Apparel group Gazal has partnered with technology powerhouse HP as it moves to significantly revamp its store concept sections in Myer.
The company, which holds the local licence for businesswear brand Van Heusen, has revealed it will launch a new look for the label at its Myer Sydney city concept store next month.
The design will then roll out across a further three Myer stores within the next six to 12 months.
The concept, to be created by shop-fitting and interior design agency Sidgreaves, will launch in October to spruik the new Van Heusen Evercool range, and to coincide with the brand's strongest selling period for suiting and shirting, traditionally September to November.
Van Heusen brand manager, Tailored, Andrew Leong said the refresh marks the evolution of the brand, which has also engaged HP for the project in a bid to integrate cutting-edge technology into its showcase for the first time.
“We wanted to integrate technology into our concept to better communicate with our customers, so we have engaged HP [to deliver this] in the form of a Micro Bezel LED wall to showcase our seasonal creative, and a touch-screen panel so customers can navigate and explore our product and brand,” he said.
“We believe, through this design, we will achieve an experiential balance of dramatic creative content and concise product communication.”
In addition to the touch-screen technology, digital signage, Micro Bezel LED and wireless technology, Leong said the new store concept will also enlarge in store display units to add “a sense of presence and space, integral to any dramatic retail concept”.
Gazal group brand marketing manager Dianne Taylor said the increased focus by Van Heusen on technology and the digital front also follows the launch of the brand's new website last month.
“In a challenging time for retail we wanted to reinvest in the brand through product innovation and best way to convert our message is through the customer experience,” she said.
“The launch of Van Heusen Evercool also prompted the brand site launch, as we wanted to ensure the site evolved to meet our consumers needs in terms of technology.”
