Brands and retailers are targeting well-being focused consumers with supportive selling techniques. In this Latest & Greatest we’ve drawn together up-to-the-minute examples from around the world that all focus on putting the consumer at ease.
Take a look inside the new NYC flagship from the Olsen twin’s luxury fashion brand
Founded by screen-stars turned fashion gurus Mary-Kate and Ashley Olsen, The Row has just opened a three-storey flagship in a town house. The focus on high-end bespoke finishes was matched with an approachable vibe: “It’s an environment that feels warm and welcoming, not a stuffy, ostentatious, look-don’t-touch show-place”, say the Olsen twins.
Take away: No matter how luxurious the overall finish of a store, using design cues inspired by the home enables high-end brands to make their clients feel more relaxed and happy to spend freely.
Enhanced sense of wellbeing is affecting retail design
In our recent blog, we take a look at three retail trends led by the consumer interest in wellness. The blog covers how customer relationships can be nurtured in-store through:
- Community Engagement
- Self-Steered Support Mechanisms
- Information Sharing Opportunities
Fancy taking a shower in a store? NYC flagship offers ultimate trial experiences.
California-based retailer Pirch just opened a 32,000 sqft showroom where every tap, shower, fixture, and appliance actually works. “Building this was closer to a spa than a store” said Pirch’s CEO, “You’ve got two working kitchens, two full-size apartments to test light systems and smart appliances. Plus you’ve got a complete bath environment downstairs.”
Take away: Contextual and real-life trial experiences help consumers to engage with a product on an emotional and instinctive level.
How can basics come to life in-store in a way that feels aspirational and premium?
British men’s underwear and loungewear brand Hamilton and Hare opened its first flagship store on London’s Chiltern Street. The design is relaxed and paired-back, complimenting the locally designed and produced product offer. The space also fits into the neighbourhood feel created by the local community of designers and retailers.
Take away: To create an approachable yet aspirational design, focus on simplicity and sympathy towards architecture to bring to life in store a refined brand offer.
Sparked your thinking? Why not get in touch to talk about how we can work together on your next project?