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The International Magazine for Retailing and Shop Design Das internationale Magazin für Laden-Marketing und Shop-Design

111

The Midfield is Alive and Kicking The Story of Unstoring

Intersport Eybl World Store

Shop Talk at Engelhorn


11.– 13. 10. 2012

AlpbAch

proudly presents

tyrol

AlpbAch InternAtIonAl retAIl Forum

SpeAkerS Peter Paul Polte (moderation), Max Hollein, Ibrahim Ibrahim (Portland Design), Thomas Lipke (Globetrotter), KarlHeinz Müller (Bread&Butter), Prof. Peter Sloterdijk, Pater Karl Wallner (monastery Heiligenkreuz), Dr. Nike Wagner (arts festival Weimar) etc.

InFormAtIon And tIcket hotlIne Sonja.Scheidl@umdasch.com +43 7472 605-1957

locAtIonS Congress Centre Alpbach, Romantik Hotel Böglerhof, Alpbacherhof, Hotel Post, Congress Innsbruck, Cable Railway Innsbruck, Alpenlounge Seegrube etc.

SImultAneouS trAnSlAtIon German/English

A top event by the Shop AcAdemy 2

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ShOP aktuell 111


SHOP InHalt Contents

Im SHOP TALK: Richard Engelhorn über die Renaissance der Mitte – Seiten 14 – 15. In ShOP TALK: Richard Engelhorn on the Renaissance of the Midfield – pages 14 – 15.

Wie kann sich der klassische POS im Zeitalter des Cyberspace behaupten? – Seiten 16 – 19. how can the classic POS maintain its position the age of cyberspace? – pages 16 – 19.

Eine moderne Arena des Sports: Der neue Eybl World Store – Seiten 34 – 39. A modern sports arena: the new Eybl World Store – pages 34 – 39.

SHOP DESIGN: Wie Farben wirklich wirken – Seiten 40 – 43. ShOP DESIGN: the way colours really work – pages 40 – 43.

Inhalt Contents ShOP INSIDE dubai duty free, cd-Relaunch, Junior innovation camp

Von 11. bis 13. Oktober 2012 steigt mit dem Internationalen Alpbacher Handels-Forum DIE KUNST DER INSZENIERUNG III eines der faszinierendsten Retail-Events des Jahres (siehe auch Seite 48). Termin vormerken und am besten gleich anmelden! The Alpbach International Retail forum DIE KUNST DER INSZE‑ NIERUNG III (STAGECRAfT IN RETAILING III), one of the most interesting retail events of the year, will be held from 11 – 13 October 2012 (see also page 48). Please note the date and if possible register immediately!

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4– 5

ShOP AKTUELL TOPIC the midfield is alive and Kicking the story of unstoring

6 – 13 16 – 19

ShOP TALK Richard Engelhorn and nicole martinsohn in conversation with peter paul polte

14 – 15

ShOP PANORAMA athesia toys, sportalm, mulberry, arabesq, dstep, Bayard, Billa corso, Reno, salewa, hamashbir

20 – 33

ShOP REPORT intersport Eybl World store

34 – 39

ShOP DESIGN the Way colours Really Work

40 – 43

ShOP EXPEDITION around the World in 18 days

44 – 47

ShOP EVENTS alpbach, new York, hamburg, shop academy 2012, calendar of Events, new Books

48 – 51

ShOP aktuell 111

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Alpbach 2012 Liebe LeserInnen, 50 Prozent der TeilnehmerInnen am Internationalen Alp­ bacher Handels­Fo­ rum 2009 haben ihre Erwartungen in die­ se Veranstaltung als Reinhard Peneder ShOP aktuell „übertroffen“, die rest­ Chefredakteur lichen 50 Prozent als Editor‑in‑Chief „voll erfüllt“ beurteilt. Die Latte für dieses Jahr, wenn es im Tiroler Bergdorf von 11. bis 13. Oktober wieder um DIE KUNST DER INSZENIERUNG geht, liegt also enorm hoch. Für 2012 ist es dem Shop Academy­ Team rund um Sonja Scheidl neuerlich ge­ lungen, ein illustres Programm zusammen­ zustellen und schillernde Referenten zu ge­ winnen. Am Start stehen, um nur einige Namen zu nennen, der Philosoph Peter Sloterdijk, der britische Designer Ibrahim Ibrahim, Bread&Butter­Macher Karl­Heinz Müller und Nike Wagner aus der Bayreuther Wagner­Dynastie. Eine kurze Alpbach­Vorschau finden Sie in diesem SHOP aktuell. Die Ausgabe ist aber auch mit weiteren spannenden La­ den­Marketing­ und Shop­Design­Themen prall gefüllt. Dear Readers, 50 % of the participants at the Alpbach International Retail Forum 2009 were of the opinion that their expectations of the event were “surpassed”; for the remaining 50 % they were “met in full”. This means that the bar will be set very high indeed this year from 11–13 October when attentions turn once more to DIE KUNST DER INSZENIERUNG (STAGECRAFT IN RETAILING) in the Tyrolean village. The Shop Academy Team surrounding Sonja Scheidl has succeeded in putting together a glittering programme for 2012, and in winning the participation of a sparkling array of lecturers. To name but a few, they will include the philosopher Peter Sloterdijk, the British designer Ibrahim Ibrahim, the inventor of Bread&Butter Karl-Heinz Müller and Nike Wagner from the Wagner dynasty in Bayreuth. You will find a short preview of Alpbach in this issue of SHOP aktuell. But it is also full to the brim with other exciting shop marketing and shop design topics. 4

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sHoP InsIDe

a380 und Dreamliner landen bei Umdasch A380 and Dreamliner landing at Umdasch Mit dem kürzlich erhaltenen Auftrag zur Einrichtung der Shopping-Landschaft am neuen Terminal 3 des Flughafens Dubai hat Umdasch Shopfitting einmal mehr seine führende Rolle als „Travel-Retail-Shopfitter“ unter Beweis gestellt. Die rund 10.000 Quadratmeter große Ladenfläche wird bis September 2012 ausgestattet und wird ein „Best of“ internationaler Brands und lokaler Spezialitäten bieten. Die Umsetzung erfolgt © AIRBUS S.A.S. 2011 - COMPUTER RENDERING BY FIXION - GWLNSD

sHoP eDItoRIAl

in Zusammenarbeit mit dem Main Contractor Al Jaber Dubai (ALEC), der den Gesamtauftrag erhalten hat. Das Design stammt von Retail Concept Design. Gestaltet werden die typischen Travel Retail-Bereiche wie Perfume/Cosmetics, Liquor/Tobacco, Watches & Jewellery, Pharmacy, Local Gifts, Fashion, Book & News usw. Längst hat sich Dubai zu einem Mega-Hub im internationalen Flugverkehr entwickelt. Zur Bewältigung des Passagier-Aufkommens wurde nun ein eigener Terminal zur Abfertigung der Prestigeflieger der Flugzeughersteller Boeing und Airbus, also für den Dreamliner (Boeing 787) bzw. den A380, konzipiert.

the newly signed contract to provide the shopfitting of the shopping landscape at the new terminal 3 at dubai airport has demonstrated once more the leading role of umdasch shopfitting as a travel retail shopfitter. Extending over some 10,000 m², the shopping area will be completed by september 2012 and will offer the best of international brands and local specialities. the implementation will be completed in

Megajets wie der A380 werden ab Herbst 2012 am neuen Terminal 3 des Flughafens Dubai andocken und u. a. für gute Umsätze in der Shopping-Area sorgen. from autumn 2012, maxi‑jets like the A380 will land at the new Terminal 3 at Dubai Airport and ensure not only a high turnover in the shopping area.

cooperation with the main contractor al Jaber dubai (aLEc), which was awarded the overall contract. the design was the work of Retail concept design. the design covers the typical travel retail areas such as perfume/cosmetics, liquor/tobacco, watches & jewellery, pharmacy, local gifts, fashion, books & news etc. dubai has long since developed into a major hub in international air traffic. in order to cope with the numbers of passengers a new terminal has been designed specifically to serve the prestige aircraft of manufacturers Boeing and airbus, in other words the dreamliner (Boeing 787) and the a380.

leserservice Reader service

Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie sich per Fax oder Mail direkt an die Redaktion. for further information on any of the topics in this issue of ShOP aktuell, please contact our editorial department by fax or e‑mail. fax +43/7472/605‑3722, E‑Mail: shop.aktuell@umdasch.com

Impressum

shop aktuell is published by umdasch shopfitting. for addresses see back cover of magazine. number 111/february 2012. german/English edition. Price per copy: € 6, chf 7, $ 9, £ 5. Subscription price: € 24 for 5 consecutive issues (plus postage). distributed free of charge to umdasch dmdB members. Project management: Reinhard peneder, umdasch shopfitting gmbh, a-3300 amstetten. Managing Editor: Evelyn Kössler m.a. Authors and contributors to this issue: Reinhard peneder, mag. (fh) sonja scheidl, Evelyn Kössler m.a., tanja matuolis B.a., dr. david Bosshart, martina Kühne, peter paul polte, prof. axel Venn, dr. christian mikunda, christian hammer. Design: denise siegl, sandra schuller. Photos/ Illustrations: manfred aigner, Reinhard peneder, dlv, globetrotter, syndicate, Ladenbau- und Laden-marketing-Lexikon, christian hammer, axel heiter, das farbwörterbuch, airbus, hachmeister + partner, tesco, mulberry, abu issa, dielmann, Bayard, Reno, salewa, hamashbir, sport Eybl, shutterstock, Jan carlo cardello, mikunda, uniqlo, archiv. Translation: Jane michael. Printing: friedrich VdV, Linz. N.B.: projects executed by umdasch are listed as such in the text or the photo caption.

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sHoP InsIDe

Umdasch shopfitting: space for Brands. Mit 1. 1. 2012 ist die erste Etappe des Corporate Design-Relaunches bei Umdasch über die Bühne gegangen. Aus Umdasch Shop-Concept ist die Marke Umdasch Shopfitting geworden, begleitet von einem neuen, modernen Logo und dem Claim Space for Brands („Wir schaffen Raum für Ihre Marke“). Bereits jetzt präsentieren sich die Geschäftsdrucksorten, die Broschüren der Shop Academy und diverse andere Werbemittel im neuen Outfit. Das aktuelle Anzeigensujet ist auf der Rückseite dieser SHOP aktuell zu bewundern. Demnächst folgen die neue Unternehmens-Broschüre, in der die fünf Leistungsbereiche Shop Consult, Shop Project, Shop Systems, Shop Production und Shop Academy anschaulich dargestellt werden sowie die neue Homepage www.umdasch-shopfitting.com.

Am Umdasch InfoCenter im Headquarter Amstetten ist der neue Auftritt von Umdasch Shopfitting bereits deutlich sichtbar. The new presentation of Umdasch Shopfitting can already be clearly seen in the Umdasch InfoCenter at the company’s Amstetten headquarters.

the first stage of the cd relaunch at umdasch took place on 1. 1. 2012. umdasch shop-concept became the brand umdasch shopfitting, accompanied by a new, modern logo and the claim space for Brands (“creating unique brand experience”). the business stationery is

already to be seen in its new presentation, as are the brochures of the shop academy and various other advertising materials. the current advertising design can be seen on the rear cover of this issue of shop aktuell. this will be followed shortly by the new corporate brochure, in

which the five service areas shop consult, shop project, shop systems, shop production and shop academy are clearly presented, as well as the new website www.umdasch-shopfitting.com.

shops will become smaller and more comfortable on 22/23 november 2011 30 pupils from technical and business colleges developed concepts for the shop of the future in the umdasch infocenter in amstetten. the common factor among the ideas presented by the six project groups was that the shops of the future will become smaller and more manageable, while at the same time offering more experiences and comfort. they will also be consistently linked up with digital tools like the ipad. the results of the camps will contribute to the basis of an innovation project started by umdasch which focuses on the future of shops in an increasingly digital consumer world. in the so-called Junior innovation camps, after an introduction to the participating company and to creative techniques, the pupils have 24 hours to ShOP aktuell 111

solve a concrete task. “What will the shops of the future look like in a digital consumer world?” was the question posed by umdasch. the company was expecting particularly innovative answers from the group The winning team “Shop‑Ex” with Dipl.‑Vw. helmut Neher, Executive Director of Umdasch (2nd from r.), Umdasch Project Manager Mag. of 15-19-year-olds, the (fh) Sonja Scheidl (far right) and Mag. Stephan hörandner of Junior “digital natives”. ulti- Österreich (far left). mately the project shoplounge. further features of the concept Ex won by a close margin: a combination include infoscreens, cabins for trying on of online shop with a bricks-and-mortar garments with the automatic availability store in which a magnetic card takes on of the selected articles as well as sothe traditional function of shopping trolcalled wrapping counters. ley or shopping basket. only one example of each article is on display, and the logistics of size takes place behind the scenes. the sales room becomes more of a showroom or an attractively staged umdasch shopfitting

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sHoP AktUell toPIC the new Midfield

authors Reinhard peneder, Evelyn Kössler

A cosmopolitan presentation in the country. Mittermayr in Wildenau greets its customers in a spacious atrium and leads them along its fashion boulevards.

the Midfield is Alive and kicking Readers who google “the death of the midfield” will be reminded of the gloomy predictions and even more depressing photos and graphs. About six or seven years ago the demise of the huge midfield segment of the market was prophesied, crushed to death between luxury, discount and the internet. Today, however, the standard headline in specialist publications and the motto of the relevant congresses is “The midfield is alive and kicking”. What is even more important is a glimpse of the real-life retail scene. There it is clear that the midfield really is prospering. Not only as regards its positioning in the medium price range, but also as regards the activities of medium-sized companies. shop aktuell interviewed a large number of experts about the discussion regarding the death and/or renaissance of the midfield (see pages 12/13). in principle the question was rejected as invalid. they agreed unanimously that the midfield was never 6

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dead and that there was therefore no need for it to be resurrected. so were the market researchers wrong in their prognoses? Yes and no. Yes, because their prophecies were vastly exaggerated, especially in the intensity with which they were presented. ShOP aktuell 111


sHoP AktUell toPIC the new Midfield

The departments at Mittermayr are clearly laid out and furnished with comfort and relaxation areas. The product images are clean and clear.

Consumer Evolution: The Polarisation of the Markets cheap products

middle market segment

high-end quality products

100 90 80

28

27

49

49

23

24

1973

1981

35

36

34

30

31

34

1986

1990

40

What is more, the strength of the midfield was underestimated. Even the gfK, named back in 2005 as the source for a classic “dead midfield graph” (see illustration) had to retract. at the 60th gfK conference in 2010 in nuremberg there was talk of “Between premium and cheap – the midfield is alive”. and dr. Raimund Wildner of the gfK explained: “although the midfield often seems unremarkable, it represents the core of both society and consumers and therefore has a considerable influence on future developments.”

70 60 50 40

The dead midfield

20

30 20 10

40

0 2010 Source: B.A.T. Institut, BBE, GFK

This prophecy of the demise of “the midfield” did not come true. Or was it just a misunderstanding?

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no, on the other hand, because in recent years it is true that countless weak-profile companies which ultimately formed part of the medium-sized corporate segment, disappeared from the market. they went under in the area of tension between polarisation, verticalisation, online retailing and shopping-centre euphoria; or they had to eke out an existence as niche suppliers. however, considerable new chances have also arisen here. the Zukunftsinstitut described this breath of fresh air in autumn 2009 as follows: “the new consumer midfield is in the process of being resurrected from the niche brands, from the extremes umdasch shopfitting

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sHoP AktUell toPIC the new Midfield

The new Stögmüller in Gmunden appears remarkably modern, well supported by a large number of pictures. The Umdasch hangingframe system, which is suspended from the ceiling, fits in well.

and with the help of trends such as smart basics, corner-shop reloaded or ‘glocalisation’. in the next few years it will successively make the twin poles of discount and luxury again to what they once were: extremes on the fringes of the consumer market. With the re-settlement of the dead midfield, however, a new midfield will arise which draws a large part of its energy from the niches and the periphery. Because consumption in future will no longer take place as a mass market. this means that those in this midfield will not be able to take old retail structures as their starting point, but will have to position themselves with particular precision.”

other suppliers* 10,3 % design 0,9 % classic premium 4,2 %

trendy 8,2 %

* other suppliers mainly supply own brands and suppliers’ association products

modern Woman mainstream 24,9 %

classic mainstream 6,4 %

modern classic premium 9,5 %

The new midfield shows its colours that is precisely what has happened. Brands like s.oliver, gerry Weber and tom tailor have found this positioning. marc schumacher, retail chairman of tom tailor, explained convincingly at the 61st gdi retail conference in Zurich in the autumn of 2011 that the midfield, despite having been declared dead, has always been and continues to be the strongest motor of consumption. 8

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modern classic mainstream 25,7 %

modern Woman premium 9,9 %

Period: January – June 2011 (H.I.T.-Generalis) Source: hachmeister + partner

The analysis of the ratios of the women’s fashion product ranges shows: the mainstream style groups account for the biggest ratios.

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sHoP AktUell toPIC the new Midfield

Garhammer, the German model “top dog” from the Bavarian forest, convinces customers with its authentic appearance and attractive product presentations.

Because almost 61 million consumers in germany can be allocated to precisely this segment. however, according to schumacher it can be said of this midfield today in all areas, from the product to the product presentation, that the presentation must be premium quality. numerous medium-sized retail companies, often owner-managed, have recently been successful in arranging their profile and presentation with this aspect in mind. they have freed themselves from sales-area partnerships, come to terms with (inner-city) shopping centres and increasingly make good use of the possibilities of the digital world. many of them are local “top dogs” and specialised niche retailers, and above all they are more credible than ever as they demonstrate not only visibly but also tangibly their competitive advantages: individual product ranges; expertise in providing advice and service; a harmonious atmosphere; and first and foremost, highly committed, authentic business personalities. prime examples which are repeatedly cited in this context are companies like Engelhorn, Konen, garhammer, Klingenthal, globus and Kastner & Öhler. shop aktuell has also taken a look at ShOP aktuell 111

a number of companies which have also realised their self-confident positioning in the form of a new, attractive presentation. the common denominator in many projects is the clear layout of the shops, which immediately gives the customers orientation and a feeling of security. professional visual merchandising is a given, and in many cases the way the presentation is designed signalises clearly that the customer has a right to expect advice. comfort zones like bars, cafés or lounges create a personal atmosphere. this increases the length of stay as well as ensuring that companions remain in a good mood. Mittermayr, Stögmüller, Gutschlhofer & Co. the innviertel village of Wildenau lies only a good hour by car from Waldkirchen in the Bavarian forest, the seat of garhammer, the german model “top dog”. for the mittermayrs in Wildenau garhammer is the role model par excellence. in 2011 their dream of becoming the leading fashion store in the entire innviertel came true. By adding a new building the sales area was quadrupled to 1,000 m². You would really expect to find umdasch shopfitting

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sHoP AktUell toPIC the new Midfield

Doing well in a niche market: Preßl in St. Georgen/Ybbsfeld has made a name for itself as a national supplier of hunting fashion and traditional dress.

the new presentation with its generous layout in a big city. the departments are well thought-out and extend in a clear and logical arrangement across two levels. they fulfil the promise made by the impressive atrium: an inspiring fashion stroll which customers will find enjoyable and relaxing. Equally surprising is the location of the gutschlhofer fashion store: Rattenberg am inn in tyrol, a 2B-location in the smallest town in austria, boasting just 400 inhabitants and an area of 10 ha. nonetheless over the years the owning couple has used its enthusiasm and expertise to make the shop in its historic building what it is today: a top address which is popular throughout the entire region. many of the approx. 90 % regular customers are even prepared to travel long distances. With the expansion of the sales area to 325 m² that was carried out in summer 2011, sufficient space was created to present this concentrated expertise in the right light. the decorative skills of mrs gutschlhofer reveal an eye for detail and regularly set new accents. stögmüller in gmunden has enhanced its position as the top fashion address in the salzkammergut with the redesign of its 10

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The success of medium‑sized companies is usually driven by committed owner personalities. This also applies to Gutschlhofer in Rattenberg.

2,000 m² store. in a modern setting that offers plenty of eyecatching artistic details, the stögmüller family has created a harmonious setting for its high-quality products. the materials mix is equally exclusive. it includes, for example, stainless steel, black sheet, natural stone and copper. the hangingframe system introduced by umdasch at the Euroshop makes an important contribution to the professional Visual merchandising. ShOP aktuell 111


sHoP AktUell toPIC the new Midfield

Medium‑sized companies also maintain their position in the shoe sector. for many famous people in the Vienna region Wunderl is the top address (large photo); Eiler in Linz (small photo).

top addresses which invest in their individual presentation can also be found among sports and shoe shops. one example from germany is the outdoor store of sport Klahsen in aschendorf, near the famous meyer shipyard. the family firm is currently run by the fourth and fifth generation and presents a wide-ranging selection of sports and outdoor articles under its motto “the call of the mountain”. Eiler in Linz and Wunderl in sollenau by contrast are very unusual shoe shops, also owner-managed, and regarded as top addresses far beyond the location itself. the secret of their success? it is due at least in part to the fact that they systematically invest in the attractiveness of their presentation. You can also do well by focusing on a niche. one example of this is steinecker. the fashion “top dog” in the mostviertel, which has large shops, for example, in Randegg and amstetten, has also established itself as a supplier of bridal fashion. With its wedding stores in Randegg, graz and salzburg the company has since become one of the leading austrian suppliers in this segment. as a supplier of traditional costumes preßl in ShOP aktuell 111

st. georgen near amstetten has also established a national reputation. not least through the expansive redesign of the store in the autumn of 2011, preßl increasingly attracts lovers of traditional costumes from all over austria, including huntsmen in particular, of course. Shopfitting expertise for the new midfield it is not a coincidence that the majority of the projects presented here feature shopfitting by umdasch shopfitting, in some cases with the support of the shop consult professionals belonging to the same concern. medium-sized companies benefit especially from the wide-ranging international expertise of umdasch shopfitting. thanks to its extensive sales network throughout the german-speaking region umdasch offers regional proximity as well as expertise in store branding and shopfitting. many customers especially appreciate this fact.

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sHoP AktUell toPIC the new Midfield

At first hand – statements about the new midfield Christoph huber

Roland Jenny

Sebo Kramer

managing director, modehaus garhammer, Waldkirchen (d)

managing director, schnyder ag, Rapperswil (ch)

managing director, Leffers & co., oldenburg (d)

A few years ago people were talking repeatedly about the “dead centre” in the retail sector. Now there is talk of the “renais‑ sance of the midfield”. how do you see this discussion?

for us the midfield was never dead and will not die in future either. nonetheless we shall continue to expand the premium sector.

it has been proven that only a very small number of companies have been able to specialise successfully in the premium and discount sectors, and today they have an established position in the market. the market of the “midfield” is much more heterogeneous and the demands are much more varied. depending on strategy and approach of the company successful midfield concepts have always existed, and will continue to do so.

superfluous, because the midfield never was dead.

What strategies and concepts does your company use to posi‑ tion itself on the market?

fashion and people – an individual, inimitable product range together with excellent sales staff and everything perfectly presented as far as possible.

in this context we have also learned to be who we are and to direct our focus towards the target groups which feel at ease in our store and whom we can serve honestly. We create a shopping experience for our customers.

continuous further development of staff, product ranges, architecture and Vm. the best strategy is to know your customers and to involve them in all developments.

how do you assert your position in particular in competition with big chains and vertically struc‑ tured firms?

see Question 2.

those who want to choose their own clothes themselves from the rail and do without friendly advice, new ideas and a congenial atmosphere, will find what they are looking for in a big chain store or department store. We want our customers to enjoy fashion.

Especially after the experiences of this season: customer orientation, reliability and more exciting marketing tools rather than just marketing through price!

Marc Schumacher of Tom Tailor recently stated in a lecture that even a T‑shirt costing € 9.95 demands a premium atmosphere. Do you share this assessment and if you do, how do you react to it?

Yes, i fully agree with this assessment. in our store the s. oliver customer is just as well served and advised as the Burberry customer, and the same applies to the presentation of the products.

partly. Years ago, Zara was one of the first to hang t-shirts like that in a premium atmosphere and it did so successfully because the concept was right (premium architecture and large numbers of products). the t-shirt for € 9.95 will sell well in the right atmosphere (not only premium), linked with the right product language (visual merchandising).

the subject of high-quality presentation applies to all product areas and ranges. here more imagination will be needed than ever before, and the “instructions for use” provided by our suppliers are not the only possible solution. We are just in the process of rediscovering and training our own creativity again.

In what form is the positioning of your company reflected in the visualisation of the presentation?

today visual merchandising once again plays a decisive and extremely important role. We want to get away from the comparability of the product ranges and in this we are quite successful.

What is important for our presentation is space, orientation and light. We invite our customers to enter various attractive style worlds, give them new ideas and serve them with refreshments in our recreation areas.

1. competent staff 2. contemporary and expansive architecture 3. theme-related, exciting visual merchandising 4. high-quality marketing

What role does the subject of visual merchandising play in your store?

see above.

We attach great importance to visual merchandising. We operate active Vm especially in order to make our shops easy to navigate and understand for our customers.

a very big topic – which is expanding rapidly. the boundaries between purchasing/ sales and the Vm team are being dismantled. Vm is a matter for everyone. training measures support this process.

Personal customer contact is an important success factor for medium‑sized companies in par‑ ticular. how do you prepare your employees to deal with this?

We train permanently with an external coach, with whom we have developed our own concept. We also train all non-sales departments in order to live up to our integrated service claim.

for some time now we have operated professional staff training schemes in order to develop a communication concept which is right for our company. here i should like to mention that in the sales training we place a lot of emphasis on sustainability.

Lifelong learning and the encouragement of individual initiative. internal and external trainers permanently ensure a high quality level.

how satisfied are you at the moment with your sales‑area partnerships and what is your attitude to this subject in general?

Basically we are very satisfied with our partners, whereby we have always placed a high value on the individuality of our presentation.

We have very good sales-area partnerships with suppliers and work well and fairly together. i think, as long as the balance can be kept between the company’s own identity and the partnerships within the company it can be a good thing. of course the rule here too is that the entrepreneurial activity should not be delegated to the partners.

We have a lot of very successful sales-area partnerships. the condition for sales-area partnerships is two successful partners (one alone is not sufficient!). But in addition to sales-area partnerships there are also other ways of successfully compiling a range of products.

What activities does your com‑ pany pursue as regards multi‑ channel retailing and/ or online retailing?

at the moment we are focusing intensively on the subject of our own online retailing and social media.

for me as a retailer the only online solutions that come into question are those which are fully integrated into our it system (stocks, invoicing, returned goods etc.). i hope that i have now found the right partner. Let’s see what happens in future …

in the first instance we rely on personal contact with the customer. of course an appropriate internet presence and activities in the field of social media are absolutely essential nowadays. We stick to what we can do well; and so at the moment we don’t operate any online retailing.

In your opinion, how will purchas‑ ing behaviour be changed by the “Digital Natives”– in other words the generation growing up with the new media – and how do you react to this development?

online retailing, social media etc. will become increasingly important and at the same time in bricks-and-mortar retailing it will always be the atmosphere, the emotion and the customer’s response that are the deciding factors.

it is obvious that social media & co. are coming and will be an essential part of the scenery in future. But i think nonetheless that their potential for companies is overestimated at present. at the moment we are concentrating more on the “real world”. of course i’m open to learning from the experiences of other companies.

the rapid expansion rates of online retailing are clear for all to see. But here it is darwin’s laws that prevail (survival of the fittest). a well-managed bricks-and-mortar store will always remain a sensible and strong alternative to online retailing. the prerequisites are flexibility, speed, commitment, emotion and fun!

