourage our customers, mostly families, to put consumer goods in their trolley alongside their weekly food purchases.” The concept has already proved successful in Linz and Steyr.

Dr. Gerhard Weiß: „Mit attraktiver Präsentation animieren wir unsere Kunden, hauptsächlich sind es Familien, bei ihrem Lebensmittel-Wocheneinkauf auch gleich Gebrauchsartikel mit in den Einkaufswagen zu legen.“ Bereits in Linz und Steyr ist dieses Konzept aufgegangen.

Nach dem zur Linzer Institution gewordenem Prokaufland und dem Tabor in Steyr hat der österr. SB-WarenhausProfi Dr. Gerhard Weiß seinen nächsten Coup gelandet. In Wels hat Ende Oktober 2006 der Welas Park auf einer Verkaufsfläche von rund 10.000 m² seine Pforten geöffnet. Konsequent verkörpert der Welas 18 UMDASCH SHOP-CONCEPT

Park den in Österreich selten gewordenen Typ des SB-Warenhauses, das sich vom Verbrauchermarkt und vom Einkaufszentrum gleichermaßen unterscheidet. 60 % des Umsatzes sollen Lebensmittel beisteuern, 40 % Nonfood. Die beiden Sortimentsschwerpunkte sind in getrennte Verkaufs- und Checkoutbereiche mit optisch

einheitlicher Gestaltung gegliedert. Das für den Betriebstyp gehobene, elegante Ladendesign kommt ebenso wie die Ladeneinrichtung von Umdasch. The Austrian self-service store expert Dr. Gerhard Weiss has achieved another successful breakthrough following in the footsteps of Prokaufland – now an institution in Linz – and Tabor in Steyr. At the end of October 2006, the Welas Park opened its doors in Wels with a sales area of some 10,000 m². The Welas Park is a perfect example of a type of self-service store which has become a rarity in Austria, and which is as different from the consumer market as it is from the shopping centre. It aims to achieve 60 percent of its turnover from food, and 40 from non-food. The two main ranges of goods are presented in separate sales and checkout areas with an optically similar design. Umdasch supplied the shop design as well as the shopfittings; both are exclusive and elegant for the type of store in question.

SHOP aktuell 101

SHOP Panorama

Eine feine Adresse An exclusive address Vitrinen und die punktgenaue Lichtinszenierung prägen die Gestaltung bei Gerry Browne. The design of Gerry Browne is characterised by vitrines and dramatic lighting effects.

Bereits die Vitrinen in den Schaufenstern lassen die Passanten neugierig werden. The vitrines in the shop windows attract the attention of passers-by.

Gerry Browne ist eine feine Juwelier-Adresse in Portlaoise in den irischen Midlands. Das 90 m² große Geschäft hat Umdasch Shop-Concept im Sommer 2006 nach einer Planung von Johnny Ragland neu eingerichtet. Präsentiert wird über Wandvitrinen und ein zentral angeordnetes Karree, das ebenfalls mit Vitrinen ausge-

stattet ist. Das Konzept besticht außerdem durch warme Farben und eine punktgenaue Lichtinszenierung. Gerry Browne is an exclusive jeweller’s shop in Portlaoise in the Irish Midlands. Umdasch Shop-Concept re-fitted the 90 m² store during the summer of 2006, in accordance with a design created by Johnny

Ragland. The goods are displayed in vitrines along the walls and a central square unit, which also contains vitrines. The concept attracts customers with its warm colour scheme and dramatic lighting effects.

Spektakulär: Thalia in der Europa Passage Spectacular: Thalia in the Europa Passage Mit 32 Laufmetern Schaufensterfront auf zwei Etagen präsentiert sich die Thalia in Richtung Binnenalster und Jungfernstieg. Dieser Einladung kann man wohl kaum widerstehen. With 32 metres of shop windows extending across two floors, Thalia looks out towards the Binnenalster and Jungfernstieg. Virtually no one can decline such an invitation.

Thematisch großzügig gegliedert bietet die Thalia eine übersichtliche Buch- und Medienpräsentation State of the Art. State of the Art: Thalia’s spacious layout presents a range of books and media, clearly arranged according to subject.

SHOP aktuell 101

Die am 5. Oktober 2006 eröffnete Europa Passage in Hamburg hat viele Voraussetzungen für ein erfolgreiches Shopping-Center. Vor allem wird sie als naheliegende Abkürzung zwischen Mönckebergstraße und Jungfernstieg über enorme Frequenz verfügen. Eine der Attraktionen ist zweifellos die 1.700 m² große Thalia, die ganz gezielt als authentisch Hamburger Buchhandlung konzipiert wurde. Umdasch Shop-Concept hat bei diesem Projekt sowohl sein umfangreiches Buch-Know-how als auch seine Großflächenkompetenz einbringen können. The Europa Passage in Hamburg, which opened its doors on 5 October 2006, fulfils many of the preconditions for a successful shopping centre. One of the main advantages is that it will attract a large number of visitors as it offers a convenient short cut between Mönckebergstrasse and Jungfernstieg. Thalia is definitely one of the attractions, occupying an area of 1,700 m² and planned from the outset as an authentic Hamburg bookshop. Umdasch ShopConcept was able to put its wide-ranging bookshop expertise and its experience with large-scale projects to good use. UMDASCH SHOP-CONCEPT 19

SHOP Report Globetrotter

Text Text Reinhard Peneder

Fotos Photos Globetrotter, Manfred Aigner

Tauchbecken, Kanurevier, Kältekammern und Regengrotten sind Highlights im Globetrotter in Köln. A diving pool, canoeing area, cold chambers and rain grottoes are amongst the highlights at Globetrotter in Cologne.

Die Globetrotter-Story

Wo das Abenteuer keine Pause macht Andreas Bartmann und Thomas Lipke sind zwei Kumpels, mit denen man sofort zu einer Kanu-Tour aufbrechen würde. Und auch in den Regenwald würde man ihnen ohne Bedenken folgen. Der Auftritt der beiden Globetrotter-Geschäftsführer ist ungemein authentisch, passt perfekt zu ihrem Geschäft. Und das heißt Outdoor. Nach der Eröffnung des spektakulären 7.000 m²-Megaprojektes in Köln schickt sich der deutsche Branchen-Primus an, bald auch den süddeutschen Raum mit Stores in eine blühende Outdoorlandschaft zu verwandeln. 20 UMDASCH SHOP-CONCEPT

SHOP aktuell 101

SHOP Report Globetrotter

Präsentations- und Inszenierungsdetails vom Feinsten: Bei Brillen, bei Schuhen (vor dem Hintergrund von Baumstammscheiben bzw. rostigen Kanaldeckeln). Exclusive details of presentation and demonstration can be seen in spectacles and shoes (against a background of sections of tree trunk and rusty manhole covers).

schäft für Expeditionen, Safaris, Survival, Trekking.“ Daraus ist der größte europäische Outdoorhändler entstanden. Globetrotter steht heute für höchste Qualität und erstklassigen Service, getragen von seriöser Umweltorientierung und professionellen Mitarbeitern.

