Innovation, adaptation, and constantly pushing the boundaries; good, fresh ideas put into action, it’s what keeps the retail industry buzzing.
Our last big change was the launch of a totally new shopping concept. A small space, utilized to the very best effect was our aim. Basically, a small “lounge” area, with screens linked to the website. Behind the “lounge” was a large stockroom, housing over 1000 product lines. Customers could browse the site, then actually touch, feel, try on garments they had selected. There was also a facility to email a “wishlist”, and to come to the store, where the selections would be waiting. Customers who “got it” were in love with the concept; a really relaxed, quirky way to shop a massive range of products in a tiny store. Our footballer and celebrity clients particularly loved the idea, and would happily sit for an hour or so, putting together a shopping list. There was a real VIP feel to the service, almost a personal shopper experience. The brands were pretty enthused as well, and the concept caused a little bit of a stir in the press, and across the industry……
Where else could you visit a tiny store, and have the option to shop such a massive collection of brands? At the time, about 35 brands were available including Armani Jeans, G Star Jeans, Nudie Jeans, Evisu, Stone Island, PRPS, True Religion and loads more.
Inside the “store” just a tiny selection of product was on display, creating a kind of “gallery” feel.
Chilling with a coffee while someone does all the running around is actually a really nice, relaxing way to shop.
Apparently, there’s someone in Scandinavia using a similar concept now. I think the UK will see more of the idea…….
Spring 2009 – Another Change, a Brand New Concept,