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sHoP AktUell toPIC the new Midfield

Karl Mittermayr

Jutta Pemsel

Gottfried Steinecker

managing director, modehaus mittermayr, Wildenau (a)

managing director, Kaufstrasse, mistelbach (a)

managing director, steinecker moden, Randegg (a)

a great opportunity for all those who have never left the midfield.

the midfield was never dead. it will always be there. i have always seen this discussion as being purely theoretical; in my stores we sell virtually nothing but “the midfield”, and we do that very well. so i never could really follow this debate which was largely pursued by journalists.

the midfield was never dead and so there is no need for it to be resurrected. the last ten years were definitely dominated by verticalisation and shopping centres. however our customers have recognised that in our store they can find the same brand portfolio but with the added value of service and a “more intimate” atmosphere.

A few years ago people were talking repeatedly about the “dead centre” in the retail sector. Now there is talk of the “renais‑ sance of the midfield”. how do you see this discussion?

service, advice, comfort, ambience, a wide range of brands, friendliness and enthusiasm for one’s chosen career.

monolabel stores and multilabel stores in the middle to upper segment. the focus lies on the best fashion brands, first-class service and a personal atmosphere.

We specialise in bridal fashions as well as evening gowns and clothing for special occasions. We also operate in other channels within the midfield to slightly upscale fashion segment. for us the main focus is on people, our staff as well as our customers.

What strategies and concepts does your company use to posi‑ tion itself on the market?

With a completely different strategy as regards values and enthusiasm.

individual ranges as well as permanent innovations in the labels; personal service, increased customer loyalty and the emphasis on the regional links of the company compared with international fashion chains.

service, service, service. Well-trained staff on the sales floor, workshops for alterations in-store, and a congenial atmosphere. a well-balanced product range is a prerequisite.

how do you assert your position in particular in competition with big chains and vertically struc‑ tured firms?

Basically yes, but it depends on the wider brand environment.

the demands as regards square metres are permanently increasing, also in the consumer segment. the question here is how you define a premium atmosphere.

favourably-priced products can also be sold in an attractive setting – from that point of view mr schumacher is right. a congenial atmosphere does not always have to be expensive.

Marc Schumacher of Tom Tailor recently stated in a lecture that even a T‑shirt costing € 9.95 demands a premium atmosphere. Do you share this assessment and if you do, how do you react to it?

Quite definitely as a WELcoming fashion store with a home-like feeling.

Establish links to the region such as large-format posters of local sights or shop windows reflecting local jubilees. pictorial representation rather than too much wording.

We make sure that our shop windows are always designed to suit the season and in a creative manner; we have spacious till areas which also function as service points; and image photos and logos round out the presentation at the pos.

In what form is the positioning of your company reflected in the visualisation of the presentation?

the prerequisite for experience areas.

an important one. it’s a matter for the boss.

apart from conversations with the customer, visual merchandising is the second most important task of our staff, so it is trained and practised accordingly.

What role does the subject of visual merchandising play in your store?

Low fluctuation, a feeling for the store, excellent product knowledge and the motto: “a smile wins friends.”

permanent training (for decades) and permanent mystery shopping as well as maintaining personal contact to the staff.

many of our staff members have regular customers who enquire beforehand by telephone whether “their” salesperson really is there. in the wedding department, what with the selling and appointments and the repeat customer visits, in any case a close and trusting relationship arises between the customer and her advisor. a pleasant appearance and being able to practise the art of small talk are therefore some of the skills we expect of our people.

Personal customer contact is an important success factor for medium‑sized companies in par‑ ticular. how do you prepare your employees to deal with this?

the be-all and end-all for fashion retailing. We have never got on as well with our sales-area suppliers as we do these days.

Very positive, but it depends on the partner.

there are a few good examples and a large number of bad ones. in the good ones both sides really profit from the close cooperation; in the bad ones the supplier uses the contract in order to squeeze as many goods as possible onto the sales area.

how satisfied are you at the moment with your sales‑area partnerships and what is your attitude to this subject in general?

none at the moment.

none, apart from keeping our website up-todate. people talk a lot about how turnover increases through online sales, but the amounts earned are small. multi-channelling is without doubt a high art, but to date it is simply an attitude.

a good website is important. on ours you can arrange appointments, order vouchers etc., but the actual sales take place only in our stores. that is as it should be, because an emotionladen product like fashion needs to be felt and tried on. moreover, the outfit idea gets lost if you order through the internet.

What activities does your com‑ pany pursue as regards multi‑ channel retailing and/ or online retailing?

We shall watch the development with great interest and will also react to it as far as we are able.

Yes, purchasing behaviour will change a great deal in the next few years. Bricks-and-mortar retailing will continue to be very important. it is a matter of using the website, internet presentation etc. to get customers to come to our shops. that is what we are working towards.

Even the most convinced facebook junkies need to see themselves in the mirror wearing the dress or the suit in question. they need to experience what it feels like to wear it – and that can only happen in a bricks-and-mortar shop. the new media are essential as a source of information, although as a facebook user i don’t really like the rapidly increasing number of corporate entries.

In your opinion, how will purchas‑ ing behaviour be changed by the “Digital Natives“– in other words the generation growing up with the new media – and how do you react to this development?

ShOP aktuell 111

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sHoP tAlk

interview peter paul polte

photos axel heiter

Peter Paul Polte in conversation with Richard Engelhorn and Nicole Martinsohn for ShOP aktuell.

the Renaissance of the Midfield “The midfield should never be mediocre!” The midfield has the most of everything: the most customers, brands, opportunities. Engelhorn in Mannheim is one of the largest fashion houses in Germany. With some 1,300 employees and € 200 million turnover, it stands in the middle of a metropolitan region with some 2 million inhabitants in the heart of north Baden and the Electoral Palatinate. Mr Engelhorn, a few days before our conversation the conference of one of the major German political par‑ ties received a great deal of atten‑ tion. The SPD (Social Democratic Party) was moving into position for the election campaign in 2013. They want to return to government and invoked the victory of the middle. Why does everyone want to take over the midfield? Richard Engelhorn: that is quite obvious: in the middle you have more of everything. that applies to us too: you reach the largest number of people, the most target groups. You have the opportunity to present the strongest brands and to achieve the best possible revenues. Everyone aspires to the middle. The spread is vast. how does one set oneself apart from the rest? 14

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Engelhorn: our goal is clear. our product range is not based on rock-bottom prices. We are not trying to compete with discounters and specialist stores. our aim is the quality midfield; what we want and need to do is to set ourselves apart from the big chains and the department stores.

brands represent for you the quality midfield?

nicole martinsohn: firstly through a clearly focused product range, through highly creative multi-label areas and through a brand structure which is critically analysed from season to season. You often need to have the courage to give up a brand. and you must check very carefully who you plan to take on board as partners.

martinsohn: We have the greatest potential in women’s fashion with brands like gerry Weber, taifun, s.oliver selection and comma. they represent collections which hit the mark at the centre of this market. We have Basler and frank Walden. and around this we have a modern universe made up of brands like comma, s.oliver selection, marc o’polo and tommy hilfiger. the aim is quite clear: our midfield must never look mediocre. in this huge customer potential there is also tremendous modernity. Running parallel to this in men’s fashion we have Boss, tommy hilfiger, gant, Lacoste, Brax, mac, hiltl, van Laack, Eterna and polo Ralph Lauren.

Retailers think in terms of brands and names. In concrete terms, which

Engelhorn: What is happening here is a huge challenge for us. We have about 82

how do you achieve this balancing act?

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sHoP tAlk

million inhabitants and 20 million of them are over 60. We want them and we need them too. We must beware of becoming obsessed both with youth and with old age. The biggest turnover is made virtu‑ ally everywhere with coordinates, knitwear and trousers. Who are your suppliers and do you operate with shop‑in‑shop systems? martinsohn: We don’t work so much with shops, we speak here about “personalised areas”. We have original shops with Brax and mac, with Eterna and van Laack, with public and Repeat. and we also have areas with opus, gant and tommy hilfiger. Engelhorn: We cannot avoid operating with brands in our overall presentation. But we are definitely not a store with dozens of shops where each supplier expresses his own identity with his own architecture. that is definitely not what we want. Engelhorn is the umbrella brand. We define and form our presentation. mannheim is a city with a central location and a population of 400,000 inhabitants with high purchasing power. it is notable that there are relatively few high-quality women’s fashion stores and outfitters. martinsohn: Yes, things used to be different. in the last 20 years we at Engelhorn have carried out a massive trading-up, in order to set ourselves apart from the chain stores. today we achieve 60 % of our turnover in the upper midfield segment and 40 % with designer fashion and luxury brands. Is it possible to trace this trading‑up process chronologically? Engelhorn: it started twelve years ago with a big shop for Jil sander, strenesse and Boss. today strenesse and Boss are brands which lie in the middle of the quality market. they are important pillars of our turnover. in 2004 there was a noticeable upgrading of the design areas and in 2007 we were compelled to effect another fairly radical upgrading. What happened? Engelhorn: We modernised our fashion store, expanding it and giving it a new profile. the most important addition was a spectacular new building called “acc/ ShOP aktuell 111

es”, a large section of the store containing only high-quality, luxurious accessories. martinsohn: this upwards move also stimulated our designer departments enormously. on the one hand these include the strong casual brands like Belstaff and moncler. But then there are also the true designer sections like prada, gucci, dior, Etro, stella mccartney, marni, miu miu, akris and Balenciaga. on the ground floor the most prominent brands are Burberry, Jil sander and Zegna. Is it difficult for a large fashion store outside the main cities to get brands like these? Engelhorn: Very difficult. if you take a look around in germany the only place where you will find comparable products is munich. We profit from the fact that these brands don’t consider our location to be important enough to set up their own brand store. Does Mannheim have a disadvantage as a location? martinsohn: of course. for years we have been trying to get hermès or Louis Vuitton. We explain to our dialogue partners what a strong and wealthy region we can offer them. But they think in other dimensions. But please believe me when i say that we never want to be a store which seems arrogant to its customers. Is the architecture an expression of this democratisation? Engelhorn: of course. in our stores you take the escalator to get from one floor to another. Everything is open and accessible. We offer any number of experience areas. martinsohn: one of our main tasks is to work constantly to improve our visual merchandising. the fashion store has 15 employees and the sports house has

“We are not trying to compete with discounters and specialist stores. Our aim is the quality midfield …”

12, who are responsible only for decoration and visual merchandising. And what about service? Engelhorn: our store is run on a very personal basis. We are not only concerned with supplying products. many other retailers can do that too. We aim for perfection in presentation and service. What is the position as regards “online” services? Engelhorn: this will be one of the big topics of the future. We are investing intensively in it. We want to sell our products online not only regionally, but also nationwide. currently about 20 percent of our turnover is achieved online, with higher levels in sports than in fashion. If online sales continue to expand, what will happen to bricks‑and‑mor‑ tar retailing? Engelhorn: i think our role as retailers will change radically. people will always want social contacts and communication and they will go out in search of entertainment. We shall head for stores with a dense network of products, experiences, gastronomy and communication.

About engelhorn the company in 1890 the businessman georg Engelhorn and the master tailor adam sturm set up a store. it was run for decades by the third generation of the family, Richard Engelhorn (b. 1938), his brother hans and his cousin peter Engelhorn. today the store is run by the fourth generation, fabian Engelhorn (Richard’s son) and his great-nephew andreas hilgenstock. the concern consists of a fashion store, a sports store, a trend store and various special stores. the company employs a staff of 1,300 and achieves a turnover of approx. € 200 million. the basic concept is “individualisation versus mass processing”. the company is strongly service-oriented.

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sHoP AktUell toPIC the story of Unstoring

text dr. david Bosshart and martina Kühne (gdi)

Why a shop is no longer a shop The bricks-and-mortar retail store is being fundamentally shifted in the direction of online shopping. What will it mean for specialist markets, shopping centres and corner shops if the triumphal march of the internet continues? The GDI Gottlieb Duttweiler Institute has investigated how the classic Point of Sale can maintain its position in the age of cyberspace. How Bricks and Clicks complement each other in a way which offers a future for bricks-and-mortar retailing. And what a shop will actually be in future. “Kiss your mall goodbye” was the provocative title of the cover story in one issue of the highly respected time magazine during the summer of 1998. the headline resulted in a lot of red faces in the retail world. several years have passed since then, and the excitement has died down. it almost seemed as if offline and online retailers had come to some sort of arrangement – at least until last autumn. and then the peaceful 16

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co-existence came to an end, temporarily at any rate. a series of advertising posters in the London underground infuriated the traditional high street stores. the message on the posters was crystal-clear: “dear consumers, go into those lovely high street stores, take a look at all the fantastic products at close quarters and get the sales staff to demonstrate them for you. and then? go online and buy them from us.” the firm behind ShOP aktuell 111


Photo: Tesco

sHoP AktUell toPIC the story of Unstoring

Virtual shop in an underground station in Seoul. The shelf is a screen. The customer photographs the codes of the product he wishes to buy using his smartphone and places the order.

