My First Giorgio Armani Store-in-Store

A recent comment on this blog pointed out that while Mexico City may not have it’s own standalone Giorgio Armani boutique, it does have a store-in-store within Saks Fifth Avenue in Santa Fe.

Tokyo Ginza is also replete with many luxury-branded store-in-stores in the big department shops like Isetan, Mitsukoshi and Takashimaya. Mitsukoshi Ginza, for example, contains a Giorgio Armani mini-store:-

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This boutique was a small but fairly standard representation of the Fall / Winter 2012 collection, and also contained a small rack of about 15 pieces from the new Spring / Summer 2013 collection. I had assumed that they only displayed a few pieces of a new season as they were being released and shipped slowly, but interestingly the assistant said she had almost the entire collection available, with many more new season pieces not on display, and could bring them out if I wished to take a look.

This again makes me think about the clever retailing policies at Armani stores. At the Ginza stores, all the assistants said that sales “maybe” start in January, while they slowly start to release the new collection in a way that will minimize impact on the current season’s sales. Meanwhile in Europe I know that many stores have already started seasonal pre-sales – in fact I have received email promoting them since about 8 December. I will write about the seasonal sale cycle in the next entry, stay tuned.

Store-in-store is OK, as far as it goes, but it seems a bit cramped and can’t quite achieve the same degree of Armaniesque style and range that you see in, for example, the London store. Having seen this concept in the flesh, I am not such a big fan, but given that Armani has these store-in-stores, it makes me wonder again why the major airports are not a target for the Giorgio Armani brand. Emporio is strongly represented, and you can’t turn your head without seeing Armani cosmetics. But the high end boutiques with a similar range to a store-in-store in airports? No.

A little odd. I will have to figure this out.

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