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The Brief
Published: 4 Jan 2018

Nike Flagship 2019: VIP Status for NikePlus Members

Extra
Nike Flagship Store 2019

Nike’s new flagship store, scheduled to open in New York in early 2019, will offer a concierge VIP experience to NikePlus members.

The fifth floor of the 69,000 sq ft store will treat members of Nike’s customer club to an exceptional level of service, providing access to “unique products, experiences and customization opportunities”, the company said. Members will have access to Nike Expert sessions — one-on-one appointments with an expert for personal shopping and advice. See our report Concierge Commerce.

Members can scan shoes with their phone cameras to learn what’s available in their size and preferred colour. When members arrive, they can receive push notifications based on preferences and membership profiles, Nike said. NikePlus members will also be able to buy product in-store through a digital checkout in the Nike app. See our Tech-Flex report. 

The lower level of the store will feature Hyperlive, Nike’s new small-format retail concept with “a curated, data-driven assortment of local essential products inspired by the sporting heartbeat of the city.” Services include speed lockers for easy pick-up and returns, plus a sneaker bar for style advice.

Nike is exerting tighter control over its brand image by rethinking its retail operation radically, both in its own stores and with its retail partners. In October 2017, the company announced that it will shrink its worldwide network of 30,000 retail partners to just 40, described as “strategic wholesale partners” willing to create special dedicated Nike spaces within their stores.

Nike’s store will be at 650 Fifth Avenue at West 52nd Street. For more on sneaker culture, see Sneakerheads Unboxed.

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