Liberty Beauty Hall recording 'incredible' figures
20.20 were delighted to be able to celebrate our latest work in the fashion and department store sector with a selection of our clients on Friday morning at a breakfast we hosted in the revamped beauty hall of the eclectic London shopping emporium, Liberty.
Guests were granted exclusive access to the space we worked on earlier this year and as an added bonus were treated to talks from Head of Visual merchandising Maxine Groucutt who talked about the brief she set us and Assistant Beauty Buyer, Sarah Coonan who spoke about the success of beauty since its re-launch six months ago. 20.20 Creative Partner Dan Leach revealed the inspiration behind the theme and design detail and the planning that went into opening the space up and doubling its size.
Sarah talked about the ‘incredible numbers they have seen even in this tough economy’ and how the new look Beauty Hall is now trading at 38% up on last year despite the fact a lot of trading space has been lost where products and shelving have been stripped from the windows.
Our decision to open up the windows and position brands and counters so they can be seen from the street, means established brands are now trading at a considerable percentage increase on last year. For example, Aesop which is enjoying trading at +60% since the revamp has not actually been given any extra space, it has simply been moved to the window where it can be animated and brought to life and thus draw the customer in.
The opening at the heart of the space has been instrumental to the figures and has created a ‘real hub’ resulting in some of the biggest growth figures. This is purely down to the flow of traffic and the curved counters helping customers to navigate their way through and experience a real journey. Established brands like Byredo are on triple digit growth following their move to this newly created area.
The back wall of what was previously the bazaar room did not hold any product but has now been converted into ‘a massive trading area’ with one of the established brands Nars now trading at +40% since its relocation here.
As well as the Beauty Hall itself recording some amazing return on investment figures, Sarah also talked about the ‘halo’ effect it is having on other areas around it, for example the Diptyque fragrance range hasn’t been changed or increased at all, yet is performing at +56% due to increased footfall in Beauty and improved navigation.
Sarah closed with these very complimentary words, “From the first day of launch it has felt like this department has always been here, it has married perfectly to the look of the room, so thanks so much to 20.20 for that. It has been an incredible success and it is an absolute pleasure to buy for this department.”
Please click here to see a summary of these figures on Retail Week and click here to see a gallery of photos from the event