Der Outdoor-Markt hat sich in den letzten Jahren überdurchschnittlich entwickelt. Er ist wesentlicher Bestandteil des Sportartikelmarktes. Im Gegensatz zu den von einem Auf und Ab geprägten Trendsportarten hat er sich von einer Nische zu einem bedeutenden Wirtschaftsfaktor entwickelt, der abseits der „Geiz ist geil“Mentalität agiert. Der klassische Outdoorer ist nach wie vor die Basis für das Geschäft, der wirkliche Wachstumsmotor aber sind längst Familien, Businesstraveller, Frauen und die Generation 60+. Diese Klientel sucht Glaubwürdigkeit und Kompetenz. Das wiederum erfordert Tiefe und Fläche. Diese Anforderungen kann der traditionelle Sporthandel in der Regel nur unzureichend erfüllen.

An der OutDoor in Friedrichshafen hat SHOP aktuell mit Thomas Lipke und Andreas Bartmann über den Erfolg von Globetrotter gesprochen. An erster Stelle wird spontan die totale Kundenorientierung genannt, die ganz wesentlich von den Mitarbeitern getragen wird. Permanent wird der Dialog mit den Kunden forciert. Anregungen und Kritik werden systematisch zum Anlass genommen, um an der Attraktivität des Angebotes, der Serviceleistungen und der Läden zu feilen. Ein kleines aber treffendes Beispiel dafür ist, dass nur eine Spur zum zentralen Kassenbereich führt. Das subjektive Gefühl, immer auf der langsameren Spur zu sein, kann dadurch gar nicht erst entstehen. Selbstverständlich wird der Bereich auch elektronisch beobachtet, um bei Bedarf zusätzliche Kassenplätze zu öffnen. DER LADEN ALS BEGEHBARER KATALOG

„DIE KUNDEN MACHEN UNSER GESCHÄFT“

3.000 m² sind für das 600 Marken und 25.000 Artikel umfassende Globetrotter-Sortiment das absolute Minimum an benötigter Verkaufsfläche. Steht mehr zur Verfügung, dann gibt es Platz für zusätzliche Markenshops, vor allem aber für attraktive Eventflächen. Gerade diese Eventflächen machen die Globetrotter-Häuser zu einzigartigen Erlebnissen. Das wird in Köln, wo das Abenteuer keine Pause macht, besonders deutlich.

Mit einem quirligen Würmer-Menü eröffneten die Globetrotter und Überlebensexperten Klaus Denart und Peter Lechhart im September 1979 in Hamburg „Norddeutschlands erstes Spezialge-

Umfangreiche bauliche Maßnahmen waren notwendig, um den Olivandenhof, früher ein Shopping-Center mit 60 Läden, in eine viergeschossige Abenteuerarena zu verwandeln. Der Store,

SHOP aktuell 101

UMDASCH SHOP-CONCEPT 21

SHOP Report Globetrotter

konzipiert als begehbarer Katalog, hat mit einer Fülle an Extras aufzuwarten: 240 m² Tauch- und Bootsbecken mit 4,30 m Tiefe als Schauplatz für Kanu- und Faltboottests sowie für Tauchgänge, eine Regengrotte für Härtetests in Sachen Wasserdichte, Klettertunnel, Kältekammer, ein tropisches Aquarium mit lebendigen Quallen, sortimentsstimmige Geräuschkulissen wie Vogelgezwitscher oder Meeresrauschen. Zur Ausstattung gehören ebenso das Restaurant „2 Cross“, Reisebüro, Reisebuchabteilung (12.000 Titel), Tauchschule. Das Abenteuer lockt auch außerhalb der Verkaufsräume. Die Männertoilette ist ein Kutterklo mit Bullauge, Dieselgeruch und Motorengeräuschen. Am Schweden-Klo schaut ein virtueller Elch durchs Fenster. Spätestens an dieser Stelle wird klar, dass die

inszeniert, die Besonderheiten des Standortes und des Ladenlokals berücksichtigt, das Drehbuch neu geschrieben. Deshalb gibt es auch keine starren Anforderungen an Ladengrößen oder Flächenzuschnitte. Ja, sogar ein gewisses Faible für (relativ günstige) Problemimmobilien, wie auch der Olivandenhof eine war, ist auszumachen. „Die ständige Neuinszenierung macht uns schwer kopierbar“ sind sich Bartmann und Lipke über die Vorteile dieses Konzepts einig. Apropos Konkurrenz: „Wir haben kein klares Feindbild“ lautet zu dieser Causa das klare Statement. Von den großen Sporthäusern kommt den Hamburgern am ehesten noch ein Format wie

Thomas Lipke (rechts) und Andreas Bartmann (Mitte) an der OutDoor in Friedrichshafen im Gespräch mit SHOP aktuell. Thomas Lipke (right) and Andreas Bartmann (centre) talking to SHOP aktuell at the OutDoor in Friedrichshafen.

Die „Reise-Abteilung“ umfasst eine Reisebuchhandlung mit 12.000 Titeln und Karten, Reisebüro und eine auf Tropenmedizin spezialisierte Arztpraxis. The “travel department” includes a travel bookshop with 12,000 books and maps, a travel agency and a medical practice specialising in tropical medicine. Der Olivandenhof in Köln. Von der Problemimmobilie zur Abenteuerarena. The Olivandenhof in Cologne. The former problem building complex is now an adventure arena.

Globetrotter-Manager schon einmal bei einem Laden-Dramaturgie LIVE!-Seminar der Umdasch Shop Academy zu Gast waren. Dort sind ungewöhnliche Toiletten ebenfalls ein Fixpunkt. Und die Kunden reagieren darauf mit Mundpropaganda.

Sport Scheck ins Gehege. Fest steht, dass Globetrotter im Revier der versammelten Mode-, Sport- und Schuhanbieter grast. Vorbilder findet der Outdoor-Spezialist, zumindest in Segmenten, in erster Linie in den USA.

Der Schöpfer dieser Einkaufswelten ist der Hamburger Architekt Prof. Holger Moths. Seine Globetrotter-Kundenkarte hat ihn für diesen Job besonders qualifiziert. Auch hier gilt eben „Die Kunden machen unser Geschäft“. Ein bewährter Partner von Globetrotter ist nicht zuletzt Umdasch Shop-Concept als Ladeneinrichter. „Eine Zusammenarbeit, die seit Jahren auf hohem Niveau funktioniert“, so Thomas Lipke. Besonders wenn es ums Warenpräsentationsdetail geht, bei 25.000 Artikeln keine Kleinigkeit, kann Umdasch sein umfangreiches Know-how ausspielen. Bei der großen Vielfalt an (authentischen) Materialien gibt es auch hohe technologische und handwerkliche Anforderungen.

Das Globetrotter-Sortiment reicht von der Outdoor-Jacke bis zum Taschenmesser, vom Kletterseil bis zum Satellitentelefon. Rund 60 % des Umsatzes werden mit Bekleidung und Schuhen erzielt. Der Eigenmarkenanteil ist mit etwa 15 % gering. Die unzähligen prominenten Marken sind in der Darstellung demokratisch dem Gesamtkonzept untergeordnet.

Bei Globetrotter haben sich im Lauf der Jahre in der Ladenarchitektur und in der Warenpräsentation bewährte Standards herauskristallisiert. Dennoch wird jeder neue Store wieder neu 22 UMDASCH SHOP-CONCEPT

GLOBETROTTER ALS MULTI-CHANNEL-PLAYER Globetrotter ist das Musterbeispiel eines erfolgreichen Multi-Channel-Players. 55 % des Umsatzes werden im stationären Geschäft gemacht, 45 % im Versandhandel. Von diesen 45 % wiederum gehen 80 % auf das Konto von Online-Bestellungen. Dennoch sind der Katalog, der vielen Kunden als anschauliche Vorlage für das Online-Geschäft dient, und das Hausmagazin 4-seasons SHOP aktuell 101

SHOP Report Globetrotter

unverzichtbar. Erst miteinander verzahnt entfalten die drei Kanäle – Stores, Online-Shop, Katalog – ihre volle Wirkung. Das Spiel auf mehreren Kanälen erfordert bei 25.000 Artikeln und 650 Lieferanten höchste Anforderungen an Logistik und Warenwirtschaft, insbesondere was die Koordination von

stationärem Geschäft und Versandhandel betrifft. Im Einsatz ist eine Scannertechnologie, die das Lager mit den Bestellungen ansteuert und 500 Bestellvorgänge pro Stunde abwickeln kann. Damit gilt Globetrotter als einer der schnellsten Versender Deutschlands ... und in seinen Stores lässt er die Träume kleiner und großer Abenteurer wahr werden.

Im generell niedrig gehaltenen Mittelraum spielt das Umdasch-System Pol eine tragende Rolle. The central area is generally kept low. Here, the Umdasch system Pol plays an important role.

The Globetrotter Story

Where the Adventures Never Stop Andreas Bartmann and Thomas Lipke are the sort of friends with whom you would immediately agree to go on a canoeing trip. And you would follow them into the rain forest without hesitation, too. The managing directors of Globetrotter give an impression of absolute authenticity, which is perfectly in keeping with their business: outdoor sports. The latter is known as Outdoor. Following the opening of the spectacular 7,000 m² mega-project in Cologne, the German branch leader is planning to transform South Germany with stores which re-create a luxuriant outdoor landscape. During the past few years, the market for outdoor products has demonstrated above-average growth. It represents a significant sector of the sports article market. In contrast to the trend sports, which suffer from continual ups and downs, the outdoor SHOP aktuell 101

branch has developed from a niche market to become a significant economic factor which does not suffer from the current priceconscious approach. The classic outdoor enthusiast remains the backbone of the business, but for some time the real growth UMDASCH SHOP-CONCEPT 23

SHOP Report Globetrotter

Das Spiel mit authentischen Materialien und hinterleuchteten Flächen ist wesentlicher Teil der Inszenierung. The interplay between authentic materials and backlit surfaces is an important element in the presentation.

factor has been fuelled by families, business travellers, women and the 60+ generation. These customers seek credibility and competence. That, in turn, encourages depth and space. The traditional sports shop cannot usually supply these adequately. “OUR CUSTOMERS MAKE OUR BUSINESS” In September 1979, the globe-trotters and survival experts Klaus Denart and Peter Lechhart opened “Germany’s first specialist store for expeditions, safaris, survival and trekking” in Hamburg with a menu of wriggling worms. Since then the company has expanded to become the biggest outdoor retailer in Europe. Today, Globetrotter is synonymous with top quality and first-class service, backed up by real environmental consciousness and professional staff.

SHOP aktuell spoke with Thomas Lipke and Andreas Bartmann at the OutDoor in Friedrichshafen about the success of Globetrotter. Their spontaneous reaction was to attribute this success to customer orientation at the highest level, a quality to which the staff makes a positive contribution. A continuous dialogue with the customer is top priority. Suggestions and criticism are systematically regarded as a reason to work hard to improve still further the attractiveness of the range of goods on offer, the services provided and the overall impression made by the stores. One small but significant example is that a single queue leads to the central till area. The subjective feeling of standing in the slowest queue will thus not arise. Furthermore, the area is monitored electronically, so that additional tills can be opened if need be. THE STORE AS A WALK-IN CATALOGUE

Globetrotter – Zahlen und Fakten

Globetrotter facts and figures

Gründung: 1979 durch Klaus Denart und Peter Lechhart in Hamburg Geschäftsführer: Andreas Bartmann, Thomas Lipke Mitarbeiter: ca. 700 Stores: Hamburg, Berlin, Dresden, Frankfurt, Köln, Bonn (Outlet) Gesamtverkaufsfläche: 21.400 m² Umsatz (2005): 118 Millionen Euro (davon 45 % Katalog und Online) Konzept & Planung Köln: Prof. Holger Moths, Hamburg Realisierung: Umdasch Shop-Concept Licht: Zumtobel Böden: Amtico

Founded: 1979 in Hamburg by Klaus Denart and Peter Lechhart Managing Directors: Andreas Bartmann, Thomas Lipke Staff: approx. 700 Stores: Hamburg, Berlin, Dresden, Frankfurt, Cologne, Bonn (outlet) Total sales area: 21,400 m² Turnover (2005): 118 m euros (of which 45 % through catalogue and online sales) Concept & Planning in Cologne: Prof. Holger Moths, Hamburg Execution: Umdasch Shop-Concept Lighting: Zumtobel Floors: Amtico

www.globetrotter.de

www.globetrotter.de

24 UMDASCH SHOP-CONCEPT

The absolute minimum sales area required for the Globetrotter range of goods, which comprises 600 brands and 25,000 articles, is 3,000 m². If more space is available, then there will be room for additional brand shops, but especially for attractive event areas. It is these event areas, in particular, which transform Globetrotter stores into such a remarkable experience. This is especially evident in Cologne, where the adventures never stop. Extensive construction measures were necessary in order to transform the Olivandenhof, previously a shopping centre with 60 units, into a four-storey adventure arena. The store, conceived as a walk-in catalogue, presents the customer with a whole range of additional extras: there is a 240 m² diving and boating pool with a depth of 4.30 m, for testing canoes and portable boats and holding diving demonstrations. A rain grotto provides tough conditions for testing waterproofing; there is a climbing tunnel; a cold chamber; a tropical aquarium with live jellyfish; and even sound effects to SHOP aktuell 101

SHOP Report Globetrotter

Bereits 2004 sorgte Globetrotter mit einer Immobilie, dem „Klotz von Barmbek“ (Hamburg) für Aufsehen ... Back in 2004, Globetrotter attracted attention with a building, the “Barmbek Block” in Hamburg ...

match the setting such as birdsong and crashing surf. Also part of the amenities in the store are the “2 Cross” restaurant, a travel agency, a travel literature section (with 12,000 titles), and a diving school. The adventure continues beyond the sales area. The men’s cloakroom is designed like a toilet on a sailing ship, complete with bull’s eye, the smell of diesel and engine noises. In the Swedish cloakroom, a virtual moose looks in through the window. By this point, at the latest, the customer will come to the conclusion that the managers of Globetrotter must have attended at least one of Umdasch Shop Academy’s LIVE! seminars on shop dramaturgy. Unusual cloakrooms are a fixture on the syllabus. And the customers react by telling their friends all about it. The creator of these shopping universes is the Hamburg architect Prof. Holger Moths. His Globetrotter customer card predestined him for this particular job. Here, too, the principle applies that “it is the customers who make our business”. Last but not least, another tried and tested partner of Globetrotter is Umdasch Shop-Concept, which was responsible for the shopfitting. “It is a partnership which has functioned at the highest level for many years”, claims Thomas Lipke. Umdasch can bring its wide-ranging expertise to bear especially when it comes to presentation of goods, no small matter with a stock of 25,000 articles. And given the wide range of (authentic) materials, the demands are high as regards both technology and craftsmanship. At Globetrotter, tried and tested standards have evolved over the years with respect to both store architecture and goods presentation. Nonetheless, each store is designed as a completely new project, with a completely new script, in order to take into account the particular features of the location and layout. For this reason there are no rigid requirements regarding the size of store or the layout of particular areas. Indeed, the company shows a certain predilection for (relatively low-price) problem buildings, such as the Olivandenhof in its original state. “The fact that we are continually changing the appearance of our stores makes us very difficult to copy” - Bartmann and Lipke are in agreement about the advantage of their concept. A propos competition: “We don’t have any real opposition,” was the unequivocal reaction on this subject. Of the big sports retailers, concerns like Sport Scheck probably come closest to the Hamburg-based company. There is no doubt, however, that SHOP aktuell 101

... aber auch mit spektakulären Details wie einer Fassaden-Kletterwand und einem Kanu-Paternoster. ... but also with eyecatching details such as this climbing wall and the canoe paternoster.

Globetrotter is at home in the field of mixed fashion, sports and shoe retailers. The outdoor specialist’s role models are to be found, at least in certain segments, in the U.S. The Globetrotter range extends from outdoor jackets to pocket knives, and from climbing ropes to satellite telephones. Some 60 % of the company’s turnover is achieved with clothing and shoes. At only 15 %, their own-brand segment is small. When it comes to presentation, the countless famous brands are democratically subordinated to the overall concept. GLOBETROTTER AS A MULTI-CHANNEL PLAYER Globetrotter is a prime example of a successful multi-channel player. 55 % of the company’s turnover is achieved in direct sales in shops; 45 % results from mail order. Of this 45 %, 80 % stems from online orders. Nonetheless the catalogue, which many customers find a practical aid when placing online orders, and the company magazine 4-seasons, remain essential. The three channels – the stores, the online shop and the catalogue – are only fully effective when used in conjunction with each other. With 25,000 articles and 650 suppliers, this active participation in a variety of channels places high demands on the company’s logistics and stock-keeping, especially as regards the coordination of the in-store business and the mail order department. Scanner technology is used to compare the stock situation with orders received; the system is able to process 500 orders per hour. Globetrotter is thus one of the fastest dispatchers in Germany ... which enables the company to fulfil the dreams of adventurers great and small in its stores.

UMDASCH SHOP-CONCEPT 25

SHOP Talk Konrad Ochs

Interview Reinhard Peneder

Konrad Ochs on Cosmopolitan Brands and Cutting-Edge Positioning Konrad Ochs (born 1957) is the very epitome of the perfect retailer. He received his training at Seibert in Fulda before embarking on his career at Peek & Cloppenburg, Düsseldorf, followed by Engelhorn & Sturm in Mannheim. Since April 2004, Ochs has been the Managing Director of Pohland, a men’s outfitters which is part of the Douglas Group (10 stores in Germany). SHOP aktuell spoke to him in Cologne about the significance of cosmopolitan brands, the necessity for cutting-edge positioning and trends in fashion and design.

“I have to convey to the customer exactly what the company stands for.”

“Look at Zara for example – they manage without any advertising at all.”

Please describe to us the positioning of Pohland. Pohland is quite clearly a men’s outfitters which belongs in the upper market segment. Our stock consists of 75% brands and 25% private labels. This means that our customers are men aged 30-plus, businessmen at the height of their active career with a certain income who like to dress well. We have expanded beyond our very strong emphasis on the business side, in other words suits, to incorporate the sportswear segment. This means that we offer the cosmopolitan customer more or less a comprehensive package which ranges from top-quality suit brands to jeans. What is your policy regarding brands? Our brand policy is extremely important, because today cosmopolitan brands in particular give the customer a remarkable degree of confidence. For this reason we turn more and more to those cosmopolitan brands which simultaneously incorporate a certain lifestyle. Polo Ralph Lauren, Armani and Hugo Boss are good examples. At Pohland, how do you manage the interplay between your house brand and the large number of famous manufacturing brands? It functions very well, but varies from branch to branch. In general it is very important for us that the customer is aware of Pohland as a store offering cosmopolitan brands as well as excellent service and firstclass advice. Depending on the sales area available we even permit the major cosmopolitan brands their own display area.

26 UMDASCH SHOP-CONCEPT

How do you see the future development of the ‘match’ between the classic retail trade and vertical brands? Mr Engelhorn recently put it very well at the TW jubilee: “The colourless characters will disappear, and the establishment of a profile and a cutting-edge approach to target groups will become increasingly important.” That means that the goods ranges in retail stores must become deeper and more precisely tailored to the customer. We shall no longer be able to stock everything from A to Z. Does going deeper mean abandoning attempts at breadth or increasing the sales area? For me, it means abandoning attempts at breadth within the various style ranges. In stores the size of ours – in other words with an average of about 1,500 m² – I shall not be able to stock everything, from Young Fashion to Ultra-Classic. I have to convey to the customer exactly what the company stands for. Stores with a larger sales area will certainly be able to cover a different range of goods. In any case, however – and here the vertical brands are leading the way – we must make it quite clear to the consumer where he is in our shops. He must be able to see immediately whether the goods on offer are the sort of goods he is looking for or not. Almost all luxury brands have been able to increase their turnover recently. In what way does Pohland profit from the continuing trend towards luxury? We most certainly profit from the trend towards luxury, of course, because we offer SHOP aktuell 101

SHOP Talk Konrad Ochs

both: on the one hand, the luxury brands, and on the other, the service to match. The trend will continue to develop; I see this as being only the beginning. We are supposedly living in the ‘decade’ of accessories. Do you agree with this observation, and how do you try to encourage sales in this segment? During the past two years, sales of accessories have more than doubled. Currently we see to it that the accessory department is allotted a certain percentage of the sales area in every new and every renovated store. We are definitely devoting more attention to the subject. Women showed us the way and the men are following along behind, as usual. Which trends or fashion trends can we expect in the near future? What are the opportunities and challenges which they will represent? The entire decorative segment is becoming increasingly important for men, and accessories also play an important role here. And then it is also a fact that in difficult times, people want to dress better and more expensively. That, of course, is advantageous for the upper-segment retailer or a men’s outfitter like Pohland. The jeans trend is also likely to continue. The casual segment will become more playful and more individual. This means that men will have more opportunities than ever before to make truly individual choices in the entire sportswear segment. On the other hand, when it comes to business they know exactly which rules they must abide by. What can the fashion trade do in general in order to win, or win back, a larger percentage of consumer expenditure? Service in all its aspects remains the first commandment. Friendly, motivated and enthusiastic staff is necessary here. If, in our unfeeling world, it is intended that shopping is to become more of an experience, then we shall need a larger number of entertainers. We must entertain the customer in an honest and friendly way. But to do that, we must ensure that the shop interior matches our goal as well. What are the strategies and concepts which Pohland follows when designing its stores? The essential, most important aspect is that the customer should feel at home in a Pohland store. He must sense that he will be well looked-after. For this, the interior SHOP aktuell 101

“Cosmopolitan brands give the customer a remarkable degree of confidence.”