this provocative campaign was dixons, until a few years previously also a high street retailer, but today operating online with the exception of a few airport shops. here was an online retailer making fun of the service quality of the major department stores. although no names were named, everyone knew who was being referred to: harrods, selfridges, John Lewis. the three stores reacted differently to the provocation. harrods threatened to sue, John Lewis was of the opinion that the allusions were an indication of envy, and selfridges initially said nothing at all about the attack from the online world. and yet everyone realised that the provocation had hit the stores where it hurt most. they all recognised only too well the consumers who came into their shops, looked at the products on the spot, touched them, tried them out and then bought them online somewhere else where they were cheaper. dixons’ appeal to the consumer has long become reality. since the mid-1990s, when function-friendly internet browsers and then ever-cheaper and ever more powerful terminals came onto the market, the story of shopping has been re-written – without the shop. ShOP aktuell 111

unstoring is a development which circumvents the classic retailer. it is a future which could make the shop superfluous if it insists on remaining the way it has always been. Because: digital technologies are increasingly expanding into the real world. instead of clear boundaries between the online and the real world the two universes are becoming fused together. But what will become of the traditional shop when, in future, pixel-shopping-carts are used more frequently than orthodox shopping trolleys? When the turnover starts to leave the sales location, the shop will have to re-think itself. Unstoring means re‑thinking the shop. those who want to understand the future of the shop must know something of its past, in which bricks-and-mortar retail always occupied a position as a social meeting place for social contact. and we must be able to interpret the time before the present too: the first trends towards unstoring started to be in evidence when globally operating brands like nike and samsung began to position their real flagship stores in umdasch shopfitting

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sHoP AktUell toPIC the story of Unstoring

Globetrotter – here a view of the new store in Dresden – is one of those retailers who have already learned to make use of both real and virtual reality.

such a way that the experience became more important than the purchase and the productivity per square metre. since then the world of the shop has been constantly re-thought and re-interpreted. When online retailers strive to establish a presence in the “real” world; when traditional stationary formats take their leave of the shopping street and only inhabit cyberspace instead; when sales forms are intermingled; when what are known as hyperlocal set-ups are positioned on real counters which are nonetheless underlaid by the internet: who can still say what a shop still stands for today? and tomorrow? it is clear: the real and the virtual world are moving ever closer to each other as they complement and enmesh each other. man will always remain a haptic creature, a consumer caught up by his senses of smell and hearing – and a gregarious animal. But he also wants to take advantage of the innovations which internet-based technology offer: comparing prices at home, visualising products and adapting them to individual preferences; calculating the subsequent costs; checking the service plans; asking about the experience and opinions of other consumers. for the conventional retailer who has to cope with parking spaces and rental costs, opening hours and labour laws relating to his employees, this can mean only one thing: learning to distinguish the hype from evolutionary development. although experience shows that technological innovations are usually overestimated in the short term, we also know that they are always underestimated in the medium to long term. and when giants like apple, google and amazon are re-shuffling the cards behind carefully drawn curtains, the retail sector must remain on its guard. 18

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Bricks or Clicks? Both! from the nostalgic record shop to the personalised high-tech store; from the local weekend market to the virtual shopping centre – in future there will be an infinite variety of concepts. and the question as to what a shop actually is will become harder than ever to answer. the challenge which they all have to face is: first of all it is essential to be aware of the strengths of the shop. Why do people still go to the cinema when they have perfect picture quality at home on their flatscreen tV? Why do they go to watch a football match – in the stadium or at a public viewing – when they can see the same thing via free programs on the internet and have the player details updated at the same time? the shop must increasingly take advantage of its original strength and function as a social meeting place, as a local rendezvous, as a real-time island in a world which consumers increasingly register as a virtual universe. Will people in ten or twenty years’ time be satisfied merely to exchange their experiences during online shopping? today that does not seem realistic, at least not to the exclusion of all else. But that certainly does not mean that one should refuse to participate in the online evolution. it is a matter of finding a strategy that integrates “Bricks and clicks”. on the passive side this means staying alert. if, in future, it is possible for a large number of consumers to photograph and order an article using their mobile phone on the street (including items they see on another consumer such as shoes, jacket or hairstyle), then even the way to the shop will become the shop’s biggest ShOP aktuell 111


sHoP AktUell toPIC the story of Unstoring

six theses starting from the premise that the “here” of a real bricks-and-mortar shop and the “there” of the web shop will increasingly be blended to create a “here-and-here” establishment, the gdi has developed six theses which show in exaggerated form what the future trends could be. 1. he who waits is already dead for too long retailers have spent their time thinking about the customers who come into their shops. now shops are becoming active and are becoming involved in the time budgets and daily routines of their customers. Linked to this is augmented Reality, the computer-driven extension of the perception of reality. Retailers who offer mobile services will win against their competitors who still operate conventionally. 2. Retail becomes a playground not only does the games industry generate a turnover of billions of euros; it also influences the thoughts and emotions of entire generations. for the retailer, check-in functions will become of interest. customers inform their community via smartphone that they go to specific shops. others will follow the opinion leaders and will want to check in there too. those who check in often will be rewarded. the gaming urge is as powerful (and exploitable) as the urge to seek out bargains. 3. The shop becomes clickable in future, every shop will have a digital layer lying above it which links together products and product ranges and enriches it with additional information from the virtual world. shops and their offers will become increasingly mature, gaining in depth and locating new offers in real time. the tactile element of the physical product circus will be blended with the convenience factor which digital services offer today. those who do not optimise their range of services will have a problem.

Poster campaign “Dixons – The last place you want to go”. (Source: www.mcsaatchi.com).

enemy. Which, for the conventional point of sale, can only mean: it must involve the new technology itself. corner shops, as well as specialist stores and supermarkets, must transform their biggest enemy into their greatest opportunity. Why shouldn’t consumers click an article on their way to the shop, which they will then have demonstrated and sold to them in the shop? the direct communication with the customer – virtually and personally – becomes increasingly important for the intermediary in the product circus. Because within the online boom, retailers will also constantly have to defend themselves against their suppliers, who will also increasingly communicate directly with and establish contact with the end-consumer, to whom they will sell their products directly too. But if people in the 21st century find it too lonely to do their shopping using a pixel shopping basket; if time becomes too short for them to evaluate the best price online; and if the recommendations through the social media become too confusing – then they will start to appreciate the corner shop once more, the retailer who knows what he owes his customers when it comes to convenience. the retailer who does not steal his customers’ time, but who offers them added value, either making their life more elegant and more refined, or optimising their agenda with unbeatable prices and a faster through time. he will not be able to hope for too much in the way of nostalgia, even though here and there nice little record shops are establishing themselves once more along the shopping street; farms are becoming popular shopping locations; and weekly markets are providing smart shopping experiences. a profitable niche – but more of a peripheral affair. the greater potential lies with the retailer who has learned to make perfect use of both real and virtual reality. ShOP aktuell 111

4. What can be digitalised will be digitalised away there is no stopping digitalisation. no sector will escape it. pioneering technology will permit the consumer to become a producer, a digital fabricator. Equipped with a 3d printer, consumers would then be able to print out items such as mugs, socks or plates themselves – not a pretty prospect for shopkeepers. that is, unless the shop sets up a 3d workshop, sells designs instead of products and becomes a better fabricator than its customers. 5. The world is transformed into a sales area the world itself will become the internet. for example, when consumers can click on, identify and purchase some article or other – regardless of whether they see it in a shop window, on the screen of their mobile phones or being worn by a passer-by. that is, unless certain items are classed as exclusive. Which would be certain to arouse a longing to possess it in the new cyber-nomad – who in this respect bears a strong resemblance to the neandertal shopper. 6. Everyone is only a retailer for the time being in the past, when retailers disappeared from the scene it was usually because they had gone bankrupt, been taken over or had given up their shop because the succession was not clear. in future shops will disappear because they are no longer needed. the shops will no longer be needed by a generation which is currently growing up. What does this mean for the retailer who is in business today – and wants to continue to be so tomorrow? Be alert: in future no shop, whether online or offline, will be built for eternity. source: gdi 2010

Reference to a seminar at the Umdasch shop Academy: “professionelle multi-channel-Konzepte” (professional multi-channel concepts) with dr. Kai hudetz on 20. 3. 2012 at umdasch infocenter in amstetten.

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sHoP PAnoRAMA Athesia toys [1]

International Highlights This Shop Panorama will accompany you on an exciting shop expedition. You can look forward in particular to the new New York store of the exclusive leather goods supplier Mulberry, the largest branch of the Israeli department-store chain Hamashbir and the presentation of the exclusive confectionery retailer Arabesq in the Dubai Mall. All the newly opened shops shown here have one thing in common: They demonstrate the latest developments in store branding, architecture, shop and lighting design and visual merchandising.

no.

Project name

location

Country

sector/range

Page(s)

[1]

athesia toys

Bolzano

italy

toys

20

[2]

sportalm

mayrhofen

austria

fashion, sports

21

[3]

mulberry

new York

usa

Leather goods

22 – 23

[4]

arabesq

dubai

united arab Emirates

confectionery

24 – 25

[5]

dstEp

neu-isenburg

germany

shoes

26

[6]

Bayard

Zermatt

switzerland

sports

27

[7]

Billa corso

salzburg

austria

food

28

[8]

Reno

szeged

hungary

shoes

29

[9]

salewa

Bolzano

italy

sports

30 – 31

[10]

hamashbir

Jerusalem

israel

department store

32 – 33

Athesia toys Bright and cheerful Infobox Location:

shopping centre twenty Via galilei 20 39100 Bolzano italy

contact:

www.athesiabuch.it

sales area / no. of floors:

1,400 m² / 1

opening:

may 2011

sector:

toys

planning:

umdasch shopfitting

shopfitting:

umdasch shopfitting

shopfitting system:

Europa – classic Brand-specific development

Lighting:

RZB

Athesia, the biggest PBS retailer in Alto Aldige, has developed an own store concept specially for toys. The new format Athesia Toys can be found in the shop‑ ping centre Twenty with no less than 1,400 m² sales area. Umdasch designed the modern presentation in which the brand’s characteristic colour, orange, plays an important role.

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sHoP PAnoRAMA [2] sportalm

sportalm From Mayrhofen to Beijing Kitzbühel goes international. sportalm, the clothing firm which is based there, is set to expand. sportalm currently has a total of over 18 shops which are operated either by the company itself or by partners. Recently franchise shops have been opened in Beijing, hangzhou and palma de mallorca. But the company also has been successfully showing its colours in its native austria. the new store in mayrhofen im Zillertal is operated by sportalm itself and combines a futuristic approach with tradition. the shop is characterised by organic furnishing elements which blend smoothly together as well as a wooden floor and ceiling. the transparent glass and wood exterior façade is particularly eye-catching. Infobox standort:

hauptstraße 401 6290 mayrhofen austria

contact:

www.sportalm.at

sales area / no. of floors:

130 m² / 2

opening:

november 2011

sector:

fashion, sports

planning:

architekt Johannes Baar-Baarenfels (design planning), umdasch shopfitting, Österreich (shopfitting planning)

shopfitting:

umdasch shopfitting, austria

shopfitting system:

Brand-specific development

Lighting:

umdasch shopfitting, austria

The eye‑catching feature of the new Sportalm store in Mayrhofen is the transparent exterior façade made of glass and wood. Inside the entire collection of fashion, skiing equipment and traditional costumes is displayed to best advantage across two floors.

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sHoP PAnoRAMA Mulberry [3]

Mulberry New York in the bag the luxury leather goods retailer mulberry is an institution in the united Kingdom. this “very British” lifestyle brand has been heading for success since its foundation in 1971 in somerset, England. mulberry’s designers find their inspiration in traditional English crafts. at the same time, mulberry has repeatedly succeeded over the decades in surprising the fashion world with new trends and London cool. today the brand combines originality and nostalgia with a playful eccentricity and an uncompromising insistence on quality. mulberry fans find just what they are looking for not only when it comes to bags. fashion, shoes, (home) accessories and travel items complete the range of products on offer. spurred on by its success on the home market, mulberry is currently set to conquer the international retail scene. the company plans 20 shop openings by march 2013. the focus is on Europe, asia and the united states. the new York flagship store which opened in september 2011 attracts our attention immediately when we gaze across the “Big pond”. it is the third store in new York and the largest to date. characteristic of the store design is the use of exclusive materials, notably oak and brass. a variety of colour accents provide contrasts. the “garden Room”, in natural oak, presents women’s fashions and bags with impressive lightness. the dark-stained oak in the “drawing Room” forms a masculine setting for the leather goods.

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Infobox Location:

134 spring street new York 10012 usa

contact:

www.mulberry.com

sales area / no. of floors:

400 m² / 1

opening:

september 2011

sector:

Leather goods

planning:

universal design studios (uds)

shopfitting:

umdasch shopfitting, uK

shopfitting system:

Brand-specific development

The new Mulberry Store in Spring Street is set in an old industrial building. Architectural details such as columns and ceiling tiles were meticulously restored. The overall effect is an extremely high‑class presentation corresponding with the prestige of the brand.

ShOP aktuell 111


ShOP aktuell 111

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sHoP PAnoRAMA Arabesq [4]

Arabesq Quiet enjoyment abu issa holding, based in doha (Qatar), has a number of famous shop brands in its company portfolio. these include, for example, the luxury fashion department store Blue salon, the cosmetics label Karisma and the toy retailer toys4me. at arabesq, on the other hand, those with a penchant for quiet enjoyment will find what they are looking for. arabesq offers an exquisite selection of finest confectionery articles from the arabian region, including delicious specialities containing nuts, pistachios and pine kernels as well as other high-vitamin delicacies. these sweet treats are attractively packed and elegantly presented in their own shops at top locations, including the leading shopping centres in the middle East.

Infobox Location:

dubai mall, uaE downtown dubai united arab Emirates

contact:

www.abuissa.com

sales area / no. of floors:

132 m² / 1

opening:

June 2011

sector:

confectionery

planning:

Zebra design, dubai

shopfitting:

umdasch shopfitting mE

shopfitting system:

Brand-specific development

Lighting:

Zebra design, dubai

the arabesq shop in the dubai mall has a sales area of 150 m². the shopfitting was supplied by umdasch shopfitting in line with the plan developed by Zebra design. the presentation concept is based on low tables in the central area as well as shelving units along the walls. this creates something of a depot character which permits the range of products to be logically arranged. high-quality materials (marble, copper and high-gloss surfaces), an eye-catching ceiling, marked colour contrasts and oriental ornamental details underline the high profile of the presentation. The setting at Arabesq is characterised by low tables, shelving units and an eye‑catching ceiling together with high‑quality materials.

