FOOT LOCKER 

JEWEL

1ST SEA+I POWER DOOR

OPENING DATE: 17 APR 2019

STORE SIZE: 8600 SQ FT

Located in Jewel Changi Airport, the two-story space with a dedicated women's and kids' area, delivers an engaging retail experience, combining premium products, elevated in-store presentations, as well as enhanced customer experiences. The store celebrates basketball culture, offering a premium selection of sneakers and apparel from Nike and Jordan, and features the widest selection of Nike Air Max Plus (TN’s) available in market.

The store also features a specially commissioned artwork by local artist Clogtwo, setting the tone for how Foot Locker will regularly tailor the store to the local community. To celebrate the launch, Foot Locker hosted a preview event for media. Attendees experienced Xbox gaming, a pop up nail bar and a Nike customisation booth.

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APPROVED FOR HER

NIKE actively partnered with Foot Locker to include and support the first women's concept as a part of the Power Door. Here, she can shop for complete looks, hang out at the lounge and have fun with friends, and the consumer reaction has been fabulous, with Women's currently tracking 25% SOB for FW.

FOOTLOCKER KIDS

Dedicated Kid's area with a wider range of kids' footwear and the only Foot Locker store in SEA+I with kids' apparel collections.

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OMNI-CHANNEL

The store has programmable LED panels at the windows and staircase, digital screens and even a selfie mirror, providing an omni-channel shopping experience. NIKE NCX footwear wall and digital services like Sneaker Finder will be implemented soon.

JEWEL CHANGI 

LOCATION OVERVIEW

Designed by world-renowned architect Moshe Safdie, the mall is a 135,700 sqm complex that features a distinctive dome-shaped façade. Within, it boasts a lush Forest Valley and a majestic 40m Rain Vortex - the world's tallest indoor waterfall. The 10-storey mall offers both local residents and international visitors a multi-faceted experience that includes attractions, over 280 unique shopping and dining concepts, as well as airport and accommodation facilities. Jewel is expected to draw 40-50 million visitors annually, with 60 percent of those being Singapore residents.

Jewel was created by airport operator Changi Airport Group, which is owned by the government, and state-backed developer CapitaLand, at a total investment amount of 1.7 billion Singapore dollars ($1.25 billion).

STORE OPENING
NIKE SUPPORT 

EKIN TRAINING

To prepare the Foot Locker Stripers for the grand opening of Foot Locker Jewel, NIKE provided a half-day on-site EKIN training. The use of interactive mobile quizzes and role-playing demonstrations ensured that the Stripers were well equipped with the knowledge and know-how to assist consumers in choosing the right NIKE shoes.

NIKE CUSTOMIZATION BOOTH

During the Jewel preview and on the day of Jewel's official opening, NIKE engaged a leather crafter to provide custom name hot-stamping on leather tags specially designed and hand-made for Foot Locker. The tags, together with leather dubraes were included in Foot Locker's media kit which was given to 60 media personnels, and were also available to consumers as GWP. 

STORE PERFORMANCE 

OVERVIEW

 

Changi Airport services 55 million passengers annually, 11x of Singapore's population. Thus, it comes as no surprise that tourists make up 80% of store traffic, with a gender mix of 60% male and 40% female.

 

Foot Locker Jewel is currently ranked the #1 Foot Locker door in SEA+I, generating 52% of Singapore's total fleet revenue. It is the only store with a dedicated women's section, with Nike women's apparel contributing 2% of revenue, pushing women's total business to +26%

Nike continues to be the #1 brand with business split at 67% FW, 17% APP, and 16% EQ. Gender split is at 60% Men's, 8% Women's, 16% Kids and 16% Unisex.

  

AJ1 Retro High OG Hyper Crimson

(Restock) launched with 100% sell-through

AJ4 Retro Bred Family

Launched with 99% sell-through

Jordan T-shirts

#1 Unit Sales

Jordan Diamond Woven Jacket

#1 Value Sales

HITS

  • Nike Footwear is #1 brand in Foot Locker SG marketplace.

  • 9 of the Top 10 Footwear are Nike (Week starting 6 May)

  • First Women's zone within Foot Locker doors showing high potential with 25% SOB for FW.

MISSES

  • Foot Locker's DC go live schedule was delayed, therefore majority of the inventory had to be imported from EMEA

 

  • Non-replenishment due to operational reasons

  • Pre-heating of the opening could have been better

OPPORTUNITIES

  • ​Web services like Click & Collect and Sneaker Finder an opportunity to get after

  • Collecting and socialising key retail metrics with NIKE in order to sharpen the assortment

  • NCX Wall to be installed Q1/Q2 which will enable consumers to connect with NIKE in a more premium way

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Foot Locker JEM

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Foot Locker Century Sq

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Foot Locker Suntec

ATHLETIC SPECIALTY 

CONSUMER RESEARCH

In March 2019, the SEA+I team together with Nielson; a leading global information and measurement company, conducted a consumer research to understand consumers and emerging trends within the AS market across Singapore and Malaysia. We unearthed multiple insights for Foot Locker and the video below is a visual representation of our findings. Please reach out to the SEA+I team to find out more.

Foot Locker SEA+I IAT Team

Footlocker Jewel 20190411-23