World's Best Fashion Retail Theatre fights back against E-Commerce

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.

Anya Hindmarch

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.

Christian Louboutin

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

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?

Nikki Williams
Director of Brand Projects 


Originally spotted on LMFF Blog.

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