Shops don’t just sell and retailers don’t just retail in the passionate world of modern consumer brands.
Talking the talk has moved to walking the walk and now to dreaming the dream, where assortment and retail store portfolios are simply the essential baggage required for living the life of the brand.
Yoga inspired Lululemon is literally helping to turn the retail experience on its head. Inspired by a love of fitness technically driven specialist clothing has been developed in a clamour to escape from a world of clinging cotton and the tracksuit turmoil of traditional training. Disinterested staff have been reborn as brand ambassadors with fulfilling lives flirting between classes, blogging, teaching and inspiring inside the ideology that embraces Lululemon stores.
Witness an environment with changing rooms for engaging in exercise not trying on clothes, a water fountain for hydrating the body as well as the soul, and an adrenaline buzz that promises to perform something that scares you each day.
Rest assured, life is safe and fulfilling inside the holistic home that is Lululemon.
Hot on the Heels of Athleta, Reebok unveils its urban equivalent…
a hub for staying fit and fired in the hectic haze of modern life. the collection is focused and fashionable but overall highly functional for the street, the gym or the court, building on Reeboks heritage as one of the pioneers of performance sportswear.
Centrepiece of the store is the activity wall with clubs, training and personal fitness management, whilst footwear walls take centre stage in both mens and womenswear.
This store feels friendly, intimate and inviting, filled with invention and incentive for a fitter, fulfilled future.
The customer engagement and experience is essential to loyalty to a brand and a store.
Reebok reflects this retailer obsession with involvement where the product and the lifestyle come together.
Are there ways that your brand, your product and essentially your stores can create a lifestyle experience for your customers, keeping them happy and loyal?
On the back of surging sales, TK Maxx plots its path to bargain brand domination with a central London flagship store in the heart of fashionista Covent Garden.
The selected assortment tailors to the trendy and the cash-strapped coveters of current labels. New to this store is the Goldlabel departments where only the very best premium brands rub shoulders literally with each other.
GoldLabel revels in an upscale store design with graphic wall bays, low density VM and vintage rails, whilst the whole store stands in splendid glory on wooden floors and bathes in the glow of intimate spotlighting.
Familiar to many, accessible to all and now attractive to a whole new demographic doyen.
Is there another market outside your comfort zone?
Are the rewards worth the gamble of developing an alternative proposition?