Johannesburg – To wrap up women’s month, Foschini opened its newest All Woman Store Concept at Fourways Mall in Johannesburg, introducing an open, woman-centric interactive shopping experience. The new store is intuitively designed and boasts a wide entrance flanked by digital screens inviting customers into a vast, tastefully curated offering of locally and internationally produced fashion, beauty, footwear and accessories with the South African woman in mind. Central to the store, is an Experience Desk where customers can enjoy fashion and beauty trend updates and masterclasses hosted by industry experts.
Unique to the Foschini All Woman Store Concept is the full service Candi & Co hair and beauty salon in store. Founded by entrepreneur Candice Thurston, Candi & Co is renowned for providing specialist care across all hair types in South Africa. The partnership between this well-loved haircare brand and Foschini is the first of its kind in South African retail, converging fashion, beauty and hair care under one roof. It is an acknowledgement that hair and beauty care are central to women’s style. The Candi & Co salon’s in-store offering includes wig care, ethnic hair care and styling, all skincare treatments, nail care and a menu for kids hair and nail care.
At the heart of the Foschini All Woman experience is one-of-a-kind collaborations with local businesses. “The brand has collaborated with women-focused businesses to elevate the in-store experience. These local Creators are businesses that have a unique offering and are well-loved by South African women. They are also businesses looking to scale their offering to reach a broader market. This is indeed a seamless meeting of the minds,” said Bev Pallet, Head of Business at Foschini. Foschini will collaborate with many other local Creators who will come on board to continue in the trajectory of broadening choice and experience for customers.
Up to 50% of the merchandise in store is produced and manufactured locally, a commitment the brand has made to South Africa. This commitment, will be seen in the summer ’19 collection which will make its way to all Foschini stores from September 2019. The production and manufacturing are done through a considered supply chain that brings together the brand’s existing manufacturing partners including TFG Manufacturing.
“The design of the store brings about elements that respond to the needs of our customers. Shop fittings are moveable to continuously meet customer demands in an everchanging retail environment. The merchandising highlights statement pieces that speak to the aesthetic of today – a global outlook with local flair. The Experience Desk will also continue to house and allow consumers to engage with the latest brand launches and exciting collaborations.” said Pride Maunatlala, Head of Marketing at Foschini.
The Concept Store brings together the best of digital and bricks and mortar. “Digital shopping has gained traction, but South African women love a tactile shopping experience where they feel fabrics and try on garments. This store allows for easy access to the online store using connected tablets to enable customers to search and find different variations of garments such as size, range and colour. This ensures easy ordering where stock is unavailable. It’s the simplest, most convenient convergence of bricks and clicks,” concluded Maunatlala.
The Foschini All Woman Store Concept presents a dynamic offering that speaks to customers’ needs. In celebration of the new store, there are thousands of amazing giveaways. Customers can claim All Woman Limited Edition colour palettes, L’Or?al lipsticks, and summers’ hottest accessories and many other exciting giveaways simply by being one of the first 100 shoppers to make a purchase every weekend until 8 September 2019. Customers can also look to social platforms for activations and collaborations at the experience desk.