design must be right; on the one hand it must be modern, but on the other it must also convey a sense of cosiness. Architecture, shop architecture, shop design – what value do you attach to these disciplines? All these disciplines are a guarantee of our future. Especially when, despite the hustle and bustle of the working day, we also succeed in conveying longer-term values and thus credibility. Some large companies do so with great skill. Take a look, for example, at the architecture which the Cloppenburg family has built. It is unique and deserves our admiration. If you see a building by Richard Meier in Düsseldorf and one by Renzo Piano in Cologne, then that is a real example of added value. Another example is our store in Cologne, the Hansen-Haus, which was totally dilapidated. We have transformed this lovely old brick building back to the state it was in 1918. Just look how elegant, how valuable it looks because it is now a harmonious unit once again. In this era of over-stimulation, the shop itself is to regain its importance as an advertising medium in its own right. What is your opinion? That is absolutely right. That approach matches exactly what we have just been talking about. Breuninger in Stuttgart, Engelhorn in Mannheim and Eickhoff on

the ‘Kö’ in Düsseldorf are first-rate examples of further projects in Germany. Does that mean that we can save advertising costs in the classic areas, in other words print and television advertising? Or is that just an illusion? Look at Zara for example – they manage without any advertising at all. I think there will be a change within the communications branch. I seriously question whether brochures or advertisements are the right advertising media. I think that here it is a matter of penetrating individual groups and areas in a more specific manner, either by means of events or other activities. It will become increasingly important to address the consumer whom we wish to serve, otherwise the loss due to scattering is simply too great. How do you see the medium-range fashion perspectives of the Douglas Group in general and Pohland in particular? I see the future as very positive, because we have positioned ourselves correctly on the market; because we are continually working at rational change; and because I am convinced that with our staff on the spot we are in a position to offer the service required. Last but not least, we at Pohland are very happy to be a 100% subsidiary of the Douglas Group.

UMDASCH SHOP-CONCEPT 27

Retail Report Russia

Text Mag. Petra Barth

The brightly coloured façade of St. Basil’s Cathedral, with its nine distinctive main domes, is one of Moscow’s most striking sights.

Shopping Fever in Russia In Russia, the retail trade is booming. The expansion began several years ago, in 2000. Over the next five years, experts predict a continued growth of no less than 12 percent in both turnover and sales area. Today, trend-setters can find every imaginable product in the shopping metropolises throughout the land, from exclusive fashion brands in glamorous boutiques to over-sized LCD screens in the vast discount markets for electrical goods. Russia’s retail turnover, with a current average of approx. 1,600 euros per inhabitant, is still relatively modest. The trend, however, is heading steeply upwards and the total value of some 240 billion euros (2006 estimate) already approximates the total retail turnover of Italy. At the dawn of the new millennium, it was the small circle of millionaires and billionaires that represented the prime contributors to the retail boom; today, a newly affluent middle class is also making its presence felt. Following in the footsteps of the main cities, entire regions are increasingly profiting from the dynamic development. The discount sector is particularly active, whereby there are signs that the trend is moving from hard discount towards the low-price segment, as represented by brands such as M.Video and Sportmaster. The table on pages 32/33 lists the main statistics and provides an interesting comparison between the retail trade in Russia

GUM, the largest department store in Russia, is located at No. 3, Red Square, opposite the Kremlin and right in the heart of Moscow.

SHOP aktuell 101

and that in other countries. The figures serve primarily to indicate a trend, since it was not possible – despite extensive research – to produce a precise comparison. In some cases there are differences in the definition of certain terms as well as in the methods of research and the periods of time under investigation. Conservative estimates indicate that there are currently some 175,000 shops in Russia, with a total sales area of over 120,000,000 m². MOSCOW – A SHOPPING METROPOLIS WHICH NEVER SLEEPS In a recent issue of TextilWirtschaft (40/2006), Moscow was described as a shopping metropolis which had become a “hot spot for trend-setters”. The numerous luxury shopping streets in the city centre, such as the Ulitsa Petrovka and the Stoleshnikov Pereulok, are lined with the boutiques of Prada, Louis Vuitton, Burberry, Escada, Chanel, Montblanc, and other international top brands. Beautiful historic shopping galleries such as the Petrovsky Passage are sights in themselves. The main shopping boulevards – Tverskaya, Tverskaya-Jamskaya and Novy Arbat – run through the centre of the capital. UMDASCH SHOP-CONCEPT 29

Retail Report Russia

The IKEA concern, as the operator, rang in a new shopping era in Moscow when it opened its Mega-Mall I in 2002.

Nowadays, elegant shopping arcades and historic department stores are to be found in the city. Moscow’s department store GUM – built as a trading emporium during the 19th century on the instructions of the Tsar – occupies a 250-metre site on the eastern side of Red Square. Its 69,000 m² sales area is occupied primarily by international brands, from Swarovski to Intersport. TSUM is an elegant department store near the historic Bolshoi Theatre. Since the Soviet era, TSUM has been transformed into a top department store with international flair. It is currently undergoing a major expansion of the building itself, including the creation of an exclusive Design Jewellery department. Gigantic shopping centres of unimaginable size are mushrooming in the vicinity of the more popular underground stations as well as on the outskirts of the city. The Swedish concern IKEA opened its first Mega-Mall with a sales area of 150,000 m² beside Moscow’s southern motorway ring road in 2002. Since then the company has added the Mega-Mall 2 (200,000 m²) in the north of the city, and Mega-Mall 3, which was opened at the end of November 2006, in the southeast. These shopping complexes contain a wide range of shops, hypermarkets, cinemas and even ice-skating rinks, and thus provide entertainment for the entire family as well as excellent shopping facilities.

30 UMDASCH SHOP-CONCEPT

Elegant arcades and historic department stores characterise the shopping scene in the heart of Moscow. THE TRANSFORMATION OF SMALLER SHOPPING TOWNS Apart from the prime shopping metropolis, Moscow, the main cities of St. Petersburg, Yekaterinburg, Samara and Nizhny Novgorod have also developed into supra-regional retail centres. Furthermore, many small Russian towns today can also claim an excellent shopping infrastructure and benefit from the increased consumer spending of the Russian population at large. In recent years, for example, the retail trade has expanded into Kemerovo and Barnaul, two small towns in Siberia. INTERNATIONAL BRANDS International brands have long ago established their position on the Russian market. Luxury fashion labels such as Escada, SHOP aktuell 101

Retail Report Russia

The modern, understated shopfitting concept does not distract the customer from the books, which remain in the foreground.

Chanel, Montblanc, Burberry, Hermès, Louis Vuitton, Sergio Rossi and Salvatore Ferragamo, not to mention international vertical brands including Nespresso, Wolford, Dunhill, Zara and Intersport, now play an essential role in the retail trade in Russia. The electrical branch is divided between Western European chains such as Mediamarkt and Saturn and local players. A large number of western European food chains have also expanded into the Russian market, including the Metro group, Billa, Spar and Auchan. LOCAL BRANDS ASSERT THEMSELVES In addition to the countless international brands which have established themselves on this promising retail stage, local brands and vertical brands are also slowly gaining ground within the booming market. A dream came true for large-scale industrialist Vadim Dymov when he opened a modern bookshop called Respublica on Tverskaya, one of Moscow’s main shopping streets. A modern, understated concept was developed in cooperation with a Berlin archiSHOP aktuell 101

tect, resulting in a two-storey store selling books, music, videos and stationery along West-European lines – currently unique in the field of books/ PBS in Moscow. On the upper floor, a small designer café and art gallery exhibiting works by artists and photographers encourages the customers of Respublica to take a break. The Respublica chain of bookshops was founded with the idea of developing a new culture in which good books and fresh, interesting ideas should become an integral part of the lives of the young, active intellectual set. It already runs several branches in Moscow and will be opening a number of new ones in Moscow and other main cities throughout Russia during 2007. During the early 1990s, the department-store chain Lamira developed from a wholesale company for pottery, china and household goods. Today the concern operates modern department stores under the brand-name Cité Marilou, aimed at the Russian middle-class market and selling textiles and shoes as well as household goods in Moscow and Kazan. The discount chain Lares is also part of the Lamira group. The tills are ringing thanks to a successful merchandising concept and well-trained staff. With the Cité Marilou department stores, the project manager in charge of shopfitting aims “to make our customers’ lives more attractive”. In addition to the numerous national and international UMDASCH SHOP-CONCEPT 31

