store- branding - Umdasch Shopfitting

The international Magazine for Retailing and Shop Design
Das internationale Magazin für Laden-Marketing und Shop-Design
Bullring, Birmingham
97
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Store-Branding - the
Secret of Success
M-Video, Moscow
Upsurge in Airport
Shopping

INSIDE
Umdasch in
Moskau und
Dubai
2
Umdasch in Moscow and
Dubai
Im Zuge des systematischen
Ausbaus der Marktaktivitäten
verstärkt die Umdasch Ladenbau-Gruppe
ihre Präsenz
am pulsierenden russischen
Markt sowie in den Golf-Staaten.
Die neuen „ersten Adressen“
in Sachen Ladenbau in
der jeweiligen Region:
As part of the systematic
development of its market
activities, the Umdasch shopfitting
group is strengthening
its presence on the vibrant
Russian market and in the
Gulf States. “The Number
One addresses“ when it comes
to shop-fitting in each region:
Von Dubai aus betreut Umdasch
künftig direkt Retailer
und Brands in der Golf-Region.
Umdasch serving retailers
and brands in the Gulf region
direct from Dubai.
Umdasch Shop-Concept
UAE-Dubai
uscme@umdasch.com
OOO Umdasch Shop-Concept
Marksistskaya UL. d.9
RUS-109147 Moscow
uscru@umdasch.com
SHOP aktuell
Mit der von Nicole Büttiker
und Marc Taugwalder entworfenen
Skulptur „Umdasch
total global“ hat Umdasch
Shop-Concept den ersten Preis
für die beste künstlerische
Gestaltung eines Kreisverkehrs
im Kanton Aargau (Schweiz)
gewonnen.
Neu im Programm: Box
Mit „Box“ hat die Umdasch
Ladenbau-Gruppe ein besonders
preisgünstiges Diskontregalsystem
in Kastenoptik
auf den Markt gebracht, das
hervorragend zur Präsentation
von Nonfood-Sortimenten
geeignet ist. Charakteristisch
sind die Doppelsteher mit
innenliegender Systemschlitzung
- kompatibel für die gesamte
Warenträgerpalette.
Box gibt es in den Achsen
62,5 cm, 100 cm und 125 cm
sowie in den Höhen 150 cm,
200 cm, 250 cm und 300 cm.
Bitte fordern Sie bei Interesse
die Box-Broschüre an.
Umdasch total global
New in the programme: Box
Box - ein Diskontregal, das bei Bedarf auch „aufgemotzt“ werden
kann. Box - a discount shelving unit that can also be “jazzed
up“.
With “Box“, the Umdasch
Shopfitting Group has laun-
ched an extremely good-value
discount shelf system on the
market, ideally suited for the
presentation of non-food ranges.
A characteristic feature is
the double upright with internal
system slotting - compatible
with the entire range of
shelves.
Box is available in lengths of
62.5 cm, 100 cm and 125 cm
and in heights of 150 cm,
200 cm, 250 cm and 300 cm.
Please order a BOX brochure
if you are interested.
Totally global Umdasch
With the sculpture designed
by Nicole Büttiker and
Marc Taugwalder, “Umdasch
total global”, Umdasch Shop-
Concept has won first prize
for the best artistic design of
a roundabout in the canton of
Aargau (Switzerland).
“Star Company”
Platform
Managed by Günter Rudloff,
COMFORT of Hamburg, a com-
pany that deals in commercial
property and enterprise mediation,
has started “Plattform
Platzhirsch” (freely translated,
“Star Company Platform“). This
skills network offers leading
companies a tailor-made performance
package, including
human resources management,
advice on range, price policy,
Günter Rudloff, a member of
the management of P & C Hamburg
until 2001, has initiated
“Plattform Platzhirsch”.
presentation of goods, sales pro-
motion, building, fitting, adver-
tising and site/expansion. In ad-
dition to COMFORT, the Hamburg
advertising agency Subasic
Subasic & Partner, the Michel
planning group from Ulm and
Umdasch Shop-Concept are
also members of this grouping.
Leserservice / Reader service: Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie
sich per Fax oder Mail direkt an die Redaktion. For further information on any of the topics in this issue of SHOP aktuell, please
contact our editorial department by fax or e-mail. Fax: +43/7472-605-3722, E-mail: shop.aktuell@umdasch.com
SHOP aktuell 97

Inhalt Contents
SHOP CONCEPT THEMA
Erfolgsgeheimnis Store-Branding
Store Branding - the Secret of Success ........................ 4 - 11
SHOP TALK
Stefan Jockisch über Duft-Marketing
Stefan Jockisch on Fragrant Marketing ....................... 12 - 13
SHOP REPORT
M-Video, Moskau / Moscow ....................................... 14 - 19
SHOP PANORAMA
Standa, Köln; Topsi, Wien; Apotheke Belp;
Brown Thomas, Dublin; Go Kids, Ravenna
Standa Cologne; Topsi, Vienna; Pharmacy Belp;
Brown Thomas, Dublin; Go Kids, Ravenna .................. 20 - 21
SHOP CONCEPT THEMA
Aufwind für Airport-Shopping
Upsurge in Airport Shopping ...................................... 22 - 27
RETAIL REPORT
Niederlande - City als goldener Boden
The Netherlands - city as a golden floor ...................... 28 - 31
SHOPS & SHOPPING
Bullring Shopping Center, Birmingham ....................... 32 - 37
SHOP EVENTS
Neue Bücher; Umdasch Shop Academy; Termine
New Books; Umdasch Shop Academy; Calendar ........ 38 - 39
Store Branding & Shopfitting
Im Mittelpunkt dieser Ausgabe von SHOP
aktuell steht Store Branding, die Paradedisziplin
des Laden-Marketing. Nur wer in der
Lage ist, seine Marketing-Strategie am POS
konsequent und glaubwürdig zu visualisieren,
der kann sich als Händler oder Marke
unverwechselbar positionieren. Das zeigen
auch die konkreten Beispiele in diesem Heft,
egal ob sie nun in Birmingham, Moskau,
Köln oder an einem pulsierenden Airport zu
sehen sind. Bleibt anzumerken, dass die Umdasch
Ladenbau-Gruppe international als
leistungsfähiger Partner für professionelles
Store-Branding, gesamt oder in Teildisziplinen,
zur Verfügung steht - als Store-Branding
& Shopfitting Company.
Erfolgsgeheimnis STORE-
BRANDING - Brands und
Retailer auf der Überholspur
Seiten 4 - 11
The Secret of Success in
Store-Branding - Brands and
Retailers Making up Ground
Pages 4 - 11
Bullring - Der Shopping-Tempel
im Herzen von Birmingham
Seiten 32 - 37
The Bullring - The Temple
of Shopping in the Heart
of Birmingham
Pages 32 - 37
At the centre of this edition of SHOP
aktuell you will find Store Branding, the
parade discipline of Shop-Marketing. Only
someone able to visualise his marketing strategy
at the POS in a consistent and credible
manner, can position himself unmistakenly
as a dealer or brand. The concrete examples
in this magazine illustrate this, irrespective
of whether they can be seen in Birmingham,
Moscow, Cologne or any other vibrant airport.
It should not be overlooked that the
Umdasch Shopfitting Group is available
round the world for professional Store-Branding,
in total or part disciplines, as the Store-
Branding & Shopfitting Company.
EDITORIAL
SHOP TALK mit Stefan Jockisch
über den Erfolg versprechenden
Einsatz von „Duft-Marketing“
Seiten 12 - 13
SHOP TALK with Stefan Jockisch
on the use of „Fragrance Marketing“,
which holds great promise
Pages 12 - 13
RETAIL REPORT Niederlande
- wo die City noch goldener
Boden ist
Seiten 28 - 31
RETAIL REPORT on the
Netherlands - where the
streets of the city are still
paved with gold
Pages 28 - 31
Reinhard Peneder
SHOP aktuell Chefredakteur
Editor-in-Chief
UMDASCH SHOP-CONCEPT 3

SHOP CONCEPT THEMA
Erfolgsgeheimnis
STORE-BRANDING
4
Store-Branding, die konsequente Visualisierung einer Marketing-Idee am
POS, ist einer der wesentlichen Erfolgsfaktoren von Brands und Retailern
auf der Überholspur. SHOP aktuell durchleuchtet den Background von
Store-Branding, stellt einen Fahrplan für einen idealtypischen Branding-
Prozess vor und präsentiert einige Beispiele aus der täglichen Praxis der
Paradedisziplin des modernen Laden-Marketing. Autor: Reinhard Peneder.
I m Zusammenhang mit dem Auftritt seines
Labels in den Galeries Lafayette in Berlin
wird Philip Jelden, Area Manager Germany
für Tommy Hilfiger, in der Branchen-Gazette
„Textil-Wirtschaft“ wie folgt zitiert: „Wir
haben lange gewartet, denn wir wollten nur
mit unseren eigenen Möbeln ins Lafayette.
Das erhöht die Produktivität enorm.“ Und
weiter heißt es in der TW: „Bis zu 40 % höher
liege der Umsatz bei einem Shop-in-Shop
(Anmerkung: Im Vergleich zu konventioneller
Flächen-Präsenz). Eine Erfahrung, die
auch andere Hersteller und Händler gemacht
haben.“
Diese Zitate sind symptomatisch für das
explosive Wirkungspotential von Store-Branding.
Wenn es also gelingt, die Botschaft einer
ausgefeilten Marke in allen Facetten authentisch
an den POS, also an den Konsumenten, heranzuführen,
dann stellt sich überdurchschnittlicher
Erfolg ein.
Der Stellenwert des Store-Branding
Der Aufbau und die Führung von Handels-
images und Marken gehorcht den gleichen Mechanismen
wie der Aufbau von Markenartikeln.
Dieses Branding bzw. Retail-Branding umfasst
SHOP aktuell 97

Miss Sixty in Köln: Sortiment, Ladenoutfit und das Publikum des Ladens passen
zusammen. Miss Sixty in Cologne: The range, the shop fittings and the
shop’s clientele all fit together.
alle klassischen Disziplinen des Marketing. Das
Store-Branding als wesentliche Teildisziplin ist
auf den POS, den Verkaufsort, fokussiert. Dabei
geht es darum, den in Strategie und Konzept definierten
Markenkern schlüssig an den POS zu
übertragen. Jede festgelegte Aussage hat zwingende
Konsequenzen für die Visualisierung. So
etwa wird - um es etwas trivial auszudrücken -
die Verwendung von Edelholz genauso die
falsche Botschaft für ein Diskontkonzept sein
wie eine Massenpräsentation für die Darstellung
eines Luxus-Artikels.
Genau genommen ist der Begriff „Visualisierung“
als Instrument des Store-Brandings
deutlich zu kurz gegriffen. Er steht stattdessen
stellvertretend für eine ganze Palette an miteinander
abzustimmenden Inszenierungsmaßnahmen
am POS: Shop-Design, Beleuchtung, Air-Design,
Sound-Design, Präsentationstechnik, Personal-
Inszenierung und nicht zuletzt Visual Merchandising
(Warenbildgestaltung). Visual Merchandising
wiederum steht in unmittelbarem Zusammenhang
mit der Sortimentspolitik und der
Sortimentsgestaltung eines Unternehmens.
Vertikale als Vorreiter
Grundsätzlich ist Store-Branding ein betriebs-
Discount
Houses
typenunabhängiges Instrument der Markenführung.
Es kann bei Fachgeschäften und Warenhäusern
genauso angewendet werden wie
bei Filialsystemen oder Monolabel-Shops. Eine
Vorreiterrolle kommt aber auch in diesem Bereich
vertikalen Konzepten zu. Und zwar weitgehend
unabhängig davon, ob es sich um ein
von einem Hersteller lanciertes Modell („Back-
End-Driven-Vertikalisierung“ wie etwa bei Zara
oder Mango), ein von einem Handelsunternehmen
forciertes Konzept („Front-End-Driven-Vertikalisierung“
wie etwa bei Hennes & Mauritz
oder C & A) oder um eine Kooperationsstrategie
(z. B. kooperative Flächensysteme wie Shop-in-
Shops oder Concessions bzw. Franchise-Konzepte)
handelt. Wobei ja insgesamt angemerkt
werden muss, dass die Betriebstypengrenzen
mehr denn je fließend sind.
Neben der Kontrolle der gesamten Wertschöpfungskette
von der Herstellung bis zum Kunden,
den damit verbundenen Logistik-, Kosten- und
Geschwindigkeitsvorteilen und der Reduzierung
von Komplexität beherrschen die Vertikalen auch
das Thema Branding vorbildlich. Häufig verhelfen
ihnen dabei gezielt reduzierte aber schnell
wechselnde Sortimente („Less is More!“) und
die daraus resultierende Überschaubarkeit zu
einem unverwechselbaren Profil.
Positioning Model
and Operating Type
+
(Attractiveness of the Service Offer)
Specialist
Market
STORE-BRANDING
Die Positionierungsmatrix ist ein wesentliches Tool innerhalb
des Store-Branding-Prozesses - hier am Beispiel Mode.
The positioning matrix is an important tool in the store
branding process - with fashion as the example in this case.
UMDASCH SHOP-CONCEPT 5
–
Price
Level
Vertical
Rapid Fashion
at a Good Price
High Price
/ Service
Competence
Best Price
Experience
House Designers
Shopping is Fun
Exclusive
Specialist Retail Trade
Mainstream
Brand Shops
Traditional
Specialist Business
–
(Attractiveness of the Service Offer)
+
Price
Level

