2023: Format and brand fog clearing

The flagships of the high street appear to be in either an identity crisis or chameleon-like change (I champion the latter)… Harvey Nichols for some time no longer a department store (in the original sense) shifted to being a fashion store, and more recent activity with the likes of John Lewis & Partners exploring residential joint ventures, Fenwick selling their Bond St store, Harrods nearly completely concession-ized (if there is such a word),‘next’ moving to ‘NEXT’ and behaving like a department store (does CAPS signify multi-brand?), while both NEXT and the Frasers Group the saviours of many high street speciality brands through portfolio acquisitions at the speed of a Monopoly game. The latter hopefully not resulting in streets of alike red and green plastic buildings as a seasonal analogy. And the fascinating change of the retail landscape goes on…but how to approach it?

Internationally in many countries large department store formats work well and flourish, some a strong fusion of department store and mall. I strongly believe due to the specific urban context, local behavioural patterns and habits, gives context, rhyme & reason- and pulling power. Bolstered by exquisite and engagingly designed spaces to dwell in.

While back in the UK, the department store luxury fashion brands are losing kudos with the specialist multi-brands, historically it was always Browns, and now also the likes of Giulio and END to name just a couple. Curated, agile spaces, that provide a sense of brotherhood/sisterhood, act as local ‘noticeboards’, and appeal (interestingly) to a very broad age sector and demographic seeking the latest drop. It's more than, using Giulio in Kingston as a good example, ‘Why travel to Knightsbridge or Mayfair?’, but much broader… spanning recognised shopping districts not collectively working together to be true destinations, property rates definitely yes, through to a lack of appealing customer experiences within the ‘temples and flagships’ of retailing, along with differentiation. And many other obstacles, including recent transport strikes...

2023 will be a fog clearing opportunity for many, defining with crystal clear clarity what they represent, why, and how they behave. Through blue-sky thinking, strategic reinvention and entrepreneurialism to define ‘brand promises’. Or a metamorphosis into targeted and clear formats. But not retail-tainment, lacklustre and tired environments, monotony, through to a lack of training or barriers (roped queuing or my name entered into a tablet and asked to wait, is just not service nor an automatic catalyst to a tailored special experience).

So 2023 I believe will be an opportunity to define new ‘brand promises’ and ‘brand offshoots’ (if physical or digital variants required to reach and resonate with audiences).

Happy holidays and a peaceful & optimistic New Year ahead. Aye...