design:retail - June 2015 - (Page 22)

clicks & mortar 022 MAGIC CARPET F ICKLE FASHIONISTAS HAVE yet to run from UGGs, the classic Australian sheepskin boot first worn by surfers Down Under in the '60s. Their fleece lining and roomy foot bed earned the once-homely boot icon status for both style and comfort. Today, the beloved UGG Australia brand (owned by Goleta, Calif.-based Deckers Outdoor Corp.) is so big it has surpassed $1 billion in annual sales, thanks to product extension. The familiar sheepskin material has made its way to additional footwear styles, including sandals, as well as UGG loungewear, outerwear, accessories, handbags and a range of home goods-in excess of 230 SKUs. "UGG has successfully evolved into a year-round lifestyle brand with strong equity among consumers," says Connie Rishwain, president of UGG. There are more than 120 UGG Australia stores worldwide, including the fashion capitals of New York, Paris, London and Tokyo, among others. But it's UGG's technology-driven concept store at Tyson's Corner in Virginia, which opened in November, that has many racing for a look. Here, trying on a pair of boots becomes an interactive extravaganza, as an RFID-enabled fleece carpet links customers directly to related product options. There's even a customization station that includes a Swarovski crystals option. The 2,110-sq.-ft. outpost, being called UGG's JUNE 2015 DESIGNRETAILONLINE.COM first high-tech store, has been designated by Deckers as the place to test omnichannel initiatives, plus merchandising techniques, before rolling them out chainwide. Using RFID technology and 65-in. touchscreens (four total), customers can find product suggestions based on what they're holding in their hands or trying on their feet. In addition to size and color options, the screens display style tips and related videos. UGG partnered with Control Group, a New Yorkbased technology and design consultancy, to create the interactive solutions. "When shopping online, you miss the opportunity to touch and feel the product, and inventory is often limited in-store. The UGG Australia project helps to bridge that gap," says Charlie Miller, associate partner at Control Group. "When a shopper tries on a boot and steps on the RFID-enabled carpet, the touchscreen displays an experience that is designed to provide in-store what you would normally only get online. Think alternative colors, styles, sizes and the ability to buy and ship through their mobile phone." Beyond the store's "endless aisle" ethos, it is social media-enabled as well with free WiFi, so customers can share away. Sales associates with iPads can attend to product questions, provide customer support and complete e-commerce transactions for items not available on the floor. When ready to check out, the customer's in-stock merchandise transaction is completed on a tablet. Select orders can be shipped overnight for free or picked up in-store. Just another way for customers to surf for their UGGs. - Janet Groeber Photos courtesy of UGG AUSTRALIA http://www.DESIGNRETAILONLINE.COM

design:retail - June 2015

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