Retail Report Russia

Selected retail statistics Date: 2003* Germany

Austria

Switzerland

Netherlands

Italy

UK

France

Population in 1,000

82,476

8,118

7,169

16,149

57,423

59,251

60,144

Retail sales in billion EUR

346.3

42.6

62.0 (1)

79.0

244.6

363.5

347.5

Retail sales per inhabitant

4,198.80

5,247.60

8,648.35

4,891.94

4,259.62

6,134.92

5,777.80

m² sales area in 1,000

111,000

12,960

17,446

23,600

77,200

75,970

95,900

1.35

1.60

2.43

1.46

1.34

1.28

1.59

3,119.82

3,287.04

3,553.82

3,347.46

3,168.39

4,784.78

3,623.57

2,623

317

323

707

1,758

3,136

1,703

292,766

42,257

51,298

79,195

711,503

202,971

417,713

282

192

140

204

81

292

144

11.26

2.19

1.13

5.27

7.44

13.67

12.86

136.60

267.30

151.49

323.10

128.20

226.80

212.90

m² sales area per inhabitant Retail sales per m² sales area Employees in retail trade in 1,000 Number of outlets Inhabitants per outlet Area of shopping centres in million m²

(5)

Area of shopping centres per 1,000 inhabitants in m² (5)

(1)

(1)

Company census 2001 (next census 08); (2) US Census 2002 (next cencus 07); (3) already 2005/2006; (4) Including hotel and restaurant trade; (5) January 2005 *) Sources: Eurostat, Destat, Östat, EHI, ICSC, Euromonitor, European Retail Handbook, national statistical offices. The figures serve primarily to indicate trends, since a complete harmonisation was not possible in view of the different definitions of terms and methods of compilation. The values are generally given without vehicle and fuel trade and without the fuel costs trade.

(1)

The innovative wall design emphasises the modern appearance of Cité Marilou.

discounters in the electrical branch – amongst them M.Video, Eto, Eldorado and MIR – vertical specialist dealers who lay emphasis on customer service and quality are also establishing themselves in the market. The Tsyfrowoj Centr ION chain has succeeded in attracting the attention of the Russian upper middle class with its concept of “mobile electronics”. Their small, high-quality specialist shops with a sales area of 100 - 250 m² are positioned in promi32 UMDASCH SHOP-CONCEPT

nent locations near underground or railway stations. Aleksander Igoschev, the Managing Director of ION, claims that the secret of their success lies in top-quality products, comprehensive, expert advice and a perfectly organised after-sales service. A company staff school and a corresponding incentive scheme have resulted in enthusiastic staff members, who are able to convey their interest directly to the customers. SHOP aktuell 101

Retail Report Russia

USA

Russia (3)

294,043

143,246

2,272.2

238.8

7,727.54

1,667.06

1,153,000

130,354

3.92

0.91

1,970.71

1,831.93

11,875 (2)

1,776 (4)

868,052 (2)

212,000

339

676

562.97

1.78

1,914.58

12.40

Important shopping streets Moscow: Tverskaya, 1-ja Tverskaya-Jamskaya, Novyy Arbat, Pyatnitskaya, Kusnetskiy Most, Kutusovskiy Prospekt, Leninskiy Prospekt, Leningradskiy Prospekt, Leningradskoye Schosse, Volokolamskoye Schosse, ul. Profsoyuznaya, Stoleschnikov Pereulok, Ulitsa Petrovka. St. Petersburg: Nevsky Prospekt, Bolschoi Prospekt, Petrogradskoy Storony, Kamenoostrovskiy Prospekt, Moscowskiy Prospekt, Staronewskiy Prospekt, Liteynyy Prospekt, Vladimirskiy Prospekt, Sagorodnyy Prospekt. Important Shopping Centres (Opening date, sales area) Moscow: Atrium (2002, 45,000), Waypark (2004, 60,000), Bolschoi Gostinyy Dwor (2000, 7,000), GUM (Re-opened 1993, 30,000), Mega I – Teplyy Stan (2002, 150,000), Mega II – Khimki (2004, 200,000), Mega III – Belaya Dacha (11/2006), Okhotnyy Ryad (1997, 30,000). St. Petersburg: Mega Dybenko (11/2006, 145,000), Mega Parnas (12/2006, 120,000), Bolschoi Gostinyy Dvor (1875, 16,000), Moskovskiyj (1966, 9,300), Nord (various construction stages: 2003-2004, 30,000), Gulliver (2004, 38,000). Samara: Megakomplex “Moskovskiy” (various construction stages: 1997-2003, 140,000). Volgograd: Piramida (2005, 25,000). Krasnoyarsk: Torgowyy Kvartal (2003, 31,000). Yekaterinburg: Park Haus (2005, 55,800).

Top players in the retail trade Food stores: Pyaterochka (462), Metro (29), Magnit (1.700), Perekryostok (133), Auchan (9), Sedmoy Kontinent (83), Kopeyka (246), Ramstore (55), Spar (41). Department stores 1: Stockmann (6), Alyye Parusa (3), TSUM (1), Detskiy Mir (> 40), Familiya (21). Textiles/ Fashion/ Clothing/ Shoes: Oggi (120), Zara (10), Bosco di Ciliegi (>50), Sportmaster (>70), Trial Sport (38), Top Liga (31), Monarch (>100), Carlo Pazolini (43), Econica (89). Electrical: Eldorado (~1000), M.Video (72), Technosila (65), MIR (53). Other non-food: Arbat Prestizh (Cosmetics), Starik Hottabych (DIY), Maksidom (DIY), OBI (DIY), IKEA (Furniture). Important Russian shop brands abroad Represented in CIS states: Perekrestok, Paterson, Pyaterochka, Eldorado (in Ukraine) Important foreign shop brands in Russia Metro (Germany), Ramstore (Turkey), Auchan (France), Spar, Billa (Austria), IKEA (Sweden), Stockmann (Finland), Dixon´s (UK), OBI (Germany), Leroy Merlin (France) Distinction between department store and shopping centre flexible in places

1)

UMDASCH SHOP-CONCEPT – A COMPETENT SHOPFITTING PARTNER As a result of the Russian retail boom, there has been considerable investment in new shops and sales areas. ACNielsen estimates that the total lies in the region of US$ 1 billion per year. Some West-European shopfitting concerns are leading the way into the Russian market, whereby most of the shopfitting hardware continues to be produced locally. Previously, Umdasch Shop-Concept was only sporadically involved in occasional single projects in Russia. For the past three years, however, the company has been present in Moscow with its own branch office, through which it has become a competent shopfitting partner for Russian retailers and international brands alike. Russian companies value in particular the full range of services offered in the Umdasch portfolio. Thus the consultancy firm ShopConsult by Umdasch has developed strategy, concept and shop design for a number of remarkable projects which were then executed by Umdasch Shop-Concept. Umdasch Shop-Concept is currently represented in Moscow by a 10-man team, which is supported as required for specific projects by the staff at the company headquarters in Amstetten. They also have access to the production and acquisition network of the entire Umdasch Shopfitting Group, including local sourcing. Umdasch Shop-Concept Russia’s customers include well-known firms such as M.Video, Sportmaster, Domo, Monolit-Lamira and Runway Duty Free. Umdasch also provides Russian retailers with comprehensive information about international trends in retailing and shopfitting – for example through the company magazine SHOP aktuell or the website www.umdasch-shop-concept.com, which is also available in Russian. The seminar “Store-Branding” introduces Russian shop managers to the art of transforming a shop into a brand. Umdasch was also present as an exhibitor at the shopfitting fair SHOP DESIGN RUSSIA in Moscow. Umdasch Shop-Concept will SHOP aktuell 101

Perfect functionality in the shopfitting enables the goods to be presented in an attractive manner.

continue to provide the Russian market with first-hand information in future. In addition, the Umdasch team in Moscow is always available to provide professional advice.