SHOP CONCEPT THEMA
6
BWL Analysis
Trend Monitoring
Target Group
Analysis
Strategic
Positioning
USP
Strategy
Development
Floor Layout
ShopConsult by Umdasch hat einen fundierten Fahrplan für einen Store-
Branding-Prozess entwickelt. ShopConsult by Umdasch has developed
a solidly grounded schedule for the store branding process.
Vor dem Bau von Prototypen
wird bei der Entwicklung von
gebrandeten Shops im virtuellen
Raum gearbeitet (wie
hier etwa für Mustang mit der
von Umdasch entwickelten
Software 3DShop4YouCE).
Diese Darstellungsform
eignet sich auch später hervorragend
dafür, um exakte
Drehbücher fürs Visual Merchandising
zu „schreiben“.
Before prototypes are
built, work will be carried out
in virtual space on developing
branded shops (like
here for Mustang using the
3DShop4YouCE software
developed by Umdasch).
This form of representation
will also be suitable at a later
stage for “writing” exact
scripts for Visual Merchandising.
Storebranding-Process
Range Strategy
Range Design
Approach
Goods Group
Structure
Number of Ranges
Concept (LIM)
Service Policy and
Company Services
Human Resources
Actions
Range
Design
Implementation
Goods Images
Guidelines
Fixing Customer Flow Furnishings Plan
Photoscript for POS
Enactment
Corporate Design
Visualisation
Concept
Shop Design to
CD Criteria
Room Architecture
Functions Concept
Lighting Concept
Shop Design
Concept
Ein Fahrplan zum erfolgreichen Store-Branding
Einen „Fahrplan“ für ein erfolgreiches
Branding - den sogenannten „Store-Branding-
Prozess“ - haben die Consulter von ShopConsult
by Umdasch entwickelt. Geschäftsführer Mag.
Arndt Traindl bezeichnet es als zentrale Herausforderung,
im heutigen Einzelhandelswettbewerb
überhaupt in die Wahrnehmung des Verbrauchers
zu kommen. Das klassische Marketing
stößt hier, so Traindl, an seine Grenzen. Mit
Neuro-Marketing und dem Wissen über Emotionen
- dem Schlüssel zur Wahrnehmung - will
er in das Unterbewusstsein der Konsumenten
vordringen, ihre Motivlogik zur Beeinfl ussung
nutzen (Lust erzeugen, Schmerzen vermeiden).
... und das ist das Ergebnis in der Praxis (ebenfalls am Beispiel
von Mustang). This is the fi nal result (again with Mustang
as the example).
Eine verhaltenswirksame Bildkommunikation
am POS hat in diesem Zusammenhang überragende
Bedeutung. Es entsteht so etwas wie ein
genetischer Code der Marke bzw. Ladenmarke,
der die Beschreibung der Gestaltungsprinzipien
auf allen Kommunikationsebenen beinhaltet.
Diese speziell für den Einzelhandel in Zusammenarbeit
mit dem Ludwig Boltzmann-Institut
entwickelten Neuro-Marketing-Theorien sind
durch zahlreiche POS-Studien und konkrete
Realisierungen eindrucksvoll belegt.
Ein besonders handfester Leitfaden ist die
Darstellung des Store-Branding-Prozesses (siehe
Abbildung). Er reicht von der Strategie-Entwicklung,
über die Sortiments-Gestaltung, der
Visualisierung, dem Shop-Design-Konzept bis
zur Umsetzung.
Intelligente Netzwerke und clevere Beschaffer
Marken-Profi s, Branding-Agenturen, Marketing-
und Werbeagenturen, Designer, Architekten,
Produktentwickler, Ladenplaner, Ladenbauer,
Projektmanager, Handwerker, Logistiker
usw.: Meist steht hinter einem erfolgreichen
Store-Branding ein ausgeklügeltes Netzwerk von
Profi s aus verschiedenen Disziplinen, das vom
Auftraggeber oder einem Projektleiter geschickt
dirigiert wird. Für die konkrete Umsetzung in
Form von Einrichtung und Verkaufsmöbeln sind
heute die Geschwindigkeit in der Produktentwicklung
(auch was den Bau allfälliger Prototypen
betrifft), technologische Kompetenz (in den
jeweils geforderten Materialien), Produktqualität,
Kapazität für sichere Termine (etwa für ein
weltweites, punktgenaues Rollout), nicht zuletzt
aber der Preis, wesentliche Kriterien.
Innerhalb der Umdasch Ladenbau-Gruppe
zum Beispiel steht ein Großteil der für ein
SHOP aktuell 97

professionelles Store-Branding notwendigen
Leistungsmodule zur Verfügung. Von der Strategie-Entwicklung
bis zur Herstellung und Montage
kann auf diese einzeln oder in jedweder
gewünschten Zusammensetzung zugegriffen
werden. In der täglichen Praxis hat sich vor allem
die Zusammenarbeit mit Partnern aus verschiedenen
Disziplinen, etwa mit Designern
und Architekten, bewährt. Besonders geschätzt
werden dabei häufi g das eingespielte Projektmanagement
sowie Fertigungs- und Beschaffungsnetzwerk
von Umdasch, das praktisch auf Ressourcen
aus halb Europa zurückgreifen kann.
Die enorme Bedeutung von Store-Branding
hat auf die Programm- und Einrichtungssystementwicklung
der Ladenbauer generell gravierende
Auswirkungen. Sie ist heute auf design-neutrale
Basics für Wand und Mittelraum fokussiert,
designprägende Systeme von der Stange sind
selten geworden. Der Schwerpunkt liegt nun auf
der Entwicklung kunden-, marken- und projektspezifi
scher Systeme auf Basis des jeweiligen
Brandings.
Beispiele aus der Praxis
Die Umdasch Ladenbau-Gruppe arbeitet im
Store-Branding erfolgreich für renommierte,
lokale und internationale Brands und Ladenmarken,
die durchaus unterschiedlichen Betriebstypen
und Branchen zuzurechnen sind. Ebenso
unterschiedlich sind dabei auch die erbrachten
Leistungsumfänge sowie die Zusammensetzung
der Netzwerkpartnerschaften. Hugo Boss, Burberry,
Esprit, Fussenegger, Gardeur, Hermes,
KTM, Miss Sixty, Mustang, Puma, Red Bull,
Roy Robson, Saeco, SALEWA, Schiesser, Swatch,
Timberland, Thun, Xanaka sind einige der
Brands, für die Umdasch etwa im Bereich Shopin-Shop
zuletzt tätig gewesen ist.
Ein besonders interessantes Beispiel für ein
gelungenes Branding ist das italienische Naturkosmetikunternehmen
Frais Monde. Für die
bisher in 4000 Outlets in 20 Ländern präsente
Marke hat Umdasch Shop-Concept das Drehbuch
für ein Franchise-Konzept entwickelt, das den
kompletten POS-Auftritt beinhaltet. Dieses
stimmige Konzept - mit einer Verkaufsfl äche
von mindestens 40 m² - wird Interessenten zu
Fixpreisen für Einrichtung und Sortimentserstausstattung
angeboten und beinhaltet ein
umfassendes Marketingpaket
Für Boss hat Umdasch Shop-Concept verschiedene Marken-Auftritte realisiert, u. a. auf Flughäfen.
Unser Bild stammt vom BOSS Man Shop Zürich im Herren Globus. Umdasch Shop-
Concept has carried out a variety of brand launches for Boss, including some at airports. Our
picture is of the Zürich BOSS Man Shop in Herren Globus.
STORE-BRANDING
Ein PS-starker Markenauftritt für KTM, realisiert in Zusammenarbeit zwischen dem
Salzburger Architekturbüro Kiska und Assmann Ladenbau. A powerful brand
debut for KTM, as part of a collaboration between the Kiska Architects Practice from
Salzburg and Assmann Ladenbau.
Shop-in-Shop-Systeme für Wäsche - wie hier bei Schiesser, realisiert von Umdasch -
sind nach wie vor ganz groß in Mode. Shop in Shop systems for lingerie are still
very much in fashion - here for Schiesser, carried out by Umdasch.
UMDASCH SHOP-CONCEPT 7

SHOP CONCEPT THEMA
Timberland vermittelt den Kunden in seinen Läden weltweit authentische Outdoor-
Atmosphäre. All over the world, Timberland provides customers with an authentic
outdoor atmosphere in its shops.
8
Secret of success:
STORE BRANDING
Store Branding, the consistent visualisation of a marketing idea at the POS,
is one of the main success factors for brands and retailers eager to take
the lead. SHOP aktuell sheds light on the background of Store Branding,
presenting a schedule for an ideal, typical branding process as well as
examples from daily practice of the discipline of modern shop marketing.
In connection with the appearance of his label
in Galeries Lafayette in Berlin, Philip Jelden,
Area Manager Germany for Tommy Hilfiger, is
quoted in the trade journal „Textil-Wirtschaft“
as saying: “We waited a long time, because we
only wanted to go into Lafayette with our own
fittings. That increases productivity enormously.“
And, again in TW: “Shop-in-Shop sales were up
to 40 % higher (note: by comparison with conventional
sales areas). Other manufacturers and
dealers have also confirmed the same.“
These quotations are indicative of the potentially
explosive effect of Store Branding. If it is
also possible to get across the message of a brand
that has been refined down to the last detail in
an authentic fashion at the POS, in other words
Author: Reinhard Peneder.
to the consumer, above average success will be
the result.
The status of Store Branding
The same mechanisms that apply to the development
of branded goods govern the development
and management of commercial images and
brands. This kind of branding, i.e.retail branding,
embraces all classical marketing disciplines.
Store branding as a significant sub-discipline is
focused on the POS, the place where the sale is
made. In the process it is important to carry over
to the POS in a convincing fashion the essence of
the brand as defined in the strategy and concept.
Each statement made has inevitable consequences
for the visual presentation. As a result, for
SHOP aktuell 97

Für Frais Monde hat Umdasch das Drehbuch für
ein stimmiges Franchise-Konzept geschrieben -
es steht nun sogar als Film zur Verfügung.
Umdasch has written the script for a coherent
franchise concept for Frais Monde - it is
even available as a film.
instance - to express with a rather trivial example -
the use of exotic timber will convey absolutely
the wrong message for a discount concept just as
much as a mass presentation would for the display
of a luxury item.
Strictly speaking, the term “Visualisation” as
an instrument of store branding clearly does not
go far enough. Instead it does duty for a whole
range of display measures, all of which must be
coordinated at the POS: shop design, illumination,
air design, sound design, presentation technique,
personnel presentation and not least of all
visual merchandising itself (shaping the image
of the goods). Again, visual merchandising is directly
connected with a firm‘s policy with regard
to its range of goods and how they are displayed.
Verticals as Outriders
Fundamentally, store branding is a brand
management instrument that is independent of
business type. It can be used for specialist shops
and department stores as well as for chains or
mono-label shops. However, in this area, vertical
concepts also befit an outrider role. Furthermore,
this is true largely regardless of whether it is a
model launched by a manufacturer (“back enddriven
verticalisation“ as in the case of Zara or
Mango for instance), a concept promoted by a
commercial firm (“front end driven verticalisation“
such as say Hennes & Mauritz or C & A) or
a co-operation strategy (e.g. co-operative floorarea
systems such as Shop-in-Shop, concessions
or franchise concepts). On this point, of course,
it should be noted that overall the boundaries
between types of business are more fluid now
than they have ever been.
STORE-BRANDING
Der aktuelle globale Auftritt von Swatch ist markenbetont und im wahrsten Sinne des Wortes
glänzend. Umdasch ist für die konstruktive Umsetzung, die Fertigung der Einrichtung und
die Montagen vor Ort verantwortlich. Swatch’s present global approach emphasises
brands and sparkle in the truest sense of the word. Umdasch is responsible for the constructional
implementation, manufacture of the fittings and on-site assembly.
As well as controlling the entire value creation
chain from manufacturer to customer, with
advantages in terms of logistics, costs and speed
and reduction of complexity, the verticals also
control the branding theme in exemplary fashion.
Often they are helped in the process by a
targeted reduction in ranges, which are, however,
rapidly changing (“Less is More!“), and the
resulting clarity creates an unmistakable profile.
A schedule for successful store branding
The consultants from ShopConsult by Umdasch
have developed a “schedule“ for a successful
branding exercise - the so-called ”Store
Branding Process”. Managing Director Arndt
Traindl, believes that the central challenge in
modern retail competition is to be noticed by
the customer. Classical marketing is coming up
against its limits, according to Traindl. Using
neuromarketing and a knowledge of emotions -
the key to perception - he wants to penetrate the
subconscious mind of the consumers, to use their
motivational logic to influence them (to create
pleasure and avoid pain). In this respect, a visual
communication at the POS that affects behaviour
has outstanding significance. In this way, something
akin to a genetic code for the brand or store
brand is created, which contains the description
of creative principles at all levels of communication.
These neuromarketing theories have been
developed especially for the retail trade in collaboration
with the Ludwig Boltzmann Institute
and are impressively confirmed by numerous
POS-studies and practical implementations.
A particularly reliable guide is the representation
of the Store Branding Process (see illustration).
STORE-
BRANDING
Is also the title of one
day seminars offered
by the Umdasch Shop
Academy, which deal in
compact form with the
professional visualisation
of marketing ideas at the
POS. The speakers are
provided by Shop-Consult
by Umdasch. The
next dates and locations
for these seminars can
be found in the 2005
Seminar Programme,
which will be available
at the start of 2005.
UMDASCH SHOP-CONCEPT 9

SHOP CONCEPT THEMA
Springfield setzt seine
Markenpower mit Architektur,
vorbildlichem Merchandising
und punktgenauer Beleuchtung
ins richtige Licht.
Springfield shows the
power of its brand power in
the best light with architecture,
exemplary merchandising
and perfectly directed
lighting.
10
It covers everything from the development of
strategy, by way of laying out the range, visual
presentation, and Shop Design Concept right
down to implementation.
Intelligent networks and smart procurement
Generally, behind a successful store branding
exercise, we find an intelligent network of
professionals from a variety of disciplines, skilfully
directed by the client or a project manager.
These include branding professionals, branding
agencies, marketing and advertising agencies,
designers, architects, product developers, shop
planners, shop fitters, project managers, artisans,
logistics experts etc. For the concrete implementation
in the form of fixtures and sales furniture,
nowadays the significant criteria are speed in
product development (also as far as building
any necessary prototypes is concerned), technological
skill (in the materials required), product
quality, ability to meet deadlines (perhaps for a
perfectly-timed international roll-out) and, not
least, the price.
Within the Umdasch Shopfitting Group, for
example, most of the modules necessary for a
professional Store Branding exercise are available.
From the development of strategy to manufacture
and assembly, these can spring into
action individually or in any desired combination.
In daily practice, above all collaboration
with partners from a variety of disciplines, such
as designers and architects, has stood the test
of time. The experienced project management
and manufacturing and procurement network of
Umdasch, which can draw on resources extending
over almost half of Europe, is often warmly
appreciated in this context.
SHOP aktuell 97

