The Away Store Conceptualizes Travel to Two Cities in One Space
Mishal Omar — June 1, 2016 — Art & Design
References: awaytravel & design-milk
The brand Away is known for selling luxury luggage at affordable prices and its travel concept store is an excellent way to both sell its products and market themselves.
The store is based on the premise of what people who had recently traveled to Tokyo or Stockholm would buy and bring back with them. The result is two separate "themes" in one space that represent what tourists might be interested in from these two cities. The Stockholm side of the store features red brick, a wall-mounted bike and Away pashminas. The Tokyo side of the travel concept store has Japanese books, photography and beauty products.
This travel concept store is an excellent way to summarize the aspects of travel that tourists might be interested in while marketing and selling a product that pertains to the same concept.
The store is based on the premise of what people who had recently traveled to Tokyo or Stockholm would buy and bring back with them. The result is two separate "themes" in one space that represent what tourists might be interested in from these two cities. The Stockholm side of the store features red brick, a wall-mounted bike and Away pashminas. The Tokyo side of the travel concept store has Japanese books, photography and beauty products.
This travel concept store is an excellent way to summarize the aspects of travel that tourists might be interested in while marketing and selling a product that pertains to the same concept.
Trend Themes
1. Tourist-themed Stores - Creating stores based on the products and attributes tourists might associate with certain cities can attract consumers and stimulate city-based economies.
2. Localization Marketing - Creating unique marketing strategies that incorporate specific cultural and aesthetics element of particular cities can help companies tap into untapped market opportunities and expand customer base.
3. Experiential Retail - Using an immersive shopping experience, enhanced with virtual reality or physical displays reflective of a given location, to stimulate customer engagement and sales.
Industry Implications
1. Retail - Retailers can take inspiration from city-specific products and aesthetics to generate sales and stand out among competitors.
2. Tourism - Collaboration with local businesses to promote the products customers associate with a certain city can help establish distinctive branding and attract tourists.
3. Fashion - Fashion companies can partner with tourism boards or travel companies to create unique clothing lines reflecting city-specific themes and expand their customer base through targeted marketing campaigns.
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