Riachuelo launches a new business front dedicated to the geek audience, FANLAB, which will have an independent operation, present both in the physical and digital environments, with an e-commerce dedicated to the brand. The retailer has special collections from franchises such as Harry Potter, Marvel, DC, Star Wars, Free Fire, PKXD and others in its portfolio.
“FANLAB’s proposal is to offer the customer a complete curation of all the main brands and categories of the geek universe, it is to be a multi-category store that delivers everything a fan wants. Our goal is to present the full story of the character. This is a potential market that we have been studying for over four years. We know how engaged this audience is, who consumes products related to their favorite characters and, therefore, we believe that FANLAB will bring much more than dedicated products, but will become a place where all tribes and fandoms meet”, comments Elio. Silva, director of Channels and Marketing at Riachuelo.
Riachuelo FANLAB launches “Print on Demand”, a technology developed to meet the desires of fans looking for pieces with their favorite characters. One of the advantages of the service is to offer an infinite shelf: through it, it will be possible to find pieces with the latest releases of streamings or even the most “retro” characters, which are part of the imagination, but are no longer present on screens and games. at the moment, regardless of stock.
The production of the print happens on the spot, and minutes after the order, the consumer can take it home. The service is highly strategic for the brand, as it avoids waste and seeks responsible consumption.
The new brand must sell more than 300 active licenses in products ranging from clothing and accessories to collectibles, decoration, fashion, home and pet worlds from many of these universes, in order to meet the different lifestyles of its customers.
The first units of FANLAB stores will be inaugurated on May 25th, the date on which the “Nerd Pride Day” is celebrated. The first two stores are located in São Paulo, at Shopping Anália Franco and at Morumbi Shopping.
The architectural project is modular, which allows a differentiated visual merchandising, taking a ludic concept proposal, enabling marketing actions and differentiated experiences for these customers, ranging from an exhibition, to the launch of a collection or even a character.
“We want fans to feel transported to a world entirely their own, where they can live and wear their passions, finding it all in one place, as if they were walking through a portal. FANLAB was born within an omnichannel and integrated ecosystem; a one stop shop for those who breathe this universe as the store allows for this change of scenery, this freedom and is undoubtedly a meeting point for geeks.”, concludes Silva. In 2022, the company intends to end the year with 5 FANLAB stores spread across different regions of Brazil.
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