Red Bull
verleiht Flügel und verschafft dem
Handel mit einem professionellen
Auftritt am POS, realisiert von Assmann
Ladenbau, zusätzliche Umsätze.
Red Bull gives you wings and
provides the trade with a professional
presentation and extra sales at
the POS, implemented by Assmann
Ladenbau.
The enormous significance of
store branding generally has major
effects on shop fitters’ development
of programmes and fitting systems.
Nowadays the focus is on design:
neutral basics for walls and central
space, off-the-peg systems for influencing
design have become rare.
The main emphasis is now on the
development of specific systems for
customers, brand and project, based
on the particular branding exercise.
Examples from practice
The Umdasch Shopfitting Group
works successfully in Store Branding
for renowned local and international
brands and branded stores, in
completely different types of businesses
and sectors. The scope of the
services provided and the composition
of the network partnerships
provided are also just as varied.
For instance, Hugo Boss, Burberry,
Saeco hat mit konsequentem Branding,
das bis an den POS reicht, aus
Kaffeemaschinen ein Kultprodukt
gemacht. With coordinated
branding, which extends as far as the
POS, Saeco has made a cult product
out of the coffee machine.
Esprit, Fussenegger, Gardeur, Her-
mes, KTM, Miss Sixty, Mustang,
Puma, Red Bull, Roy Robson, Saeco,
SALEWA, Schiesser, Swatch, Timberland,
Thun and Xanaka are some
of the brands for which Umdasch
has been active recently in the Shopin-Shop
area.
A particularly interesting example
of a successful branding is the italian
natural cosmetics firm Frais
Monde. For this brand, which up till
now has had a presence in 4,000 outlets
in 20 countries, Umdasch Shop
Concept has developed the script for
a franchise concept, encompassing
the whole POS presentation. This
coordinated concept - with a sales
area of at least 40 m² - is offered
to interested parties at fixed prices
for fitting and initial range selection
and includes a comprehensive
marketing package.
Die Übersicht über die Entwicklung der Flächensysteme in Sachen Mode in
Deutschland (Auswahl) verdeutlicht die Wichtigkeit des Themas Branding.
The review of the development of floor-area systems in fashion in Germany
(selection) shows clearly the importance of the branding theme.
STORE-BRANDING
(Floor) Area Systems
in Germany
2000/ 2004
Brands Shop-in-
Shops
Corners Contract
Areas
Alberto na 32 na 390 na - - na -
Ambiente 7 2 - - - 21 - - -
Apriori 5 37 2 - 6 3 19 - -
Asics na 10 na 9 na - - na -
Basler 26 53 7 46 - - - - -
Benvenuto 7 48 3 20 - 60 - - -
Betty Barclay 166 222 - 135 12 - 6 - 23
Bianca 56 72 4 12 105 134 - 6 9
Big Star 2 135 28 - - - - - -
Boss/Hugo/Bald. na 82 na - na - - na 96
Brax 188 303 - 203 - - 2 - -
Brodway na 65 na 35 na - - na -
Calida 20 42 - 8 - - - 27 40
Camel active na 160 na - na - - na 17
Campione 45 85 70 - - 65 - - -
Chantelle na 14 na 13 na - - na -
Cinque 10 15 - 18 - 10 - 5 -
Création Gross na 24 na - na 32 - na -
Delmond 60 220 - 150 - 15 - - 3
Digel 15 27 - 4 - 22 2 - -
Dornbusch 18 30 - 15 - 15 - - -
Esprit 524 1500 424 - 514 - 2 20 110
Felina na - na 10 na 190 - na -
Frankenwälder 15 81 10 280 108 20 - - 1
Gardeur 85 87 20 126 10 81 - - -
Gelco na 27 na - na 180 20 na -
Gerry Weber 190 258 - - - - - - 16
Grey Stone na 92 na - na - - na -
Hammer 3 - 11 4 18 38 13 - -
Hanro - 5 - 3 13 55 15 - -
Hatico na - na 155 na 25 - na -
Hinrichs na - na 92 na - - na -
Hirsch 6 7 - - 5 73 1 5 -
H.I.S. Jeans 10 - 550 100 - 49 - - -
Jacques Britt 3 11 12 10 - 12 3 - -
King‘s Road na 29 na 5 na 54 3 na -
Lee na 98 na 100 na 63 - na -
Madonna na 35 na - na 200 - na 2
Mango na 15 na - na - 1 na 25
Marc Aurel 1 14 - - 71 71 - - -
Marcona na 60 na 25 na 20 - na -
Marc O‘Polo 63 92 - 60 - 40 12 38 28
Mey na 27 na 126 na 15 - na -
Mexx 156 300 - - 300 - 8 - 3
Michèle 5 25 - 100 - - - - -
Monari 53 65 10 23 - - - - -
More & More 36 50 - 120 120 20 - 20 18
Mustang 10 45 12 150 10 330 - - -
Nina von C. na 15 na 35 na 5 - na -
Olsen 47 145 385 - 55 204 4 - 3
Olymp na 146 na - na - - na -
Oui 5 300 30 300 - - - 25 40
Passionata na 36 na 79 na - - na -
Passport na 40 na 20 na 27 - na -
Pure na 24 na 165 na 30 - na -
Rabe 12 90 10 36 - 110 - 20 -
S.Oliver 369 738 67 170 393 939 - 63 151
Samoon 12 17 - 36 - - - - -
Sanetta 6 56 - 103 6 - 1 - 2
Schiesser 140 250 20 150 1 250 300 - -
Seidensticker na 21 na 14 na 62 3 na -
Street One 205 315 60 240 1300 - - 50 -
Taifun 33 54 - 76 - - - - -
Tommy Hilfiger na 300 na - na - - na 2
Tom Tailor 220 541 25 - 300 667 - 5 25
Toni Dress - - 44 122 - 124 - - -
Verse 5 25 4 15 4 40 - - -
Via Appia 8 270 6 - 4 - 2 - -
Wappen na - na 63 na 45 - na -
Wrangler na 85 na 50 na 75 - na -
UMDASCH SHOP-CONCEPT 11
Concessions
Franchise
Shops
2000 2004 2000 2004 2000 2004 2004 2000 2004
Source: „Textil-Wirtschaft“ Nr. 23/2000 resp. Nr. 17/2004

SHOP TALK
„Fragrance marketing has
been shown to increase
the time spent by clients in
shops and ultimately leads
to higher turnover. “
12
Fragrance
and Neuro
Marketing
Entitled “Fragrance
marketing – the new
miracle weapon in
retailing“ air design is
also a seminar subject
in the Umdasch Shop
Academy - with Stefan
Jockisch as seminar
leader. Roland Jenny
from ShopConsult by
Umdasch introduces
the wider area of
neuromarketing .
Stefan Jockisch on
seduction by fragrance
Of all the soft factors in shop marketing, undoubtedly visual communication,
as used professionally in visual merchandising and in creating an
image for a product, is the most securely rooted in science. “Air design”,
or fragrance marketing, is advancing rapidly. Reinhard Peneder of SHOP
aktuell talked with Stefan Jockisch from the Voitino firm in Krailling near
Munich, one of the leading fragrance-marketing experts in Europe, about the
increasing use of fragrances in retailing.
It has always been thought that odours and
fragrances exert a considerable influence on
human feelings, the ability to make decisions
and behaviour. Is this just charlatanism or is
there really a background to these phenomena
that can be taken seriously?
If we consider the fragrance sector, then we are
talking about a turnover of billions. Everybody
uses perfume, especially women, and we have
fragrance lamps in our homes. There are almost
no areas left which are not perfumed. To that extent,
it seems to me, practical experience shows
that an effect can be achieved. If then we take
a further look at the scientific background, we
very soon realise that far from having anything
to do with charlatanism perfume has a quite considerable
influence on human behaviour.
Since when and in what areas have perfumes
been used professionally to influence people,
by fragrance marketing, as it is now known?
In America and Asia for more than thirty years.
In Europe in a more limited area, that is to say
in retailing, the hotel business and for events,
fragrances have only really been used professionally
for about five years.
How can we imagine the effectiveness of
fragrances?
Fragrances affect the limbic system of the
brain which is where motivation and demotivation,
desire and aversion, sympathy and antipathy
are stored. This means that with the right
perfume these moods can be controlled. The
efficacy of fragrance lies also in the fact that
human behaviour can be both positively and
negatively influenced. In retailing, people can
be specifically induced to buy more, in other
words their readiness to buy can be increased
in a perfumed place.
To what extent does scientific research back up
the effects of fragrance, and how exactly can
the use of a specific fragrance be controlled
with a view to achieving the desired effect?
Scientific backing is still rather uncertain. However,
if we think of everyday colloquial expressions
such as “I smell a rat“, “I’m being led by
the nose“ and so on, these common expressions
all confirm the effect odours have on people.
I can control how a fragrance works if I have a
clear objective in terms of what the fragrance is
to achieve. This means that I can control it with
the fragrance encouraging people to buy, either
by increasing their concentration or by having a
calming and relaxing effect on them.
Are there retail sectors and ranges where
fragrance works particularly well?
Wherever there is intense competition, in shopping
centres, for example, fragrance marketing
can be used to differentiate oneself from the
surrounding environment.
How many fragrances are there, which compounds
are used and where and when are
they used?
Of the innumerable fragrances there are, more
than 100 are used today for fragrance marketing.
Depending on their composition, they can
be used to promote sales, increase concentration
or simply be relaxing. Depending on the
season, we have summer, winter, autumn and
spring fragrances. There is a huge range of
possibilities such as freshly baked rolls, the
smell of a new car, or appetite-stimulating
fragrances. There are also fragrances that
heighten the mood created by the colour in a
room. In the end, what you want to achieve, the
effect you want, is what determines the composition
of the fragrance .
How important are the size and layout of a
room, the air conditioning and other architectural
features?
Naturally they are important. A professional
interest in these matters means a supplier must
be in a position to consider these criteria and
take them into account when distributing the
fragrance and dividing up the space.
SHOP aktuell 97

How successful is fragrance marketing, and
how can its success be measured?
There has been a considerable degree of investigation
into this subject. Overall it has been established
that the readiness to communicate is
greater in a perfumed rather than in a non-perfumed
space. As for concrete figures, studies
mention an increase in turnover in the region
of from six to fifteen per cent, and time spent in
the area increased by about 16 %.
What idea can you give us about the cost of
fragrance marketing?
If we‘re talking of professional perfuming
with high-quality equipment and first class
fragrance oils, then we can assume investment
costs of from 1,500 to 2,000 Euro per 200 to
300 m² sales area or costs of from 50 to 100
Euro per month. We assume a life of at least ten
years for the equipment used.
What are the main techniques employed in
space perfuming, and what are the advantages
and disadvantages?
Cold and hot evaporation are the main systems
employed nowadays in space perfuming. With
cold evaporation, fragrance molecules assisted
by chemical additives, mainly alcohol are introduced
into the space. Their use should be confined
to spaces used on a temporary basis, such
as washrooms, since there is a risk of allergic
reactions, headaches and eye irritation.
Hot evaporation is based on the evaporation
of heated fragrance oils, which are dispersed
as gaseous molecules with a ventilator using
the convection currents in the space. From the
health point of view, this method is safe even in
long-term use, but exerts greater demands on
planning from the point of view of an even dispersion
of the fragrance.
Are there any negative effects from the use
of fragrance marketing, for consumers or
retail employees?
As already stated, cold evaporation installations,
which introduce oils mixed with alcohol,
produce the negative effects I have mentioned
in long-term use. Basically, negative effects
occur whenever the perfuming is too strong,
and that extremely sensitive organ, the nose, is
overstressed on a long-term basis. This is why
perfuming equipment must be able to control
the intensity of the fragrance continuously. Our
opinion is that perfuming at the threshold of
perception is the correct approach, not below
the threshold of perception. This means that
there is a delicate breath of perfume in the room.
Anyone who comes into the room can detect it
but can’t identify it. That is when it is exactly
right, because then the perfume is working at
the unconscious level, producing changes in behaviour,
mood and a feeling of wellbeing.
How effective is the interaction of fragrance
marketing with other soft factors in shop marketing,
such as communication with pictures,
colours, sounds and music or Feng Shui?
I regard this interaction as all-important. It supports
the effect of fragrance marketing quite
significantly. If the fragrance fits in with the
music, the background music, and the appropriate
colour scheme, then the success of the
perfuming concept is much greater than if it is
used by itself in the sales area.
SHOP TALK
„The big car makers, international hotel chains and increasingly retailers are aiming
at seducation by perfumes.“
Which companies are now using fragrance
marketing really professionally?
It is beginning to take off with really large firms
such as Daimler-Chrysler, Ferrari, Karstadt,
Quelle, Tui - basically all the big hotel chains.
In retailing, people like S. Oliver, Fila, Palmers,
H & M, P & C and so on are using it. In medium
sized firms too, fragrance marketing has made
inroads.
UMDASCH SHOP-CONCEPT 13

