Retail Brands Fighting Back
Despite the rise in e-commerce, studies still show that shopping with friends still ranks highly on Australians list of leisure time activities. To entice the leisure shopper away from their digital device and into store, it is important for retailers to provide an experience, something that captures the shoppers imagination. According to Alan Treadgold, for Australian retailers to thrive they need to re-imagine what the traditional store may deliver. Many in the trade are calling this ‘retail theatre’ and below are a series of international examples of retail environments that have become entertaining and inspiring shopping destinations.
To celebrate the Queen’s Jubilee, Anya Hindmarch created a ‘Queen for the Day’ in-store customer experience. Shoppers were invited to strike a regal pose and have their photograph taken with the label’s Bespoke Maud clutch. Using a clever backdrop and a selection of royal-themed props including tiaras, earrings, gloves, an orb, pearls, sashes and cut-out corgis, shoppers could really have some fun in-store and take home their framed photograph and a cake wrapped in a takeaway box. Refreshments came in the form of Union Jack cakes and gin and tonic jellies. The winner took away their very own Maud embroidered with their initials.
To mark the 20th anniversary of famous French footwear label Christian Louboutin, a ‘World of Louboutin’ concept space was created in London’s landmark Selfridges store. Retail display specialists Studio XAG worked with the designer himself to create five window displays on Selfridge’s Oxford Street and Orchard Street facades. The windows showcased key products from the 20th anniversary capsule collection, as well as select men’s seasonal and reissued iconic styles from the archive. The display came to life with 2D graphics, photographed specifically for the project, and arranged to highlight symmetry, changing scale, repetition and kaleidoscopic motion.
Lane Crawford invited shoppers to take a photographic journey through their Spring/Summer 2012 campaign “The Pinnacle of Style,” in two key stores in Hong Kong & Beijing. The stores hosted a gallery of beautiful behind-the-scene images taken by French photographer and artist Laurent Segretier. These were combined with vibrant visuals, blending art with fashion to create a new and unexpected experience for the shopper.
To watch a video of the campaign, click here.
In today’s tough retail environment, it is imperative brand owners find a way to stand out from the crowd and offer their customers a unique experience. If you’d like to stand out from the crowd with your retail offer, why not give us a call?
Director of Brand Projects
Originally spotted on LMFF Blog.
Tags: Alan Treadgold, Anya Hindmarch, Brand Agency, brand architecture, Brand Communication, Brand Communications, brand communications agencies Melbourne, Brand Design, brand designer, brand developers, brand developers Australia, brand developers Melbourne, Brand DNA, Brand Experience, brand guidelines, Brand Identity, brand identity agencies, brand identity designers, brand identity designers Melbourne, Brand management, Brand Personality, Brand Strategy, brand-designers-Melbourne, brand-development, brand-marketing, branding strategy, Christian Louboutin, corporate identity, corporate identity design, Corporate Image, creative agencies, creative agencies Melbourne, Creative Agency, creative agency Melbourne, Graphic Design Melbourne, Lane Crawford, Laurent Segretier, LMFF, Melbourne brand designers, Melbourne Brand Strategy, Nikki Williams, online branding, online branding agency, professional services brand, professional services branding, professional services branding agency, Queen's Jubilee, retail brand agency, retail brand strategy agency, retail branding, retail branding agency, retail catalog agency, retail catalogue agency, retail strategy, retail strategy consultants, retail-brand, Selfridges, specialist retail brand agency, Studio XAG, The Pinnacle of Style, Truly Deeply, Visual Language