Baby Retail StoresRetail Baby Shops
In June last year, the Msguided label, which was initially a purely e-tailored label, opened a large new shop in the Kent Bluewater mall, having made its retail début last year with the London based Westfield flag ship. The impressive retail shop design "on air" provides an energetic, fashionable event that allows the young clientele to fully dive into the franchise.
At the centre of this approach are interpersonal relationships. Young women are urged to communicate constantly with each other and with the brands and to bring a lively, bodily event to them. Windows and barrier-free, the fully open shop front is conceived in such a way that it offers "stop you in your tracks appe appeal". Dalziel & Pow's design is based on a television studios inspiration.
It interrupts the look and feel of a traditional retail outlet and offers versatile gym lifestyles kits that promote exploring and exchanging socially relevant information. Called "New York's most cool concepts store", STORY tears up the rules. Every three to eight week it re-invents itself completely and offers a community-oriented shopping experience. It combines retail and medias into a conceptual room and narrates tales through merchandising and event and then sold floor areas to sponsor or advertiser, similar to a magazin.
September saw the launch of the business unit Beauty STORY in cooperation with Coty, which presented prestigious labels such as Covergirl, Clairol, Rimmel and Sally Hansen as well as bulk labels such as ByRedo and Diptyque under one umbrella. The way in which the retail trade is perceived in the traditional way is disturbed by the organisation of the products according to "how humans live" and not according to pricing categories, demographics or categories, STORY's Foundress Rachel Shechtman states.
Nike Unlaced, Nike's new shop-in-shop retailing approach, will revamp the male-dominated sneaker store, with a strong emphasis on supporting female customers through selection, innovations and new, localized products cures. Launched last months at an Paris show, the retail approach will provide "unprecedented levels of accessibility to style and customization service never before seen," says a spokesperson for the group.
This new retail strategy includes hands-on curves from New York, Paris, London and Shanghai, with creative and stylistic influences. It follows curatorial ly managed retail relationships such as the cooperation between Kim and Nordstrom. With each new shop-in-shop approach, the company wants to establish tailor-made identity that is mirrored both online and off.
Launched on Nike.com later this week, the new approach will be extended to include retail physic locations around the world this sommer. Forty Five Ten, located in Dallas, is the "new hottest addition to the Dallas shopping mall, providing luxurious items in an artistic setting", says Lucie Greene, JWT's world wide director of innovations.
Forty Five Ten's Kristen Cole, Forty Five Ten's Präsident and CEO and Chief Executive Vice Presiden Tenoversix's affiliate Tenoversix, says that retailing is no longer just about the role of providing clothing. It has a number of businesses in the United States, with each site adapted to its own particular markets. In November, the iconic cosmetics label Glossier introduced a week-long pop-up studio in the centre of London, where every day thousand of visitors came through the door.
Aiming to win the hearts and minds of the locals, it featured inspiring hundred of user-generated contents in popular news outlets and glossiers' own Instagram accounts, which saw one of the most popular pictures in its story. Although he is an on-line gambler, he considers off-line branding as an important part of loyalty in the shape of pop-up retail stores and caterers.