SHOP REPORT
14
M.Video, Moskau:
Branding einer bärensta
Das Projekt M.Video in Moskau zeigt am Beispiel der Entwicklung und ersten Realisierung
eines serviceorientierten Elektro-Fachmarktes einen idealtypischen
M
.Video ist am boomenden russischen Markt,
insbesondere im Raum Moskau, mit einigen
Dutzend großflächiger Outlets führender Elektro-
Anbieter (Braunware und Weißware). Mit der
Entwicklung eines neuen Marktauftrittes
soll die stürmische Wachstumsphase
einen fundier-
Kompetenz braucht Fläche! Dazu
gehören übersichtliche Wegeführung,
Blickachsen und leicht lesbare Warenbilder.
Competence needs area!
Clear guidance, lines of sight and easily
read goods images.
ten, zukunftsorientierten Background erhalten.
Der Branding-Prozess, den das Management von
M.Video initiiert und mit großem Engagement
und Professionalität begleitet hat, ist in einem
Zug, aus einem Guss und mit einer Handschrift
durchgezogen worden. Für den gesamten Prozess
des Store-Branding zeichnet ShopConsult by
Umdasch verantwortlich, die konkrete Realisierung
des ersten Pilotprojektes (Eröffnung Herbst
2004) lag in den Händen von Umdasch
Shop-Concept.
SHOP aktuell 97

ken Verkaufs-Maschine
Store-Branding-Prozess auf. An Hand ausgewählter Aspekte ermöglicht das
Projekt gleichzeitig einen Blick hinter die Kulissen professionellen Brandings.
Autor: Reinhard Peneder.
Mit sicheren Schritten zum Ziel
Der Store-Branding-Prozess bei M.Video wurde
etappenweise durchgeführt. Er umfasste folgen-
de wesentliche Schritte:
• Markt- und Konkurrenzanalyse
• Strategische Positionierung
• Betriebstypendefinition (mit Definition des
genetischen Codes)
• Marketingkonzept (inkl. CD-Entwicklung)
• Sortimentsstrategie
• Warenbildkonzept (inkl. Bildkonzept)
• Service-Konzept (inkl. Entwicklung entspre-
chender Features)
• Grundrissentwicklung (inkl. Kundenführung
und Leitsystem)
• Einrichtungsplanung (auf Basis eines ideal-
typischen Grundrisses)
• Planung des Pilotprojektes
• Projektmanagement
• Produktion und Beschaffung der Ladenein-
richtung durch das Beschaffungsnetzwerk
der Umdasch Ladenbau-Gruppe
• Montage der Einrichtung vor Ort
• Mitarbeiterschulung (insbesondere in
Richtung Warenbildgestaltung und
Visual Merchandising).
M.VIDEO
UMDASCH SHOP-CONCEPT 15

SHOP REPORT
16
Beispiele aus der „Hexenküche“ des M.Video-Store-Branding: Layout- und Grundriss-Entwicklung; Warenbild-Konzept
en gros und en détail; CD-Übertragung auf die Ladenmöblierung; der Marktauftritt in der Werbung vom Firmenlogo
bis zum Firmenauto ...
Die Eckpfeiler des Konzeptes
Ohne jeden Anspruch auf Vollständigkeit sei
auf einige Eckpfeiler des Konzeptes des neuen
Marktauftrittes von M.Video im Detail eingegangen:
Auf Basis der Markt- (Zielgruppen-) und
Konkurrenzanalysen hat sich die Positionierung
von M.Video als serviceorientierter Fachmarkt
als schlüssig erwiesen (gestützt von einer
entsprechenden Positionierungsmatrix). Als
USP-Faktoren wurden - in dieser Reihenfolge -
Atmosphäre/Service, Preiskompetenz, Problemlösungskompetenz
(Beratung), Medien- und
Entertainmentkompetenz, und Kompetenz in
den neuen Technologien herausgearbeitet. Die
Sortimentsgliederung ist anlass- bzw. bedarfsbezogen
mit einer entsprechenden Flächenzuordnung
in sieben Bereiche thematisiert: World
of Entertainment, World of Communication, Digital
World/Photos, World of Climate, World of
Wellness, World of Kitchen, World of Household.
Bei der Konzeption des Modellmarktes wurde
ein Flächenbedarf von 4.000 m² Verkaufsfläche
zu Grunde gelegt, die erforderliche Mindestverkaufsfläche
mit 1.500 m² definiert.
Abgeleitet vom Betriebstyp (serviceorientierter
Fachmarkt) und Sortiment ist das Präsentati-
onskonzept (POS- bzw. Warenbildkonzept) ein
Schlüsselfaktor bei M.Video. Die Präsentationsstrategie
folgt den Prinzipien von LIM (Less is
More) und MIL (Mass in Limits). LIM definiert
die Anzahl der präsentierten Modelle innerhalb
einer Artikelkategorie. Die Anzahl sollte so
niedrig wie möglich sein, ohne dabei die Themen-
und Auswahlkompetenz zu gefährden.
MIL definiert die Anzahl der insgesamt pro m²
Verkaufsfläche zu präsentierenden Artikel entsprechend
dem Betriebstyp (siehe auch Kasten).
Am POS wurde bei M.Video besonders akribisch
gearbeitet. Einige Beispiele:
• Emotionaler Stimmungshintergrund über große
Bilder (ausgewählt nach Wirksamkeit hinsicht-
lich Motivlogik gemäß Neuro-Marketing)
• Warenbildaufbau vom Mittelraum (Tische,
Gondelseiten, Gondeln) zur Wand hin
ansteigend
• Konsequentes Produkt- und Preis-Informati-
onssystem direkt im Regal
• jeder Artikel wird zweimal offen gezeigt und
ist darunter in entsprechender Anzahl verpackt
präsent (Vorwahlprinzip)
• Test & Touch-Prinzip
• konsequente Accessoire-Präsentation ergän-
zend zu den Basic-Artikeln (Zusatzumsätze!)
• plakativ dargestellte Service-Features.
SHOP aktuell 97

Examples from the “witches’ kitchen” of the M.Video store branding layout and ground plan development; the goods image
concept, broadly and in detail; from CD transfer to the shop fi t-out; the market identity in the advertising, from company logo to
company car.
Durch diese Details wird der Laden für die
Kunden perfekt „lesbar“, was im Ladenlayout
durch ein leicht verständliches Leit- und Orientierungssystem
sowie großzügige Blickachsen
unterstützt wird. Die Einrichtungsgestaltung
transportiert konsequent das Corporate Design
von M.Video (Logo, Farben Blau und Rot). Das
Umdasch Einrichtungssystem Classic, aufge-
M.Video, Moscow:
motzt durch verschiedene Fascination-Points,
eignet sich hervorragend für diese schnörkellose
Fachmarktpräsentation. Das Pilotprojekt wurde
im Herbst 2004 im Shopping-Center MKAD 72
an der Ringstraße im Norden Moskaus (unweit
des Flughafens Sheremetyevo) mit einer Verkaufsfl
äche von 2.000 m² realisiert.
Branding of a sales machine with
the strength of a bear
The M.Video Project in Moscow demonstrates an idealised typical store
branding process by the example of the development and fi rst implementation
of a service oriented electrical goods market. Using selected aspects,
the project simultaneously makes it possible to glance behind the scenes
at a professional branding exercise. Author: Reinhard Peneder.
M
.Video is the leading supplier of electrical
goods on the booming Russian market,
especially in the Moscow area, with a dozen or
so large area outlets (brown goods and white
goods). With the development of a new market
identity, the intention is to provide the explosive
growth phase with a well-founded, futureoriented
background. The branding process,
initiated by the management of M.Video and
pushed forward by them with great commitment
M.VIDEO
UMDASCH SHOP-CONCEPT 17

SHOP REPORT
18
Präsentation mit
(Produkt-) Kompetenz
und (Preis-) Power.
Presentation with
(product) competence
and (price) power.
Präsentationsphilosophie am Beispiel Bügeleisen: Artikel zweimal offen, darunter verpackt, klare Produkt-
und Preisinformation, Accessoire-Präsentation (an der Gondelseite). Presentation philosophy with the
iron as example: Two articles open, and two underneath in packaging, clear product and price information,
accessories displayed (beside the gondola).
and professionalism, has been carried out in a
single drive, from a single mould and with a
single signature. ShopConsult by Umdasch was
responsible for the whole store branding process,
while the concrete implementation of the first
pilot project (opening in autumn of 2004) was
in the hands of Umdasch Shop-Concept.
Sure steps to the goal
The store branding process at M.Video was
carried out in stages. It included the following
main steps:
• Analysis of the market and competition
• Strategic positioning
• Definition of business type (including
definition of the genetic code)
• Marketing concept (including CD development)
• Range of goods strategy
• Goods image concept (including image concept)
• Service concept (including development of
appropriate features)
• Ground plan development (including customer
guidance and orientation system)
• Planning of fit-out (based on an idealised
typical ground plan)
• Planning of the pilot project
• Project management
• Production and procurement of the shop
fittings via the Umdasch shop-fitting group’s
procurement network
• Assembly of fittings on site
• Employee training (in particular in the area of
forming the goods image and visual merchan-
dising).
The cornerstones of the concept
Without any claim to completeness, some of
the cornerstones of the concept for the new market
identity of M.Video are discussed below in
detail:
Based on the analysis of the market (target
groups) and the competition, the positioning of
M.Video as a service-oriented specialist market
proved convincing (supported by an appropriate
positioning matrix). The following were worked
out as USP factors - in this order - atmosphere/
service, price competence, problem solving
competence (advising), media and entertainment
competence and competence in the new
technologies. The way the range is classified is
opportunity or demand led, with a corresponding
assignment of space divided into seven thematic
areas: World of Entertainment, World of
Communication, Digital World/Photos, World
SHOP aktuell 97

Die nach Zielgruppenmotivlogik ausgewählten Fotos haben für das
Warenbildkonzept entscheidende Bedeutung. The photographs,
which are selected by the logic of target group motivation, have
decisive importance for the goods image concept.
of Climate, World of Wellness, World of Kitchen,
World of Household. In designing the model
market, a surface requirement of 4,000 m² of
sales area was specified, and the minimum sales
area defined as 1,500 m².
Deriving from the business type (service-oriented
specialist market) and range of products,
the presentation concept (POS or goods image
concept) is a key factor for M.Video. The presentation
strategy follows the principles of LIM
(Less is More) and MIL (Mass in Limits). LIM
defines the number of models displayed within
a category of articles. This number should be
as low as possible, without endangering competence
in theme and choice. MIL defines the total
number of articles to be displayed per square
metre of sales area corresponding to the type
of business (see also the box). In the case of
M.Video, particular attention was devoted to the
POS. Some examples:
• Emotional mood background via large pictures
(selected according to effectiveness with regard
to motivational logic as in neuromarketing)
• Structure of goods image increasing from the
central area towards the wall (tables, gondola
sides and gondolas)
• Consistent product and price information
Markantes Branding mit Logo
und Farben. Striking branding
with logo and colours.
The MIL index (Mass in Limits) ...
system in the shelving itself
• each article is displayed open two times and
is present in packed form in corresponding
number underneath (pre-selection principle)
• Test & Touch Principle
• Consistent presentation of accessories to com-
plement the basic articles (accessory sales!)
• Boldly displayed service features.
These details make the shop perfectly “easy
to read“ for the customer, and the shop layout
supports this through an easy to understand
guidance and orientation system as well as generous
lines of sight. The fittings are designed to
consistently convey the M.Video corporate design
(logo, blue and red colours). The Umdasch
Classic fitting system, with a variety of special
interest points as highlights, is eminently suitable
for this presentation for a specialist market
with no frills. The pilot project was carried out
in autumn of 2004 in the MKAD 72 Shopping
Centre on the Circular Road in North Moscow
(not far from the Sheremetyevo airport) with a
sales area of 2,000 m².
M.VIDEO
... defines the total number of articles displayed per square
metre of sales area. The volume of goods displayed has
a direct interaction with assumptions about price, and accordingly
it must fit in with the desired positioning (for the
type of business). The more articles displayed, the greater
the price aggressiveness - as it affects the customer. For
example, this is how the MIL indices look in the case of
clothing:
Over 35 articles/m² sales area = Hard Discount
25 - 35 articles/m² sales area = Discount
20 - 25 articles/m² sales area = Specialist Discount
15 - 20 articles/m² sales area = Specialist
10 - 15 articles/m² sales area = Fashionalbe Verticals
3 - 5 articles/m² sales area = Luxury Supplier
These and other indices are the result of extensive research
by ShopConsult by Umdasch, documented in the following
studies:
Arndt Traindl
LIM-studies Amstetten 1999, 2000
Arndt Traindl, Roland Jenny
MIL-studies Amstetten 2000, 2004
Arndt Traindl, Roland Jenny
Neuromagnetic study Vienna 2002
Further information:
consult@umdasch.com, www.shopconsult.at
UMDASCH SHOP-CONCEPT 19

SHOP PANORAMA
20
Die salonartige Gestaltung signalisiert Niveau.
The salon-like design signals a standard.
Beratungskompetenz
sichtbar gemacht
Die sehr persönlich geführten
Topsi-Parfümerien in Wien bestechen
durch Beratungs- und
Servicekompetenz sowie ein
adäquates Angebot erstklassiger
Marken. In der von Umdasch
Shop-Concept kürzlich
neugestalteten, 82 m² großen
Filiale in Wien-Währing wird
dieser hohe Anspruch sichtbar
und spürbar. Salonartige Gestaltung,
dezente Lichtinszenierung,
viel Platz kombiniert
mit intimen Nischen schaffen
eine Beauty-Oase zum Wohlfühlen.
Better Living bei Brown Thomas in Dublin
Brown Thomas ist Irlands
führendes und florierendes
Warenhaus. Das Flagship im
Herzen Dublins umfasst rund
9.500 m² Verkaufsfläche auf
5 Etagen. Im Frühjahr 2004 hat
Umdasch Shop-Concept die
knapp 2.000 m² große Living-
Etage, also Edelhausrat, nach
einer Planung des Architekturbüros
Douglas|Wallace neu
eingerichtet. Die Abteilung
gliedert sich in die Bereiche
Dining, Bett & Bad, Küche,
Dekoration (Heimtex) und be-
inhaltet exquisite Marken.
Mehr über Brown Thomas
sehen Sie in SHOP aktuell 98
im Rahmen des Retail-Reports
Großbritannien & Irland.
Brown Thomas residiert in der Grafton Street mitten im Zentrum von
Dublin. Brown Thomas is located in Grafton Street right in the
centre of Dublin.
Advisory Skills
Made Visible
The extremely well managed
Topsi Perfumeries in
Vienna stand out because of
the advice and superb service
they provide. They also
have a fine range of top class
brands. In the large 82 m²
branch re-designed recently
by Umdasch Shop-Concept
in the Währing district of
Vienna, this high level of
quality can be both seen and
felt. Salon-like design, excel-
lent use of light and lots of
space combined with intimate
niches create an Oasis
of Beauty which makes you
feel wonderful.
Anwendungsgerechte Präsentation ist kennzeichnend für die Gestaltung.
Presentation to match the product is key to design.
Better Living at
Brown Thomas in
Dublin
Brown Thomas is Ireland’s
leading and most prosperous
department store. The flagship
building in the heart of Dublin
consists of approximately
9,500 m² of sales floor on 5
levels. In the spring of 2004
Umdasch Shop-Concept refitted
the 2,000 m² Living Floor,
to a plan drawn up by the ar-
Ein Studioschminkplatz als
kleine, feine Nische.
A studio make-up area as
an attractive little niche.
chitects Douglas|Wallace. The
department is divided into the
Dining, Bed & Bath, Kitchen
and Decoration (Heimtex)
areas and contains exquisite
brands. You can see read about
Brown Thomas in SHOP aktu-
ell 98 under the Great Britain
& Ireland Retail Report.
SHOP aktuell 97

