by Apparel Resources News-Desk
12-September-2019 | 1 min read
In its endeavour to reinvent itself, the iconic fashion label Esprit has come out with a new concept store in Beijing.
The brand, going forward, plans to roll out the features of this store across all its stores worldwide.
The highlight of the new store in Beijing is the huge prominent opaque brand name across the outlet’s glass street frontage. Designed by Ettore Sottsass, the design is a perfect mix of ‘California cool’, bright colours and bold graphics.
Another change to the layout of the store is the relocation of the cashier’s counter to the middle of the store with the intent of increasing the interaction between customers and store staff.
“This forms a social hub that invites customers to stay, converse and relax and further experience the Esprit brand,” said a spokesperson.
Corroborating on how the new design defines the spirit of the fashion brand, Anders Kristiansen, CEO, Esprit Group, said “With surprising and functional design details, and bright and social spaces, we think this is a great expression of the spirit of Esprit.”
The fashion label has been eyeing China market in its efforts to reinvent its brand reputation and sales. Going forward, Esprit plans to open 220 stores in the country by 2023 and another 80 in other Asian countries.
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