Tommy Hilfiger shop-in-shop sparks 400% sales increase in one week

Retailers working in the luxury watch sector are editing the number of brands they stock and devoting more space to shop-in-shops that have a better product range sold within an environment that tells each watchmaker's story It is not just the top end of the Swiss watch market that is adopting this tactic, the same method is being increasingly used by the likes of Citizen Watch UK, Seiko, Casio, Fossil and Movado They are pruning under-performing brands to create more space for their bestsellers.

Steve Brydon, general manager of Movado Group UK, is working to ensure his biggest watch brands - currently Hugo Boss and Tommy Hilfiger and Lacoste - have their elbows out when it comes to grabbing space in stores Movado Group UK is sticking with a long-held view that its watch brands will fail without strong partnerships with retail partners across physical and online stores Even though Movado has its own ecommerce sites for brands, and its partners sell its watches online, Mr Brydon believes a strong presence at high street and shopping centre stores is vital.

"While the web is important and is around 30% of all sales now, we must not forget that 70% of sales are still made in stores We have to protect and nurture that business because it gives us great visibility," he states. . Source