New Store Concept for Jack & Jones in China
“Bring it on” – Jack & Jones, a subsidiary of Bestseller Group, has a new slogan for the Chinese market. To kick off the brand’s revised market positioning, five pilot stores in Beijing present the new, masculine and “grown-up” look. Schwitzke & Partner developed the new retail design for the men’s fashion specialist. The new stores have a size of between 200 and 250 square meters; their design language wins over customers with its cool and casual high-tech atmosphere. The list of materials used for the store fit-out ranges from black chrome via wall panels made of marble all the way to Terrazzo-style tile flooring and an elaborate ceiling design with wood profiles. They serve to structure the store into three sections: Denim, Casual, and Essentials. The new pilot store Tian Shi Ming Yuan / Beijing has already brought in a 50% increase in sales after only two weeks.
Jack & Jones already operates roughly 3,000 stores in China; it plans its further expansion at a fast pace. Correspondingly, the implementation of the store concept is uncomplicated and can be replicated quickly.