Today Wrangler presented its new retail concept store in the metropolitan shopping center Metropolis.
The Moscow store is the first European retail platform in the new style of the iconic denim brand, which in 2017 celebrated its 70th anniversary (founded in 1947). Wrangler radically revised the approach to the organization and design of its retail spaces, and the goal of the new format store is to make the shopping process even more enjoyable and productive for the buyer.
The retail space of the new format is distinguished by a modern and “lighter” design: its main elements are canvas impregnated with plaster, textured plaster and wood in natural shades. Another feature is the creation of a certain atmosphere through the elements of the brand’s heritage: door handles in the form of buttons and classic fasteners for jeans, posters with Wrangler advertisements of past years. Now the main target group of the brand is younger buyers.
On the trading floor there are male and female lines of jeans, jeans and outerwear, knitwear, as well as the brand's shoe capsule - shoes for men and women from nubuck, rough leather and suede, with fur trim and lining.
“This is the tenth brand store inaugurated in Russia this year,” said Reno Castiglione, president of Wrangler EMEA, who attended the event. “We have very ambitious plans here: until 2020, we plan to open 50 branded stores in your country.”
When asked why Russia was chosen for the debut of the new concept store format, Reno Castiglione said: “Our brand has been widely known on the Russian market for three decades, and we hope that Russia's role in Wrangler’s future success will only grow. In the past two years, Russia has been one of the most successful sales regions. ”
Read an exclusive interview with Reno Castiglione in the upcoming issue of Shoes Report