UMDASCH SHOP-CONCEPT 33

SHOP Events

Shop Dramaturgy LIVE! From 30. 3. – 1. 4. 2007 in Dubai

Shop & Shopping Ideas from One Thousand and One Nights “Shop Dramaturgy LIVE!”, Umdasch Shop Academy’s ever-popular travel seminar, will be heading for Dubai from 30 March until 1 April 2007. During recent years, the glittering metropolis on the Gulf has been transformed into a holiday, entertainment and shopping paradise par excellence. During this shop expedition, Dr. Christian Mikunda will explain clearly how these miniature universes are staged. Following in the footsteps of Vienna, Zurich, Paris, Manchester, Birmingham, London, Las Vegas and New York, this will be the first time that Dubai provides the setting for a Shop Dramaturgy LIVE! seminar. Umdasch Shop-Concept is represented in the United Arab Emirates by its own branch office and has used its home advantage to good effect to develop a particularly distinguished programme for the event. First of all, Dr. Christian Mikunda and his wife Denise will introduce the participants to the

fundamentals of Strategic Dramaturgy. The “Mall of the Emirates” (with its spectacular Skidome); the “Bur Juman Centre”; the ultra-exclusive “Wafi Shopping Mall”; the thematic “Ibn Battuta Mall” (with the luxury department store Paris Gallery); the equally thematic “Mall Souk Madinat”; the incredible “Burj al arab”; the Italian-accented “El Mercato Mall”; and the famous Gold Souk will provide the LIVE settings for this exciting event. The perfect interlinking of leisure, shopping, entertainment and gastronomic concepts will be clearly demonstrated. A further highlight of the event will be a night trip into the desert – an experience not to be missed by all those who want to see at first hand the authentic background of many of the concepts. Brand and retail professionals, trend scouts and project developers alike will find that their interests and needs are catered for in Dubai. In 2007, two further Shop Dramaturgy LIVE! Seminars will be held within the frame-

EuroCIS: The trade fair for IT professionals in retail

The IT specialists and security experts from the retail trade will meet from 27. 2. until 1. 3. 2007 at the EuroCIS in Düsseldorf.

The next EuroCIS will be held in Düsseldorf from 27 February until 1 March 2007. Europe’s leading trade fair for IT and Security Technology in Retail will exhibit a comprehensive range of goods. Numerous innovations will be on display, from checkout systems and POS technology through to article surveillance, merchandising systems and supply chain managment or RFID. Some 200 exhibitors will be in attendance. A high-quality congress and seminar programme will be staged within the framework of the EuroCIS. Additional information can be found under www.eurocis.com.

dlv presence at exhibitions and congresses The German Association of Shopfitters dlv (dlv – shopfitting network) will present the range of services offered by its members (including Umdasch Shop-Concept) at a number of congresses and exhibitions during 2007. They will be participat34 UMDASCH SHOP-CONCEPT

ing, for example, at the Stores congress in Wiesbaden (28./29. 8.), at the EHI congress Store Planning & Design in Cologne (18./19. 9.) and at the Fashion Trade Congress in Düsseldorf (November).

Denise Mikunda-Schulz and Dr. Christian Mikunda will demonstrate in Dubai how perfectly staged shopping and entertainment concepts function.

work of the Umdasch Shop Academy: From 23-25 August there will be a second trip to New York (this event was heavily oversubscribed in 2006); and on 14/15 September the traditional compact version will be held in Vienna. For further information and applications to attend these travel seminars please contact Ms Regula Wirth (Tel. +41/62/7372520, Regula.Wirth@umdasch. com) or Ms Helga Slawitscheck; or consult our website www.umdasch-shop-concept. com. In the past the places on these shop expeditions have been quickly filled, and we therefore recommend that you apply as soon as possible.

New Seminars at the Umdasch Shop Academy

Once again, Margrit Lipczinsky will be lecturing at the Umdasch Shop Academy.

The Umdasch Shop Academy’s annual programme for 2007 has been expanded to include two new seminar concepts. One seminar concentrates on measures to increase the productivity of sales areas in fashion retail (in co-operation with Hutner Consulting). Margrit Lipczinsky and Helmut Boerner, the well-known Feng Shui experts, on the other hand, will demonstrate how one can employ the power of the unconscious profitably at the POS. The Umdasch Shop Academy will present a total of more than 50 events during 2007. The print version of the annual programme is available on request. The Calendar of Events on page 35 contains a summary of the main events. SHOP aktuell 101

SHOP Events Bücher Books Kalender Calendar

Neue Bücher New books (German Editions) PETER-MARIA MÜLLER

BDIA – BUND DEUTSCHER INNENARCHITEKTEN (HRSG.)

HANDELS-CONTROLLING MIT KENNZAHLEN

HANDBUCH INNENARCHITEKTUR 2006/07

Trockener Titel – spannende Beleuchtung der Thematik: Anschaulich und unterhaltsam führt die Lektüre den Einzelhändler in die Welt der Kennzahlen. Ein Werk aus der Praxis für die Praxis – sowohl zum Einstieg als auch als Nachschlagewerk geeignet.

Das Handbuch zeigt die große Vielfalt innenarchitektonischen Schaffens in Deutschland und thematisiert im Speziellen auch die Wirkung von Innenräumen auf die menschliche Psyche. Aktuelle Objekte und Trends machen das Handbuch auch für den Einzelhandel relevant.

BBEVerlag, Köln, 2006, 217 Seiten, ISBN 3-939 563-02-1, € 98,-

Callwey Verlag, München 2006, 164 Seiten, ISBN 978-3-7667-1666-2 € (D) 29,95, € (A) 30,80

HORST GREIFENEDER

ERFOLGREICHES SUCHMASCHINENMARKETING

RÜDIGER JUNGBLUTH

DIE 11 GEHEIMNISSE DES IKEA-ERFOLGS

Täglich suchen heute Millionen Menschen über Online-Suchdienste nach Produkten und Services im Netz. Horst Greifeneder vermittelt in diesem Buch wie Suchmaschinen erfolgreich als Marketinginstrument eingesetzt werden können, wie sich die eigene Online-Präsenz für Suchmaschinen optimieren lässt und bezahlte Textanzeigen zum effizienten Werbemittel werden.

Was 1943 als Ein-Mann-Unternehmen des schwedischen Realschülers Ingvar Kamprad begonnen hat, ist nunmehr zur globalen Kultmarke „IKEA“ avanciert. Welche Geheimnisse hinter dem IKEAErfolg stehen, aus welchen Faktoren er sich zusammensetzt und inwieweit Sein und Schein auseinanderklaffen, verrät dieses Buch.