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sHoP PAnoRAMA DsteP [5]

DsteP New trend concept the market focus of the medium-sized shoe chain store dielmann is southwestern germany. the company is already represented there with 23 locations. in 2011 the expansion continued. in addition to two new dielmann branches another shop of the trend concept dstEp also opened its doors. dstEp targets a young clientèle and scores with well-known brands like tommy hilfiger, Buffalo and marco polo. umdasch shopfitting staged the shop in the shopping centre in neu-isenburg in a trendy dark look. design elements in orange and purple add colour accents. thanks to its use of large-format image pictures and the modern LEd lighting area the dstEp brand is always up-to-the-minute in its presentation.

Infobox Location:

EcE isenburg - center hermesstrasse 4 63263 neu-isenburg, germany

contact:

www.dstep.de

sales area / no. of floors:

145 m² / 1

opening:

september 2011

sector:

shoes

planning:

umdasch shopfitting, germany

shopfitting system:

classic

Lighting:

d & L Lichtplanung

flooring:

fa. Karp, dreieich

Lighting accents and unusual pendant lights present the trendy product range in the right light.

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sHoP PAnoRAMA [6] Bayard

Bayard Swiss style Bayard, the premium “top dog” in the exclusive winter sports resort of Zermatt, now shines in new splendour. in 2011 the shop was redesigned and extended. the exclusive range of brands on offer, including famous names like toni sailer, sportalm and steffner, has thus been given a new stage. the designers dössegger & märk combined modern and traditional elements in an impressive manner. the list of materials employed fits the image: burned old spruce and pinewood, rustic bricks, stainless steel and natural colours. the international clientèle enters a fascinating shopping world with regional flair. there is also a chic café which serves as a rest area and encourages customers to stay for a while.

Infobox Location:

Bahnhofplatz 2 3920 Zermatt switzerland

contact:

www.bayardzermatt.ch

sales area / no. of floors:

380 m² / 2

opening:

september 2011

sector:

sports

planning:

dössegger & märk design

shopfitting:

umdasch shopfitting

shopfitting system:

Brand-specific development

high‑quality materials, natural colours and decoration with a personal note convey a cosy atmosphere in the new Bayard in Zermatt.

ShOP aktuell 111

umdasch shopfitting

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sHoP PAnoRAMA Billa Corso [7]

Billa Corso Gourmet haven Billa is the largest retail organisation within Rewe international ag, the parent company which also includes merkur, Bipa, adeg and penny. With over 1,000 branches Billa is positioned at the forefront of supermarkets in austria. With its business concept Billa corso Rewe sets new standards in food retail as regards design and service. after the première in the herrnhuterhaus in Vienna the company has now also established itself in the heart of salzburg. the new Billa corso on griesgasse offers, in addition to top international specialities, an extended wine section with expert advice as well as a coffeeto-go bar and a gift packaging service. Infobox Location:

griesgasse 19 – 21 5020 salzburg austria

contact:

www.billa.at

sales area / no. of floors:

800 m² / 1

opening:

december 2011

sector:

food

planning:

Billa, schaberl artwork, assmann Ladenbau

shopfitting:

assmann Ladenbau

shopfitting system:

E50 and brand-specific development

Lighting:

molto Luce

flooring:

nessl

The pride of the new Billa flagship store in Salzburg is the ancient vaulting, which is a historic monument. A shelving system was specially adapted for this area: together with the indirect lighting of the products, it invites customers to sample them and linger a little longer.

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sHoP PAnoRAMA [8] Reno

Reno Fashion & design the new REno shopfitting presents overall a high-quality appearance with numerous design elements. as a vertical supplier of inexpensive fashion REno offers fashion expertise in a very modern, stylish atmosphere. thematic presentations of the individual range areas create harmonious settings which can be implemented in both city and specialist market locations between 600 m² and 1,500 m². the first completed projects can be seen in fulda (d) as well as Budapest and szeged (hun). the planned expansion in 2012 and refurbishing of a total of 90 locations will be carried out in the new look.

Infobox Location:

Örs Vezer tere 25 a 6720 szeged hungary

contact:

www.reno.de

sales area / no. of floors:

906 m² / 1

opening:

october 2011

sector:

shoes

planning:

umdasch shopfitting, austria

shopfitting:

umdasch shopfitting, austria

shopfitting system:

Brand-specific development

Lighting:

Larsen indoor Light concept

flooring:

BauEn+LEBEn

Through the new shop design the individual themes are subdivided into clear focus areas. Soft colours and warm lighting encourage customers to feel at ease and try the shoes on.

ShOP aktuell 111

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sHoP PAnoRAMA [9] salewa

salewa Base camp of the emotions salewa, the mountain sports specialist from alto adige, is present in some 30 countries throughout the world, both with its own shops and also in partner stores and shop-in-shops. the company has now achieved a remarkable coup with its new headquarters. the building in the shape of a rock crystal blends seamlessly into the hollow in which Bolzano lies. in addition to offices and a fully automated logistics centre, the headquarters also includes a succession of highlights for the mountain sports enthusiasts who make up its clientèle. the aim is that this largest climbing hall in italy, the bistro with adjoining garden and especially the concept store “salewa World” should become a meeting point in the heart of the mountains of alto adige. Reiner gerstner, Brand and marketing director at salewa, comments: “in times in which many products are just a mouse click away, we aim to offer experiences. We see the salewa World as the base camp of the emotions.”

spring water from alto adige to enjoy. a linear, reduced design vocabulary characterises the store design. metal surfaces and black, the brand colour, dominate. the untreated swiss pine beams and larchwood cabins establish a link to nature.

Infobox Location:

Via Waltraud gebert deeg 4a 39100 Bolzano italy

contact:

www.salewa.com

sales area / no. of floors:

500 m² / 1

opening:

november 2011

sector:

sports

planning:

park associati

shopfitting:

umdasch shopfitting, italy

shopfitting system:

Brand-specific development

Lighting:

ansorg

(filippo pagliani, geert Koster, michele Rossi)

the central requirements of the shop concept were to make the passion for mountain sports tangible and to create an interactive communication platform. in the lounge area, for example, ipads are available for customers to carry out research, alongside books and magazines to browse through and mountain

In its new flagship store Salewa insisted on a flexible shopfitting arrangement which allows plenty of leeway for innovative and constantly changing product presentations. The exterior architecture is impressive and makes the company headquarters a landmark in Bolzano.

ShOP aktuell 111

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sHoP PAnoRAMA Hamashbir [10]

In the new hamashbir store the all‑white furniture is intentionally understated. Earth tones and wooden elements add accents.

Hamashbir Starting signal for a new era hamashbir is the top address for department stores in israel. the chain, comprising 40 stores, has rung in a new era with the opening of its flagship store on Kikar Zion square in Jerusalem. the modernised appearance is being presented here for the first time across a sales area of 5,000 m². it is hoped that in future large numbers of tourists in particular will throng the hamashbir chain’s largest store. the new store’s location has been cleverly chosen, because Zion square lies on the main shopping street in Jerusalem. fashion plays a central role across the six well-structured floors. accessories, shoes, jewellery, cosmetics, home accessories and electrical goods contribute to the requisite departmentstore atmosphere. one of the essential requirements of the new store concept was that customers should find it easy to navigate through the building. in Jerusalem this is impressively achieved by means of an atrium that provides an unhindered view of all floors and thus underlines the impression of a store set in a world metropolis. through the subject-specific colour schemes and lighting the ceiling also assists with orientation. points of focus are highlighted with atmospheric lighting. areas of glass and thus large amounts of daylight maintain the close link with 32

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Infobox Location:

Kikar Zion Jerusalem israel

contact:

www.mashbir.co.il

sales area / no. of floors:

5,000 m² / 6

opening:

november 2011

sector:

department store

planning:

umdasch shopfitting, austria

shopfitting:

umdasch shopfitting, austria

shopfitting system:

arena alu, classic, horizont plus, hanging frame, Eco & customerspecific development

Lighting:

umdasch shopfitting, austria; oktalite (planning)

the city centre of Jerusalem. the planning professionals from umdasch paid particular attention to the need for spacious changing cabins with a corresponding entrance. ShOP aktuell 111


ShOP aktuell 111

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sport as never before

Intersport Eybl/APA-Fotoservice/Hartl

Back in 1994, the European sports retail scene looked in amazement towards Vösendorf for the first time. Intersport Eybl had set new standards in the realm of sports experience worlds at this location on the city boundary of Vienna. The store became a place of pilgrimage for colleagues within the sector. 17 years later the Austrian brand leader has once again caused a furore with its extension and rebuilding to create a 14,200 m² “World Store”. The spectacular façade is modelled on the Olympic Stadium in Beijing, creating a landmark which is visible from afar and whose glowing effect can be seen to best advantage at night thanks to modern media technology. Inside, the arena wins over visitors with its motto “Experience sport as never before!” with authentic stage presentations for all the senses.

Coloured LED lighting and light projections brilliantly spotlight the Eybl World Store, especially in the evening.

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Shutterstock.com/Eastimages

The “original” ‑ the Olympic Stadium in Beijing.

With a market share of 25 percent, sport Eybl & sports Experts ag is the uncontested no. 1 in the sports article retail sector in austria. during the business year 2010/11 the sports retail concern based in Wels achieved a turnover of approx. € 410 million with its shop brands intersport Eybl and sports Experts (specialist stores) at 44 locations (two of which are in germany). since 2007 the directors dr. peter Wahle (marketing, sales, purchasing and Expansion) and Rolf frischknecht (finance, hR, it/Logistics) have been in charge of the

company’s affairs. intersport Eybl is positioned at the “middle of the high end” of the premium segment. it scores above all with a depth of product range in all segments of the sports sector, as well as with its traditional high degree of expertise in providing advice. Eybl has established a product range with three own brands: seven summits, noric and take off. in particular the outdoor brand seven summits has shown a steep increase in popularity during recent years.

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sHoP RePoRt eybl World store

text Reinhard peneder, Evelyn Kössler

The broad, organically designed loop as well as the low mid‑store area aid orientation and focus the attention on the concentrated expertise (large photo).

At the heart of things instead of watching from the sidelines Within eight months the former megastore in Vösendorf was transformed into a sports store full of superlatives. sales continued as one floor was closed off for the conversion every six weeks. With his stadium architecture architect Jo güth achieved a unique landmark with tremendous presence. the new façade in front of the original one is used for multimedia presentations. the effect of the multicolour lighting effects is especially spectacular in the evening and at night. Every evening, more than 30 different light shows present the building in a new light. In spite of the vast building site the transformation into the Eybl World Store was carried out during normal business. A logistical challenge for all concerned!

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the shop design is also state-of-the-art. here the Eybl team together with the professionals at umdasch, especially Klaus ShOP aktuell 111


sHoP RePoRt eybl World store

Eybl director Dr. Peter Wahle is proud of “the world’s most modern sports store”.

umschaden and Regina traindl, developed a multisensual concept, which constantly introduces the customer to the fascination of the sport in question and positions the range of goods on display at the centre of the action. department for department they worked to create perfect product presentations which they then staged with precision by means of strongly ShOP aktuell 111

© Jan Carlo Cardello

first‑class product presentations and a harmonious lighting concept are essential elements of the concept in the Eybl World Store.

accented lighting. Various shop systems by umdasch provided an excellent framework for the “scenery”. Virtually every department has a prominent entrance and an eye-catching feature. a break in a graffiti wall marks the board sports experience world on the ground floor. one floor up, you can experience running in all its forms during a walk through the “park”. By following the stony and uneven climbing path you will arrive in austria’s biggest mountain sports department. at the centre is a boulder wall which invites you to try out your new climbing boots. in the fashion department on the second floor you can see the international trend to “rough luxe” design. above all the walls here speak volumes. highlights in the football experience world, set on artificial grass, include the presentation wall for football boots in eye-catching green and the substitutes bench which makes an ideal place to try them on. umdasch shopfitting

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sHoP RePoRt eybl World store

When strolling through the store the customer comes across a succession of new glimpses and views. The space lighting is restrained and the lighting focus lies on the fascination points and on the products.

over and above the shopfitting design, lighting, visual merchandising and decoration the “world store” customer is attuned to the sport in question by means of various additional sensory stimuli. these include subtly perfumed air, special sound zones and animation via a total of 44 subject-specific monitors. clear

signing, low centre spaces, the strongly differentiated design of the various departments and a “logical” arrangement of the departments and product ranges make it easy for customers to find their way round. they can “navigate smartly” round the store and thus feel at ease there.

Infobox Location:

schönbrunner allee 2 2331 Vösendorf, austria

contact:

www.eybl.at

total area/ no. of floors:

14,200 m² / 5

product layout:

ground floor: cycling and seasonal skiing, skiing fashions, snowboarding and ice skating 1st floor: Running and mountain sports 2nd floor: Leisure fashion and golf 3rd floor: team sports, fitness and tennis department 4th floor: Eybl Lounge (café)

shopfitting:

umdasch shopfitting, austria

shop systems:

classic, arena, independent, hanging frame, Quadra etc.

shop lighting:

Zuchna & taferner, salzburg

october 2011

multimedia design:

Lackner mediasysteme, Vienna

opening:

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sector:

sports

architect:

Jo güth, munich

shop planning:

Eybl team (axel heinrich, peter Radner) in cooperation with umdasch shopfitting (Klaus umschaden, Regina traindl)

ShOP aktuell 111


sHoP RePoRt eybl World store

Each separate department has a theme focus for the presentation. In the case of running shoes the subject is “Walking in the Park”; in the football section the atmosphere is characterised by the artificial grass, the goal‑shooting wall and the substitutes benches.

