Choice can often be the enemy of retail,
… particularly in this omni-channel, customer driven landscape, where endless assortment is often the commercial weakness of collections and the bain of time-starved customer.
A return to selling must have heroes, and stars, and best sellers and favourites, essentials and most desirables, where the retailer leads the customer, the so-called experts inspire the uninspired consumer.
M&S leads with powerful propositions, selling the stories that connect with the customers, mixing the message from internal brands to power categories, end-use statements to fashion position proclamations.
The purity of the information hierarchy, forsaken for the relevance of message, communicating connection points, right for the customer within the context of their lives where categories, collections and lifestyle choices vie for priority in their busy lives.
…is your assortment structure making life complicated for your customers, and difficult for yourselves?
The price of competition,
… may be a Swatch watch but the price of success is repaid many times in customer loyalty and social network buzz. Clever Swatch calculate the cost of a mystery watch giveaway in a sealed box for £25 with any regular purchase.
No watch is worth less in the assortment, so the customer always wins, whilst the transaction rate goes through the roof, around the clock in a win, win situation. The store is turned into one promotion with vibrant graphics, emotive messages and at the centre of it all the mystery boxes in their resplendent spectrum of colour. Commercial success or marketing hype? Only time will tell.
…is your return on investment undervalued when it comes to your competitive spirit?
After the tantalising teaser of mens and womens only stores,
… the fully fledged J Crew opened with fun and fanfares, and stars & stripes, in London’s Regent Street. The template taken from major US cities sits comfortably amongst the mid-level and high level brands of one of the UKs most prestigious addresses.
However, of more significance than bricks and mortar, furniture & fixtures, tops and trousers is the expansion strategy combining both the landing of identikit stores to identified customer segments throughout the globe, in combination with the entry of exclusive niche fashion destinations, assortment and experience elite, located in select sites, destinations for the well-heeled.
Fashion flagships and exclusive emporiums suit the wider objective of creating a worldwide brand, which is both in-reach yet out-of-reach. Exclusivity with Economics.
…are you being smart & sophisticated when it comes to your international expansion, format development, customer segmentation…location strategy
Sporting actions speak louder than words,
…whilst spectacular sporting success speaks sales volumes as Hackett allies its image to some of the most prestigious sporting brands and successful social scenes. The upper echelons add desirability to polos, sweats and t-shirts adorned with the insignia and paraphernalia of exclusive sports clubs.
Hackett cleverly combines its reputation with elite collections, recommended ranges for taking the refined air of polo, classic racing and rowing occasions whilst explaining to the aspirational hoy-polloy the complexities of classic cool for successful sporting socialites.
…is there an unexplored sporting avenue for your brand to exploit?
No discount diva.
The doyen of satirical style drives traffic through its doors with its usual combination of charm and whimsical wit. Street theatre adds drama to a significant sojourn into the world of flagship stores.
Social media combine with physical presence to drive anticipation, promote celebration and invite the world to a star studded premier party. The store takes centre stage, with personal facebook page and micro-site heralding Saturday Shoe Shining, Beefeater Gin Bars, Monogrammed magic and personal shopping. Where better than to put up your feet, than in the frenzied world of fun-loving Hackett.
Lifestyle brands take inspiration from the globe, nourish it, nurture it and develop it for like-minded individuals throughout the world.
Scotch & Soda takes its soul of adventure from the streets of Amsterdam to the familiar scenes of the Seine, further-afield to African plains: from Savannah to Soho, from Paris to Paradise. The collections are carefully constructed and beautifully embellished delivered with style & simplicity into stores and social sites.
Web pages subtly combine product with context, breaking the conveyor belt format with injections of inspiration and carefully constructed narrative. Bringing individuality to the masses has led Scotch & Soda down an Amsterdam Avenue pop-up shop where artefacts and treasures from the travels of creative minds are free for exploration and discovery in their own right.
Own your stores to conquer the world.
Amsterdam innovators Scotch & Soda continue to expand with an impressive portfolio of directly owned stores. True to the values of the brand the stores create a journey of exploration combining expected adjacencies with unlikely bedfellows in an environment of creative interest.
From its menswear origins the retailer now creates collections for boys – Scotch Shrunk, catering for children in the image of their fathers as well as Maison Scotch, for the modern woman and R’Belle for the daughters of style ambassadors. Success is no Scotch mist, but the sweet smell of Soda Success.
Hackett’s new home is where the heart is.
Moving 200 yards along Regent Street has taken the lifestyle retailer a million miles to a three level elegant emporium combining space to breathe with intimate corners and surprises around every eloquent elevation.
Flagship brand distinction, engagement on an emotional level is the name of the Hackett game; and it plays to win. A selection of seductive services supply the brand soul, from the Beefeater Gin Bar, quenching the dry thirst, to the tailoring shop, and personalised monogram bar, wetting the appetite for that unique purchase.
From top to bottom, a basement boutique for “young Britons” furnished with an ornamental tree whose live branches mark the seasons, a second floor Saturday shoe shining experience, the store pulls out the stops as it starts to create the very British buzz that is Hackett.