Standa, Köln: Der Italiener um die Ecke
Anfang Juli 2004 hat die
REWE im DuMont-Carré
in Köln den ersten italienischen
Standa-Supermercato
in Deutschland eröffnet. Der
2.000 m² große, ebenerdige
REWE-Supermarkt wurde in
knapp zwei Wochen mit einer
Assmann-Einrichtung auf das
Standa-Konzept umgerüstet.
Er ist konzeptionell ein Innenstadt-Supermarkt
modernster
Prägung, bei dem der Kunde
individuell entscheiden kann,
ob er zeit- oder genussorientiert
einkaufen möchte.
Standa, Cologne:
The Italian round the
corner
At the beginning of July 2004
REWE opened the first Italian
Standa supermarket in Germany
in the DuMont-Carré in
Apotheke als
Dienstleistungszentrum
Pierre Bercier positioniert
seine Apotheke in Belp kon-
sequent als Dienstleistungszentrum.
Neben dem traditionellen
Sortiment im Programm:
Massage, begleitete
Gewichtsreduktion, kosmeti-
sche Enthaarung und Bioresonanz.
Die Apotheke Belp lässt die Design-Handschrift der
Umdasch-Apothekenprofis erkennen. The Belp
pharmacy displays the design ability of the Umdasch
Pharmacy professionals.
Die international sortierte Obst- und Gemüseabteilung vermittelt
südländisches Flair. The international range of fruit and vegetables
gives the department a Mediterranean feel.
Cologne. The 2,000 m² ground
floor REWE supermarket was
fitted out in just two weeks to
the Standa concept using Assmann
fittings. In terms of design,
it is the most modern of
inner city supermarkets, where
Pharmacy as a
Service Centre
Pierre Bercier sees his pharmacy
in Belp as a service
centre. Besides the traditional
range, his programme offers:
massage, assisted weight
reduction, cosmetic depilation
and bio-resonance.
customers can decide whether
they would like to shop quickly
or at a more leisurely pace.
SHOP PANORAMA
Im 14.000 deutsche und internationale
sowie 3.000 italienische
Artikel umfassenden
Sortiment ist die Weinabteilung
ein besonderer Blickfang.
The range of wines, including
14,000 from Germany and
around the world plus 3,000
from Italy, certainly catches
the eye.
Die Umdasch-Einrichtung spielt beim vorbildlichen Warenbild-
Konzept bei „Go Kids“ eine tragende Rolle. Umdasch shop
fitting plays an important role in the model “Go Kids” goods
concept.
Bernardi - neue Akzente
mit „Go Kids“
Der erfolgreiche italienische
Textil- und Modefilialist Ber-
nardi (150 Filialen, 220 Millionen
Euro Jahresumsatz)
setzt nun zusätzlich auf Spe-
zialisierung: Mit „Go Kids“
wird in eigenen Läden speziell
das Segment von 0-14 angesprochen.
Typisch Bernardi
ist auch beim neuen Konzept
das professionelle Visual Merchandising.
Bernardi - a new
emphasis with
“Go Kids”
The successful Italian Bernardi
textile and fashion chain
(150 branches, € 220 m annual
turnover) is now specialising:
the 0-14 age group have their
own shops with the “Go Kids”
range. It is also typical of Bernardi
that their new concept
also uses professional Visual
Merchandising.
UMDASCH SHOP-CONCEPT 21

SHOP CONCEPT THEMA
22
Upsurge in airport shopping
After the setbacks caused by 09/11, the war in Iraq and SARS, airport shopping
is once again surging ahead. Increasing passenger numbers, strong
sales growth at airports and the growing attraction of airport shopping for
passengers will also mean in the future above average growth rates for
travel retailers. SHOP aktuell discussed the medium term prospects for the
market with the retail pros at Heinemann of Hamburg, Nuance of Zurich
and at Zurich Airport.
Author: Reinhard Peneder.
The sector has learned to live with crises,
both large and small. In Europe people
have largely come to terms with the loss of the
classic duty-free business inside the European
Union as a result of the Schengen agreement.
Depending on the site portfolio, 9/11, the Iraq
war and SARS have affected travel retailers in
different ways, with those players in particular
with significant Asian connections having to
accept falls in turnover in 2003. In the traditional
annual ranking for 2003 by Raven Fox
Research, the Nuance Group, with a turnover
of more than 1.5 billion dollars, emerged
unchallenged as global number one. For the
SHOP aktuell 97

AIRPORT-SHOPPING
The following people very kindly helped in the preparation of this article (from left to right): Dipl. Des. Bébe Branss (Gebr. Heinemann),
Carlo Bernasconi (Nuance Group), Peter Eriksson (Unique Zürich), Ing. Michael Ripfl (Umdasch Shop-Concept), Raoul Spanger
(Gebr. Heinemann).
Nuance Group approximately 50 % of its turnover
comes from sales in Europe, 13 % from
North America and 37 % from the Asia Pacific
area. In the previous year, a slump in sales had
to be taken into account. For 2004, a moderate
rise in turnover is expected. The new Airside
Center in Zurich is expected to make a
significant contribution to this increase. The
Hamburg firm, Gebr. Heinemann worked itself
up to second place, having been only sixth
in 1998 (see Table). In addition to the home
market, the firm did very well in Eastern Europe
and the Baltic. In 2005 this old established
family firm will also begin operating in
Norway, in a joint venture with a local partner
and a presence at five airports.
Airports as Shopping Centres
In this Age of Cheapness there is also increasing
marginal pressure on take-off and
landing fees. Non-aviation sales, mainly from
shopping and catering, are as a result becoming
increasingly important for airports, in certain
places even approaching the 50 % mark.
However, there are still significant differences
and above all potential in various parts of the
world as far as airport shopping is concerned.
More than 15 million
passengers are processed
annually on international
flights through JFK Airport
in New York
UMDASCH SHOP-CONCEPT 23

SHOP CONCEPT THEMA
Brands play a dominant
role in airport shopping. It
is irrelevant whether they
are brought forward to
the front either inside a
classic duty free shop in
the perfumes and tobacco
area or in a huge display for
Mozart chocolates or even
own-brand shops where the
goods are high-value (such
as, for example Burberry or
Hermés). All examples seen
at Vienna Airport or Frankfurt,
fitted out by Umdasch
Shop-Concept.
24
A glance at the airport ranking in relation to
international airline passenger visits in combination
with a glance at the relevant sales areas
and duty-free sales makes this evident.
The quality of the site in an airport is extremely
important for airport shopping. Especially at
older airports a considerable degree of compromise
is often necessary in terms of available
area, floor assignments and site quality. In new
airports or terminals, retail space requirements
are taken appropriately into consideration, and,
in the ideal case, travel retailers can be involved
in the overall design. At many airports, professional
Centre Management operate just as in an
ordinary shopping centre.
The possibility of positioning an airport
simultaneously as a shopping centre depends
very much on the site, especially on its closeness
to the city and accessibility, (the slogan
being “Shopping with Rail and Air Connections“).
In this connection, capacity limitations
in seasonal and peak times also play a role. In
the end, every airport has to develop for itself
the correct mix of airside shopping areas, that is
to say those accessible only to passengers, and
landside shopping areas accessible to all (and
find a suitable partner .
To take one example, Munich Airport is
28 km from the city centre with an area of more
than 33,400 m² for shopping, catering and miscellaneous
services. Whereas in the older Terminal
1, approximately 70 % of the 74 shop
units in the area accessible to the public are
occupied, the relationship at the 96 shop units
in the new Terminal 2 is reversed. At Zurich
Kloten Airport, which is particularly close to
the city centre, the airport company Unique
has made its mark with the opening in September
2004 of the 12,000 m² Zurich Airport
Airside Center. With freely accessible “airport
shopping“, this traffic hub now has more than
100 shops and approximately 30 catering establishments.
It is worth bearing in mind that
this ambitious investment programme went
pushed through without any compromise
in spite of the grounding of Swissair. In the
future the area is to be expanded into an Urban
Entertainment Center.
Prime international examples in terms of
airport shopping are London Heathrow, Copenhagen,
Dubai and Istanbul. Heathrow
stands out because of its sheer size (48,000 m²
sales area, $740 million US turnover), Copen-
hagen scores points for authenticity and flair,
Dubai shines with its oriental luxury and
SHOP aktuell 97

Istanbul is impressive with the huge productivity
of its floor space.
From Supermarket to Brand Parade
Within only a few years, concepts involving
airport shopping have become a little more
professional. To put it in simple terms, the
earlier supermarket selling tobacco, spirits,
perfumery and confectionery has been turned
into a shop parade of international brands
which in terms of density and quality are virtually
unknown even in the most up-market
shopping thoroughfares and malls. The classic
duty-free range of goods generally now plays
Shops fitted out by
Umdasch can be found
in numerous international
airports. For example,
in Dubai, in Beirut, in
Istanbul or - brand new -
in an Olympia Shop in
Athens airport.
second fiddle, while instead fashion, accessories,
watches and jewellery, gift articles and
toys are energetically promoted. Because of
the first-class goods on offer, many passengers
plan their time at the airport to include shopping
and no longer treat it as just a haphazard
way of passing the time.
Airport retailers are increasingly getting
closer to the underlying causes of consumer
and specifically passenger behaviour. International
benchmarks offer a certain support for
this, and in addition - and more importantly -
individual characteristics of each separate site
are studied. In the same way, seasonal factors
Ranking
AIRPORT-SHOPPING
Dut y-free operator rankings 2003
Company 2003 duty- and taxfree
turnover
Market share 2002 turnover 1998 turnover
1 Nuance, Schweiz 1,525 7.4 % 1,555 1,080
2 Heinemann, Deutschland 985 4.8 % 850 500
3 DFS-Group, US 875 4.3 % 950 1,500
4 World Duty Free, UK 665 3.3 % 640 na
5 Lotte Group, Südkorea 620 3.0 % 800 na
6 Dufry Group, Schweiz 520 2.5 % 525 527
7 Aelia, Frankreich 500 2.4 % 530 na
8 Aldeasa, Spanien 455 2.2 % 435 na
9 Dubai Duty Free, UAE 380 1.9 % 305 na
10 Alpha Retail, UK 355 1.7 % 285 404
Source: Raven Fox Research
UMDASCH SHOP-CONCEPT 25

SHOP CONCEPT THEMA
Munich airport offers a well-balanced mix
of shopping areas both air and land-side.
With the easily accessible “Airport Shopping” area and “Airside Center” which was opened in mid-September 2004 Unique and The
Nuance –Group have set their stamp on Zurich Airport
26
SHOP aktuell 97

