Stores & Spaces (159)
The next chapter in fashion retail
STORY started as a startup fashion retail store and has now become a permanent pop-up shop: same location, but new retail layout every 4-6 weeks. Each month is a new “chapter”, such as COLOR, with an art-gallery installation feel, the point of view of a fashion magazine, and sells items like a small boutique.
Why it matters
The retail landscape is in flux due to a tension between bricks-and-mortar and online stores, and retail spaces need to become more than just a transaction-based consumer experience. Many stores will rotate merchandise to keep it fresh, but STORY has tapped into a retail experience that transcends the clothing for sale. They sell a fashion trend, not just articles of clothing and accessories, that is gone as quickly as it comes in. Can this transcend fashion retail and become a viable retail model to save bricks-and-mortar? How can you tell a new story through the store experience with your product or service?
Twelve of the lower east side of New York’s hottest retailers crossed the pond this month to offer there wares in two pop-up stores in London’s Carnaby Street. All the designers taking part are new to London and include Robert James, Wendy Mink Jewellery and Hairy Mary’s vintage. Tired shoppers were able to stop off at the Big Apple food market and be entertained by various New York- themed events.
What color of wallpaper should be shown behind a sofa on a furniture retailer’s website? Well, according to research, the color green makes consumers more sensitive to price, while blue wallpaper makes consumers more sensitive to comfort. We’ve had years to refine in-store marketing techniques; from layout and displays, to lighting, sounds - even the smells that make us want to buy. Now, the brain research behind in-store marketing has found a place online, and neuromarketing firms that specialize in how we choose what to click are seeing big business. Research also found that when consumers compared two items, they opted for the less expensive option. But when a third, more expensive item was shown on the page, consumers increased the amount they were willing to spend.