RETAIL FORECAST: WHAT MAKES A STORE.

There’s no denying the power of digital experiences. We might be a retail design agency, but to discredit the digital environment would do us (and our clients) a disservice. After all, we’re long past the overwhelming threat of digital vs physical (those reports were very 2015) and instead we’re looking at how one compliments the other. The success of the retail environment is very much hinged on the understanding that purchasing must be omnichannel, offering consumers the opportunity to shop in-person, online and socially – without friction.

But the reports of a dying high-street were not completely inaccurate. There has been a death of old school retail strategies, ones which refuse to keep up with modern trends and consumer demands. Ones which, if we’re truly honest, were never fit to last more than a few years.

When Outfit decided to close up shop in 2021, it was the result of more than the pandemic. It was the collapse of a retail environment which had been deemed no longer necessary by high-street shoppers. Why? Because the stores didn’t offer anything we couldn’t find from the comfort of our own sofas.

And if we’re making the effort to leave our homes, we’re looking for more than a simple browse and purchase. We’re seeking an experience that is impossible to recreate in our own environment, one which fills us with excitement, love, laughter, intrigue and more. These factors are what makes a store in 2023 and beyond.

So, let’s look?at ‘What Makes Us…” in retail…

Make us Wonder: Jacquemus?

Disruptive Retail isn’t new. However, as the over-saturation of the industry continues, we are continuously raising the threshold for what truly impresses us.

Disruptive retail takes the 'consumer knows best' motto and crushes it, earning our intrigue and attention?by altering our perceptions of everyday ‘norms’.

Jacquemus is the perfect example of making us wonder.

Unafraid to be daring, Jacquemus delivers a retail experience which exceeds a mere browse-to-purchase journey. They create artistic experiences, such as surrealistic interpretation’s of Simon Porte Jacquemus’ bathroom or supremely oversized models of French culture. Just yesterday, their Instagram story of iconic Jacquemus bag’s driving the streets of Paris blew up on social media.

Can we all say we have a Jacquemus product in our wardrobe? Perhaps not. But the brand are making us wonder about more than fashion. We have become curious about the creativity behind the scenes, and sometimes that’s more than enough to create a successful brand story.?

Make us Feel: IKEA

Swedish furniture giant Ikea are easily recognised for their well-priced & functional products. As a brand, they’re no stranger to a marketing campaign which exceeds the walls of their stores, including their swipe at Balenciaga with their ‘flat pack fashion’ bag.

But their latest advertisement takes place in four key stores across the UK. Teaming up with their national charity partner Shelter, Ikea unveiled ‘Real Life Roomsets’ to highlight the poor living conditions of those experiencing homelessness and temporary accommodation.

In stark contrast to the brand’s notable design-led room sets, these striking displays highlight the cramped, unsafe and unwelcoming living conditions of many individuals across the globe. Asking shoppers ‘Could You Live Here?’ this in-store stunt shines a light on the grim reality of those affected so severely by the housing crisis.

But as we all know, the physical embodiment of a heartfelt campaign is not enough to secure consumer loyalty. Brands need to be backing up this commitment to society, or be at risk of cancel culture. In this case, Ikea are pushing for the creation of 90,000 social homes in the country per year by 2030. They are also working with Shelter to push forward a new Infrastructure Levy to give families affordable, liveable homes.

A perfect example of how a brand can make us feel with in-store activations. For a throwback on how brand’s can make us feel, check out Ebay’s ‘emotionally powered pop-up’ from way back in 2016.?

Make us Thrive: Gymshark

Countless articles might fool us into thinking the buzzy wellness trend is a result of the pandemic. But a passion for athleticism and athleisure began well beforehand, with many of us choosing to engage with goods & services which benefit our overall wellbeing. Whether we’re hitting the gym, enjoying the outdoors or simply chilling at home, athleisure has become a favoured fashion choice.

One brand who understands the passion for both fitness wear and ‘feel good’ wear is Gymshark, who opened their first physical store on Regent Street just last year.

While the store sells merchandise and clothing for avid buyers, the brand hope that the store will be more than this – “it will be a place for our community to experience the essence of Gymshark”. This includes fitness studios, a stage for events, Joe & the Juice, a Pro Bench zone and multiple areas for meeting with a community of like-minded individuals.

Integral to the store design is the removal of intimidation that might be found in the gym. The space is open, light, airy and unimposing. Without a second thought, shoppers can feel themselves thrive in the vicinity of a brand (and it’s loyal consumers) who are on their own wellness journey.?

Make us Aspire: Flannels

Referring back to our earlier comment on the death of the highstreet, there have also been a number of references to a dying department store. But once again, the death is more closely related to a refusal to alter and improve retail strategies.

A sure sign that the department store is far from dying is Flannels, including their Liverpool opening. Billed as “the UK’s next destination for new luxury”, Flannels Liverpool is seven-stories of elite shopping experiences.

Fancy a set of burpees at Barry’s Bootcamp before a celebratory meal in one of the many restaurants? What about browsing the selection of latest luxury fashion before enjoying a glass of champagne at the Beauty Bar Changing Room? The immersion into brands and their experiences is integral to this store, inspiring shoppers to spend their day within the walls of Flannels superstore.

Most importantly, the design of each dedicated area is aspirational. Despite the vast amount of product, the store is not just about product or the ability to purchase product. With a recognition that this could be achieved online, Flannel’s retail ambition is to offer an ‘all encompassing experience’, offering shoppers the opportunity to dabble in a variety of things which make them look and feel good.?

Make us Learn: ghd

We’ll end with one of the most important aspects of ‘what makes a store’ and it just so happens to be one of our own projects – how convenient.

Across beauty, skincare and haircare, it has become clear that the digital experience cannot quite replicate the experience we’ll have in-store. From foundation-finding through to in-depth skin & hair assessments, there is nothing quite like experiencing a product or service first-hand with the professionals who can endorse them.

Iconic haircare brand ghd are the ideal example when discussing this tactility, while also honouring the blurred lines between physical and digital environments. The lift & learn technology that we’ve installed for the brand, across multiple retail outlets, is a dedication to ‘retailtainment’. While in-store, customers can simply lift the products (including the new Duet Style) and the digital display will offer a variety of educational content, from how-to’s through to styling tips. The technology is essentially an extension of ghd brand ambassadors, facilitating a ‘conversation’ between consumer and product. While this learning can take place using e-commerce or social channels, the fact remains that there is nothing like the hands-on experience.

The lift & learn branded spaces, pop-ups and retail units are a modern take on what all retail environments should be – dynamic, luxurious and educational.?

To Conclude

'What Makes a Store?' is a question with a myriad of ever-changing answers. More than 5 years ago, we were weighed down with the term 'dwell space' and we've rapidly progressed to retailtainment and the metaverse. But regardless of passing trends & terms, we remain rooted in the fact that physical retail stores must evoke physical, emotional and social responses which cannot be replicated elsewhere.

What are you seeking from your own shopping experience in-store? Education, aspiration, wonder, theatre? We want to know more.