New Balance Opens Unique Retail Concept Store on in Boston
Grace Mahas — February 9, 2023 — Business
References: newbalance
New Balance has taken the retail industry by storm with its new store concept on 124 Newbury Street in Boston, Massachusetts. With a focus on creating a customer-centric experience, the store is designed to bring people together and encourage customers to find their own authentic style.
At the heart of the store is a central seating area, where customers can convene and draw inspiration from each other. The store features an edited selection of merchandise, highlighting the connection between sport and culture. The footwear and apparel on offer are carefully curated to cater to both elite athletes and fashion influencers, giving each customer the chance to envision their next great moment.
Ian Fitzpatrick, Senior Director of Global Brand Strategy and Operations at New Balance, commented on the store concept, saying "This store represents a big step forward in the way we think about our retail environment, featuring a much tighter, more focused collection built specifically for the younger consumer." The store is not meant to tell all of New Balance's stories, but rather to invite new audiences to discover the brand for the first time.
The Boston store is the second of its kind globally, with the first opening in Guangzhou, China in December 2022. The store will be open from Monday to Saturday 10AM to 7PM, and Sunday 11AM to 6PM, giving customers ample opportunity to visit and explore the new concept.
At the heart of the store is a central seating area, where customers can convene and draw inspiration from each other. The store features an edited selection of merchandise, highlighting the connection between sport and culture. The footwear and apparel on offer are carefully curated to cater to both elite athletes and fashion influencers, giving each customer the chance to envision their next great moment.
Ian Fitzpatrick, Senior Director of Global Brand Strategy and Operations at New Balance, commented on the store concept, saying "This store represents a big step forward in the way we think about our retail environment, featuring a much tighter, more focused collection built specifically for the younger consumer." The store is not meant to tell all of New Balance's stories, but rather to invite new audiences to discover the brand for the first time.
The Boston store is the second of its kind globally, with the first opening in Guangzhou, China in December 2022. The store will be open from Monday to Saturday 10AM to 7PM, and Sunday 11AM to 6PM, giving customers ample opportunity to visit and explore the new concept.
Trend Themes
1. Customer-focused Retail - More retailers will incorporate customer-centric experiences into their stores, providing opportunities to build deeper connections with customers and drive loyalty.
2. Curated Merchandise - Retailers will focus on offering a carefully selected range of products that cater to both elite athletes and fashion influencers in order to create a unique value proposition for customers.
3. Inspiring Environments - Retail stores are increasingly becoming environments for inspiration and creativity, creating opportunities for brands to connect with customers beyond traditional shopping experiences.
Industry Implications
1. Sportswear Retail - A trend toward curating products and creating inspiring environments is disrupting sportswear retail, allowing brands to connect with customers more deeply and drive sales.
2. Fashion Retail - The trend toward curated merchandise and customer-focused experiences is disrupting the fashion retail industry, providing opportunities for brands to differentiate themselves and build customer loyalty.
3. Brand Experience - The shift toward customer-centric experiences and inspiring environments is disrupting the concept of retail altogether, enabling brands to create unique brand experiences rather than simply selling products.
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