DFS, Michael Kors bring well-traveled positioning together in-store

Luxury Daily – LVMH-owned travel retailer DFS is embracing Michael Kors’ jet-set lifestyle through exclusive products and in-store enhancements.

This September, DFS’ T Galleria locations will host an exclusive Michael Kors collection of men and women’s apparel and accessories, including an edition of the Mercer handbag, which will only be found at DFS this fall. DFS often works with brands to curate duty-free shopping experiences because of travel retail’s mass appeal to consumers making their way through airport terminals.

“Gamification certainly entices customers to enter bricks-and-mortar establishments and promotes true involvement in the culture of a brand,” said Laura Sossong, manager at Boston Retail Partners, Boston. “Experiential elements are a key differentiator in today’s competitive retail environment, as they create powerful moments that last long after a purchase.”

“DFS is wise in adopting new themes and ideologies concurrent with the launch of new brands, as it allows them to continuously offer elements of ‘surprise and delight,'” BRP’s Ms. Sossong said. “This plays well in generating the interest of today’s fickle consumer, and should be particularly effective in emerging Eastern markets.”

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