Alpha unveil new 'Biza' airport shopping brand
05.05.08
Airport retailer Alpha Group have unveiled a new retail and branding concept called 'Biza', which it claims will ‘radically redefine the UK airport shopping experience.’ According to the Moodie Report, Biza is being launched on a phased basis across Alpha Group stores at Newcastle, East Midlands and Manchester Airport. A ‘full reveal’ is scheduled on completion of what Alpha describes as an ‘amazing 22,000 sq ft flagship store’ at Manchester Airport Terminal 1 in the early autumn.
A spokesman for Alpha told Moodie: ‘Biza is designed to deliver a step change in the traditional airport tax and duty free proposition and Alpha's objective is to build a truly consumer brand-led experience. The originality, creativity and vitality of the concept is characterised by the distinctive Biza brand identity, supporting an in-store experience that expresses the spirit and excitement of a journey by offering a balance of the expected and the unexpected,’ - which sounds like a bunch of gobbledygook management speak with no actual content to us! [If you would like to tell us what it means, see our contact us link at the bottom of the page.]
In a telephone interview from Manchester Airport, Alpha Group Chief Executive Peter Williams told Moodie that Biza was 'a reaction to the sameness of so many airport shopping offers'. He said: ‘When you look at the content of all these duty and tax free stores, 70% to 80% is the same from a consumer point of view. The Biza brand name was inspired by the desire to create an emporium or bazaar of interesting and seductive products while retaining an element of mystery and surprise.'
A spokesman for the company added: ‘The Biza in-store experience is as innovative and memorable as the brand, with an interior design expressing a look and feel that is fundamentally different from the traditional tax and duty free experience. In fact, the Biza experience will be as original, exciting and memorable as its brand name.’
We are not sure about this though. Are customers going to know immediately how do you say it? From the information above we suspect that it is Biza as in bazaar? But our first thought was that it was Biza as in the last part of Ibiza (so that it was a Biza geezer!). We suspect that this is going to cause confusion, which could dilute the new brand.
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