Tesco Prague
February 26, 2009
Today,‘My’ department stores welcomes first customers in the Czech Republic.
Tesco launched an exciting new department store brand called My, developed in conjunction with leading retail design consultants FITCH. The opening of the first My department store in Liberec, near Prague, will be the first in a series of stores under the new concept with plans to upgrade other sites over the next few years, including Prague and Bratislava, which will become flagship stores for the new brand later this year.
“Our new stores will offer customers what they have told us they want: A wider assortment of local and international brands; a world-class shopping environment and great customer service,” says Marcus Chipchase, Managing Director of Department Stores for Tesco.
FITCH was appointed in May 2008 to create the new department store concept with Tesco, developing all elements of the brand experience, including brand strategy, name, identity, and environments.
My’s core brand idea is “Accessible Aspiration”,Simon Threadkell, Creative Director at FITCH said “Tesco has always been at the forefront of large-format retail design, and this project brings together a number of key themes we’re seeing emerging about the way we interact with retail brands into one successful department store format.”
Change will predominantly concern rebuilding of interiors that will be tailored to satisfy the latest trends of comfortable shopping. A single check-out system enabling to pay for any goods at any check-out within the department store shall contribute to customer comfort. Customer will get a clearly organized choice and free movement throughout the sales floor from counter to counter without having to walk from store to store.The new My stores will bring to customers in the Czech Republic a range of inspiring, fashionable and affordable products which includes classic and trend-setting clothing; a wide selection of beauty brands; children’s zone incorporating fashion and toys; electronics and home products. A new format food hall will be introduced and remain under the Tesco banner.
Customers will be able to enjoy a fresh and contemporary ‘one stop’ shopping experience that utilizes opinion and lifestyle suggestions throughout the design approach to both the brand and environment. My stores have been designed with clearly defined zones that target different customer profiles. “Trend” zones have been created for the more fashion-forward consumer, while “Classic” areas appeal to the more traditional shopper. FITCH’s design balances multi-branded concept shops with space dedicated to individual brands.
At My department stores, many international brands will be on offer to the Czech market for the first time. These include fashion brands Cortefiel and Trucco from Spain and French Connection, Simon Carter, Full Circle and Sonneti from UK. New Lingerie brands include Maidenform from USA and Women’secret from Spain. Existing brands include Cherokee, F&F, Steilmann, Wrangler and Lee, among others. The beauty offer will be considerable: My Liberec will include premium brands such as Chanel, Clinique, Estée Lauder and Lancome along with mid-market names such as L’Oréal, Rimmel and Bourjois.
Since this article was written the "My" department store has also opened up at Narodni Trida in the center of Prague. I had the pleasure of browsing and buying there recently. The salesclerk at the Korres counter actually walked me over to the checkout desk and thanked me for my purchase (a czech first). Also, in the shoe department i was impressed with the quick service that i got and bagged a pair of booties because of it! On the downside, i was a little confused having both menswear and womenswear mixed together on the trendy floor. Maybe i'm just used to a different kind of merchandising. The prices are a little high and the sizes a little small on this floor. The classic floor was less confusing and offered some nice choices at more sizes and various prices.Unfortunately you still have to checkout on each floor at My Narodni and there's no help (carriage) to carry everything you're interested in or already bought!
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