{"id":35847,"date":"2019-09-13T12:22:35","date_gmt":"2019-09-13T12:22:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/discover-new-store-concept-esprit\/"},"modified":"2019-09-13T12:22:35","modified_gmt":"2019-09-13T12:22:35","slug":"discover-new-store-concept-esprit","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/discover-new-store-concept-esprit\/","title":{"rendered":"Ontdek het nieuwe winkelconcept van Esprit"},"content":{"rendered":"

Esprit <\/strong>opent in Beijing volgens een volledig nieuw winkelconcept. Met de vernieuwing wil het modemerk duidelijk maken dat het “terug is”. Foto’s ontdek je hier. Intussen sluiten in Nederland net vijf franchisewinkels.<\/p>\n

<\/p>\n

\u00a0<\/p>\n

Kwart minder kleren<\/h2>\n

Esprit wil een nieuwe richting inslaan en een comeback maken. Dat doet het modelabel met een winkelopening in Beijing, ingericht volgens een nieuw ontwikkeld winkelconcept. Het design moet duidelijk maken dat het merk “terug en fundamenteel anders” is, aldus het perscommuniqu\u00e9.<\/p>\n

\n“Onze nieuwe winkel in Beijing is een etalage voor het merk Esprit. Met verrassende en functionele designdetails, en heldere en sociale ruimtes, vinden wij dat dit een goeie uitdrukking is van de geest van Esprit”, verklaart CEO Anders Kristiansen.<\/p>\n

\nMinder artikelen, maar meer verhalen. Dat is in een notendop de filosofie van de nieuwe inrichting: het aantal items is met 25 tot 30% verminderd, zodat kernitems en thema’s meer kunnen opvallen. Op dezelfde manier wordt ook met open ruimtes binnen de winkel gewerkt, waar rond de collecties eigen verhalen worden gevormd.<\/p>\n

\u00a0<\/p>\n

Kassa’s om te kletsen<\/h2>\n

Tegelwanden vormen er de achtergronden, die als een visuele horizontale lijn door de hele winkel heen lopen. Bepaalde kledingstukken in de schijnwerpers zetten, kan dan weer met gekleurde acrylplaten tegen de wanden. Ook de gevel werd vernieuwd: het Esprit-logo beslaat de volledige lengte van de etalage om extra visibiliteit te geven.\u00a0<\/p>\n

\nDe meest opvallende nieuwigheid is echter de plaatsing van de kassa’s: die komen pal in het midden van de winkel te staan, met de bedoeling meer sociale interactie te krijgen tussen de verkoopmedewerkers en de klanten. Letterlijk, want het kassa-eiland heeft zelfs stoelen, waar klanten kunnen blijven zitten en kletsen.<\/p>\n

\u00a0<\/p>\n

Vijf winkels dicht in Nederland<\/h2>\n

De Chinese winkel in Beijing is een toonbeeld van de nieuwe merkidentiteit van Esprit. Elementen van het nieuwe winkelconcept worden nu getest en uitgeprobeerd. Het modemerk breidt zo een selectieve uitrol \u00a0van het concept naar andere winkels voor.<\/p>\n

\nMogelijk komt het concept op termijn ook naar de Benelux, aangezien het een kernmarkt is voor het kledinglabel. Dat zegt Martin Hallander, hoofd van wholesale voor Noord-Europa, naar aanleiding van het faillissement van een Nederlandse franchisenemer<\/a>.<\/p>\n

\nIn Nederland sluiten door het faillissement vijf winkels, waarvan vier in Limburg en een in de provincie Brabant, zo bevestigt het hoofdkantoor tegenover RetailDetail. Esprit beklemtoont dat het merk een “substanti\u00eble aanwezigheid” wil behouden in het land en dat klanten nog elders in vestigingen in de regio terechtkunnen. Van een overname is dus (momenteel) geen sprake.<\/p>\n","protected":false},"excerpt":{"rendered":"

Esprit opent in Beijing volgens een volledig nieuw winkelconcept. Met de vernieuwing wil het modemerk duidelijk maken dat het “terug is”. Foto’s ontdek je hier. Intussen sluiten in Nederland net vijf franchisewinkels. \u00a0 Kwart minder kleren Esprit wil een nieuwe richting inslaan en een comeback maken. Dat doet het modelabel met een winkelopening in Beijing, […]<\/p>\n","protected":false},"author":1,"featured_media":35845,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[43],"company":[],"topic":[],"region":[],"class_list":["post-35847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","extra-plus"],"acf":[],"yoast_head":"\nOntdek het nieuwe winkelconcept van Esprit - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Esprit opent in Beijing volgens een volledig nieuw winkelconcept. 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