Women’s Wear Daily
04.24.2014
specialty-stores
specialty-stores

European Stores Order Tea and Manicures

During the dog days of summer, European retailers are trying to lure shoppers with celebrity readings, themed evenings and teas.

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Scarlet & Violet at Anya Hindmarch

Scarlet & Violet at Anya Hindmarch

Photo By Courtesy Photo

Most Recent Articles In Specialty Stores
Most Recent Articles In Specialty Stores

During the dog days of summer, European retailers are trying to lure shoppers with celebrity readings, themed evenings, teas, complimentary manicures and collaborations with artists. Here, a look at some of the innovative retail events taking place in the U.K. and on the Continent.

ANYA HINDMARCH: POP STARS

Accessories designer Anya Hindmarch has introduced a series of temporary, miniature pop-up shops to her London stores in recent months, which have served to both pique the interest of passersby and pamper existing customers.

“Since the opening of our flagship stores in London, we have thought about ways in which we can work with the space and keep it fresh and exciting,” said Hindmarch. “We like partnering with other brands and products so we can introduce our customers to new experiences and show them things we love.”

Over the past year, beauty brand Cowshed has offered complimentary manicures in Hindmarch’s stores, while Chantecaille has given customers free makeovers. To celebrate the Chelsea Flower Show in May, ice cream maker William Norris set up in Hindmarch’s Sloane Street store for a week, while in October florists Scarlet & Violet created hand-tied posies for Hindmarch’s customers in the same space. Meanwhile, in mid-September, to coincide with London Fashion Week, the label plans to host a makeup artists’ workshop to teach customers how to execute a smoky eye makeup look.

Hindmarch said the benefits of the brands’ appearances to her business are twofold. “The success of guest appearances can be measured [both in terms of] boosts in sales to increased footfall [in the stores],” said the designer. “They have proved to be a wonderful way of strengthening our existing customer relationships and developing new ones.”
— Louise Bartlett

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