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ASICS opens French store with new retail design concept
04
Aug '15
Sports performance brand ASICS opened an innovative new performance store in Paris that offers consumers the latest in premium shopping experiences.

According to an ASICS press release, this is due to a brand new retail design concept and the latest in high-tech shoe selection services.

This is the first ASICS performance store in France, the Japanese company's main European market and will feature its complete running collection alongside rugby, tennis and a new training category.

For the first time, the store will also sell merchandise from ASICS sponsored rugby team, Stade Français, in a rugby specific environment.

“The concept store will be the first to pilot ASICS' brand new visual merchandising concept, which uses completely new retail fittings,” it added.

“It is specifically designed to display performance products from different sports in a more consumer friendly manner,” ASICS informed.

Specific colours and materials will be used to signpost products more clearly and in order to highlight the relationship between the brand's footwear, apparel, running and core performance sports.

Pioneering innovation, the new Paris performance store will feature ASICS' updated service, 'Motion ID', the first of its kind in shoe-selection services.

ASICS Motion ID is the latest shoe-selection service which uses a series of high-tech motion sensors to capture the consumer's natural posture and style of movement when running.

Based on this personalised data, Motion ID then evaluates the consumer's impact during running as well as their movement and heel-shank coupling in different running shoes.

“By objectively comparing the efficiency of consumers running styles in certain shoes, it allows staff to recommend the best running shoe, based on optimal level of medial support, flexibility and cushioning,” it explained.

Alistair Cameron, CEO of ASICS Europe said, “France is a key strategic market for ASICS as we look to cement our position as the number one brand and build on our core-performance sports offering.”

“As a leading sports performance brand, it's important to offer the latest in retail experiences and offer our consumers premium services to help them select the best products for their individual needs,” he also added. (AR)

Fibre2Fashion News Desk – India

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