Branching out: I.T opens store with shop-in-shops

13 : 08 : 2013 Collaboration : Hong Kong Mall : Shop In Shop

Hong Kong – Multi-brand fashion retailer I.T has opened a new branch in the Silvercord Mall in Hong Kong. Like the brand’s other stores, the new location features a range of designers, but the latest outlet has a shop-in-shop aesthetic, with each designer given their own space in the store.

i.T Hong Kong i.T Hong Kong
i.T Hong Kong i.T Hong Kong

Hong Kong – Multi-brand fashion retailer I.T has opened a new branch in the Silvercord Mall in Hong Kong. Like the brand’s other stores, the new location features a range of designers, but the latest outlet has a shop-in-shop aesthetic, with each designer given their own space in the store.

Department store retailers often give brands their own areas, designated by signage and an occasional change in décor, but I.T has created different rooms with their own entrances as if they were separate stores. Each room has its own brand aesthetic. Swedish label Acne’s space, for example, is painted in soft pink to correspond with its global retail identity.

The shop-in-shop concept reveals a symbiotic relationship between retailer and brands, in which all can co-exist. It is especially useful for designers, who can maintain their brand identities in the space, but take advantage of the footfall of a multi-brand retailer. For more examples of interdependent brands, read our Symbiotic Branding macrotrend.

You have 1 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more