First Billabong airport store to open at Changi Airport

Travel retailer Lagardère Services Asia Pacific (LSAP) subsidiary Saresco Travellers will open the world’s first Billabong airport store in partnership with the surfwear brand… more

And “Billabong retail operations manager Jason Neely added: “Billabong is focused on building its presence in Asia and the opening in Singapore of the world’s first Billabong airport store illustrates the brand’s commitment to the region”…. Brand’s commitment to the region? You mean Brand’s mass (International) market outreach strategy?

If you have been to some marketing conferences or if you work in marketing, you probably have heard that airport marketing and airports’ distribution are amazing, untapped outlets that will help you better sell your brand. But really, at the end of the day, is this positioning representative of Billabong and the industry it is supposed to represent?

-CG

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