Ugg Australia is going all out. Tomorrow, the Goleta, Calif.,-based brand will open the doors to its newest retail platform, a technology-driven concept store located in the upscale Tysons Galleria at Tysons II mall in McLean, Va.
The store serves as parent company Deckers’ second innovation lab format opened earlier this year. The first, a multibrand showcase located at its headquarters, was launched to test the latest omnichannel models across its string of labels.
The 2,110-sq.-ft. Ugg Australia store, located outside Washington, is designed to deliver the ultimate shopping experience to consumers, according to Dave Powers, president of Omni-Channel for Deckers Brands. “Consumers today are shopping multiple channels,” he said about the merging of the digital and physical worlds. “We know the customer is in control and wants to shop anywhere, anytime, anyhow. We’re now going direct to the consumer on a more frequent basis as part of our growth strategy.”
The format will allow consumers to shop the nearly 230 SKUs on display, as well as Infinite Ugg products — an endless aisle of merchandise not found in store — by introducing elements of online shopping into the brick-and-mortar experience. “The goal is to take the burden off the customer,” Powers said. “We need to find the product for them.”
Further raising the tech bar is radio-frequency (RFID) technology that allows consumers trying on merchandise to view digitally triggered content on four 65-inch HD touchscreens throughout the store, including product information, style tips, videos and marketing campaigns. Consumers can then text themselves with a product link from the screens. Free Wi-Fi is also available in-store, and purchases will be made via iPads.
According to Powers, the store will serve as a model for similar technology to be incorporated into existing locations as well as future stores rolled out globally.