for each individual site are taken into account.
Accordingly, it makes perfect sense to promote
low prices for major brands during the holiday
season, making airport shopping more attractive.
Many airports are already trying to
differentiate the shopping zones for businessclass
travellers and the users of cheap airlines.
However, there are certain limits because the
cost-conscious businessman is not at all comparable
in shopping habits to the tourist with
a rucksack, even if they are both sitting in the
same aircraft. In any case, behind the scenes,
people are constantly working to refine and
optimise the elements of the range and devising
ever more subtle methods of selling.
Visual Merchandising at the Airport
A high degree of orientational power, striking
presentation of the elements of the range
and demonstrative profiling of brands are still
essential criteria in the efficient laying out of
airport shops, which still face the problem of
the limited time their customers have available.
However, as passengers are increasingly
drawn to airport shopping, classical methods
of successfully displaying goods such as with
Visual Merchandising are becoming more important.
This means being perceived via lines
of sight and the third level, the stimulation of
emotions, through pictorial communication in
harmony with the range, themed offerings and
finally the pressure of the goods on the shelves
and in the central area. The central area is
more important than ever and is used for the
presentation of site-specific, season-specific,
even day-to-day offers.
After the catastrophic fire at Düsseldorf
airport security guidelines were tightened -
at least in Europe. This particularly affects
the materials which can be used in fitting out
shops, which as a rule have to conform to fire
safety classifications. The regulations are very
different from site to site however - even in
the same country - with the result that setting
up costs are different for shops that look the
same.
Umdasch as Partner for Brands and Retailers
For many years Umdasch Shop-Concept has
been appreciated by airport retailers, international
brands and airport operators as a professional
partner in the fitting out of sales areas
at airports. The range extends from support in
planning and branding processes, project engineering,
manufacture and procurement in an
international network to turnkey assembly all
over the world. The relevant know-how is being
permanently expanded. Gebr. Heinemann,
the Nuance Group, the Dufry Group (formerly
Weitnauer) and Aer Rianta are among
the renowned airport retailers, and Bacardi,
AIRPORT-SHOPPING
Top 40 Airports International pa x 2003
Ranking
Airport International pax
2003
Change compared to
2002
Sales arey in m² Duty-free turnover in
millions $
1 London Heathrow 56,544,419 + 0.4 % 48,000 740
2 Paris Charles de Gaulle 43,197,336 - 1.1 % 4,730 375
3 Frankfurt Main 40,531,318 + 0.6 % 13,600 295
4 Amsterdam Schiphol 39,694,502 - 1.9 % > 3,000 315
5 Hong Kong International 26,444,000 - 20.9 % na na
6 London Gatwick 25,987,364 - 0.4 % 37,200 300
7 Singapore Changi 23,142,687 - 15.5 % 14,700 355
8 Tokyo Narita 22,388,069 - 9.6 % na 135
9 Bangkok 21,489,453 - 8.0 % 4,875 150
10 Seoul Incheon 19,387,113 - 5.7 % na 425
11 Madrid 17,780,374 + 5.4 % na 115
12 Dubai 17,175,066 + 15.3 % 7,030 380
13 Manchester 16,449,741 + 3.6 % 5,190 na
14 Zurich 16,159,228 - 4,8 % 9,260 125
15 Copenhagen 16,011,781 - 2.5 % na na
16 London Stansted 15,952,530 + 17.4 % 10,000 na
17 Munich 15,609,798 + 5.3 % na na
18 New York JFK 15,368,597 + 0.1 % 3,200 65
19 Dublin 15,095,792 + 5.5 % 3,200 77
20 Brussels 15,086,194 + 5.8 % 11,515 130
21 Los Angeles 14,624,314 - 1.5 % 3,000 na
22 Toronto 14,414,253 - 4.8 % na na
23 Miami 13,856,371 + 3.1 % 1,940 37
24 Palma De Mallorca 13,660,528 - 20.0 % na na
25 Milan Malpensa 13,660,528 - 20.0 % na na
26 Taipei Chiang Kai-shek 13,602,439 - 20.0 % na na
27 Rome Fiumicino 13,300,382 + 4.1 % na na
28 Vienna 12,193,074 + 6.9 % na na
29 Barcelona 11,469,197 + 6.4 % na na
30 Düsseldorf 10,584,733 - 4.8 % na na
31 Kuala Lumpur 10,023,593 - 6.2 % 6,500 na
32 Antalya 9,765,050 + 0.1 % na na
33 Stockholm Arlanda 9,725,141 - 6.5 % na na
34 Paris Orly 9,712,498 + 3.2 % na na
35 Istanbul 9,164,059 + 7.7 % na na
36 Chicago O‘Hare 9,157,450 + 2.3 % 940 na
37 Málaga 8,817,209 + 8.8 % na na
38 Shanghai Pudong 8,304,509 + 85.8 % na na
39 Sydney 8,136,295 - 2.8 % 6,190 na
40 Moscow Sheremetyevo 8,078,409 + 1.9 % na na
Burberry, Camel Active, Caviar House, Davidoff,
Harrods, Hermés, Hugo Boss, Lucky
Strike, Montblanc, Nestle, Salvatore Ferragamo,
Swatch, Timberland and West are among
the leading brands that call on the services of
Umdasch. You will as a result find shops fitted
out by Umdasch at many airports, including
Accra, Athens, Beirut, Berlin, Dubai, Dublin,
Düsseldorf, Frankfurt, Istanbul, Johannesburg,
Leipzig, Ljubljana, London, Moscow, Munich,
New York, Paris, San Francisco, Vienna and
Zurich.
Source: Raven Fox Research
Branch Mix in
Airport Shopping
(by sales area, using
the example of Munich
airport)
Fashion 27 %
Gifts ,toys, electrical 18 %
Duty Free/Travel
Value
UMDASCH SHOP-CONCEPT 27
15 %
Press/Tobacco 13 %
Watches/Jewellery/
Optics
9 %
Shoes/Leather 7 %
Foodstuffs 7 %
Perfumes/Pharmacy 4 %

RETAIL REPORT
28
De Bijenkorf ist Inbegriff europäischer Warenhauskultur. Im Bild das Haus in Utrecht. The Bijenkorf.
The epitome of the European Department Store. In the illustration the House in Utrecht.
Wo die City
noch goldener Boden ist
Der niederländische Einzelhandelsmarkt ist der siebentgrößte in Europa. Er
ist gekennzeichnet von hoher Versorgungsdichte, erstklassiger Flächenproduktivität
und gut erhaltenen Innenstadtstrukturen. Der Anteil ausländischer
Ladenmarken ist relativ gering. Die Konsumzurückhaltung ist nun allerdings
auch ins Land der Tulpen übergeschwappt.
Einige Zeit hat sich der niederländische
Handel von der negativen Konsumentwicklung
in Deutschland abschotten können,
nun stagnieren die Verbrauchsausgaben auch
hier. Das geht auch an den zwei größten Retail-
Playern - Ahold bei Food, Vendex KBB bei Nonfood
- nicht spurlos vorbei: Starke Tendenzen von
Konzentration, Vertikalisierung, Globalisierung
und nicht zuletzt „Aldisierung“ sind Anzeichen
der gegenwärtig enormen Bewegung am Markt,
der mittel- und langfristig freilich sehr attraktiv
bleiben wird.
Konzentration auf die Innenstädte
Die Einzelhandelsverkaufsfläche bleibt seit
einigen Jahren mit rund 23,6 Mio m² stabil.
Flächenzuwachs auf der grünen Wiese wird
vom Gesetzgeber hintangehalten, stattdessen
liegt der Fokus auf der Revitalisierung der Innenstädte.
Das betrifft auch Shopping-Center,
die deshalb häufig im innerstädtischen Umfeld anzutreffen
sind und deshalb auch nicht übermäßig
groß sind. Die hohe Bevölkerungsdichte und die
dicht nebeneinander liegenden Städte führen einen
starken Wettbewerb der Kommunen untereinander.
Ahold (Albert Heijn u.a.) und dann mit Abstand
Laurus (Konmar, Super De Boer, Edah)
sind die führenden Anbieter im Lebensmittelhandel,
die Gruppe Vendex KBB (u.a. mit M&S-
Mode und den bekannten Warenhäusern Vroom
& Dresman und de Bijenkorf) sowie C&A im
SHOP aktuell 97

Lebendiger Einzelhandel - in den Gassen von
Utrecht. Lively retail trade - in the streets
of Utrecht.
Meddens als Beispiel der von Umdasch schon in
den 80ern realisierten Platzhirsch-Auftritte.
Meddens as an example of the debuts of star
brands managed by Umdasch in the nineteeneighties.
Bereich Mode. Bitte beachten Sie dazu auch unsere
Tabelle.
Klassische Ladenbau-Struktur
Auch wenn die eine oder andere Ladenmarke
von England kommend in den Niederlanden
ihre Premiere auf europäischen Festland feiert -
in Sachen Ladenbau haben die Niederländer
die stark arbeitsteilige Struktur der Briten noch
nicht übernommen. Klassische Ladenbauer mit
einer umfangreichen Wertschöpfungskette von
der Konzeptentwicklung, Planung, bis hin zur
RETAIL REPORT
LUSH ist ein innovatives Markenkonzept, an dessen Entwicklung und POS-Visuali-
sierung Umdasch in den Niederlanden mitgewirkt hat. LUSH is an innovative
brand concept, for which Umdasch was involved as a collaborator in its development
and the visual design of the POS.
Fertigung und Montage bestimmen die Szene.
WSB, Benschop und Decoprojekt sind Namen,
die in diesem Zusammenhang u.a. genannt werden
können. Jos de Vries ist überregional als
Beratungsunternehmen bekannt.
Umdasch ist seit über 20 Jahren in den Niederlanden
tätig. In den 80er Jahren hat das
Unternehmen unter Regie von Horst Feldhoff
zahlreiche renommierte Mode-Platzhirsche eingerichtet:
Meddens/Den Haag, Tip de Bruin/
Amsterdam, Hendriksen/Zwolle und andere.
Aktuell besonders erwähnenswert sind die
UMDASCH SHOP-CONCEPT 29

RETAIL REPORT
30
Selected Retail Key Figures Basis 2003*
Germany Austria Switzerland Italy UK France USA
Population in 1000 82,532 8,033 7,261 57,844 59,006 59,344 282,798
Retail sales in billion EUR 314.7 36.9 53.8 221.3 329.4 335.4 2,529.1
Retail sales per inhabitant 3,813.15 4,599.30 7,403.12 3,825.14 5,581.79 5,652.52 8,943.10
m² sales area in 1000 111,000 12,960 17,446 77,200 75,970 95,900 1,153,000
m² sales area per inhabitant 1.345 1.613 2.403 1.335 1.287 1.616 4.077
Retail sales / m² sales area 2,835.14 2,847.22 3,083.78 2,866.58 4,335.92 3,497.39 2,193.50
Employees in retail trade in 1000 2,530,100 279,900 356,535 706,035 3,154,000 1,766,100 21,165,862
Number of outlets 363,046 52,430 51,453 na 315,088 372,590 1,561,195
Inhabitants / Outlet 227 153 141 na 187 159 181
Market share of shopping centres of retail sales 9 % 14 % 13 % 20 % 28 % 26 % 51 %
Shopping centres area per 1000 inhabitants in m² 119.95 224.08 151.49 105.46 220.32 207.27 na
*) Sources: Umdasch Shop-Concept, BAG, EHI, Euro Monitor, BAK, BBE, ISCS Europe, Östat, Destat, Eurostat and others. The key figures have mainly the character of indicating trends, since it was not possible to harmonise them
completely because of different definitions of terms, methods of gathering data etc. and/or periods of data gathering. As a rule, the figures are to be understood as excluding petrol and diesel trading and without trade in fuels.
Mit Paul van Hemert und seinem
Team setzt Umdasch neue
Impulse in den Niederlanden.
With Paul van Hemert and
his team, Umdasch is making a
new impact in the Netherlands.
For a while the Dutch economy managed to
remain sealed off from the negative situation
in Germany but spending on consumption has
now begun to stagnate here also. This has left its
mark on the two biggest retail players, Ahold in
food and Vendex KBB in non-food. Strong tendencies
towards concentration, verticalisation,
globalisation and not least “Aldification“ are
signs of the current huge movements in the market,
which will definitely remain very attractive
Zusammenarbeit mit M&S-Mode, auch außerhalb
der Niederlande, sowie einige bemerkenswerte
Projekte für Active Life. Nun intensiviert
Umdasch seine Tätigkeit in den Niederlanden.
Mit Paul van Hemert, einem dynamischen Ladenbau-Profi
und profunden Kenner der Handels-
und Markenszene, will man zusätzlich
auch moderne Betriebstypen, wie etwa Vertikale
und internationale Brands, ansprechen und mit
dem Leistungspotential von Umdasch vertraut
machen. Der Aktionsradius soll dabei über das
bestehende Planungs- und Verkaufsbüro in Delft
hinaus ausgedehnt werden.
Where the streets of the city are still
paved with gold
The Dutch retail market is the seventh largest in Europe. It is very densely
provided for, with first class productivity per square metre and well preserved
inner-city structures. The share held by well-known foreign branded
stores is relatively small. However, the consumption reserve has finally also
spilled over into the Land of the Tulip.
in the medium and long term.
Concentration on the inner city
Retail sales areas have remained stable for
some years now at around 23.6 million square
metres. Their expansion into green-field sites is
held back by legislation, with the focus on revitalisation
of the inner city instead. This also applies
to shopping centres, which are often found
SHOP aktuell 97

