MTI International news
Posted by nemarampunavat on September 7th, 2019
KH: Hudson Yards transformed a void in the heart of New York City into a vibrant new neighborhood that combines 100+ shops and restaurants, new cultural landmarks and 14 acres of public space in 4 city blocks. Initial traffic flow indicates that 20-24 million people will visit on an annual basis, which tells us that we’ve struck the mix of dining, entertainment, culture and fashion for today’s consumer.
Joseph DeAcetis: In a direct to consumer buying age, how to you plan marketing to men about shopping at Hudson Yards?
KH: Over the next 2-3 years, tens-of-thousands of workers will move into the neighborhood. For many of these individuals, The Shops at Hudson Yards is already becoming a daily destination for their morning coffee, business lunches and grocery trips on the way home. Having a robust audience adjacent to our retail center makes service our most important marketing tool. We have an army of roving concierges to help visitors with anything they might need on site, ensuring they have a seamless experience accessing our unparalleled depth and breadth of assortment and that every trip to Hudson Yards is a great one. Based on initial surveys of our retailers, approximately 70% are reporting strong repeat business, which speaks to the engagement of New Yorkers.
Joseph DeAcetis: What special services can men expect to see while shopping at Hudson Yards?
KH: As I mentioned previously, we have several menswear retailers offering products and services that are not available anywhere else in New York City, including the first physical store locations from Rhone and Mack Weldon, and designer collections exclusively available at New York City’s first Neiman Marcus, Forty Five Ten and The Conservatory. We also have immersive experiences such as 3DEN, a first-of-its-kind, pay-as-you-go lounge offering everything from private workspaces to nap pods; Avant Gallery and Sally Hershberger Salon. We complement these with well-loved menswear brands that range from Cremieux and Dunhill to Uniqlo with more on the way--we just signed a lease with Suitsupply which will open later this summer.
Joseph DeAcetis: What is your day-to-day job duties now that Hudson Yards is open?
KH: I spend about 1/3 of my time with our restaurants that are still growing their base of regular customers. Another 1/3 on marketing, working on events and activations to keep customers coming back to Hudson Yards and shopping with our retail brands. The remainder is spend on leasing efforts. Hudson Yards was 90% leased on opening day as we intentionally held back a small percentage of space. We saw tremendous retail demand post-opening and are in the process of leasing the remaining space, as well as starting to turn our attention to our next mixed-use project in Downtown Los Angeles, The Grand.
Joseph DeAcetis: What makes shopping at Hudson Yards unique for men that is different than buying on the avenue?
KH: It is the shopping mix you expect from the world’s great shopping street—Watches of Switzerland, Brooks Brothers and Cartier on one end, Muji and Uniqlo on the other—our street just runs vertically. Our brand and product mix is incredibly diverse regardless of price point or occasion. Take suits for example, we have bespoke, custom options in the luxury and premium categories with Neiman Marcus and Cremieux, mid-range with Suitsupply and fast fashion with H&M and Zara. One key differentiator is a climate-controlled environment—whether snowing or sweltering, it’s perfect shopping weather at Hudson Yards. The other key differentiator is our diverse array of dining and cultural offerings. Nowhere else offers this array of retail with world-class dining, shows at The Shed, sunsets on Vessel and walks on The Highline—that is the magic of Hudson Yards.
Joseph DeAcetis: If you can tell our male viewers here, why you think Hudson Yards is the greatest shopping destination in NYC, what would that be?
KH: The depth, mix and variety of our brand and product assortment.
Joseph DeAcetis: Where do you like to shop at Hudson Yards for apparel and why?
KH: I have long been a diehard Bergdorf Goodman shopper. Before Neiman Marcus opened, there was nothing comparable to their assortment. I’m now becoming a diehard Neiman Marcus customer, the service and product assortment is exceptional and only getting better as they become more attuned to their New York customer, and as one of the thousands of workers in the neighborhood, the convenience cannot be beat.
Joseph DeAcetis: How has technology affected the shopping experience at Hudson Yards?
KH: “Smart” is as important as service in today’s retail landscape. For Hudson Yards, combine technology with a human-touch to create a personalized and seamless experience. This includes interactive kiosks that goes well beyond maps, with point-to-point directions you can send to your mobile device, and the ability to make restaurant and event reservations. We also have roving concierges, armed with mobile devices, who will be able to arrange everything from tailoring to package delivery.
Joseph DeAcetis: If you could choose one public figure/celebrity whom you would like to see visit and shop at Hudson Yards, who would that be and why?
KH: I’m from Boston and a big Patriots fan, so I have to say Tom Brady. He lives in New York, has great style, he’s a foodie and dad. Whether he was coming to shop or for a day out with his family, we have a lot to offer.
audience Visit for more information: https://www.milliontreeinc.com/Also See: Joseph Deacetis, Hudson Yards, New York, Neiman Marcus, Yards, Shopping, Kh
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