Shops in the departure lounge at Terminal 5, Heathrow Airport. Photograph: Graham Turner for the GuardianAlmost all of us do it: as soon as we got through airport security that we are in shops, sketches on everything from Gucci loafers for headphones, Havaianas and headache pills.
At Heathrow alone, 70 million passengers a year with an hour or so to kill add up to serious spending power. So popular are the airport shops that struck last year, sales per square foot at its stores a staggering ￡ 2,782 – making it one of the most productive shopping destinations in the country. In comparison, Selfridges, Oxford Street took about ￡ 1,500 per square foot in the same period and Harrods in Knightsbridge a relatively paltry ￡ 1,000.
Some dealers have known the power of airports for years – WH Smith high street once near basket-case study was helped back to financial health from airside shops. Heathrow four stores of the Dixons are among the five best performing stores in the company's portfolio.
Average spending per shopper at Heathrow now stands at ￡38,86, up from ￡24,68 in 2002, an increase of 57 percent, while retail sales through the airport have increased 47% over the past decade, to ￡ 1 billion last year.
The new Terminal 2, due to open next June, and maintenance, among others, the 27 Star Alliance airlines, US Airways, Lufthansa and Singapore Airlines, will have a two-level departure lounge lined with shops. The retail space has proved so popular that there were five businesses vying for each of the available sites – 52 69 17 shops and bars or restaurants.
Heathrow management says is "defined a fresh vision for retail stores, which includes concepts like" Solomio "– dedicated apps" social mobile "position to help customers find their way around the shops.
Department store group John Lewis will open the first store here, selling mainly airport John Lewis own designer ranges and own brand products.
Sean Allam, Director of commercial operations, hopes that the new outlet will raise the brand's profile abroad: "we expect the company to build brand awareness John Lewis to target customers in a number of overseas territories, is our online business and wholesale support."
Fashion brands such as Mulberry, Dior, Gucci and many others are finding lucrative airport outlets, thanks to spending power of the rich passengers with time on their hands.
Muriel Zingraff-Shariff, Director of retail at Heathrow, says: "a lot of women, business passengers who come in and out every week, tell us is great because while they are here – having to be here soon – can go shopping, they never have time to do in the city, because I'm too busy."
Over in Terminal 5, Nandita Mahtani, a fashion designer going to Mumbai, is a case in point. She has just left the Tiffany store clutching a small bag. She says: "I bought some gifts for friends back home. I knew that I would have bought something at the airport because I didn't have time when I was in London. "
About 70% of Heathrow passengers are from outside the European Union and is the airport of choice for international businessmen and women who travel through the United Kingdom. Spending by tourists from the Bric countries (Brazil, Russia, India and China), with their rapid growth, high-spending middle class last year increased by 18%.
A walk through the Terminal 5 is like a walk in Paris Rue St Honore or Rodeo Drive in Beverly Hills, Burberry, Bulgari, Smythson and Prada all there. Unlike on high street, the doors are open and there are no buzzers or burly security man. Zingraff-Shariff jokes: "If someone tries to steal anything, they're going to get very far in an airport."
Dolce & Gabbana & moved in the last year, opening the first non-Italian airport shop. It replaced a Nokia store, in a clear sign that the airport and the rich passengers want more fashion brands.
A spokesman said Mulberry brand airport shops were among his best interpreters. Four of 11 UK shops by Burberry are at airports, targeting what chief executive Angela Ahrendts calls the luxury consumer. "When Chinese consumers on the road," he said recently, "spend six times more than when they remain at home ... Saying, ' I bought in London ' adds cachet ".
Heathrow charges nominal retailers for rent but takes a cut of their revenue. Last year, Heathrow made 542 million pounds from retail, according to the annual report, compared with 329 million pounds in 2008.
In addition to Gatwick, a new commercial area in Terminal South Coast 21 million pounds. Here, about 70% of passengers are British tourists rather than the businessmen and shops reflect this difference. Instead the Burberrys or Mulberrys, there are popular high-street brands such as Zara, SuperDry, Ted Baker.
Spencer Sheen, head of retail at Gatwick, says: "there was underinvestment in the past, and there was pent-up demand from people who wanted to start enjoying themselves once they got through security.
Ray Kelvin, chief executive of Ted Baker, says that its stores in Glasgow airport and London Stansted and Gatwick – had served well the business: "helped us to export our brand internationally, as well as maintaining the British traveler last minute purchases before going on holiday."
Julian Dunkerton, chief executive of SuperDry, agrees: "we just opened at Gatwick North and is going very well. We are a perfect match for airport crowds with people wanting last-minute items before they get away. "
No comments:
Post a Comment