PUMA will revamp assortments, merchandising and store layouts in Klang Valley following results from a recent study. With consumer shopping trends around the world gearing towards a more ”holistic“ approach, PUMA’s revamped concept stores, now termed PUMA Retail 2.0, promises to engage consumers on a multitude of levels whilst elevating their overall shopping experience.
Kicking things off
is its concept store
in Pavilion KL, located on the iconic Jalan Bukit Bintang stretch. The 136.1 square
meter store is now not only brighter
and more inviting, but consumers walking in will instantly see a clear
distinction – male and female products are placed on the right and left hand
corner of the store respectively, and in between both sections is a “catwalk”
display of lifestyle footwear, providing consumers with a feel of the shoes as
they walk around in them. For consumers in a rush, the store’s more prominent
window display – slated to change after every two to three months – will
provide them with preview on what’s new, thus incentivising them to drop by and
check it out when they have a bit more time on their hands.
“We are constantly improving the design of
PUMA stores as we want to provide consumers with a more relaxed shopping
experience with simplified zones or sections for sport and lifestyle wear.
Whether you’re fashion savvy or sports-inclined, you’ll easily find what you
need from PUMA’s newest Motorsport, Lifestyle, Running, Fitness and Black
Label collection,” said Gabriel Yap, Head of Marketing for PUMA Malaysia.
Gabriel believes
that taking on a more
contemporary design similar to PUMA concept stores in Japan and Europe will
provide Malaysians with the same take-out
that other customers are experiencing with PUMA products worldwide. “Malaysians
now do not have to travel to neighbouring or international countries to soak in
the ‘PUMA experience’; what is now available in Kuala Lumpur is on par with the
rest of the world, and I truly believe that it timely as Malaysians have become
more discerning when it comes to product choices and their overall shopping
experience. Both are symbiotic and go hand-in-hand.”
Come this December, consumers living around
Petaling Jaya will be able to imbibe in the experience when PUMA Retail 2.0 concept
store opens in One Utama shopping centre. In January 2012, KL-ites will be
treated to its brand new concept store in KLCC (Kuala Lumpur City Centre),
providing them with an enhanced PUMA retail experience like no other.