Puma taking on a holistic approach

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PUMA will revamp assortments, merchandising and store layouts in the Klang Valley following results from a recent study.

With consumer shopping trends around the world gearing towards a more “holistic” approach, Puma’s revamped concept stores, now termed Puma Retail 2.0, promises to engage consumers on a multitude of levels while elevating their overall shopping experience.

Kicking things off is its concept store in Pavilion KL, located on the iconic Jalan Bukit Bintang stretch.

The store is now not only brighter and more inviting, but consumers walking in will instantly see a clear distinction — male and female products are placed on the right and left hand corner of the store respectively.

For the ladies: The women’s fitnesswear section.

In between both sections is a “catwalk” display of lifestyle footwear, providing consumers with a feel of the shoes as they walk around in them.

For consumers in a rush, the store’s more prominent window display — slated to change every two to three months — will provide them with preview on what’s new, thus inviting them to drop by and check it out when they have a bit more time on their hands.

“We are constantly improving the design of Puma stores as we want to provide consumers with a more relaxed shopping experience with simplified zones or sections for sport and lifestyle wear.

Whether you are fashion savvy or sports-inclined, you will easily find what you need from the brand’s newest Motorsport, Lifestyle, Running, Fitness and Black Label collection,” said Puma Malaysia head of marketing Gabriel Yap.

New wear: The store offers a selection of lifestyle wear for men.

Yap believes that taking on a more contemporary design similar to Puma concept stores in Japan and Europe will provide Malaysians with the same take-out that other customers are experiencing with Puma products worldwide.

“Malaysians now do not have to travel to neighbouring or international countries to soak in the ‘Puma experience’. What is now available in Kuala Lumpur is on par with the rest of the world, and I truly believe that it is timely as Malaysians have become more discerning when it comes to product choices and their overall shopping experience. Both are symbiotic and go hand-in-hand.”

Come December, consumers living around Petaling Jaya will be able to imbibe in the experience when Puma Retail 2.0 con-cept store opens in 1Utama shopping centre.

In January 2012, KL folk will be treated to its brand new concept store in KLCC (Kuala Lumpur City Centre), providing them with an enhanced Puma retail experience like no other.