Netherlands
16,105
74.4
4,618.60
23,600
1.465
3,152.54
736,900
112,515
143
19 %
279.42
Important shopping streets
Amsterdam: Kalverstraat, Speigelkwartier, PC Hooftstraat, Heiligeweg,
Leidsestraat; The Hague: Spuistraat, Venestraat, Hooghstraat; Eindhoven:
Demer, Rechtestraat; Maastricht: Grote Staat, Kleine Staat,
M. Brugstraat; Rotterdam: Lijnbaan, Beursplein; Utrecht: Lange
Elisabethstraat, WC Hoog Catharijne, Vredenburg.
Important Shopping Centres (Opened, Sales Area)
Amsterdam: Arena Boulevard (2001, 75000 m²), Amsterdamse Poort
(1986, 72000 m²); Utrecht: Hoog Catharijne UCP (1973, 70000 m²),
Kanalen Eiland (1963, 80000 m²); Rotterdam: Zuidplein (1972,
65000 m²), Alexandrium (1984, 140000 m²); Leidschendam:
Leidschenhage (1971, 55000 m²); Almere: Stadshart (1988, 75000 m²),
Doe Mere (1988, 52000 m²); Eindhoven: Heuvel Galerie (1992, 53000
m²), Piazza Center (2004, 24000 m²); Amstelveen: De Binnenhof
(1967, 53000 m²); Zoetermeer: Stadshart (1986, 50000 m²); Waalwijk:
Woonhart Waalwijk (1972, 50000 m²); Arnhem: Musikwartier (2006,
32000 m²); Dordrecht: Statenplein (2004, 29000 m²); Rijswisjk: In de
Boogaard (1963, 102000 m²); The Hague: Haaglanden Megastores
(2000, 90000 m²)
in inner-city areas and as a result are not excessively
large. Because of the high population density
and the closeness of cities and towns to each
other there is intense competition between the
various regional authorities.
Ahold (Albert Heijn and others.) and then
Laurus (Konmar, Super De Boer, Edah) are the
leaders by far in the grocery business, while in
the fashion area the leaders are the Vendex KBB
group (along with M&S-Mode and the wellknown
department stores Vroom & Dresman
and de Bijenkorf) and C&A. See also the table.
Classic shop-fitting structure
Even though the occasional store chain comes
from England to the Netherlands to celebrate its
debut on the continent - where shop fitting is
concerned the Dutch have not yet adopted the
British structure based on division of labour. The
scene is dominated by classic shop fitters with an
extensive value-creation chain, extending from
concept development and planning all the way
to manufacture and assembly. WSB, Benschop
and Decoprojekt are among the names that can
be mentioned in this connection. Jos de Vries is
known beyond the region as a consultancy.
Umdasch has been active in the Netherlands
for more than twenty years. In the nineteen
eighties, the firm fitted out several of the famous
names in fashion, under the leadership of Horst
Feldhoff. These included Meddens in The Hague,
Tip de Bruin in Amsterdam and Hendriksen in
Zwolle and others. Currently, the collaboration
with M&S-Mode both inside and outside the
Netherlands is worthy of mention, as are some
noteworthy projects for Active Life. Umdasch
Top Players in retailing (selection)
RETAIL REPORT
Food: Albert Heijn/Ahold (ca. 750 outlets); Super de Boer/Laurus
(369), Edah/Laurus (269), Konmar/Laurus (94), C1000/Schuitema
(478), Aldi (385). Department stores: Vroom & Dreesmann (71); de Bijenkorf
(12); Hema (264). Textiles/Fashion/Apparel/Footwear/Sport:
C&A (84 outlets); Vendex KBB (over 500, Hunkemöller, M&S Mode);
Intres; Eureteco; Retail Network; Macintosh; H&M (53); WE. Zeeman.
Chemists/Perfumery: AS Watson (ca. 800), Etos/Ahold (423), DA.
Others: Ikea (11); Blokker (Furniture and Household); Intres (Furniture),
Expert (Electrical), Dixons, Modern Electronics, Intergamma
(215), Praxis Group (118), Bruna (Buch&PBS); Free Record Shops,
Intertoys, Mexx, Intratuin.
Important Dutch Store Brands outside the Netherlands
Ahold, Vendex KBB (M&S Mode and others), Laurus, Kruidvat (Chemists,
Perfumery), Intergamma, Blokker (Household Goods)
Important foreign Store Brands in the Netherlands
Kingfisher (UK); Aldi, Schlecker, Tengelmann (all Germany); H&M,
Ikea (both Sweden), Charles Vögele (Switzerland).
Die stürmische Expansion von M&S-Mode hat Umdasch als Ladeneinrichter
begleitet. Umdasch was the shop fitter for the explosive expansion of M&S-
Mode.
is now stepping up its efforts in the Netherlands.
With Paul van Hemert, a dynamic expert in the
field of shop fitting and with a profound knowledge
of the commercial and branded scene, they
want to appeal to modern types of business as
well, such as vertical and international brands,
and familiarise them with the potential for performance
offered by Umdasch. The radius of action
is to be extended from the existing planning
and sales office in Delft.
UMDASCH SHOP-CONCEPT 31

SHOPS & SHOPPING
32
Verführerische Architektur
für Shopping pur
Seit Herbst 2003 hat der britische Einzelhandel mit dem Selfridges Department
Store im Herzen von Birmingham ein neues Wahrzeichen bekommen.
Als Shopping-Tempel im Straßenzwickel von drei Hauptverkehrsadern ist
Selfridges das Filetstück der restrukturierten innerstädtischen Entwicklungs-
zone Bull Ring Area. Umdasch Shop-Concept war als Ladeneinrichter mit
dabei. Autor: Nikolaus Pjeta
Der Bullring, einst Birminghamstraditioneller
Marktplatz, ist
heute eine gigantische
Shopping Mall, die
eine halbe Milliarde
Pfund gekostet hat und
Anfang September 2003
eröffnet wurde. Er ist das
Herzstück einer auf
eine Milliarde Pfund
bezifferten städtischen Wiederbelebung
mit dem Einzelhandel an
vorderster Front. Wichtigster architektoni-
scher Bezugspunkt ist die
benachbarte St. Martin’s
Church. Direkt im
Anschluss an die Kirche
befindet sich der
historische Marktplatz.
Der St. Martins
District ist damit ein
urbaner Brennpunkt, religiöses
und kommerzielles
Zentrum der Stadt. Das neue
Einkaufszentrum mit seiner utopisch
anmutenden Fassade gibt dabei einen
imposanten, fast mystischen Hintergrund ab.
SHOP aktuell 97

Mit etwa 110.000 m² Verkaufsfläche und seinen
140 Shops ist es das größte innerstädtische Shopping-Center
Europas. Ankermieter sind Debenhams
und eben als neuer Glanzpunkt Selfridges,
das den Komplex an einer Seite abschließt.
Ein Metallkleid als Außenhaut
Dieses in United Kingdom in seiner Ausführung
wohl einmalige Warenhaus zeichnet sich
durch seine ausgefallene architektonische Form
mit einer geschwungenen Hülle, bei der extravagante
Materialien zum Einsatz kamen, aus.
Die Außenhaut der Stahlkonstruktion besteht
aus Spritzbeton, in Yves-Klein-Blau gestrichen,
in welchem die Aluminiumpailletten mit ihren
60 Zentimetern Durchmesser verankert wurden.
Als Inspiration diente den Architekten Paco
Rabannes berühmtes Metallkleid. Geplant wurde
dieses außergewöhnliche Bauwerk von Future
Systems bzw. den beiden Architekten Jan Kaplicky
und Amanda Levete.
Umdasch als Einrichter bei Selfridges
Auf insgesamt fünf Etagen (knapp 18.000 m²
Verkaufsfläche) kann man bei Selfridges angefangen
von Kleidung für jung und alt, Blumen,
exklusiven Lebensmitteln, Büchern, bis zu einem
Kosmetiksalon, Restaurant, Cafe quasi alles finden
was das Herz begehrt.
UMDASCH SHOP-CONCEPT
BULLRING
Der neue Bullring bietet Shopping in moderner Architektur. Die „Neue Zürcher
Zeitung“ meinte: „Einer der spektakulärsten zeitgenössischen Bauten in England“.
The new Bullring offers shopping in modern architecture. According to the Neue
Zürcher Zeitung, it is “one of England’s most spectacular contemporary buildings“.
33

SHOPS & SHOPPING
Die Selfridges-Weinabteilung als Kunstwerk und
Einladung zum Degustieren. The Selfridges wine
department - a work of art and an invitation to taste.
34
Im Gebäudeinneren realisierte Future Systems
das lichtdurchflutete, nierenförmige Atrium mit
seinen sich kreuzenden Rolltreppen, einen zweiten
Erschließungsschacht, eine Kinderabteilung
im Erdgeschoss, sowie ein wunderschöner Foodstore
mit amöbenartigen Tischen. Auf der Basis
der Planung von Future Systems hat Umdasch
Shop-Concept weite Bereiche dieser Foodhall
eingerichtet und damit die Zusammenarbeit mit
Selfridges, die mit der Einrichtung verschiedener
Abteilungen im Stammhaus in der Oxford
Street in London begonnen hat, erfolgreich fortgesetzt.
Gerade die Gestaltung dieser Foodhall
ist es, die in der internationalen Fachpresse als
ganz besonders gelungen beurteilt wird.
Experimentieren erlaubt
„Es ist eines der wenigen Gebäude, wo es
Architekten erlaubt war, zu experimentieren.
Wenn man ein Bürogebäude baut, ist so etwas
nicht möglich. Wir haben ein Zeichen in
Organische Formen in Architektur und Möblierung sind
typisch für die Arbeit von Future-Systems. Organic
forms in architecture and furnishings are typical of the
work of Future-Systems.
die Stadt gesetzt, das kein Schild benötigt, wo
‚Selfridges’ auf der Fassade steht. Auch im Inneren
konnten wir einiges umsetzen“, so Jan Kaplicky
in einem Interview über das Projekt.
Architektur und Präsentation im Zeichen der
Verführung
Statt Regalen, dicht bepackt mit dem immer
Gleichen, gibt es kleine Vitrinen, Postamente
und Inselchen, auf denen die Kinderschuhe und
Wohnzimmerlampen ganz beiläufig arrangiert
werden, sodass man meint, sie seien hier zu Hause.
Von allem gibt es nur ein einziges Stück, jedes
Produkt kommt uns vor wie ein Unikat, auch
wenn wir natürlich wissen, dass die Lager gut
gefüllt sind.
In Zeiten des Überflusses ist das Kaufhaus
nicht mehr der Marktplatz, an dem billig, schnell,
rational die Ware umgeschlagen wird. Eher ist
es ein Ort des freien Schweifens. Das Kaufen
wird nicht länger als etwas Notwendiges und
Vernünftiges verstanden, sondern gilt als unsteuerbar
- und gerade davon
profitiert die Architektur. Zu
dem Konzept, hochwertige
Waren in einem puristischen
Ambiente zu inszenieren, der
Trendforscher Matthias Horx
sprach einmal treffend von
«Luxese», gibt es nun in Birmingham
die Alternative, die
verführerische Präsentation
der Produkte in Interieurs
von einer bisher ungewohnten
Formenopulenz.
SHOP aktuell 97

Seductive architecture purely for shopping
Since Autumn 2003, Selfridges in the heart of Birmingham has become
a new symbol of British retailing. A temple of shopping where three main
thoroughfares,meet. Selfridges is the centrepiece of the reconstructed
inner-city development zone, the Bull Ring Area. Moreover Umdasch
Shop-Concept was involved in the shop fitting. Author: Nikolaus Pjeta
Bullring, formerly Birmingham‘s traditional
marketplace, is now a gigantic shopping
mall that cost half a billion pounds to build
and was opened early in September 2003. It is
the centrepiece of a one billion pound urban
renewal project with retailing at its very heart.
The most important architectural point of reference
is St. Martin’s Church close by. The historic
marketplace is situated immediately next
to the church, making the St. Martins district
an urban focal point, the religious and commer-
cial centre of the city. The new
shopping centre with its graceful
utopian façade creates an
imposing, almost mystical background.
With approximately
110,000 m² of sales area and 140
shops, it is the largest inner-city
shopping centre in Europe. The
anchor tenants are Debenhams
and the gleaming new high
point, Selfridges, which encloses the complex
down one side.
Metal cladding
Probably unique in the United Kingdom, the
store stands out because of its unusual architectural
form, with its curved outer shell and
flamboyant use of materials. The outer skin
of the steel construction consists of sprayed
concrete, painted Yves Klein blue, in which
60-centimetre-diameter sequin-like aluminium
disks are firmly set. This extraordinary building
was planned by two architects Jan Kaplicky
and Amanda Levete from the Future Systems
practice who were inspired by Paco Rabanne’s
celebrated metal dress.
Umdasch as fitter for Selfridges
With a sales area of approximately 18.000 m²
BULLRING
Ein gekonntes Spiel mit Farben
und Formen überrascht
immer wieder aufs Neue und
bringt die Besucher in Stimmung.
A skilful play with
colours and forms surprises
again and again putting the
visitor at his ease.
UMDASCH SHOP-CONCEPT 35

SHOPS & SHOPPING
Etwa 15.000 leicht konvex
gehaltene Aluminiumplatten -
„das Metallkleid von Paco
Rabbane“ - bilden die Außenhaut.
Je nach Lichtsituation
beginnt das Gebäude zu
gleißen, zu strahlen oder zu
glühen. The outer skin
consists of some 15,000
slightly convex aluminium
plates - “Paco Rabbane’s
metal dress“. Depending
on the light conditions, the
building begins to gleam,
radiate or glow.
36
spread over five floors one can find almost anything
you could want, ranging from clothes for
young and old, flowers, exclusive foodstuffs
and books to a cosmetics salon, a restaurant
and café. Inside the building, Future Systems
constructed not only the light-flooded kidneyshaped
atrium with its criss-crossing escalators
but also a second access shaft, a children’s department
on the ground floor and an amazingly
beautiful food store with amoeba-like tables.
Following plans drawn up by Future Systems,
Umdasch Shop-Concept fitted wide areas of
this food hall, thereby successfully continuing
their co-operation with Selfridges, which began
with the fitting of various departments in
their main store in London’s Oxford Street. The
international trade press has judged the design
of this food hall as especially successful.
Experimentation allowed
“It is one of the few buildings where architects
were allowed to experiment. If you are building
an office block that sort of thing is not possible.
We have put up a sign in the city but there’s no
need for a signboard with ‘Selfridges’ on the
front. We were able to do quite a lot in the interior
as well“, said Jan Kaplicky, in an interview
about the project.
Architecture, presentation and persuasion
Instead of shelves, closely packed with identical
products, there are small showcases, pedestals
and little islands, on which children’s shoes
and parlour lamps are arranged quite casually,
so that you could imagine you were at home.
Above all, there is only a single item, so that
each product seems to us to be a unique specimen,
even though we know quite well that the
warehouses are well stocked.
In times of abundance, the department store
SHOP aktuell 97

is no longer the marketplace where goods are
turned over cheaply, rapidly and rationally. It is
more a place for wandering freely about. Buying
is no longer thought of as something necessary
and rational but something uncontrollable
- and the architecture plays on this mood.
With regard to the concept of displaying luxury
goods in a purist atmosphere, the trend analyst,
Matthias Horx, once spoke aptly of “Luxese”,
and now in Birmingham the alternative exists
Blickfang und Schwebebahn durchs Shopping-Wunderland: Die
sich kreuzenden Rolltreppen. Something to catch the eye and
an overhead path through the Wonderland of shopping; the crisscrossing
escalators.
of presenting the products seductively in interiors
of a hitherto unaccustomed opulence of
form.
BULLRING
Schlemmen wie Gott in
Frankreich, mit allem was
dazu gehört. Im Selfridges
Foodstore werden diese
Wünsche erfüllt. To live
like a king, with everything
that that involves: in the
Selfridges food store these
wishes are granted.
Dr. Christian Mikunda
Brand Lands, Hot Spots &
Cool Spaces
Der Bullring ist auch ein
Thema im ersten rein englischsprachigen
Buch von
Dr. Christian Mikunda,
dem „Guru der Laden-
Dramaturgie“. The
Bullring is also discussed in
the fi rst book in English by
Dr. Christian Mikunda, the
„Guru of Shop Dramaturgy“.
Kogan Page, London /
Sterling, VA/USA
ISBN 0-7494-4256-5
US $ 39,95
UMDASCH SHOP-CONCEPT 37

