DDi - November/December 2009 - (Page 12)

12 | Newsworthy | Headlining Henri Bendel expands its reach with accessories-only boutiques ounded in 1895, Henri Bendel’s flagship New York location has been an upscale destination for fashion accessories and gifts since its inception. Owned by Columbus-based Limited Brands Inc., the retailer is now branching out from its lone New York outpost and into malls across the country with a smaller-format, accessories-only concept. It’s hard to think of the legendary Manhattan department store without thinking of its trademark signature brown-and-white stripes that grace shopping bags and hat boxes—which have become coveted items themselves. Playing off this notion, the retailer has incorporated the brand power of its iconic stripes into the design of its accessories-only boutiques, which have opened in four mall locations—Fashion Valley in San Diego; Easton Town Center in Columbus, Ohio; and at The Town Center at Boca Raton and Aventura Mall in Florida. The new stores offer an assortment of handbags, jewelry, home fragrance and edibles, among other Bendel-branded items. An archway modeled after Bendel’s famous Fifth Avenue flagship welcomes customers to the mall-based format. The brown-and-white stripe pattern is splashed eloquently across walls and atop brown leather tables displaying merchandise. Glass étagères with brass trim complement drawers boasting circular brass hardware, which was engraved with the store logo. Custom-made chandeliers add warmth to the space. According to the retailer: “The new stores reflect the flagship’s innovative spirit, by offering an array of merchandise forever rooted in its luxurious and unique heritage that has made shopping at Bendel’s a rite of passage for stylish, young women around the world.” —JESSIE BOVE, MANAGING EDITOR | Report In-store marketing beats traditional ads In-store marketing is more effective than traditional ads, according to “The Elements Report” released Oct. 20. Nearly a third (32 percent) of the 999 shoppers polled online in March said that in-store marketing is “very effective.” Only 27 percent said the same about ads living outside of the store. The report, which is part three of “Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers Series,” found that the shopping experience is crucial for marketers. Sixty-nine percent of those polled called the in-store experience a “make or break” scenario. While 65 percent of shoppers are making lists, brand decisions are still being made at the store, according to 60 percent of respondents. End-aisle displays are the most engaging according to 70 percent of those polled, followed by merchandising displays (62 percent), and department signage (58 percent). Ceiling banners and overhead mobiles have the least impact. Shelf strips (55 percent) and shelf blades (50 percent) have become more important, especially among the Gen X and Gen Y crowds, who feel the more information the better, per the report. Overall, women and Gen Y consumers were most influenced by in-store marketing efforts. “Understanding high potential shopper strike zones has become increasingly critical given the intensified battle for consumer loyalty and share of mind in-store,” said D’Anna Hawthorne, strategy director at Miller Zell, a retail consultancy. The report was conducted by the National Research Network on Miller Zell’s behalf. While price is always a driving factor, so is messaging about product quality. Nearly half (46 www.ddimagazine.com | November/December 2009 http://www.ddimagazine.com

Table of Contents for the Digital Edition of DDi - November/December 2009

DDi - November/December 2009
Contents
From the Editor
Newsworthy
Quick Tips
Greentailing
Editor’s Choice
State of the Retail Design Industry Survey
Channel Focus: Sportswear
Tommy Hilfiger
JCPenney
Saks Fifth Avenue
New York Retail Map
Retail Design Collective
Showroom Map
Products
Right Light
In-Store Technology
Product Spotlight
Advertisers
Calendar
Classifieds
Shopping with Paco

DDi - November/December 2009