As you’d expect there’s been a bit of a media blitz surrounding the appearance of a Skate Bowl in the middle of Selfridges flagship store on Oxford Street. Never one to shy away from innovation it is nonetheless a refreshing story, a positive spin on the department store sector. Whilst the Skate Bowl is sensational in concept and delivery, it is part of a wider departmental concept, which is the new centrepiece of a forward-thinking strategy on how to use retail square metres. Despite Selfridges astounding and unsurpassed collection of brands, the commercial future is more than just stuff. The-
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 last decade has shown us that brands need to connect very strongly on an emotional level with their customers in order to survive and flourish. New brands arrive with a fanfare of future expectations, but equally valid and valuable are the stories behind the brand evolution and history. It almost seems that the more humble and authentic the struggles of distant decades are, the more-
Value is not a reality of price alone but the perception of benefit over price. Perception in itself can be the clear communication of reality or the addition of emotional attributes that ultimately constitute brand value. For a retailer like Hackett in a competitive swell of quality menswear brands using every available tool to enhance the value of the brand heritage, leveraging every luxury thread to add value and quality, working with every breath of quiet customer care is an essential to converting every precious customer into a loyal and regular devotee. The Hackett process of presenting and packaging-
Traditional Scottish knitwear brand…
Lyle & Scott confirms its transformation into a brand at the vanguard of contemporary youth fashion with a first flagship store on hip Carnaby Street.
Straight lines and urban materials sit easily with its trendy neighbours whilst its heritage is woven beautifully into the store fabric through the warmth of wood and the replication of looms complete with yarns and threads.
The 3 collections – contemporary, classic and golf find suitable homes with subtleties of environment to reflect the product personality and attract the appropriate custom profiles. Old and new, trend and tradition in the perfect blend.
how well have you blended your history with your future…
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.