Page 36 - Sphere No.8 (Mar 2003)

R E T A I L
General Merchandise and Perfumes &
Cosmetics (the other being Liquor &
Tobacco). It also operates brand stores
such as Hermes, John Lobb, Bvlgari,
Bally and Fortress, along with outposts
for Biotherm, Shu Uemura, Samsonite
and Hedgren. Other brand names in
the New Horizons Duty Free stable
include Rolex, Omega, Cartier,
Montblanc, Hugo Boss, Ermenegildo
Zegna, Shanghai Tang, Sony, Godiva,
Timberland and Dunhill, to name just
a few.
In Singapore, Nuance-Watson
currently operates 14 stores, which
occupy approximately 22,000 square feet
and employ over 290 people.These stores
are all under the Perfumes & Cosmetics
concession and include Giorgio Armani
and Mac concepts.
DISTINCTIVE MERCHANDISING
The growing success of Nuance-Watson
in the Asian travel retail market lies in
part with its distinctive merchandising
strategy. Eschewing the traditional
“department store” approach, which
offers a variety of miscellaneous goods
under one roof, New Horizons Duty
Free segments its products according to
category, giving each store a unique and
singular identity. International luxury
brands are found in The Atrium,
contemporary fashion is located in the
Labels store, electronics in Sound &
Vision, and so on ( see sidebar, below).
“In general, most big brands sell well
in an airport retail environment,” says
Operations Manager, Clarice Au, “and
there are items such as luggage and
accessories that obviously have a high
sensitivity and appeal. Destination food
and souvenirs are also a specialised
segment. In travel retailing you have to
anticipate the specific requirements of the
SPHERE
34
Y OU COULD, IN THEORY, ARRIVE AT
Hong Kong International Airport
(HKIA) with little more than a
passport, ticket, credit card and some time to
spare – for once you’re past immigration you’ll
find yourself in a world of retail opportunities
that rivals the city’s most enticing shopping
malls.
The SkyMart shopping complex offers a
huge variety of stores which all are committed
to serving you, the traveller.
So, without further ado, grab a shopping
trolley and hit the retail trail.
To start, pick up all the gear you need for
your about-to-begin tropical adventure from Labels, where you
can kit yourself out in latest fashions from brands like Calvin Klein
and Esprit.
With the basics taken care of, aim for The
Atrium where you can treat yourself to
that Cartier (or Rolex or Omega) watch
you’ve always wanted, or invest in a
Montblanc pen to add some style to your
postcards. Then pick up some to-die-for
luggage from Dunhill or Coach. And while
you’re indulging in The Atrium’s elegant
ambience, why not succumb to the chocolate
temptations of Godiva? – Something to nibble
en route.
It’s going to be hot in paradise, so head for
Temptation to stock up on sun cream and
moisturiser. With these indispensables in the
bag, it’s time to select the perfect fragrance for
those warm tropical nights. Choose from a
vast range of branded perfumes – and
don’t forget to stock up on those other
essential cosmetics.
Now make a beeline to Sound & Vision whose friendly staff
will advise on which of the latest digital cameras is best for you.
Finally, don’t forget the gifts. KowloonTrading does a fantastic
line in souvenirs that will delight your hosts and give the folks
back home the impression you were thinking of them all along.
Bon voyage!
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