FOXBOROUGH, Mass. — Looking to test retail expansion in the U.S., Reebok unveiled a fresh concept Thursday in Patriot Place, a new $1.5 billion retail complex flanking Gillette Stadium, home of the New England Patriots.
“We’ve approached full-priced retail cautiously,” said Anderson McNeill, Reebok’s head of global retail, who oversees 2,500 stores abroad — both full-price and outlet — and 150 U.S. outlet stores. “We’re actively putting together a strategy [for rollout], but we’re not looking at specific centers yet.”
He declined to give a sales projection for the store.
The 5,200-square-foot full-price unit is unique for Reebok, which operates outlet stores, but primarily wholesales in the U.S. through sporting goods and department stores and specialty boutiques. The $3.2 billion brand’s other full-price U.S. store, in Manhattan, is called NHL Powered by Reebok and is an offshoot of the brand’s sponsorship of professional hockey.
In contrast, the Patriot Place store aims to reach women and create brand buzz with a broad assortment.
Although it’s also loaded with products for men, the store’s women’s offering is at the front, starting with pink ribbon breast cancer awareness merchandise. Women’s running apparel and a kiosk featuring colorful dumbbells, yoga mats and core balls sit behind the breast cancer display. To the right of the entry, a row of mannequins show different fits of pants and athletic bra tops. Reebok has been working to build a following for its core women’s gym line. Lululemon, among other competitors, has successfully marketed sport bottoms like denim, with attention to different fits, fabrics and rises.
“We have a big fit initiative,” McNeill said. “We’re seeing a return to the short bra top. Every quarter we’ll update the colors.”
The shop has a gymlike feel, with a polished concrete floor, an exposed duct ceiling painted battleship gray and a sporty blue perimeter stripe high up on the walls. There’s also a ceiling-suspended section of blue metal, like a roadway, that McNeill calls a “brand bridge.” It runs diagonally from the doorway to the footwear wall, where the company has assembled its most comprehensive U.S. footwear presentation, about 300 stockkeeping units in total.
The Reebok store opens in the second retail phase of Patriot Place, which has 1.3 million square feet of retail space, a 500-seat concert hall and the Patriots Hall of Fame. Other tenants opening within the month include Victoria’s Secret and Hollister.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast