The ladies’s streetwear shopper has lengthy been underserved, and Atmos is trying to change that.
The Japan-based boutique retailer — which was acquired by Foot Locker Inc. in August 2021 — has revealed Atmos Girls’s, an area devoted solely to its feminine customers. The idea will launch in its longstanding Philadelphia storefront, which is positioned at 1509 Walnut Avenue. Atmos Girls’s occupies its second flooring, and consumes 1,400 sq. toes of retail area.
“This area is devoted her, somebody who desires to vacillate and problem the established order so far as vogue goes. She may come right here and get assertion items or on a regular basis items, on a regular basis sneakers or the most popular sneakers,” Atmos USA director of brand name and product Louis Colon instructed FN. “We’re bringing this providing to her by way of a sneaker lens, for certain, however we additionally need to decorate, give her attire, give her luggage and ensure this expertise is totally different from the rest she’s had in retail.”
Atmos Girls’s in Philadelphia will embrace footwear, attire and equipment from Jordan Model, Bape and Honor the Reward, amongst many others. It was curated by girls’s purchaser Erika Grimes.
Additionally, stylish rising women-owned manufacturers which can be related to Atmos’ customers will probably be featured, resembling Philadelphia-based accent model Room Store, and New York Metropolis-based jewellery designers Seville Michelle and Hannah Jewett. For the opening, the area will home Atmos’ newest collaborative assortment with designer Anna Sui.
“Our shopper is sneaker targeted however she has versatility. Generally she’s sporting boots, generally she’s mixing and matching high-low, classic. She has vary and she or he is in-the-know with sneakers, whether or not that comes from the individuals round her or how she grew up and the place grew up. She has plenty of flex and vary,” stated Atmos USA director of selling and digital Marissa Le.
What’s extra, its girls’s personal label imprint, Atmos Pink, will make its U.S. debut within the area.
“It’s all designed in Japan. It’s basically up to date traditional items with a Tokyo, form of Harajuku angle,” Le stated. “Among the seems to be are boxy, some are extra tailor-made. There’s a good versatility for a contemporary sneakerhead lady.”
Except for product, the second flooring additionally has an area devoted to activations the place locals can collect.
“We’re placing equal effort into the activations, the advertising and marketing, the storytelling to resonate with the girl shopper,” Le stated. “Creating workshops, courses and engagement factors all through the purchasing expertise which can be complementary and surprising is how we’ll separate ourselves from the pack and be a bit extra progressive.”
From Oct. 22 by way of Nov. 22, Atmos Girls’s will host free occasions that includes women-owned small companies and creatives from Philadelphia, in addition to New York and Washington, D.C. Among the activations embrace dance exercise courses from Trillfit, weekend nail bar courtesy of Nailcon, aura pictures, floral workshops, sound tub meditations and extra.
Though having a second flooring open to work with in Philadelphia made the method of making Atmos Girls’s simpler, Colon stated it was not the only purpose to debut the idea within the metropolis.
“We had the area right here, however we needed to companion in an actual, natural method with the group. A lot of the Atmos HQ is in Philly, and that was a part of the choice making as a result of we now have actual connections right here,” Colon defined. “That is about partnership versus pandering. We’ve seen the market pander to her for a pop second, however we’re right here to be a sustainable enterprise, so we need to even have a connection on this group. We’ve got a small crew in New York, we now have a small crew in DC, however we felt like Philadelphia was the suitable place to begin to construct a group connection.”
Along with the Atmos Girls’s idea launch, the retailer will launch it’s female-focused net retailer Friday. It’s going to have a separate touchdown web page on its present Atmosusa.com store.
“We may have a piece of our web site that will probably be our devoted girls’s part. The way in which we’re approaching e-commerce is unquestionably totally different than e-commerce for our males’s enterprise. We’re making an effort to shoot all the pieces on mannequin, as a result of that’s clearly essential for our feminine shopper, and we wish the styling to clearly convey the vibe that we’re hoping to have together with her,” Le stated.
Wanting forward, Colon stated nurturing the Atmos Girls’s area in Philadelphia is the precedence, however he didn’t rule out enlargement of the idea in 2023.
“No. 1 is a hyper give attention to this retailer and the execution over the subsequent 12 months,” Colon stated. “A part of what we need to do right here is proceed to do activations and search for extra distinctive partnerships — we’re engaged on a partnership at present with Seville Michelle. How will we differentiate from the market?”
He continued, “And there’s positively going to be progress. The choice of standalone [stores] is on the desk, for certain. The choice of updating shops and having a girls’s expression in these shops is 100% on the desk, too. We’re refining what that timeline and the execution plan seems to be like, however everybody is worked up that this can be a actual litmus take a look at to go ahead — and everyone is aware of that is going to be a house run and goes to provide us runway for extra Atmos Girls’s.”