Eybl developed the Seven Summits collection for the 2011/2012 season together with hermann Maier – the hit in the Christmas run‑up.

hermann Maier was the Christmas hit at Vösendorf Eybl has added still greater depth to its product range, which was already remarkable complete. the mountain sport department alone contains 20,000 of the 150,000 articles on offer. no fewer than 170 members of staff provide expert advice. many of them are active sportsmen and -women. for example, the 800-m indoor state ShOP aktuell 111

champion oliver Edenhauser provides ideal running advice. alltime sports greats like hermann maier set new accents in sport Eybl’s advertising. the seven summits collection, which was designed together with hermann maier for the 2011/2012 season, was definitely a hit during the run-up to christmas. in spite of its size Eybl does not see its new flagship store as a department store for sports. additional services including, for example, the express service for regular customers, the offer of personal performance diagnostics and a varied event programme in the store’s own event centre make Eybl into a multi-expert. the company’s impressive overall performance is strengthened by its new online shop which also started operating in autumn 2011.

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sHoP DesIgn Colours

author axel Venn *)

CHeAP

Prof. Venn’s investigation shows which nuances different words have as a part of colourful pictorial language. Virtually any colour is fine for a cheap object. Pink and bright red have established their position as flashy colours. “Cheap” shades are made up to 70 percent of warm colour accents and a semi‑erotic background.

the way colours really work In order to shed some light on the previously ignored universe of people’s collective and individual colour impressions, the author of this article and his co-author have published the results of a study carried out over a period of years which bears the title “Das Farbwörterbuch”, “The Colour Dictionary”. It aims to explain the nuances which different words possess as elements of a colourful pictorial language. Through wide-ranging investigations the semantic profiles of a total of 360 mostly adjectival expressions were analysed. the way in which we associate colours with certain expressions follows a complex perception combining genetic aptitude, experience-based knowledge and individual character. Whether we describe a person as “pretty” is the result of a highly differentiated range of perception. our mindscape is based to a large extent on memories. not only the increase in knowledge has its roots in narrative; a large part of our feelings and emotions are also based on what we have experienced. this paper explains the semantic meaning of expressions and their semiotic analogies. the ways we understand things are more varied than they might seem at first glance. the spoken and written word may often convey no more than a vague definition of what we consider important. in our investigation we present the collective and individual impressions aroused by formal-aesthetic and colour-related images. We are interested in the semantic-semiotic profile, the clarity with which 40

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one expression is distinguished from another and the quantitative attribution of colour and form. it is our aim to determine the way in which grey is “functional”, green is “natural” and red is “sweet”. that, at least, is the essence of these colourful images; language means more than an increase in intellectual knowledge. it represents a living instrument which is used both consciously and unconsciously to create a highly emotional perception and transmission of information. What colour is “expensive”? this study was begun with the aim of examining the colour of language and the language of colour. it is by no means complete. What colour is “beautiful” – and what meaning does which colour have? ShOP aktuell 111


sHoP DesIgn Colours

exPensIve

Something which is expensive is coloured and is usually prominently present in rich shades. Expensive items need few formal associations. It is sufficient merely to reach in a targeted manner into the full palette of colours. In this way, some 360 expressions have been translated into the language of colours in the “Colour Dictionary”.

it is a matter of clarifying from the outset the fact that “likeable” can be praised with any colour but “green”, because only 12 percent of the colour spectrum has this connotation. at least we have discovered the semantic and the highly detailed semiotic profile of “playful”. the colour range of “cute” meets our expectations, as does “kitschy”, with the difference that “cute” is considerably sweeter and gentler than the powerful colour model of “kitschy”. “Expensive” requires deep shades. only things which can be imagined in velvet and silk, gold, lapis lazuli and rubies can be really “expensive”. “Worthless” means a mixture of dark brown, grey, green, light beige-green and a few shades of red and light gold. “charming” consists of a range of lightest shades of pink and red to which a hint of blue, turquoise and yellow have been added. “honest” is mostly blue, and “funny” consists of shades of yellow, red and green. the core colours of “unfaithful” are violet, purple, amethyst, black, cyan and petrol. “soft” is a cosy colour like a canopied bed; “fragrant” is like a flowerbed; “blazing” like a fire; “in love” is hotter than a blazing fire; and “optimistic” is predominantly bright: yellowish, reddish, blue and greenish. “Extroverted” is not really very unusual: plenty of red, yellow, green and royal blue to violet. and “brutality” remains a sinister affair: a powerful mix of colours consisting of a large amount of black and red, accompanied by shades of brown and dirty orange. ShOP aktuell 111

The question as to the plausibility of a purchase is always the wrong one the biggest mistake we can make is to believe that our actions and awareness are based on reason. man is not really talented when it comes to reason. a talent for rational thought only occurs incidentally in our evolutionary development, and then perhaps only at the very end. our reality-related scientific image of ourselves and our environment is both tarnished and deceptive. What we perceive is very often not true. the confidence in our own cognitive skills is often pursued ad absurdum, because man always sees the intuitive as the better advisor: impulse instead of investigation. the best shops are those which provoke appetence-aversion conflicts, which permit decisions between experience and hatred. all else is pure boredom. Every joke or jest begins with a conflict and ends either with loud laughter or a grimace of discomfort. We are allowed to feel at ease, but not too much so. order is good, but not all the time. orientation is useful, but we don’t always want assistance. Beauty is good, but too beautiful is less beautiful. Very often we ourselves serve as the yardstick, especially for beauty. and the longing for the genetic likeness is stronger than the appetite for what is different. “in search of like-minded persons for mutual …” seems more attractive than: “opposites attract, so …” umdasch shopfitting

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sHoP DesIgn Colours

Really sensible purchases are rare. only nice, sensuous purchases are based on emotion and utterly devoid of reason. Buying, doing the shopping or going window-shopping, running errands, fetching something and treating oneself to something are all purely emotional occurrences. the real enticement lies in the emotional values – whether they are achieved through contrasting programmes such as liking and disliking; rewards like the scrapping premium, vouchers or low prices; or through the earning of love and harmony. and then there are the appeals of a gentle kind, such as parallelism, balance, concentricity, assonance, symmetry, similarity, equality, gentleness, elegance, conventionality, order, location, plausibility and meaningfulness etc. shopbuilding is applied psychology with a high percentage of skill in perception and design. on the one hand, an attempt is made through the use of a few examples to show the extent to which we recognise what we are looking at; and on the other it demonstrates whether what we are presenting corresponds with our empirical values. the matrices illlustrated below show models for the way in which associative and synaesthetic ideas and associations of colours work. it is advantageous to use correct signals which will underline identity for the identification of product messages. if you follow the horizontal lines through further clusters the colour groups represented form codices which become increasingly dense. for defined product types the associative matrix (technology, utensils, consumer goods) or the synaesthetic matrix (design, fashion, luxury goods) may be of great importance. in further product areas like cosmetics, pharmaceuticals and wellness there are also additional parameters.

in future the design of offers and packaging will become more sophisticated. this can be successful not only through increasingly precise definitions. from case to case and from product type to product type, from one form of offer to another, irritation and “false statements� can certainly result in tensions and

Associative Matrix (Connection with cognition-oriented expectation) Value

Status Meaning

Trend Meaning

PsychoSignal

Functionsignal

Physiolog. signal

Sociolog. signal

Historical signal

Material object

Semiotic meaning

Green, yellow, turquoise

rather low

low

average

friendly, spontaneous

natural, ecological

healthy, full of vitamins

playful, funny

not important, naturally flowery

plastic object, garden tools

heterogenous feelings

Purple, earth tones, gold

average to high

average to high

permanent, average

exciting, mystic

heavy

substantial, earthy

formal, festive

majestic, precious

money, fabrics, basket

brightness, dignity, envy

Pink, violet, apricot

low to average

low to average

average to high

longing, isolating

light, new

refreshing effervescent

inviting, flirtatious

seductive (today: feminine) (Rococo: masculine)

net, card

feminism, elegance

Beige, matt-cream

low to high

fairly low

permanent, average

concealing, secret

clean

boring, neutral

neutral, rejecting

insignificant: off-white, brilliant white

paper, cream

neutrality, timid

Black, anthracite, grey-offwhite

average to low

high to very high

average to high

distancing, judgemental

heavy, reliable

heavy, hostile

distancing, valuable

dignified, regal (philipp ii)

metal, vehicle

death, mourning, resurrection

Deep red, red, orange-red

average to high

fairly high

average to high

provocative, dominating

dynamic

stimulating, fruity

erotic, exciting

church and secular power

plastic, racing car

Vitality, eroticism

Blue, pale plue, greenish-blue

predominantly average

average

average

differentiating, calm

technical, innovative

watery, neutral

cooling, calming

transcendental knowledge, purity

water, glass

intellect, infinity

White, light grey, moonlight

low to average

low

permanent, average to low

pure, enlightened

hygienic, clean

mouldy, cooling

lonely, cold

virginal, noble

porcelain, refrigerator

innocence, purity axel Venn 2006

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sHoP DesIgn Colours

The modern feeling is half occupied by blue‑purple, royal blue, red and magenta‑red. They are colours full of power and speed.

egg yolks (which is why food colouring is added to chicken feed) or white chocolate, reddish-brown toothpaste and green cakes on sunday, whereby the three last-named examples are exceptions which confirm the rule. *) This article is a shorter version of an essay which was pub­ lished in 2011 in the “Ladenbau­ und Laden­Marketing­Lexikon” (Encyclopaedia of Shopfitting and Shop Marketing) published by the Umdasch Shop Academy. The author, Prof. Axel Venn, is Pro­ fessor of Colour Design and Trendscouting at the University of Applied Science and Art in Hildesheim. The expert, who lives in Berlin, has worked for years on and with colour. He has an inter­ national reputation as a colour, trend and aesthetics consultant. He is the author of the highly respected “Das Farbwörterbuch – die Farbigkeit der Begriffe” (The Colour Dictionary – the Colour of Expressions), published by Callwey Verlag, Munich. The co­author was Janina Venn­Rosky.

conflicts, make products more desirable or packaging more visible: butter wrapped in black paper; purple chocolate cows; toilet paper printed with camouflage patterns; black-and-brown toothbrushes; greenish-yellow paper handkerchiefs;, cat food in blue-black tins. What we do not want are pale yellow (real)

synaesthetic Matrix (Connection of emotion-oriented instruments of feeling) Smell, Taste

Hearing

Skin sensation

Haptics

Weight, focus

Pressure, Muscle tension.

Object feeling

Space feeling

Form, Silhouette

Movement, Dynamics

Green, yellow, turquoise

sweet, minty

clear, xylophone

slightly cool

waxen, dry

light to medium, average

light

natural

free, fresh

compact, streamlined

low, growing

Purple, earth tones, gold

narcotic, heavy and sweet

stately, drums

warm

velvety, soft

central, below

medium

warming

cosy, autumnal

lively, dancing

ponderous

Pink, violet, apricot

mild, fruity, sweetish

quiet, harp

lukewarm

fine, silky

light conveniently distributed

light to very light

silky

light, gentle

elegant, figurative

dancing, rhythmic

Beige, matt-cream

pleasant, woody

restrained, whispering

neutral to warm

sandy, gentle

heavy, below

light to medium

milky

light, shapeless

classical, greek

restrained, quiet

Black, anthracite, grey-offwhite

elegantly musty to salty

deep, bass

indifferent

firm, metallic

medium handy, bottom

heavy

stable

oppressive, heavy

statuesque, construed

powerful, strident

Deep red, red, orange-red

sweet, powerful, fruity

loud, trumpet

warm, hot

handy, with body

medium heavy, bottom

medium to heavy

velvety

solemn, restrictive

oval, agitated

fast, active

Blue, pale plue, greenish-blue

sparkling, fresh, mineral

feminine, flute

cool

smooth, watery

medium bulky, distributed top

medium to light

watery

open, cool

deconstructed, flat

flowing, slow

White, light grey, moonlight

cheesy to mouldy

monotonous to soundless

fine to dry

foamy, papery

light, medium to top

light to very light

chalky

light, solitary

physical, amorphous

shadowy, calm, stealthy axel Venn 2006

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sHoP exPeDItIon Around the World in 18 Days

author christian mikunda

LOS ANGELES

The close‑knit Shop Academy expedition team: Christian Mikunda, Denise Mikunda‑Schulz and Regula Wirth.

