By Lisa Johnston
New products on display at the American International Toy Fair, held in N
New York — RadioShack introduced two limited edition Beats by Dr. Dre headphones in New York this week in a nod to the Big Apple.
The over-ear studio headphones, offered in Statue of Liberty and taxi cab colors, were sold only in the chain’s three new metro area concept stores in Manhattan and Southampton, Long Island.
Only 50 of each design were produced and RadioShack said it expected the items to sell out fast at $200 a pair. The headphones went on sale Aug. 27 along with a Beats by Dr. Dre T-shirt that was included in the purchase price. Inventory was still available as of yesterday.
Beats is a key brand in RadioShack’s turnaround strategy under new CEO Joe Magnacca as the company seeks to draw a new, younger customer base. Earlier this year the retailer highlighted the brand’s Pill wireless speaker in a provocative TV spot based on Robin Thicke’s popular “Blurred Lines” music video.
The chain is currently offering 10-percent off all Beats headphones in-store with a headphone trade in.
Another element of Magnacca’s game plan is the prototype stores, which feature live product displays, interactive touchscreen panels, updated signage, a wireless speaker wall that allows A-B demos from Bluetooth devices, and reconfigured layouts and fixturing.
Elements of the concept stores are being incorporated into a new “low-touch” format that may serve as a template for a chain-wide store refresh.
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