First-to-market strategy helps Fashion Show mall shine

As a place for new brands to debut in the Las Vegas market, the Fashion Show mall has a track record to envy.

"We consistently have been posting increases at Fashion Show since 2009," said Janet LaFevre, group marketing manager for General Growth Properties in Las Vegas.

LaFevre said the center also has "strong traffic patterns" that are spurred by the retail mix, which includes many "stellar" first-to-market stores.

Henri Bendel, of course, with its Wednesday opening, is the latest.

"We love bringing first-to-market retailers to Las Vegas. That's something that Fashion Show does (exceptionally)," LaFevre said.

In March, one of three U.S.-based TopShops opened at Fashion Show, making it the chain's only location west of the Mississippi. May ushered in the Papyrus store, and in 2010, Desigual opened, making it the only Vegas location.

"People come here to see what's new and fresh. We keep reinventing the property," LaFevre said.

On Wednesday morning, Toronto resident Pam Gross was in TopShop with her daughter, Tamar. The two were laughing while looking at TopShop's British-inspired fashions, and taking advantage of a free photo booth in the back of the store.

Gross, who has three daughters, said she didn't come to the Fashion Show specifically for TopShop, but once she heard the brand was in the mall, she knew she'd head there. TopShop is in Toronto, so she's familiar with the line.

"I wanted to see what they had for fall," Gross said.

Inside the new Henri Bendel, name recognition was working there too.

Vancouver residents Justin Wright and Alysha Sue were browsing after seeing an advertisement elsewhere in the mall that Bendel was opening in late August. To Sue's delight, it was open Wednesday.

She's visited the Henri Bendel in New York City before, and is a fan of the brand.

On its first day, Henri Bendel had a steady stream of shoppers browsing. It seems as if the first-to-market strategy is working for the mall, as later this year, two more first-to-market brands, Scotch & Soda and Robert Graham, are set to open.

Soon, too, the mall is filling the old Robinsons May space between Macy's and Nordstrom, but LaFevre wasn't ready to announce the tenant at this time.

But filling empty slots and bringing in new tenants isn't always easy.

"We constantly play a game of dominoes at the property," LaFevre said.

When stores close, the real estate is immediately assessed. With Ed Hardy's closure this year, the space directly across from TopShop is open, and Betsey Johnson's long-standing boutique on the second level just above those stores, also is dark.

"We never like to see brands leave, but it gives us a really great opportunity to accommodate retailers that want to come into the market," LaFevre said.

Chris Fiore, president of Henri Bendel, agreed that it can be difficult to find space in one of the major Las Vegas retail centers "if you want a location that's the size and the frontage that we've got."

The brand's new Fashion Show shop measures 2,300-square feet.

TopShop's 22,000-square-foot space required extra care.

"It is a little bit of a process," LaFevre said.

Through natural attrition and moving around retailers, though, the Fashion Show has been able to accommodate some big names in retail - names such as Henri Bendel.

Chocolate brown walls, leather covered shelving and a glittering chandelier help create the interior luxury needed for the hundreds of sparkling bangles, rings, sunglasses and purses covered in crystals, gold and silver in the new Henri Bendel boutique.

"I would hope that (customers) get the whole playground feel before even coming into the store," said Henri Bendel's President, Chris Fiore.

"You can't go to Vegas until you've got it right. It's like a Broadway opening. You have to make sure you have everything down before you pull the curtain on a Fashion Show Mall, or a Forum, where we'll be in November," Fiore said.

And yes, you read that right. Henri Bendel is opening a second, 2,100-square-foot Las Vegas location in the Forum Shops at Caesars, on Nov. 19.

"We feel very strongly about this and we're very excited to be part of the Vegas retail fashion scene," Fiore said.

This week's Vegas opening is the latest in an aggressive expansion plan for the brand, which has opened 25 stores since 2008. The Forum location will be No. 28. Next year, Fiore said he wants to open six to 10 more shops.

Henri Bendel's target demographic is a 30-year-old woman.

When asked about the cost to open in the Fashion Show, Fiore declined to give a specific figure, but said: "It's costing a lot. Rents in Vegas are certainly not cheap."

Contact reporter Laura Carroll at lcarroll@reviewjournal.com or 702-380-4588.