Around the World in 18 Days From 5 – 24 April 2013 the most spectacular shop expedition to date in the series “Laden-Dramaturgie LIVE!” (Shop Dramaturgy LIVE!) will lead participants around the globe. On behalf of the Umdasch Shop Academy, the planning team Denise and Christian Mikunda is currently travelling the world in order to research the programme for the trip down to the last detail. Here they tell SHOP aktuell how it all began and why a study trip is more than just a sightseeing tour. A covert glimpse at the secret notes of the two shop dramaturges shows that the devil is in the detail. Bahnhofstrasse, Zurich, almost twenty years ago. the chairman of the renowned chain of department stores stood in his own shop, lost for words. “i’d never noticed that before,” he said. We had just finished a tour of the store with a seminar group. during the morning we had explained in the seminar room the psychology behind the stratagems, and during the afternoon the group experienced them live at the point of sale. the aim was to make visible the psychomechanics which had previously been “invisible”, and to make it possible to describe the gut instinct. this was how the principle of the study expedition arose as an essential sequence of lecture and tour. We

Secret diary of Denise Date February 2012, do

44

and Christian *)

not read!

wanted to explain the secret “brain scripts” which give a place its identity. We wanted to show how shops use our “cognitive maps” in order to attract customers and lead them successfully through the store. months later denise and i stood in the “mall of america”, the biggest shopping mall in the united states. i was in despair, because hardly an hour had been allocated for me – one of a group of lecturers at the time – to complete the four kilometres which we would need to walk in order to pass every shop. denise took the plan of the mall from me and designed a route


sHoP exPeDItIon Around the World in 18 Days

FRANkFURT

MIAMI

CARIBBEAN CRUISE

Better an arm than a leg. Christian Mikunda after his encounter with a glass table in Dubai: The show must go on …

which cut diagonally downwards through the mall from northeast to southwest, revealing its overall theme, including all the important shops and the entertainment within the centre and ending with a spectacular finale. denise remains the “éminence grise” behind the study expeditions to this day, and it is often her route planning which makes the tour possible in the first place. Years later, in tokyo, she would arrange our timing in such a way that the lights of ginza would be switched on at the very moment when we left the abercrombie & fitch flagship store. We believe that a study expedition is a drama of stations along the route and not a mere succession of stops. Each stopover should be a precisely orchestrated building block in this drama. so when we approach the spectacular wall of video columns in the lobby of the new cosmopolitan hotel in Las Vegas, one of us will run ahead to make sure that the sequence which is running when the other one arrives with the group is precisely the one with the naked people who seem to be trapped within the columns. only then can the message be demonstrated to perfection.

also present twenty years ago in the mall of america was Reinhard peneder, the director of the umdasch shop academy. since then we have been on the road for him with groups on dozens of occasions. new York, London, tokyo, dubai,

45


sHoP exPeDItIon Around the World in 18 Days

FRANkFURT

HONG kONG ABU DHABI

MACAO

SINGAPORE

The brochure for the shop expedition “In 18 Tagen um die Welt” (Around the World in 18 Days) – containing all information about the travel programme and prices – can be downloaded from www.umdasch-shopfitting.com. “Early bird” bonus for registration before 30. 6. 2012. Registration and further information via Regula.Wirth@umdasch.com (tel. +41 62 73725 25) or Reinhard.Peneder@umdasch.com (tel. +43 7472 605-2415).

shanghai, manchester, paris and Birmingham were our most frequent stopovers; and there have also specials covering the Life Ball in Vienna and the oktoberfest in munich. We have also attempted to explain how complex systems function. at the trafford centre the architect of the mall threw himself into my arms and said: “i built it all exactly the way you have just described it.” We had shown the prototypical succession of

46

landmark effect, shrewd malling systems, concept line and core attraction. Regula Wirth from umdasch switzerland joined the team, because the logistical requirements also increased along with the complexity of the projects which we wanted to explain. only Regula understands why we need the coach we have ordered somewhere else at the last minute and why we absolutely must present the façade of a shop at a particular time because of the lighting situation. she takes the load off our shoulders, negotiates, books, collects up the participants who get lost and shows the security man in the shop her id card with the swiss cross on it so that he assumes we are “official”. What does a study expedition aim to achieve? of course it aims to fill the participants with enthusiasm and to motivate them, but it also aims to give them the strength to actually carry out changes back at home. the manager of a centre who has really been familiar with our work for years was still surprised at how much she was able to put into practice immediately after


© Royal Caribbean – Image Libary

© Morganshotelgroup

sHoP exPeDItIon Around the World in 18 Days

© iStockphoto.com/Salvador Ill Manaois

The expedition participants will spend three days and nights cruising through the Caribbean on the world’s biggest floating shopping centre, the Allure of the Seas.

The Mondrian South Beach in Miami is a modern fantasy hotel and another stopover of “In 18 Tagen um die Welt” (Around the World in 18 Days). Long live the feeling of joy!

The expedition participants will stop over in Singapore, a City of Light, from 18 – 21 April 2013. They will visit, amongst other things, magnificent shopping malls which sparkle with fantastic lighting presentation.

a study trip. and so a fan community has arisen which denise and i describe as “group one” – some 30 people who book every new destination and sometimes even attend some study expeditions more than once. Each trip has a different motto and focuses a different gaze on the world. our study expedition to new York in 2012 is called “Big apple Reloaded”. “in 18 tagen um die Welt” (around the World in 18 days) follows a global mission which we aim to live up to in four experience lectures and twelve staged tours:

it together alongside values and capital. We are all creators of worlds. Let us make the world as good as possible.”

“the world is also made by man. it is designed. the stagecraft of the retail sector plays a central role. our world tour will show the most spectacular examples of this ‘creation of Worlds’. participants will discover a secret succession of feelings of elation which spans the entire world and which secretly holds

*) Together with her husband, Mag. Denise Mikunda­Schulz is a director of their joint firm CommEnt. She is regarded as a special­ ist for the integration of dramaturgy into the framework of a com­ pany. Dr. Christian Mikunda is the founder of Strategic Drama­ turgy, a theory for increasing effectiveness. It defines stratagems and identifies the psychological mechanisms behind profession­ ally staged experiences.

links:

www.umdasch-shopfitting.com

www.mikunda.com

47


sHoP events

Star-aufgebot beim alpbacher Handels-Forum star Cast at the Alpbach Retail Forum Vom Abend des 11. Oktober 2012 bis 13. Oktober mittags findet zum dritten Mal mitten in der idyllischen Tiroler Bergwelt das Internationale Alpbacher Handels-Forum DIE KUNST DER INSZENIERUNG statt. Abseits der Hektik des Alltags und stereotyper Kongresse wird den Besuchern in intakter Umwelt ein außergewöhnliches Programm an Spannung und Entspannung geboten. Die branchenübergreifende Veranstaltung macht Handels- und Marken-Profis in Form von Vorträgen, Diskussionen und Live-Erlebnissen mit Erfolgsfaktoren von Inszenierungen aus verschiedenen Disziplinen vertraut. Unter der Moderation von Peter Paul Polte werden hochkarätige Experten vortragen. Die Teilnahmegebühr von € 1.290,beinhaltet Teilnahme am gesamten

Peter Sloterdijk. Der bedeutendste deutschsprachige Philosoph unserer Zeit. the most important german-speaking philosopher of our time. Karl‑heinz Müller. Der Bread&ButterMacher hat die europäische ModemesseSzene revolutioniert. the maker of Bread&Butter who has revolutionised the European fashion fair scene. Ibrahim Ibrahim. Weltweit einer der wichtigsten Branding- und Retail-Designer. one of the most important branding and retail designers worldwide. 48

umdasch shopfitting

Kongress-Programm, 2 Übernachtungen/Frühstück, Dinner und Galadinner, 2 Business-Lunches, Auffahrt zur Alpenlounge Seegrube in Innsbruck u. a. Informationen und Anmeldungen ab sofort bei Sonja.Scheidl@umdasch.com (Tel. +43 7472 605-1957).

11.– 13. 10. 2012

AlpbAch

tIrol

retail and brand professionals to success factors affecting staging from a variety of disciplines. distinguished lecturers will be speaking and peter paul polte will act as presenter.

from the evening of 11 october 2012 until noon on 13 october the alpbach international Retail forum diE Kunst dER insZEniERung (stagEcRaft in REtaiLing) will be held for the third time in the idyllic mountains of tyrol. far away from the stress of everyday life and stereotyped congresses, visitors will be offered an unusual programme of excitement and relaxation in an intact environmental setting. through lectures, discussions and direct experience the multi-disciplinary event will introduce

the attendance fee of € 1,290,- covers 2 nights’ accommodation with breakfast, dinner and gala dinner, 2 business lunches, the journey up to the alpenlounge seegrube in innsbruck, etc. applications are already being accepted. for further information and registration please contact sonja.scheidl@umdasch.com (tel. +43 7472 605-1957).

Thomas Lipke. Der Ober-Globetrotter steht für perfekt inszenierte Stores und spielt virtuos am Multi-Channel-Klavier. the top globetrotter, synonymous with perfectly staged stores and a virtuoso player on the multi-channel keyboard.

Nike Wagner. Kommt aus der Bayreuther Wagner-Dynastie und inszeniert heute das Kunstfest Weimar. is a member of the Wagner dynasty from Bayreuth. today she directs the Kunstfest Weimar.

Max hollein. Das britische Kunstmagazin Art Review zählt ihn zu den zehn wichtigsten Museumsdirektoren der Welt. the British art magazine art Review names him as one of the world’s ten most important museum directors.

Jörg Knör. Der Komiker und Parodist ist Bambi-Preisträger und Botschafter in Sachen „Unheilbare Lachmuskelreizung“. the comedian and satirist, is a Bambi prizewinner and ambassador of the “incurable irritation of the risible muscles”.

Pater Karl Wallner. Hat als gar nicht mundfauler Mastermind die Heiligenkreuzer Zisterziensermönche mit „Chant – Music for Paradise“ in die internationalen Charts geführt. is the highly articulate mastermind who led the cistercian monks of heiligenkreuz to the top of the international charts with “chant – music for paradise”.

Zaha hadid (angefragt). Die Stararchitektin hat in Innsbruck mit der Bergiselschanze und der Bergstation der Hungerburgbahn städtebauliche Akzente gesetzt. (to be confirmed). the star architect has changed the face of innsbruck with the Bergiselschanze and the mountain station of the hungerburgbahn. ShOP aktuell 111


sHoP events

the shop academy is one of the five will chair merchandising seminars for the service areas of the umdasch shopfitting shop academy in the shoes and hardbrand. during the course of the corporate ware sectors. irmgard heyd remains design relaunch it has acquired an elegant on board with the seminar classplash of colour in a smart shade sic “Visual merchanof orange. the “order of dising für praktiker” play” for 2012 is fixed ( p r a c t i c a l Vi s u a l and the programme merchandising). the is available both s e m i n a r online and in printed “ganzheitform. in addition to liche personalhighlights like alpentwicklung im bach and new York handel” (integral there are a number human Resources of important new development in Retailseminars. on pages ing) will focus on the 50/51 you will find sensitive subject of a summary of the human resources. events during the The seminar programme for the Shop Academy christian göggerle for 2012 can be requested from all “Umdasch first half-year. addresses” (see back cover of this magazine). It will demonstrate, for can also be downloaded under www.umdasch‑ example, how retail shopfitting.com. the big hit in our companies can distinguish themselves as attractive employprogramme for several decades now has ers. in the field of “store Branding” mag. been the seminar “Visual merchandising für arndt traindl will once more be available praktiker” (practical Visual merchandising) in 2012; he has a long-established repuwith irmgard heyd, which was designed for tation as a consultant and more recently the fashion retail sector. to date, more than as an author. there is a particularly inter2,000 owners and especially staff members esting setting for the seminar Kaufin the textile and fashion retail sector have gEfÜhLE (purchasing Emotions) with been introduced to high art of product presdr. christian mikunda on 19 april in graz, entation. now this merchandising expertise and more specifically in the Kastner & Öhler is being extended to other sectors too. the shop academy has acquired an additional flagship store. Lecturers at the umdasch partner in alexander hutner, who looks shop academy forums will be greg stobbs after product presentation for famous com(23. 2. London), christian mikunda (22. 3. hamburg), irmgard heyd (19. 4. Bolzano), panies throughout the german-speaking hans-georg häusel (7. 5. aarau) and Bernd region. among other things in 2012 hutner Reutemann (20. 6. Vienna).

“Warum wir uns gefühle kaufen” in Hamburg on 22 march 2012 at 7.30 p.m. the Empire Riverside hotel in hamburg will provide the attractive setting for the staging of the 25th german umdasch shop academy forum. dr. christian mikunda will give a lecture entitled “Warum wir uns gefühle kaufen” (Why We purchase Emotions) and will demonstrate how the seven deadly sins, and their counterparts, provide an ideal way of seducing customers. the second umdasch architecture and design forum will also be held in the Empire ShOP aktuell 111

Riverside hotel on the same day, 22 march 2012. Lectures will be given from 3.00 p.m. until 6.30 p.m. by sven carsten alt (syndicate), iska schönfeld (philips) and günther Berger (shop consult) on “trends im Brand-, Retail- und shop-design” (trends in Brand-, Retail- und shop-design). further information about these two events can be obtained from the hamburg sales office of umdasch shopfitting (tel. +49 40 559775-0, michaela.Kramer@umdasch.com, www. umdasch-shopfitting.com).

“ladenDramaturgie lIve!” from 27. – 29. 9. 2012 in new York after a creative interlude the shop expedition “Laden-dramaturgie LiVE!” (shop dramaturgy LiVE!) with dr. christian mikunda and mag. denise mikundaschulz will head once again from 27 – 29 september 2012 to the metropolis on the © Nacasa & Partners Inc

shop Academy 2012 with new seminars

Atsushi Nakamichi, Nacasa & Partners Inc.

The Uniqlo flagship store on fifth Avenue is one of the latest hotspots in New York.

east coast of the united states. once again a number of remarkable new shop concepts have been developed there in recent months. LiVE in new York 2012 enables you to see how the Big apple is reinventing itself once more and to experience its unparalleled creativity and modernity. this city which never sleeps sounds out for the rest of the world what shops and shopping mean in an age of sustainability and digital consumerism. further information and registration etc. through Regula.Wirth@umdasch.com (tel. +41 62 737 25 20).

umdasch shopfitting

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BücHEr Books KalEnDEr CAlenDAR

neue Bücher new Books (german editions) JÖRG fUNDER, JOChEN STRÄhLE, MARC EhLBECK, ThOMAS NATKOWSKI (hRSG.)

ONLINE GEWINNEN Wer online gewinnen will, muss sich den herausforderungen des rasant wachsenden E-commerce stellen. der Einsatz effizienterer methoden zur Kundenansprache und -bindung stehen auch online auf der tagesordnung. dieses Buch widmet sich der frage, wo unternehmer ansetzen müssen, um ihren online-shop für Kunden unentbehrlich zu machen. dynamisierung und individualisierung lauten die beiden Erfolgshebel. Deutscher fachverlag, frankfurt/Main 2011, 328 Seiten ISBN 978‑3‑86641‑248‑4 78 €

ChRISTIAN BÜMELhUBER

AUSWEITUNG DER KONSUMZONE die meisten Konsumenten wissen heute, dass marketing allgegenwärtig ist und sie von Werbung verführt und gesteuert werden. aber wie gelingt es dem marketing, in nahezu alle Lebensbereiche vorzudringen? der renommierte marketingexperte christian Bümelhuber enthüllt in seinem Buch die erstaunlichen tricks und techniken, die selbst aufgeklärte und kritische Konsumenten überraschen werden. Campus Verlag, frankfurt/Main 2011, 274 Seiten ISBN 978‑3‑593‑39464‑0 22,99 € (D), 23,70 € (A), 32,90 s.fr. (Ch)

ALfRED hAAR / hAChMEISTER + PARTNER (hRSG.)

