BRANDE, Denmark, 2016-Oct-07 — /EPR Retail News/ — 13 October this year, JACK & JONES JEANS INTELLIGENCE opens its first independent retail store in Austria – and the customers are in for a unique experience.
Jeans are the backbone of JACK & JONES – the muscle power behind the brand. Now, to further develop their strongest asset, JACK & JONES JEANS INTELLIGENCE will open their first independent retail store. We talked to Retail Director Peter Kristiansen, who let us in on the new concept:
“When customers enter the JEANS INTELLIGENCE store, they will clearly see that it is not a JACK & JONES store. The look and feel will be significantly different as the concept revolves around jeans. This is, among other things, visualized by a large jeans wall featuring up to 20 different jeans models and all kinds of tools used for fittings and treatments for jeans; you could say that the wall will function as a huge toolbox, and the store will give you the feeling of being in a laboratory.”
Jeans will cover around 60% of the assortment in the JEANS INTELLIGENCE store. The rest of the assortment will include a couple of other JACK & JONES brands to complement the jeans concept: VINTAGE with its iconic classics and PREMIUM with its chinos and Oxford button-ups – and of course shoes and other accessories to top off the outfits.
THE DENIM DEALER
Behind a jeans bar, the customers will find the absolute key element in the store – the ‘denim dealer’. The denim dealer is a dedicated jeans nerd who is an expert in everything regarding jeans. All store personnel have gone through 6-8 days of hardcore denim training at Campus in Brande to obtain product knowledge and become experts in denim – denim dealers.
Peter Kristiansen elaborates: “The unique atmosphere in the store has to be created by the denim dealers, and our customers will experience excellent service. We want to be extraordinary. We want to take our customers on a denim journey through a world of Craftsmanship and Dedication in an authentic environment, and we want to inspire and educate them in how to treat and maintain their jeans the best way possible. It’s all about creating value for our customers and giving them a deep insight into the craftmanship behind a pair of jeans.”
“To sum it up, our goal is to send our customers home with more than just a pair of jeans in their bag – they should leave the JEANS INTELLIGENCE store with a story. A jeans story.”
A NEW ERA
”Our first store in Salzburg is the beginning of a new era for us – a pilot project. And of course, we dream big. We always do. We wouldn’t start up something like this if we didn’t believe in the concept, and we already see a huge interest from both the UK and Germany as well as other European markets,” Peter says, and continues:
“Now, we are searching for a talented and dedicated Chain Manager who is up for the unique chance of taking this part of the business further as an independent part of JACK & JONES. We also consider which of our existing partners should have the opportunity to join in. Last but not least, we hope to give new potential – and maybe less financially strong – partners the chance to prove themselves.”
On 13 October, the first JEANS INTELLIGENCE store will open its doors in the Europark shopping centre in Salzburg, Austria. The day before the official opening, a VIP opening will take place for invited press and bloggers.
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