Luxury Retailing
Lap ofLuxury Steve Thomas-Emberson explores the luxury world of Retail.
Luxury can come in all shapes and sizes, it can also come in various price brackets, especially at airports. At Christmas the word ‘Luxury’ becomes pre‐eminent. What were your usual Pork sausages transform themselves into Luxury sausages with the addition of Cranberry. Your mince pies are tested and then rated for that ‘Luxurious Taste’. Everything appears to be up‐graded to have a Luxury status. In airports all around the world Luxury is de rigueur, catering for the ever increasingly affluent flyer. There are fountain pens for £10,000 and even more bizarrely watches selling for $100,000! Are these things a pre‐planned purchase? According to the much travelled Robbie Gill, designer of such shops, “no they are genuine spontaneous purchases.” Blimey! In short ‘Luxury’ for the airport operator is big business and developing fast.
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One of the interesting things about retailing at airports is the purchasing method. One can for instance purchase something on‐line, Tax Free or Duty Free or perhaps both depending on where one is flying to, collect it at the airport upon your return. That certainly is a big plus at Christmas for the Travel consumer. What then does the travel retailer or airport do at Christmas to stimulate Christmas sales? Bristol City airport underwent a big commercial redevelopment designed by Nick Taylor. Director of The Design Solution a
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couple of years back making it easy to navigate and shop. This not only transformed the retail design but also encouraged sales growth. Simon Preece, Commercial Director explained how the airport promotes Luxury sales at Christmas. “At Bristol airport our focus tends to be on airport exclusive gift sets and the usual best selling must have products from the High street. Fragrance sets are hugely popular at this time of the year as well as Champagne, exclusive Whisky and Brandy products and recently released technology items such as the new iPad air and Kindle paperwhite. The main focus for Bristol airport is around the Tax and Duty Free shop. There are significant financial savings to be made on Tax and Duty Free products when travelling outside the EU with popular Sun destinations such as the Far East and the Canary Islands, together with Switzerland serving the business and ski market. Some passengers have a great opportunity to make great
www.a1retailmagazine.com
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