For a go-go nation, air malls are gaining momentum. In 1992, Pittsburgh International Airport jump-started the trend by designing its space around stores, not planes. And New York’s John F. Kennedy International — second on the list when ranked by enplanements (or departing passengers) — upped the ante by redesigning some terminals and adding luxury stores such as Bulgari and Cartier.
“After 9/11, airlines began focusing on revenue from nonairline sources to offset airline costs,” explained Pauline Armbrust, chief executive officer of trade magazine Armbrust Aviation.
Now, some airports are adding aroma oxygen bars, rotating art exhibits and introducing free Wi-Fi service. Not that airport retailing is hassle-free. For example, “product must be sniffed out by dogs looking for bomb residue,” said Armbrust.
Also, sales people must endure daily security checks and “street pricing is enforced,” pushing down profits. But why aren’t such major hub airports as O’Hare or Atlanta on the list? “Transferring passengers don’t spend a lot of money,” Armbrust explained.
For the complete WWDList, see tomorrow’s issue of WWD.