Miu Miu sets up new scheme to boost 'retail tourism'
Miu Miu is looking to provide more exclusive products to its customers all over the world.
The Prada Group-owned brand is an international hit with fashion fans and had A-list stars, like Chloe Sevigny, Zoe Kazan and Paul Dano sitting front row at its Fall/Winter 16 presentation earlier this year (16).
In a bid to boost “retail tourism”, the label has decided to give prominence to its new lace up ballerina flats, creating shops-in-shops within Bergdorf Goodman and Isetan in Japan dedicated to the shoes. The flats come in an array of styles, like suede and satin, all boasting straps across the vamp and gingham ribbons lacing up the ankle, but new one-off designs will be available in these shops, like patent leather lined in shearling.
It's hoped the strategy will help boost the brand's accessories market, with other fashion houses like Thom Browne and Proenza Schouler also revamping their methods to trigger excitement amongst their customers.
“With the ever-challenging landscape of retailing, we try to offer the customer variation at different locations,” Stefano Cantino, group strategic marketing director for the Prada Group, told WWD of the Miu Miu ballerina scheme. “Our customer is global and they find us wherever they are - so by carving out exclusive styles for different locations we are offering them the opportunity to collect on their travels and to purchase something that isn’t available everywhere.
“This goes back to a bigger strategy of offering the customer new and bespoke experiences around the world. The demand for this particular style has been great, offering speciality versions means that we do not over saturate the market place but instead build an offering which understands it.”
A spokesperson for Miu Miu notes the ballerinas are already “selling out quickly” thanks to the set-up at Bergdorf Goodman, with the footwear dangling from wooden frames. Meanwhile at Isetan the shoes have a more formal presentation, lined with ice blue wallpaper.