Innovation & imagination driving brand curiority, footfall and pounds in the till.
Crowds of curious shoppers jostle for a place in front of the virtual mirror outside the handful of Rayban Stores worldwide. Technology that has been a favourite online feature allows the willing to select their favourite classic Rayban shape and apply to their face. Once fixed to the face the frames follow the model as they twist and rotate their face in front of the camera.
The result is magnetic and instant window promotion, and in-store fame for the unwitting participant.
Having trouble getting passers-by to stick to your windows?
Join me on a trip through Hackett’s worldwide flagship store…
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.
Bathed in a blissful blue…
the Asics flagship stores exude a confidence that comes from being one of the premium performance footwear brands. There is authority and integrity in the regimented displays, the streamlined athletic mannequins and the tactile surfaces of the store.
Focal to the proposition and the adventure through the store is the footwear laboratory where potential purchasers can participate in a plethera of tests to find the perfect footwear for their desired activities.
“Let for your Feet Speak” states the lab in a store that speaks for itself.
There are always ways to bring your brand and product to life for the customer.
It may not be as obvious or dramatic as the Asics footwear lab, but if there is a brand, a proposition and a product there are always stories to bring alive!
On the back of surging sales, TK Maxx plots its path to bargain brand domination with a central London flagship store in the heart of fashionista Covent Garden.
The selected assortment tailors to the trendy and the cash-strapped coveters of current labels. New to this store is the Goldlabel departments where only the very best premium brands rub shoulders literally with each other.
GoldLabel revels in an upscale store design with graphic wall bays, low density VM and vintage rails, whilst the whole store stands in splendid glory on wooden floors and bathes in the glow of intimate spotlighting.
Familiar to many, accessible to all and now attractive to a whole new demographic doyen.
Is there another market outside your comfort zone?
Are the rewards worth the gamble of developing an alternative proposition?
The improvement in the Mango mens’ assortment goes back to old fashioned principles.
“Sell to customers what they want, when they want it” is the premise behind the move to authority and credibility that underpins the latest SS assortment.
Whilst the store is blocked by category for ease of shop and clarity of offer, the website picks up on this approach with highlight pages focused on core essentials and seasonal classics – “giving the customer what they want”
From the “Slim-fit” chino and the “5 pocket” pant, from the “Printed” shirt to the “Everyday washed” shirt the much loved classics are at the heart of the message communicated to customers, as well as the balance sheet communicated to the board.
For seasonal relevance the website selects the “Ready to Pack” wardrobe combining outfits for holiday and the beach, with essentials & traditional summer styles with the colours and keynotes of 2014.
Mango’s man is happy & healthy as he embarks on the summer months ahead.
How’s your summer assortment looking?
Essential fayre & tasty treats, or a mixed salad lacking in flavour?
One man’s meat is another man’s poison…
or to be more accurate, “a customers delight is the buyer’s devil”
Complex is not a large enough adjective to describe the process of planning, designing and buying an assortment. We no longer live in a world of “selling average products to average customers” but in a competitive market place with a discerning customer who explores the value of every purchase.
Identifying firstly, and then delivering, the added-value for a customer is the Midas touch … Continue reading
Assortment leads the way as Mango open its first kids store in Valencia.
Unremarkable in terms of store environment the space sings with the colours and craftsmanship of a well conceived and commercially developed range. The walls play home to carefully constructed coordinated stories, bringing together classic silhouettes and best seller categories for both boy and girl. Colours are clean but commercially conservative whilst unnecessary enhancement is avoided to good effect.
The delight, not the devil, is therefore in the detail of everything from denim to dresses. Frontal hanging on stepped levels coordinated into silhouettes whilst allowing the simplicity and sensibility of each line to shine through the collection.
Floor space is dedicated to authority tables of basics and best seller classic in a god combination of seasonal and core colours with summer patterns to raise and highlight the collection. Whilst the store and display leave plenty of room for further improvement in brand engagement & store experience, the evolution of the Mango kids concept is at the very least going forwards from a position of product strength.
A refreshing contrast to many new concepts and developments where the form leads the function and the creativity leads the commerciality to the ultimate detriment of all.
When you develop new initiatives are they always built on an assured assortment?
Resist the temptation to be creative without commercial acumen.
Fashion credentials do not always translate easily between genders.
Particularly when a dominant female perception has been built for many years, the move to menswear can be difficult and delicate to position. Ironically the stronger the female brand, the more successful the style, the fashion and the focus, then the more difficult for menswear to find its voice. It often becomes the “black-widow spider” groomed for success, but ultimately devoured by its stronger bride.
Mango menswear has finally found its voice, thrown off the shroud of ladieswear and found a comfortable, commercial place of its own. The new store in Valencia is standalone, and standing tall and has discovered something it has never had before – authority.
The clothes have style and sharpness but are built around solid categories, delivered with boldness as walls of shirts, tables of denim, mannequin rows of trousers where coordination is restricted to combining categories in an obvious and appealing way.
From top to bottom, short to shoes, Mango Men has come of age!
Do you have the problem of balancing the proposition of mens and womens fashion? Which came first, the chicken or the egg – and do you have the recipe for the perfect omelette or does the classic mixed salad prevail?
‘Curated By’ …
is a new space in the nations most trusted retailer – John Lewis – which offers customers the chance to selectively shop key pieces from premium fashion brands. Handpicked, the first edit includes exclusives from Sacks, Pyrus, Stella Forest, Charli, Muubaa and Second Female as well as Avoca Anthology, By Zoe, Bensimon and Rene Derhy. “In John Lewis we trust!”
Furla bring their world alive, communicating to a wider audience, with different tones and different tongues. The new “hero” Candy takes an oriental tour to the fashion capitols of the Far East, finding fame and fortune on the arms of the Candy converted.
WonderFurla takes to the streets to explore the looks that complement the totes, the satchels the clutches and the duffels. UGC takes a walk through the Furla fashion possibilities. And behind the formal facade the fashion foundation inspiring young designers to work their magic is exposed and explored adding value and integrity to this most discerning of accessories brands. And the brand played on.
A classic Italian expansion settles gently in the fashion streets of the world.
Furla is an old hand in the new world of brand flagships as it eases its way onto some of the most elegantly desirable shopping streets of the world. The new stores reflect perfectly its timeless obsession with quality, luxury and effortless style.
Behind the scenes the social slack is taken up by a carefully constructed brand calendar, bringing to life the virtues of the company’s heritage, dedication to design and increasingly frequent forays into the more frantic fashion arenas. Throughout all Furla remains loyal and consistent to timeless values propelling the proposition firmly into the future.
When it comes to turning your stores into selling machines, one solution rarely fits all.
Even outlets within the same chain will have different drivers to deliver that all important best practice that will unlock your sales performance. Some outlets may rely more on customer service, whilst others depend on visual merchandising and ease of shop.
So, it’s an important part of the strategic process to assess which selling tools will actually deliver higher sales, profit, efficiency and brand equity, whilst the … Continue reading
In a world of future uncertainties,
yet high on nostalgia, heritage, vintage and the warmth & security of the rose-coloured past, there’s an immeasurable wealth in bringing back the past to bear the fruits of future commercial success.
Lyle & Scott is no fabrication, but the genuine material, and communicates attractively and intelligently its heritage and its history to current times. Skill abounds in drawing from the past yet being firmly entrenched in the present and learning the lessons of yesterday to propel it into the uncertainties of tomorrow, with the same integrity, quality, style and popularity that has seen it grow from strength to strength for the last 140 years.