FashionUpdated
Wow is a trend store that sells the experience of the latest and in a double exhibition channel that they call phygital -digital and physical-. The launch, in a few months in Madrid and on the brand's website.
Both on the web and on his Instagram account, Wow puts his horns with one hand on the last letter of his name as if he wanted to show the world and the new post-pandemic consumers that he shamelessly travels throughout the market to offer a new and more radical. The brand, which will have its first physical headquarters in Madrid, wants to become a unique benchmark, in an advanced space, on and off, and high on the latest trends.
@alephtwo @SadBerdie @vipirius or bc a lot of them are so used to being at the top that they don't know how to hand… https://t.co/rtfLZr08aM
— average clubbing penguin enthusiast Mon Aug 10 20:32:31 +0000 2020
The Wow project is created and directed by the three musketeers: Dimas Gimeno, former president of El Corte Inglés; Rafa Medina, expert in fashion trends and son of the iconic Naty Abascal and Hugo Cortada. A brilliant idea in two formats: the first is digital with a platform that exhibits and sells the best products selected by the editors, while the second is physical and will be located in the building of the old Hotel Roma, which dates back to 1911 and is located at number 18 of the Gran Vía in Madrid.
The offer will be stretched like chewing gum and will materialize in a list of products and experiences in fashion, gastronomy, beauty, travel, fitness... Yo Dona speaks with Dimas Gimeno to investigate and find out more about what Wow will be like and yes, of true, it will leave us with our mouths open and a surprised face every time we click.
- Why is it called Wow?
- It is something very innovative, hence its name. It has several ingredients that will make it unique: first, because it is born on and off. There are not many projects in the world that have the opportunity to be born from scratch on both channels simultaneously. This gives you a very different way of relating to the customer.
- What is for you, for Wow, the concept of 'the latest'?
- We are not going to satisfy needs. The person when he wants to buy a television will not come to us, he will come when he wants to know the latest television in the world. This explains our project. We address the 'early adopters' of any age group. Those who want to be up-to-date, those who want to know the latest products that are released into the world in all categories and that interest them, do not necessarily have to be millennial or digital native.
- What percentage will be digital offer and how much will be in store?
- The marketplace will have between 300/400 selected brands and products. In the physical extension, there will be around 70 that will rotate in lifestyle, fashion, leisure, technology, beauty... The marketplace is wowshop.com and we will sell to everyone, the first physical window will be Madrid. Once the model is consolidated, we will consider other locations.
- What is luxury for the millennial generation?
- Not just any brand. The key is in which brands. We do not want to segment ourselves by price, we want the firms that nobody has, the coolest and most innovative, also offering them their first physical experience with a retail concept that nobody has. The key is to understand wedges are the firms that people want but nobody knows where they are or that can only be bought digitally. I think that for this generation, but, in general, for early adopters of any age, there are to give an inspiring concept, because it is the one that creates community, with very powerful editorial concepts that make people enter every day regardless of whether they are going to buy, because they understand that there is an additional value.
- Can you tell us about an object or experience that will captivate us and make us want to buy on Wow?
- We can't reveal anything in particular yet, but I can say that the most innovative and digitally native brands will be at Wow. It will be a space where customers can interact with products and interact with well-known firms and others yet to be discovered, and they will do so through the latest technologies such as virtual reality, 3D production, interactive screens, with activities such as DJ sessions, art performances , restoration...
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