With recent strategic store developments, Giorgio Armani Beauty is stepping up its presence in travel retail in the Americas with an eye on high traffic areas for Chinese, Latin American and Middle Eastern consumers.
Giorgio Armani Beauty’s new 12sq m space in Vancouver International Airport is situated in the main traffic thoroughfare of the Beauty Shop. With red as the key design colour, the space showcases make-up, fragrance and skincare from the Armani Beauty range.
“Giorgio Armani cosmetics represents something special for our customers in the world of luxury beauty,” said Vancouver International Airport World Duty Free Beauty Trading Manager Sam Cullen. “Its introduction to our store has driven foot traffic in new ways and increased customer satisfaction as they are excited to find Giorgio Armani cosmetics cult products in our airport. It has brought an additional level of make-up service to the store that we believe has enhanced the consumer experience.”
Making an entrance: Cosmetics have joined the existing fragrance offer in the restructured Armani store at JFK Terminal 4
At John F. Kennedy International Airport Terminal 4 in New York City, the existing Armani space has been fully restructured from a 4sq m to a 20sq m ‘mega brand’ store in the highly visible main entrance of the shopping area. The Giorgio Armani Beauty cosmetics range has been added to the existing fragrance and Armani Privé/Haute Couture fragrance offer.
JFK Airport DFS Group Beauty Product Sales Manager Toyger Civelek explained: “We have noticed that our UPT (unit per transaction) with Giorgio Armani Designer fragrances increases when customers buy Giorgio Armani cosmetics. In addition, the Latin American and Middle-Eastern passengers’ interest in Giorgio Armani Cosmetics has been better than expected. With the right assortment, we do expect to see a lift in sales.”
