The Evening Post:- 20th March
“Missguided Opinion: Cracks in the E-commerce Golden Egg!”
Firstly, let me say I am a huge fan of Missguided.
Whilst not the classic target customer I remember the palpable excitement of walking through their first store in Westfield Stratford, conceived in collaboration with Dalziel & Pow.
It was such a refreshing store with so many ideas for the new era …
As part of VM-unleashed’s 10th anniversary year we take a look back at some retail milestones from the last decade and explain why each store’s message is as relevant for us today as it was then.
The anti-corporate momentum builds…
as recognised brands balance the safety of recognition and loyalty with the excitement of individual assortments, personal enhancements and store environments that look like they come off the back of a lorry rather than the end of the corporate conveyer belt.
Pull & Bear, from the biggest brand house about, have a new store, urban and improvised, re-stressed and distressed. The logo is viewed through the glass blocked windows of the municipal shelter, whilst tiles and timbers, the remnants of a ruined landscape, are used to create the tables, fixtures and focal points.
The assortment is mixed with originality, imagination and unusual juxtapositions away from historical categories, whilst unit depth, table piles and the order of colour and fashion position are all for experimentation for the pleasure of the modern customers delectation. The abandoned Beetle drives a solitary path through brand convention as this innovative emporium tests the limits of brand conformity, and the battle for loyalty enters an ever more familiar territory.
…is your brand stuck in your corporate past, or responding to customer trends and forcing the market with innovative store environments and creative customer engagement?
VM-unleashed has worked with retailers to develop commercially based but innovative store environments.
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
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.