Country promotions are back in vogue and Karstadt in Germany has embraced the strategy.
Karstadt, no doubt feeling some “royal fever” from the birth of Prince George, has wrapped itself around punk, Carnaby Street and British pop culture for a month-long “Feel London” campaign, commencing today. The promotion extends to all 83 Karstadt department stores, which have been refurbishing and repositioning to attract younger shoppers and improve business. The main event is at the completely refurbished 220,000-square-foot Düsseldorf flagship, which has reimagined women’s, men’s and home floors with sharper segmentation of trendy, modern and classic styles. Fashion has been pumped up with increased space, a new restaurant was installed and unprofitable curtains, lighting, books and the drugstore were dropped.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"