Cool Cat in the Capital: Tiger Earns its Stripes

Tiger - candle wall

Tiger has been slowly prowling the streets of the world for a while, with its irresistible proposition of impulse product, low prices and beautiful, attractive designs.

Its latest incarnation is its first attack into the streets of London with a bright bold yet typical store on Tottenham Court Road. The assortment creams the impulse element from popular categories such as stationery, home decor, food and fashion with a keen eye on seasonality and relevance.

Star wall is the moustache fashion story in-line with current trend and charity events, and an ever growing and impressive Christmas assortment. Smart graphics, bold displays, ease of shop and an impulse to spend combine to create a conversion rate the envy of all.

Tiger is relatively unique in that is creams the impulse sales from a range of popular product categories, without the time and effort involved in developing complete departments and the complexities that entails.

Having said that they make retail look easy. There is excellent, fashionable design and amazing low prices. A combination that should never be taken for granted.

tiger-moustache-wall  Tiger - cooking-wall  tIGER COOKING UTENSILS

Are you focused on the “easy buys” or bogged down in the complexities of assortment structure planning?

Summer Loved: Kidston Calm & Collected

Cath Kidston captures the calmness and coolness of a British summer like no one else.

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The mood and feel is sublimely caught from every polka dot top of the home page to every striped bottom of the blog postings. And whilst every detail is in character the site also packs a commercial punch, with drop-dead, drop-down menus opening up the best seller assortment, summer edits and fashion highlights.

Instagram is chosen as the social channel of choice and works well in warming the spring souls as the stepping stone into the summer season. Cath’s stores involved in the fray as the emotional vehicles preparing for seaside fun. The site also hides some exceptional selling tools, with guides on buying the perfect summer bag, as well as excellent product pages where reviews are stand out features in convincing the coyest of customers to dive in.

Cath Kidston is a brand on top of its game, and looks well prepared to join in the summer fun.

cath-kidston-every-day-holiday  cath-kidston-instagram  cath-kidston-summer-bags

How is your summer shaping up?
Need help in getting the sun to shine on your brand?

Wicked Company: An Invitation to Indulge

No longer Whiter than White.

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Invitations abound and temptations await around every corner as The White Company urges its customers to wallow in the beauty of its assortment and experience first hand the softness, the quality, the fineness and the sheer irresistability of its products.

A formal invitation seems hardly necessary with displays and imagery that compel the customer to touch and hold sculptured bottles of perfume, hand-made quilts, blankets woven from exclusive yarns and duvets filled with the finest downs. Far from hiding its beauty under a veil, White Stuff knows that only complete involvement with its products communicates its true value to the customer.

Actions speak louder than any words except maybe “Try me!”

white-company-dreaming in down  white-company-invitation  white-company-try-me

Are you missing a trick or two encouraging your customers to experience your products?
Which senses bring your product alive?

 

Take a visual tour through “Hackett’s Special Place”

Hackett’s new home is where the heart is.
Join me on a visual tour of the London flagship store


 

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.

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https://www.youtube.com/user/VMunleashed

Window-Framed!: Virtual Mirror becomes a RayBan Reality

Innovation & imagination driving brand curiority, footfall and pounds in the till.

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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.

rayban-polarising-windows-ideal  rayban-polarising-windows-screen  rayban-polarising-windows-store-interior

Having trouble getting passers-by to stick to your windows?

Hackett’s Special Place: Popular by Demand

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.

you-tube-bar-left
https://www.youtube.com/user/VMunleashed

 

hackett-taylor-shop hackett-little-britons hackett-beefeater-bar

Fancy Footwork: Asics Speak for Feet

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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.

asics-authority-footwear  asics-running-mannequin  asics-footnotes

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!

Maxximum Potential: TK Putting on the Style

TKMaxx- gold label

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.

TKMaxx Longacre interior  TKMaxx - gold label display  TKMazz - Longacre exterior

Is there another market outside your comfort zone?
Are the rewards worth the gamble of developing an alternative proposition?

The Mango Recipe: Everyday Essentials & Classic Ingredients

mango-man-barna-slim-fit-chino

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.

mango-man-everyday-washed-shirt  mango-man-ready-to-pack  mango-man-printed-shirts

How’s your summer assortment looking?
Essential fayre & tasty treats, or a mixed salad lacking in flavour?

 

The delight, not the devil, is in the detail…

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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

Mango bearing Fruit: Sewing Seeds of Kids Success

Mango Kids

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.

Mango kids coordinates  Mango kids wall collections  Mango kids tables

When you develop new initiatives are they always built on an assured assortment?
Resist the temptation to be creative without commercial acumen.