WWDreports that Juicy Couture is opening up shops in several aiports. The photograph above is a Juicy Couture store opening up in Miami International Airport's American Airlines terminal. Other airports soon getting a Juicy Couture store include John F. Kennedy International Airport, TaoYuan International Airport and the Athens airport. The Miami airport store opens in December and the three others open in 2010. Juicy Couture told WWD they know their customers are in the airports.
"We know that our customer is traveling and she's in the airports," said Ellen Rodriguez, senior vice president of global licensing and international at Juicy Couture. "Women are always wearing our tracksuits, especially to travel in. We just don't think she's being targeted by other retailers in these airports, so there's a real opportunity there for us."
The brand has developed a new airport store design concept to showcase the best of what Juicy is known for, as well as items that are geared toward travel. Tracksuits will be available in a multitude of colors, and there will also be easy last-minute gifting items such as jewelry, sunglasses, watches, charms, logo T-shirts, packaged baby socks, onesies and bibs. In addition, city-specific gifts will be available in the shops, such as a T-shirt graphic stating "Choose Miami" in the Miami airport location.
It's not a bad strategy. The reduction of flights has more people stuck in terminals as they wait for a connecting flight. Shopping is one way to pass the time.
