New Balance, the well-known footwear and apparel brand, has recently introduced an innovative retail concept at its Paragon store located along the bustling Orchard Road. This fresh concept is designed to reinvent the consumer experience by placing customers at the very center of their shopping journey.
The central seating area incorporated throughout the store aims to create a communal space where customers can gather, draw inspiration from each other, and explore their unique styles. With this redefined retail strategy, New Balance aspires to offer an interactive platform that fosters fashion creativity and customer bonding.
New Balance’s Paragon store is the third worldwide to adopt this pioneering retail concept. The global rollout started in Guangzhou, China in December 2022, followed by Boston, USA in February 2023, before landing in Singapore.
“Singapore is a significant market for us, and we’re proud to introduce the first concept of its kind in Southeast Asia. It is a crucial element in our strategy to engage our existing fans and attract new audiences to our lifestyle and sports offerings,” stated Coenraad Hefer, the General Manager of New Balance Singapore and Malaysia.
Expressing confidence in the potential success of this new retail environment, Hefer also revealed plans to refit four more stores across the island by the end of the year.
Covering 1,679 square feet within the Paragon Shopping Centre, the redesigned New Balance store offers an array of merchandise. Emphasizing the brand’s intersection of sports and culture, visual storytelling is used to highlight the creators and origins behind certain products.
The product collection available at the outlet is carefully curated to allow customers from varied backgrounds, such as elite athletes or fashion influencers, to envision their complete look with New Balance.
Senior Director of Global Brand Strategy and Operations at New Balance, Ian Fitzpatrick, regards this store as a significant step forward in their retail strategy. “This space is not designed to tell all our stories, just those most relevant to our consumers. It’s a shift reflecting our intention to invite new audiences to discover the brand, possibly for the first time,” Fitzpatrick added.
Interestingly, this innovative store concept announcement coincides with a similar initiative from watch brand Casio. To celebrate the 40th anniversary of G-SHOCK, Casio unveiled a novel flagship store concept at ION Orchard Singapore. Casio, through their new store design, aims to bridge the connection between the local community of watch enthusiasts and contemporary art.
This news is based on Marketing Interactive