By Karen Moss
Coast is today opening its first flagship in the UK, on London’s Oxford Street. At more than four times the size of traditional Coast stores, the £1 million flagship launch has been timed to benefit from increased footfall expected during the Olympic Games and will roll-out a new concept deploying technology to deliver a more personalised shopping experience.
In-store technology will comprise five transactional iPads and two iTouches to enhance assisted service and point-of-sale mobility throughout the generous two floor shop environment. The iPads will display information in 10 languages to ensure accessibility for international visitors to the West End.
As part of Coast’s omni-channel approach, the store will also offer a bespoke service proposition, Coast by Appointment, to guarantee a more tailored visit for groups of friends or individuals. Customers will be able to book one-to-one appointments online in advance, notifying a dedicated Occasionwear Specialist of the nature of their forthcoming special event and a wish-list of items to try on when they arrive at the store’s beautifully furnished private dressing room.
Coast, part of the Aurora Fashions Group which also owns Oasis and Warehouse, plans to roll the store concept out to key regions in the UK and overseas, beginning with Manchester, Dubai and Abu Dhabi. The brand grew its international store portfolio by over a third last year and now has 348 outlets across the world, with the Middle East proving to be on of its fastest growing markets.
Margaret McDonald, managing director of Coast, says: “With the eyes of the world on London right now, I can’t think of a more perfect time to open the doors of our new flagship store on one of the country’s most iconic shopping streets. Despite facing ongoing financial pressures, our customers are determined to continue looking great for a big occasion. We’re proud to be responding to this demand with a unique store environment and service experience that turns shopping into an occasion in itself.”