The retail space is in keeping with the brand identity of the airline, and the new style direction of the uniforms was created by fashion designer Trelise Cooper. Clothes Hangar stylists greet airline staff, who can create a personalised outfit in the same design aesthetic by mixing and matching items.
Uniforms are rarely luxurious or a statement of individuality, but Air New Zealand has created an intimate shopping experience for staff that offers them clothes from a renowned fashion designer. Inviting staff to take ownership of their uniform is an effective way of allowing them to engage with the brand.
For more about the future of retail, read our Beyond Retail macro trend.