LYNNE MEShER

ShOP DESIGN um Waren perfekt zu inszenieren, bedarf es ein shop design, das zur marke, zum produkt, zu Konsumenten und Einzelhändlern passt. dazu beleuchtet mesher die grundlegenden prozesse und strategien bei der gestaltung von Verkaufsflächen. Viele anregende abbildungen und skizzen aus der praxis sowie projektarbeiten von studenten verdeutlichen die verschiedenen aspekte des Einzelhandelsdesigns. Stiebner Verlag, München 2011, 184 Seiten ISBN 978‑3‑8307‑1404‑0 29,90 € (D), 30,70 € (A)

ERfOLGSSTRATEGIEN DER fAShION‑BRANChE: VON DEN BESTEN LERNEN Keine Branche ist von so hoher dynamik geprägt, wie die fashion-Branche. neue themen in immer kürzeren Rhythmen, modisch top-informierte Kunden und der zunehmende Wettbewerb lassen die stufen der Wertschöpfungskette immer näher zusammenrücken. hachmeister + partner hat sich diese Entwicklungen zum anlass genommen, um über Benchmarks aus der Branche zu berichten. denn wer in Zukunft erfolgreich sein will, muss von den Besten lernen. Deutscher fachverlag, frankfurt/Main 2011, 282 Seiten ISBN 978‑3‑86641‑226‑2 98 €

Event-Kalender Calendar of events* Date

Location

event

type

information

23. 2. 2012

London

Laden-Dramaturgie LIVE! Special

Shop-Expedition, Dr. Christian Mikunda

www.umdasch-shopfitting.com

23. 2. 2012

London

Umdasch Shop Academy Forum

Trading platform, Greg Stobbs

www.umdasch-shopfitting.com

28. 2. 2012

Amstetten

Store Branding Excellence

Eintagesseminar, Mag. Arndt Traindl

www.umdasch-shopfitting.com

28. 2. – 1. 3. 2012

Düsseldorf

EuroCIS

Retail Technology, Trade Fair

www.eurocis.com

29. 2. – 2. 3. 2012

Las Vegas

Global Shop

The Retail Solution Event

www.globalshop.org

7. 3. 2012

Oberentfelden

Visual Merchandising für Praktiker (Mode)

Eintagesseminar, Irmgard Heyd

www.umdasch-shopfitting.com

8. 3. 2012

Amstetten

Die Visual Merchandising-Strategie der Zukunft

Eintagesseminar, Alexander Hutner

www.umdasch-shopfitting.com

13. – 14. 3. 2012

Köln

EHI PR Kongress 2012

Handelskongress

www.pr-kongress.de

14. 3. 2012

Zürich

8. Europäischer Trendtag

Kongress

www.gdi.ch

15. 3. 2012

Wien

22. Handelskolloquium

Handelsforum

www.handelsverband.at

15. 3. 2012

Bern

Community Forum 2012

Digital Marketing Forum

www.jls.ch

20. 3. 2012

Amstetten

Professionelle Multi-Channel-Konzepte für den stationären Handel

Eintagesseminar, Dr. Kai Hudetz

www.umdasch-shopfitting.com

21. 3. 2012

Oberentfelden

Store Branding Excellence

Eintagesseminar, Mag. Arndt Traindl

www.umdasch-shopfitting.com

22. 3. 2012

Hamburg

Architektur- und Design-Forum

Design-Forum, Alt, Schönfeld, Berger

www.umdasch-shopfitting.com

22. 3. 2012

Hamburg

Umdasch Shop Academy Forum

Handelsforum, Dr. Christian Mikunda

www.umdasch-shopfitting.com

22. 3. 2012

Frankfurt/M.

Partnerschaftskongress

Handelskongress

www.textilwirtschaft.de

16. 4. 2012

Oberentfelden

Ganzheitliche Personalentwicklung

Eintagesseminar, Christian Göggerle

www.umdasch-shopfitting.com

19. 4. 2012

Graz

KAUFGEFÜHLE

Eintagesseminar, Dr. Christian Mikunda

www.umdasch-shopfitting.com

19. 4. 2012

Bozen

Umdasch Shop Academy Forum

Handelsforum, Irmgard Heyd

www.umdasch-shopfitting.com

25. 4. 2012

Oberhausen

Die Visual Merchandising-Strategie der Zukunft

Eintagesseminar, Alexander Hutner

www.umdasch-shopfitting.com

25. 4. 2012

Oberentfelden

Ladendiebstahl LIVE!

Eintagesseminar, Alfred Fuchsgruber

www.umdasch-shopfitting.com

50

umdasch shopfitting

ShOP aktuell 111


BücHEr Books KalEnDEr CAlenDAR

PROf. DR. RALPh KREUTZER

DAVID BOSShART

ONLINE‑MARKETING IM MODEhANDEL

ThE AGE Of LESS

Kein modefachhändler kommt heute an einer auffindbarkeit im netz vorbei. online-präsenz zeigen, aber wie, ist die entscheidende frage. denn die möglichkeiten, von online-shoppern entdeckt zu werden sind vielfältig. diese BtE-fachdokumentation beschäftigt sich intensiv mit den grundlagen, instrumenten und Erfolgsfaktoren des online marketings. Verständlich und anhand vieler praxisbeispiele erklärt, wird ein umfassendes online-Verständnis vermittelt und moderne Wege zum Kunden aufgezeigt. BTE – Bundesverband des Deutschen Textileinzelhandels, Köln 2011, 370 Seiten ISBN 978‑3‑86340‑030‑9 52,43 € (Preis für Nicht‑EhV‑Mitglieder)

david Bosshart, Leiter des anerkannten gottlieb duttweiler instituts, ist sich sicher: die westliche Welt hat schon viel zu viel Reichtum und Wohlstand miterleben können. schneller, höher, weiter wie bisher wird in Zukunft nicht mehr funktionieren. darum fordert er den umstieg in ein Zeitalter des immer-Weniger, um eine nachhaltigere Welt zu schaffen, von der alle profitieren. die dafür notwendigen Rahmenbedingungen bringt er in diesem Buch messerscharf auf den punkt. Murmann Verlag, hamburg 2011, 224 Seiten ISBN 978‑3‑86774‑156‑9 19,90 € (D), 20,50 € (A) 30,50 s.fr. (Ch)

ARNDT TRAINDL

ChRISTOPh M. AChAMMER (hRSG.)

STORE BRANDING EXCELLENCE

die Welt – zumindest in Europa – ist gebaut. die Zukunft liegt in der nutzung des Bestandes. dieser praxisreport dokumentiert kreative Beiträge von planern, architekten, ingenieuren, Wissenschaftler und philosophen sowie industriellen zum thema der Bestandsnutzung. ihre Überlegungen beschränken sich hierbei nicht ausschließlich auf die gebaute umwelt – die Rückbesinnung auf kulturelle Werte und bestehende strukturen stehen ebenso im mittelpunkt.

der Laden eines Einzelhändlers ist mehr als ein Raum, wo nur Waren verkauft werden. Er ist der zentrale ort der strategischen markenführung. der anerkannte Einzelhandelsexperte arndt traindl gibt in seinem Werk antwort auf die vielgestellte gretchenfrage eines Retailers: Wie gelangt meine Ladenmarkenbotschaft in die Wahrnehmung des Kunden? im mittelpunkt seiner ausführungen stehen vier wesentliche Kommunikatoren: der mensch, das sortiment, der service und der Raum – das Erfolgsquartett des store Brandings.

Neuer Wissenschaftlicher Verlag, TU Wien 2011, 285 Seiten ISBN 978‑3‑7083‑0798‑5 44 €

Trauner Verlag, Linz 2011, 144 Seiten ISBN 978‑3‑85499‑953‑9 35 €

REfURBIShED fUTURE

Date

Location

event

type

information

26. 4. 2012

Wien

14. Shopping Center Symposium

Symposium

www.regioplan.eu

26. 4. 2012

München

„Customer Experience Management“

Neuromarketing-Kongress

www.nymphenburg.de

30. 4. 2012

Paris

Les équipes en boutiques

Séminaire d’un jour, Valérie Tallepied

www.umdasch-shopfitting.com

7. 5. 2012

Aarau

Umdasch Shop Academy Forum

Handelsforum, Dr. Hans-Georg Häusel

www.umdasch-shopfitting.com

8. – 10. 5. 2012

Dubai

Arabia Shop

Retail-Event

www.arabiashop.ae

10. 5. 2012

Amstetten

Neuromarketing für Handels-Praktiker

Eintagesseminar, Dr. Hans-Georg Häusel

www.umdasch-shopfitting.com

10. 5. 2012

Verona

Stor(y) Branding

Seminario della durata di un giorno, Andrea Semprini

www.umdasch-shopfitting.com

10. 5. 2012

Zürich

Shopping Center Forum 2012

Handelskongress

www.sc-forum.ch

22. 5. 2012

Amstetten

Mit optimierten Ladennetzen zu mehr Umsatz

Eintagesseminar, Traindl, Richter

www.umdasch-shopfitting.com

23. 5. 2012

Neidenstein

Visual Merchandising für Praktiker (Mode)

Eintagesseminar, Irmgard Heyd

www.umdasch-shopfitting.com

14. 6. 2012

Amstetten

Ganzheitliche Personalentwicklung

Eintagesseminar, Christian Göggerle

www.umdasch-shopfitting.com

18. 6. 2012

Oberhausen

Ganzheitliche Personalentwicklung

Eintagesseminar, Christian Göggerle

www.umdasch-shopfitting.com

18. 6. 2012

Renens

Visual Merchandising

Séminaire d‘un jour, Brigitte Beeler

www.umdasch-shopfitting.com

20. 6. 2012

Wien

Umdasch Shop Academy Forum

Handelsforum, Bernd Reutemann

www.umdasch-shopfitting.com

20. 6. 2012

Oberentfelden

Neuromarketing für Handels-Praktiker

Eintagesseminar, Dr. Hans-Georg Häusel

www.umdasch-shopfitting.com

6. – 7. 9. 2012

Zürich

62. Internationale Handelstagung

Handelskongress

www.gdi.ch

18. – 19. 9. 2012

Düsseldorf

EHI Retail Design Konferenz

Handelskongress

www.ehi.org

27. – 29. 9. 2012

New York

Laden-Dramaturgie LIVE!

Shop-Expedition, Dr. Christian Mikunda

www.umdasch-shopfitting.com

11. – 13. 9. 2012

Paris

Equipmag

Foire aménagement de magasin

www.equipmag.com

11. – 13. 10. 2012

Alpbach

DIE KUNST DER INSZENIERUNG III

Int. Handels-Forum, div. Referenten

www.umdasch-shopfitting.com

5. – 24. 4. 2013

Weltreise

In 18 Tagen um die Welt

Shop-Expedition, Dr. Christian Mikunda

www.umdasch-shopfitting.com

16. – 20. 2. 2014

Düsseldorf

EuroShop

Global Trade Fair

www.euroshop.de * the event information is supplied in the language of the event.

ShOP aktuell 111

umdasch shopfitting

51


creating unique brand experience.

In addition to the modern logo and claim, the new Corporate Identity of Umdasch Shopfitting includes a clear statement: “Creating unique brand experience.”

Space for Brands.

www.umdasch-shopfitting.com

AUSTRIA Umdasch Shopfitting Gmbh a-3300 amstetten Josef umdasch platz 1 t +43 (0)7472 605-0 f +43 (0)7472 63487 www.umdasch-shopfitting.com usfa@umdasch.com

GERMANY Umdasch Shopfitting Gmbh d-74933 neidenstein Josef-umdasch-straße 5–7 t +49 (0)7263 401-0 f +49 (0)7263 401-147 usfd@umdasch.com

SWITZERLAND Umdasch Shopfitting AG ch-5036 oberentfelden suhrerstrasse 57 t +41 (0)62 7372525 f +41 (0)62 7372550 usfch@umdasch.com

GREAT BRITAIN Umdasch Shopfitting Ltd. gB-0X41Lf oxford 54 marston street t +44 (0)1865 207800 f +44 (0)1865 207801 usfuk@umdasch.com

UNITED ARAB EMIRATES Umdasch Shopfitting L.L.C uaE-dubai, po Box 182774 t +971 (0)4 3417715 f +971 (0)4 3417716 usfme@umdasch.com

franz Jonas Gmbh & Co. KG d-46140 oberhausen Lessingstraße 18 t +49 (0)208 6218-0 f +49 (0)208 652768 www.jonas-shop.com info@jonas-shop.com

ITALY Umdasch Shopfitting S.r.l. i-39055 pineta di Laives (BZ) Zona produttiva Vurza 41 t +39 0471 958700 f +39 0471 958777 usfi@umdasch.com

IRELAND Umdasch Shopfitting Ltd. iRL-county Louth, drogheda monasterboice t. +353 (0)1 4909941 usfir@umdasch.com

fRANCE Umdasch Shopfitting SAS f-91160 champlan 7 Rue du chemin Blanc t +33 (0)1 60491840 f +33 (0)1 60491841 usff@umdasch.com

umdasch shopfitting and the umdasch shopfitting group are also available in the following planning and sales offices as well as at the following locations (selection). austria: Vienna, traun/st. martin, innsbruck, Leibnitz. germany: hamburg, oberhausen, Bamberg. switzerland: münsingen (Berne), Renens (Lausanne). italy: parma, milan. norway: oslo, sandnes/ stavanger. slovenia: Zgornja polskava. croatia: Zagreb. poland: Warsaw. Russia: moscow. and wherever else your business takes you!

www.umdasch-shopfitting.com

www.assmann-ladenbau.com

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