Airports globally (and especially in Europe) are working with luxury beauty brands to create experiential shopping environments, observed trends analyst Claire Hobson of The Future Laboratory during her presentation at a CEW event last month.
Travel and experience are key components of the luxury market place these days, and The Future Laboratory understands just how influential the sixth continent consumer—those who travel internationally and shop duty-free as a matter of course—really is.
DFW
The Dallas Fort Worth International Airport announced the opening of the new boutiques late last week.
Ken Buchanan, executive vice president of revenue management at DFW Airport, tells the press that "this is just another step in the evolution of Terminal D, our international terminal, which is well on its way to becoming a premier retail and dining destination for our customers.”
"With the addition of these globally recognized luxury beauty brands, DFW Airport is enhancing the customer experience and appealing to a global audience,” he explains.
All three Estée Lauder brands, Aveda, Jo Malone, and MAC, have two shops in the airport’s international terminal, which has increasingly become an upscale shopping opportunity for travelers. Coach, Hugo Boss, L’Occitane, and Mont Blanc have boutiques in the terminal too.
And, starting next year TRG Duty Free joint Venture will be designing and running more such shops in DFW’s terminal D. This, following a 2015 decision by the airport’s board.
Global reach
The Estée Lauder travel retail team has tailored the new boutiques to meet the unique expectations of the sixth continent consumer: “All stores are built with unique customized design features, and our multi-lingual expert beauty advisors and makeup artists will provide personalized consultation to customers seeking product guidance or assistance in selecting the perfect gift,” says Olivier Bottrie, president of travel retail worldwide for Estée Lauder Companies, in the press release about the stores’ opening.
“Visitors to these stores will be able to experience the most recent product introduction from these brands and range of services designed specifically for the traveling consumer,” he affirms.
Prestigious partnership
The prestige market level where Estée Lauder does business is central to the company’s brand stories. In this case it’s a big part of why DFW welcomed the new stores to its international terminal.
“The addition of six Estée Lauder branded stores at DFW Airport is nothing short of remarkable,” comments Steve Flory, managing partner of Estée Lauder branded stores. “This significant advancement in retail elevates DFW Airport into the top echelon of global retail innovation. In more than two decades of involvement in operations at DFW Airport, I have never witnessed such a high level of vision, enthusiasm, leadership and commitment by the DFW concession team.”