New shop concept at Hamburg Airport: Gebr. Heinemann and Hugo Boss employ “Local Sense” and digital elements to excite and engage travellers.
Passengers can now enjoy a newly designed shopping experience in the Hugo Boss Store at Hamburg Airport. At the core of the new store design is a modern “Local Sense” concept with a digital impetus. The ceiling, for example, was modelled on a sea container – a characteristic port element of the Hanseatic city, whose seaport is one of its most popular sights. Customers are directly addressed with distinctive campaigns such as “Boss loves Hamburg” via digital screens in the shop and in the shop windows.
“Our experience tells us that travellers like to sense where they are. Passengers appreciate Hamburg’s maritime flair and northern German atmosphere. That’s why we worked with Hugo Boss to develop a shop concept that is specially tailored to the city. We have a long-standing partnership in the travel retail sector with Hamburg Airport and the Hugo Boss brand; we have been working together successfully and in a spirit of trust in Hamburg since 2010. That’s why we take particular pleasure in implementing this new concept of regional, digital customer contact in this form for the first time here at our home location,” says Jan Richter, Director Purchasing Fashion & Accessories at Gebr. Heinemann.
Categorised product presentation provides a better overview
The renovation was also accompanied by a move for the Hugo Boss boutique: The new store reopened its doors on a new area of 157 square metres in the much more highly frequented south side in Terminal 2.: “The newly designed Hugo Boss store offers our passengers a modern and even more varied shopping experience. In addition, it convinces with its central, well-frequented location just behind the security checkpoints. The new design featuring Hamburg references fits perfectly into the design concept of our pier: here, too, air travellers are reminded of their favourite places in the Hanseatic city at many gates and bars. I look forward to continuing the successful cooperation with Gebr. Heinemann and Hugo Boss with a new lease of life,” says Lutz Deubel, Head of Center Management at Hamburg Airport.
The new shop has a more compact structure and, thanks to the increased presentation of goods by category, is more clearly arranged. Striking category walls such as the Polo Wall or the Sneaker Wall create clear segmentation. “The improved area allows us to display a wider range of all products and to stage the respective product groups individually. This provides much better guidance and, above all, a more enjoyable shopping experience for passengers with little time,” explains Anja Fürstenberg, Managing Director of Heinemann Duty Free at Hamburg Airport.
Local products and individualisation
Another new aspect in the Hugo Boss Store is the resumption of the women’s collection. From now on, travellers will find the Boss Casual women’s collection as well as accessories and shoes in addition to the business, athleisure and casual collection for men. In the medium term, special local products such as a “Boss loves Hamburg” shirt will also be included in the range. In future there also will also be the possibility to personalise leather accessories in the shop.
The German fashion brand Hugo Boss is one of the world’s leading companies in the upper premium segment and is known for its quality and fit. As well as with being popular with Germans, the brand also enjoys great popularity with customers from Scandinavia, Russia and Great Britain. Its high international standing is significant for the travel retail market and perfectly addresses the passenger structure at Hamburg Airport.
In spring 2019 Gebr. Heinemann opened a new Fashion & Accessories Multibrand Store and a Sunglasses Multibrand Store at Hamburg Airport. “The new Hugo Boss boutique now joins our exciting new store openings and re-designs here in Hamburg as another important component and perfectly complements the range of products on offer. We expect very positive development for all stores,” says Jan Richter.
Copyright The Duty Free Hunter 2020