Gabler Verlag, Wiesbaden 2006, 168 Seiten, ISBN 978-3-8349-0131-6 € 26,90

Campus Verlag, Frankfurt/Main, 2006, 288 Seiten, ISBN 3-593-37776-4, € 24,90

COOL SHOPS Einen Einblick in die trendigsten Läden und Boutiquen angesagter Modemetropolen liefert die Buchreihe „Cool Shops“. Unterschiedlichste Destinationen, wie New York, Paris oder Tokyo stehen im Mittelpunkt der derzeit elf Bände. teNeues Verlag, Kempen, 136 Seiten, €14,90 detailliertere Informationen zu den einzelnen Bänden unter www.teneues.de MARION ACKERMANN, DIETRICH NEUMANN (HRSG.)

LEUCHTENDE BAUTEN: ARCHITEKTUR DER NACHT „Das elektrische Licht hat die gesamte Architektur grundlegend verändert“ – dieses Statement von Douglas Haskell wird durch dieses Werk eindrucksvoll visualisiert. Historische Bauten und Utopien werden mit jüngeren Entwürfen sowie Gemälden und Fotografien, die Nachtfassaden zeigen, in einen Dialog gesetzt. Hatje Cantz Verlag, Ostfildern, 2006, 151 Seiten, ISBN 3-7757-1757-9, € 35,-

Event-Kalender Calendar of events DATE

LOCATION

EVENT

TYPE

INFORMATION

27. 2.-1. 3. 2007

Düsseldorf

EuroCIS

IT-Messe für den Handel

www.eurocis.com

7.-9. 3. 2007

Las Vegas

GlobalShop 2007

Retail-Design und In-Store Marketing Messe

www.globalshop.org

14.+15. 3. 2007

Oberentfelden

Visual Merchandising für Praktiker

Eintagesseminare, Irmgard Heyd

www.umdasch-shop-concept.com

15.-16. 3. 2007

Köln

Internationaler Handelskongress

Kongress

www.managementforum.com

22.-23. 3. 2007

Hamburg

German Council Forum Marketing

Markenkultur-Forum

www.gcsc.de

28.-30. 3. 2007

Barcelona

World Retail Congress

Kongress mit Award-Verleihung

www.worldretailcongress.com

30.3.-1. 4. 2007

Dubai

Laden-Dramaturgie LIVE!

Shop-Expedition, Dr. Christian Mikunda

www.umdasch-shop-concept.com

12.-14. 4. 2007

New Delhi

The Asian Shopping Malls Show 2007

Retail-Messe

www.alfajer.net

16. 4. 2007

Wien

Umdasch Shop Concept Forum

Fachvortrag, Frank Lehmann

www.umdasch-shop-concept.com

16.-18. 4. 2007

Sharjah

Retail Middle East

Ladenbau- und Retail-Messe

www.retailmiddleeast.com

19. 4. 2007

Düsseldorf

Der erste Eindruck zählt

Eintagesseminar, Lipczinsky/Boerner

www.umdasch-shop-concept.com

25.-27. 4. 2007

Warschau

ICSC European Conference

Shoppingcenter Konferenz

www.icsc.org

24. 4. 2007

Amstetten

Visual Merchandising für Praktiker

Eintagesseminar, Irmgard Heyd

www.umdasch-shop-concept.com

26. 4. 2007

Neidenstein

Visual Merchandising für Praktiker

Eintagesseminar, Irmgard Heyd

www.umdasch-shop-concept.com

8. 5. 2007

Düsseldorf

Umdasch Shop Concept Forum

Fachvortrag, Frank Schirrmacher

www.umdasch-shop-concept.com

21. 5. 2007

Zürich

Umdasch Shop Concept Forum

Fachvortrag

www.umdasch-shop-concept.com

22.-24. 5. 2007

Frankfurt

Display (im Rahmen der Marketing-Services)

POS-Fachmesse

www.marketing-services.de

6.-7. 6. 2007

London

Global Opportunities Conference

Retail-Konferenz

www.rli.uk.com

12. 6. 2007

Düsseldorf

Store-Branding

Eintagesseminar, Bart Ooijman

www.umdasch-shop-concept.com

14. 6. 2007

Zürich

4th European Marketing and Sales Conference

Konferenz

www.gdi.ch

14. 6. 2007

Wassenaar (NL)

Store-Branding

Eintagesseminar, Bart Ooijman

www.umdasch-shop-concept.com

23.-25. 8. 2007

New York

Laden-Dramaturgie LIVE!

Shop-Expedition, Dr. Christian Mikunda

www.umdasch-shop-concept.com

23.-27. 2. 2008

Düsseldorf

EuroShop

The Global Trade Fair

www.euroshop.de

SHOP aktuell 101

UMDASCH SHOP-CONCEPT 35

Die riesige Ibn Battuta Mall ist einer der Schauplätze der Shop-Expedition „Laden-Dramaturgie LIVE!“, die vom 30. 3. bis 1. 4. 2007 als Veranstaltung der Umdasch Shop Academy in Dubai stattfindet. The vast Ibn Battuta Mall is one of the places to be visited by the shop expedition “Shop Dramaturgy LIVE!“, which is being held by the Umdasch Shop Academy in Dubai from 30 March until 1 April 2007.

Umdasch Shop-Concept SAS F-91160 Champlan Tel. +33 1 60491840, Fax 60491055 [email protected]

Umdasch Shop-Concept spol. s r.o. CZ-37001 České Budějovice Tel. +420 3870220-11, Fax 70220-13 [email protected]

Umdasch Shop-Concept GmbH A-3300 Amstetten Tel. +43 7472 605-0, Fax 63487 [email protected]

Umdasch Shop-Concept Limited GB-Oxford OX4 1LF Tel. +44 1865 207800, Fax 207801 [email protected]

OOO Umdasch Shop-Concept RUS-119526 Moskau Tel. +7 495 4382729, Fax 4385388 [email protected]

Umdasch Shop-Concept AG CH-5036 Oberentfelden Tel. +41 62 7372525, Fax 7372550 [email protected]

Umdasch Shop-Concept S.r.l. I-39050 Pineta di Laives (BZ) Tel. +39 0471 958700, Fax 958777 [email protected]

Umdasch Shop-Concept UAE-Dubai Tel. +971 4 3618462, Fax 3618335 [email protected]

Umdasch Shop-Concept GmbH D-74933 Neidenstein Tel. +49 7263 401-0, Fax 401-248 [email protected]

Umdasch Shop-Concept GmbH NL-7556 BN Hengelo (Ov.) Tel. +31 74 2467360, Fax 2504423 [email protected]

ShopConsult by Umdasch GmbH A-3300 Amstetten Tel. +43 7472 605-0, Fax 605-3515 [email protected]

WWW.UMDASCH-SHOP-CONCEPT.COM Member of the Umdasch Shopfitting Group

In addition, you can contact Umdasch ShopConcept or the Umdasch Shopfitting Group at the following planning and sales offices or at the following sites. Austria: Vienna, Traun/St. Martin, Innsbruck, Klagenfurt. Switzerland: Münsingen (Berne). Germany: Hamburg, Monheim, Bad Hersfeld, Bamberg, Hofheim/Wildsachsen. Netherlands: Delft. France: Claix/Grenoble. Slovenia: Zgornja Polskava (Maribor). Sweden: Göteborg. Norway: Oslo. Croatia: Zagreb. Greece: Athens. Canada: Toronto. USA: Newport Beach/CA. Italy: Roncadelle, Milan, Parma. Saudi Arabia: Jeddah. Poland: Warsaw. Serbia: Belgrade.

www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.shopconsult.at • www.display.at • www.koncret.it