Category: telling product stories
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Graphic Treatments: Whole Foods Complete Image
Even when you’re famous and frequented on a regular basis it does no harm to constantly communicate what you’re famous for, or indeed what new treats and delights you currently and continuously have in store for your adoring advocates and visitors. Dynamic graphic communication which is both in brand but constantly relevant and ostentatiously…
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Vintage Velocity: Barbour Not just for the Weekend
Some brands become so synonymous with a single product that the wider brand heritage and values become lost in the mists of time, and are left behind in the pursuit to maximise the commercial potential of a unique market leadership. The new Barbour concept store seeks to redress the misconception that Barbour is…
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Backing Black: GAP betting on Boxpark
The trendy transient shopping centre of Shoreditch is many things to many retailers. Boxpark has been home to new brand launches, curious collaborations, assortment edits, entries into the UK market and a physical presence for marketing campaigns and promotional activities. What can’t be denied is the sizeable amount of serious cool kudos that a…
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Global Economics: Selling the Theatre of Dreams
“Where there are people there are customers” and the Globe Theatre in London maximises the eternal interest in England’s bard with an assortment of gifts, merchandise and souvenirs bursting with both imagination and creativity, yet developed with no small degree of commercial acumen and business foresight. A combination of art and artefacts that would surely…
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Adolescent Authority: Hollister Sitting Comfortably?
Throughout its formative years Hollister has kept its teenage target enthralled and captivated with a brand built on the dazzling if distant images of Huntingdon beach and the various surf scenery of California. A staple diet of bold logos and textured contextual graphics on a classic range of timeless best seller silhouettes from hoodies…
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Claiming the Wild Westfield: New Territories for TKMaxx
The TKMaxx expansion railroad shows no sign of slowing, let alone hitting the buffers, as its combination of fashion brands, low prices and dynamic assortment changes finds wider appeal and acceptance within the style sensitive streets of London, and now the expansive plains and diverse demographics of Westfield Stratford. Whilst the unpredictability of the…
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“The Money of Colour”
Put your profits in the black, the blue, the green, the fuschia and even the red, but avoid a retail life of grey… As the most emotional tool in the armoury of retailers, brands and manufacturers it is still sometimes surprising how little strategy lies behind the use of colour. And for sure the ways…
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Personal Spaces: A Meeting of Monsoon Minds
Monsoon and Accessorize, although long time co-inhabitants of the same family home, have rarely and inconsistently been seen out in public together. However lifestyle changes and a move towards the evolution of an intimate third place for women have resulted in a more common and strategic crossing of paths, with not only shared store…
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Monki Mania: Refreshing Fashion in a Stagnant Sea
The sum is often bigger than the parts, although in the case of Monki it is the fascinating and intriguing parts that very much bring the Monki world to life. On the one hand the carefully conceived store concepts from the Forgotten Forest where shoppers walk on a floor of flowers, becoming lost in…
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E-Rapha-lite Movement: The Art of Cyber-Cycling
The true omnichannel customer experience embraces and evolves every touchpoint. It makes the customer dream and aspire, reassures their concerns, educates their knowledge and supports them before, during and after every purchase, from their first purchase. Rapha does all of that and more. Rapha is the yellow jersey of cycling branding, king of the multi-channel mountains…
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