Bally reflects on a ‘strong’ 2019 characterised by TR store expansion

By Charlotte Turner |

Bally-store-in-DF&TR-general-leadBally says 2019 can be characterised by the strengthening and expanding of its travel retail store network as well as delivering on a ‘strong brand message’. The Swiss fashion house underlined its commitment to the DF&TR channel at its special cocktail evening during the TFWA World Exhibition in Cannes last week.

 

It’s progress year-to-date includes the opening of flagship stores in China and Milan, the Spring/Summer 2020 collection presentation during Milan Fashion Week and confirming its commitment to a long-term mountain preservation initiative, which launched with ‘Peak Outlook’ in July.

 

Notable developments across travel retail in key locations in China include Shanghai Hongqiao and Pudong Domestic and International airports, Beijing Daxing Domestic and International, Beijing T3 International and Guangzhou International and Domestic.

 

“In Beijing, Bally’s first flagship is situated in the luxury wing of the renowned China World Mall, solidifying the brand’s commitment in the Mainland, where Bally first entered in 1980s and now boast a retail network of 50 stores,” says Bally.

 

In Europe the Swiss flagship at Zurich airport will be renovated, while in France, Bally will open a store in La Samaritaine, Paris, in Q1. Furthermore, Bally’s dynamic new flagship in Milan, also known as ‘Bally Haus’, and situated on the prestigious intersection of Via Montenapoleone and Via Manzoni, confirms Bally’s direct business invested within Europe.

 

‘EXCLUSIVE EXPERIMENTAL TOUCHPOINTS’

This year, Bally has secured monobrand locations in the world’s leading airports and downtown duty free malls, strengthening its existing partnerships and initiating new collaborations with the world’s top travel retail operators in the business and adding exclusive experimental touchpoints that reflect this.

 

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Bally says 2019 can be characterised by the strengthening and expanding of its travel retail store network.

“Highlights include the brand’s positioning within Hong Kong International Airport, which opened in August and boasts a revolutionary store concept for Bally, including interactive LED screens, where customers may visualise and mix-and-match their product offering a unique experience and the first of its kind for Bally stores worldwide,” adds Bally.

 

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Notable developments across travel retail in key locations in China include Shanghai Hongqiao and Pudong Domestic and International airports, Beijing Daxing Domestic and International, Beijing T3 International and Guangzhou International and Domestic.

Pop-up concepts have also been ‘tested and invested in’, most prominently in Sanya’s Haitang Bay, where a new storytelling pop-up concept inspired by Bally’s rich heritage and the Autumn/Winter 2019 campaign, ‘the Journey to Switzerland’, will deliver a strong brand message throughout Golden Week in October.

 

Alongside its key landmarks, Bally has launched exclusive capsule collections to deliver special products to its global customer base with a new focus on developing an exclusive Travel Retail Capsule and enforcing Travel Retail as a special shopping destination.

 

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The latest openings add to Bally’s already strong global distribution footprint, which now spans across 66 countries, with 311 retail stores and 500 multi-band points of sale and e-commerce channels servicing 34 countries.

 

“Together these new doors and concepts, in key locations and in collaboration with the most prominent partners, solidify Bally’s position as one of the largest networks among luxury fashion brands in the travel retail sphere,” concludes the brand.

 

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