SHOP EVENTS
EuroShop: 19. - 23. 02. 2005, Düsseldorf
Profitabel mit Multi-Channel-Retailing
38
Düsseldorf ist nicht nur das Tor zur Mode, sondern beherbergt
mit der EuroShop auch die weltgrößte Ladenbaumesse.
Besides being a gateway to the world of fashion, EuroShop
provides a location for the world’s biggest shop-fitting fair.
Die nächste EuroShop - The
Global Retail Trade Fair -
wird vom 19. bis 23. Februar
2005 in Düsseldorf stattfinden.
EuroConcept, EuroSales,
EuroCIS und EuroExpo sind
die offiziellen Ausstellungsbereiche
dieser größten Ladenbaumesse
der Welt, die
im Dreijahres-Rhythmus statt-
findet. Erwartet werden etwa
100.000 Besucher, davon rund
die Hälfte von außerhalb
Deutschlands. Ihnen wird auf
einer Brutto-Ausstellungsfläche
von über 200.000 m² das
Angebot von ca. 1.500 Ausstel-
Multi-Channel-Retailing, der
koordinierte Auftritt in verschiedenen
Absatzkanälen, macht
(Handels-) Unternehmen erst so
richtig profitabel. Das war das
Resümee der 1. Europäischen
Channels-Tagung Mitte Mai
2004 beim GDI in Zürich, die
unter dem Motto „Wo kaufen
Menschen ein?“ stand. Experten
aus Wissenschaft und Praxis
zeigten auf, welche Reserven im
gekonnten Zusammenspiel von
stationären Konzepten, Katalogverkauf,
Internetauftritt, Tele-
Shopping und Mobile-Konzepten
stecken.
Für Aufsehen und begeisternden
Applaus sorgte in Zürich
auch das Referat von Mag.
lern präsentiert. Die Umdasch
Ladenbau Gruppe wird an der
EuroShop mit einem knapp
1.000 m² großen Messestand
in Halle 12 präsent sein. Umdasch
wird die Polarisierung
der Konsumwelt und die daraus
resultierenden Konsequenzen
für Handel und Laden-Inszenierung
thematisieren.
Mehr über die EuroShop 2005
erfahren Sie unter www.euro
shop.de, schon recht bald auch
unter www.shop-net.eu sowie
in einer umfangreichen Reportage
in SHOP aktuell 98 im
Februar 2005.
Arndt Traindl, ShopConsult by
Umdasch, der überzeugend die
innovative Visualisierung von
Mag. Arndt Traindl demonstrierte
am GDI (Gottlieb Duttweiler Institut)
die enorme Bedeutung von
Wahrnehmung für den Erfolg am
POS. Mag. Arndt Traindl de-
monstrated at the GDI (Gottlieb
Duttweiler Institute) the enormous
significance of perception
for success at the POS.
The next EuroShop - The
Global Retail Trade Fair - will
take place from19th to 23rd
February 2005 in Düsseldorf.
EuroConcept, EuroSales, EuroCIS
and EuroExpo are the
official exhibition areas of this
fair, the largest in the world,
which takes place every three
years. Around 100,000 visitors
are expected, approximately
half of them from outside
Germany. Around 1,500
exhibitors will be present in
an area measuring more than
200,000 m².
The Umdasch Shopfitting
Group will be in Hall 12 at
EuroShop with an exhibition
stand just under 1,000 m² in
area. The Umdasch theme
will be the polarisation of the
world of consumption and its
consequences for trade and
shop design. You can find out
more about EuroShop 2005 at
www.euroshop.de and very
soon at www.shop-net.eu as
well as in our extensive report
which will appear in SHOP
aktuell 98 in February 2005.
Emotionen als Schlüsselfaktor
für den Erfolg am POS darstellte.
Das GDI hat Umdasch Shop-
Concept eingeladen, auch an
der 2. Europäischen Channels-
Tagung (19. - 20. Mai 2005) als
Co-Veranstalter mitzuwirken.
Multi-channel retailing,
which consists of a co-ordinated
presentation in a variety of
sales channels, is what makes
commercial firms really profitable.
That was the conclusion
reached at the first European
Channel Conference held in
mid-May 2004 at GDI in Zurich,
which was held Under the
title „Where do people shop?“.
Experts from a theoretical as
well as a practical background
Matthias
Horx
in Zürich
and Vienna
Matthias Horx, currently the
most influential researcher of
trends and future developments
in the German-speaking
world, will be the speaker
at the Umdasch Shop Concept
forum on 20th October 2004
and 8th November 2004 in
Zurich and in Vienna respec-
tively. Horx’s talks will deal,
amongst other things, with
the polarisation of consumption.
Early next year, this best-
selling author (most recently:
“Future Fitness”) will be our
guest at the Umdasch Shop
Concept forums in Düsseldorf
and Bolzano.
Profitability with multi-channel retailing
revealed the potential hidden
in a skilful combination of
stationary concepts, catalogue
sales, presence on the Internet,
tele-shopping and mobile concepts.
In Zurich, the talk by Arndt
Traindl of ShopConsult by
Umdasch was greeted with enthusiastic
applause. In his talk
he argued convincingly that
the innovative presentation
of emotions in visual form is
a key factor for success at the
POS. GDI also invited Umdasch
Shop-Concept, to act
as co-organiser of the second
European Channel Conference
(19th - 20th May 2005).
SHOP aktuell 97

Event-Kalender Calendar of events
Date Place Event Type Information
18. - 22. 10. 2004 Cannes TFWA World Exhibition Tax Free-Messe www.tfwa.com
20. 10. 2004 Zürich Umdasch Shop-Concept-
Forum
21. 10. 2004 Bolzano Exhibition Advertising
& Instore Design
3. - 4. 11. 2004 Düsseldorf Fashion Trade
Conference
Neue Bücher New books (German editions)
Specialist talk
Matthias Horx
SHOP EVENTS
Umdasch Shop-Concept, CH-5036 Oberentfelden
Tel. +41/62/7372525, Fax +41/62/7372550
One-day seminar Umdasch Shop-Concept, I-39050 Steinmannwald
Tel. +39/0471/958700, Fax +39/0471/958777
Conference BTE, TW
www.twnetwork.de
5. 11. 2004 Linz The Age of the Cheap Marketing Forum www.marketingclub-linz.at
8. 11. 2004 Vienna Umdasch Shop-Concept-
Forum
Specialist talk
Matthias Horx
9. 11. 2004 Amstetten Shop Theft LIVE! One-day seminar
A. Fuchsgruber
10. 11. 2004 Leibnitz Sales Area Lighting One-day seminar
Braun/Gassner
17. - 19. 11. 2004 Cannes MAPIC Trade Furniture Fair www.mapic.com
19. - 23. 2. 2005 Düsseldorf EuroShop The Global Retail Trade Fair www.euroshop.de
Umdasch Shop-Concept, A-3300 Amstetten
Tel. +43/7472/605-2364, Fax +43/7472/605-3722
Umdasch Shop-Concept, A-3300 Amstetten
Tel. +43/7472/605-2364, Fax +43/7472/605-3722
Umdasch Shop-Concept, A-3300 Amstetten
Tel. +43/7472/605-2364, Fax +43/7472/605-3722
18. - 21. 3. 2005 Las Vegas Shop Dramaturgy LIVE! Shop-Expedition Dr. Mikunda Umdasch Shop-Concept, A-3300 Amstetten
Tel. +43/7472/605-2364, Fax +43/7472/605-3722
21. - 23. 3. 2005 Las Vegas GlobalShop Shop Building Fair,
Visual Merchandising Show
19. - 20. 5. 2005 Zürich 2. Europe Channels
Conference
Hans-Christian Riekhof (Hrsg.)
Retail Business in
Deutschland
Eines der besten Handelsbücher
der letzten Jahre! Praktiker
aus namhaften Unternehmen
beleuchten die vielfältigen
Facetten, die den
Wandel im Retail Business
in den kommenden Jahren
bestimmen. Fallstudien über
Aldi, Conley’s, Doc.Morris,
Lush, Metro, Zara.
Gabler, D-65189 Wiesbaden,
2004. 516 Seiten,
ISBN 3-409-12431-4. 59,90.
Prof. Dr. Alexander Deichsel
Markensoziologie
Die Marke ist ein Wirtschaftskörper,
der die Leistungen
der gesamten Wertschöpfungskette
integriert und sie
auf die gemeinsame Kundschaft
ausrichtet. „Markensoziologie“
zeigt die Gesetzmäßigkeiten
von Markentechnik
und Markenführung auf.
Deutscher Fachverlag,
D-60326 Frankfurt/Main, 2004.
249 Seiten,
ISBN 3-87150-849-7. 52,--.
Karin Schulte
Messedesign
Jahrbuch 2003/2004
Eine Fundgrube für Marketing-Profi
s, Brand-Manager,
Architekten, aber auch für
www.globalshop.org
Congress www.gdi.ch
Handelsprofi s. Architektur
und Branding pur (u. a. Zumtobel
Staff, Audi, Siemens,
Ellesse)!
avedition, D-71638 Ludwigsburg,
2004. 280 Seiten,
ISBN 3-929638-80-0. 69,--.
Roland Aull (Hrsg.)
Farbe & Gesundheit
Der Untertitel „Die Aufgaben
der Farben als Therapie- und
Gestaltungsmittel“ lässt erkennen,
dass die Zielgruppe
dieses faszinierenden Werkes
weit über den Gesundheitsbereich
hinausgeht. Nur wer
über den Tellerrand der eigenen
Arbeitsbereiche blickt,
dem kann sich das Potential
der Farbwirkung umfassend
erschließen.
Callwey, D-81673 München,
2004. 144 Seiten,
ISBN 3-7667-1606-9. 48,--.
Prof. Dr. Bernd Hallier (Hrsg.)
EuroShop - Inspiration,
Motivation, Innovation
Das Werk dokumentiert die
Entwicklung der seit 1966
in Düsseldorf stattfi ndenden
weltgrößten Investitionsgütermesse
für den Handel und
seine Partner.
EHI-Verlag, D-50672 Köln,
2004. 384 Seiten,
ISBN 3-87257-266-0. 45,--.
Bethan Ryder
Neue Restaurants -
Innenarchitektur und
Design
Ein Blick über den Zaun, zumal
er hier in diesem glänzend
bebilderten Werk globale
Perspektiven eröffnet, ist
stets auch für Shop-Designer
von Interesse.
avedition, D-71638 Ludwigsburg,
2004. 192 Seiten,
ISBN 3-89986-014-4. 59,--.
Imprint: SHOP aktuell is a publication of Umdasch Shop-Concept. For addresses see the back page of the issue. Number 97/October 2004. German/English-speaking
edition. Einzelpreis � 5, CHF 8, $ 5, £ 4. Free of chare to VIP reader circle. Project management: Reinhard Peneder, Umdasch Shop-Concept, A-3300 Amstetten.
Editorial staff: Reinhard Peneder, Nikolaus Pjeta, Regular Wirth, Sven Dünkel, Lucia Felicetti. Layout: Sandra Schuller. Photographs/illustrations: Manfred Aigner,
Luis Paterno, Reinhard Peneder, Dietmar Koch, Hugo Boss, Red Bull, KTM, Jewgenij Lutchin, ShopConsult by Umdasch, JFK, Unique, Nikolaus Pjeta, Paul van Hemert,
Robert van der Voort, GDI, Messe Düsseldorf, Zukunftsinstitut, Andreas Küssner, Andreas Brumann, Bernardi, Gerhard Lipp, Archiv. File translation: Europa Technical
Translations. Printing: Landesverlag Druckservice, Linz. Note: Projects established by Umdasch Shop-Concept are referred to as such in the text or caption.
UMDASCH SHOP-CONCEPT 39

You will find the Umdasch Shopfitting Group at the EuroShop in Hall 12, Stand E 56.
www.umdasch-shop-concept.com
Umdasch Shop-Concept GmbH
A-3300 Amstetten
Tel. (+43) 7472/605-0, Fax 63487
usca@umdasch.com
Umdasch Shop-Concept AG
CH-5036 Oberentfelden
Tel. (+41) 62/7372525, Fax 7372550
usco@umdasch.com
Umdasch Shop-Concept GmbH
D-74933 Neidenstein
Tel. (+49) 7263/401-0, Fax 401-248
uscn@umdasch.com
Umdasch Shop-Concept SAS
F-75006 Paris
Tel. (+33) 1/40460202, Fax 40460100
uscf@umdasch.com
Umdasch Shop-Concept Limited
GB-Bromyard, HR7 4DT
Tel. (+44) 1885/491010, Fax 488544
uscuk@umdasch.com
Umdasch Shop-Concept S.r.l.
I-39050 Pineta di Laives (BZ)
Tel. (+39) 0471/958700, Fax 958777
uscbz@umdasch.com
Umdasch Shop-Concept GmbH
NL-7600 AT Almelo
Tel. (+31) 546/549181, Fax 582210
uscnl@umdasch.com
OOO Umdasch Shop-Concept
RUS-109147 Moskau
uscru@umdasch.com
Umdasch Shop-Concept
UAE-Dubai
uscme@umdasch.com
ShopConsult by Umdasch GmbH
A-3300 Amstetten
Tel. (+43) 7472/605-0, Fax 605-3515
consult@umdasch.com
Umdasch Shop-Concept is also at your
service at the following planning and sales
offices and business locations. Austria:
Vienna, Amstetten, Traun/St. Martin, Innsbruck,
Klagenfurt. Germany: Hamburg,
Monheim, Bad Hersfeld, Neidenstein, Bamberg,
Hofheim/Wildsachsen. Belgium: Gent.
Switzerland: Münsingen (Berne). Slovenia:
Zgornja Polskava (Maribor). Czech Republic:
Ceske Budejovice. And wherever else you
require the services of Umdasch Shop-
Concept!
www.umdasch.com
www.umdasch-shop-concept.com • www.shopconsult.at
www.display.at • www.assmann.at