Ahrensburg, 9 September 2019. The Munich-based fashion house BestSecret|Schustermann & Borenstein continued its successful expansion by opening a new flagship store in direct proximity to Frankfurt Airport in late August. After 12 years of selling exclusively online, the new store in Frankfurt is already the fourth BestSecret store in the German-speaking region, following the opening of two stores in Munich and one in Vienna. With this new business model, BestSecret continues to focus on exclusiveness – both in terms of the marketed designer brands and potential customers: This exclusive Shopping Community can be accessed by registered customers only, and getting registered requires the prior invitation of an existing member. And what’s more, only members with a certain VIP status are granted access to the fashion stores. This closed-community concept creates desire in several respects: “If you are in, you are hip”. The special character of the BestSecret community is also reflected in the high quality level of the designer brands on sale – which is a clear advantage in comparison to other off-price retailers, who often struggle in the face of unduly low prices and an increasingly poor image.
VIP customers and high-end luxury items call for an equally exclusive shopping atmosphere. This high aspiration for “premium” quality and a par-excellence shopping experience is also reflected in the elegant, high-quality interior concept: On approximately 4,000 m² spread over two floors, the shopping experience is staged to perfection by the stylish interplay of marble, steel and concrete elements, which is both complemented and completed by NORDLAND’s digital retail concept. A modern 55-inch-stele orientation system welcomes the customers and clearly structured floor map videos shown on the display guide them to the differently themed sales areas within the store. Moreover, BestSecret image spots displayed on 85-inch screens provide additional inspiration by showing a selection of up-to-date fashion trends. When implementing the overall concept, NORDLAND cooperated with two experienced, long-standing partners: The Content Management software was supplied by Grassfish Marketing Technologies, and the In-Store-Audio part of the concept was realised by the expert team of Muse Content.
Petra has already been writing for NORDLAND for over 10 years, and is happy to share more interesting news from the world of DS with you soon.
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