DDi - March 2011 - (Page 60)
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The fashionista next door
BCBG’s new store concept Lola debuts its fast-fashion offering in Minneapolis’ Mall of America
By Rachel Brown
Photos: Brian Droege Photography, Minneapolis
here’s a new fashionista on the block, and her name is Lola. Lola’s story began when Los Angeles-based BCBG Max Azria Group, a retail company and leader in ready-to-wear fashion comprised of 28 brands, decided to resurrect a retail concept that had been put on the back burner years ago. “Max Azria came to us and said, ‘We need a herculean effort to turn this around—let’s revive Lola,’” says Chris Love, vice president, architecture and construction for BCBG Max Azria Group. In just six months, the resurrection—and new store concept—was complete. The first Lola store opened in Minneapolis’ Mall of America in October 2010, and a second store shortly followed in San Juan’s Plaza las Americas. Plans call for an expansion throughout the United States in 2011. The 3,000-sq.-ft. store represents a retail concept that touts fast fashion for young women ages 16 to 24 in a unique, boutiqueinspired space. The design concept spawned from Love’s small team of BCBG associates from visual, store design, marketing and merchandising departments tasked with creating Lola herself. “We treated Lola as a person from day one,” says Isabel Moreno, project manager, BCBG Max Azria Group. The team met for two weeks straight in one-hour “hit it and
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March 2011
Table of Contents for the Digital Edition of DDi - March 2011
DDi - March 2011
Contents
From the Editor
Newsworthy
Shopper Insights
Greentailing
Editor's Choice
Design Snapshot: Kusmi
Design Snapshot: Avril
Channel Focus: Toy Store
Longo’s
Brown Thomas
11 Retail Trends for 2011
Bloomingdale’s
The Exchange
Lola
White Castle
Design Leaders 2011
GlobalShop
Show Coverage
Right Light
In-Store Technology
Product Spotlight
Classifieds
Calendar
Advertisers
Shopping With Paco
DDi - March 2011
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