Have you ever walked in to a fashion store and looked past the clothes? You’re probably thinking; “what the hell is he talking about?” But hear me out for a second. Next time you’re in your favourite high street fashion store, take a minute to look beyond the latest seasonal fabrics draped on the mannequin. Look behind that dress on the hanger, glistening in the spot light. Take a minute to absorb the actual setting that you’re shopping in. Take the clothes out of the equation and what does the environment say to you? In some retail stores you’re left with a comforting, maybe relaxin,g chilled out space that’s quite interesting. In others, you’re left with bits of metal fixtures, cracked tiles and tired looking sales desks, a some what rather sterile environment.
I’ve been thinking a lot about retail and shopping recently because there have been some big changes going on within this landscape. Any UK readers will be aware of the trouble HMV were in, shortly after they went into administration Blockbuster video also announced they’d be following them. Then within the last few weeks fashion retailer Republic, a Leeds based fashion brand, announced they were going into administration. Leeds also has a brand new shopping centre opening in the heart of the shopping district at the end of March so there is a lot going on at the moment.
But if the recent woes of some of Britain’s biggest retailers has illustrated one thing, it’s that no one is safe. Retailers have to stop being lazy when it comes to giving us a genuine shopping experience. Touching on what I wrote at the beginning of this article, take the clothes out of the store and there is nothing really enticing or great about the drab shopping space they’re showcasing their clothes in.
They need to be more creative in the way they use shopping spaces and also how they use technology. A lot of shops haven’t changed much in the last 30 years, they’re using the same or very similar lighting, technology, fixtures etc
One area that the high street can really learn from is the luxury retail sector. I recently read an article about how luxury brands are really embracing technology and making it a main feature in all their stores.
One of my favourite applications of it came from Burberry. It’s flagship store on Regent Street in London has the tallest retail screen, 550 speakers and a hydraulic stage for performances. But that’s not the most exciting bit, some of the clothes have RFID (radio frequency identification) chips implanted inside them. When a customer wears a piece that has one of these chips in it and stands in front of a mirror it transforms it into a screen showcasing how it would look on the catwalk, now that’s exciting. There are no till points, so you won’t find staff hiding behind them talking. Each advisor has an iPad and card reader so they can process a sale anywhere on the shop floor.
Burberry wanted their shopping space to be a physical version of their website and illustrate to their customers that they are a brand that’s current and in touch with today’s technology.
I was really taken back by how much they had done away with traditional shopping elements and really utilised technology to try and change the experience for the customer.
I don’t think that the brands I mentioned will be the last to announce troubles, I’m sure they’ll be further brands that announce they’re going into administration in the future. More brands should take a leaf out of the luxury sector’s book and at the very least, consider what sort of experience they’re giving their customers when they step foot into their stores.
Those that aren’t on top of this could find that they fall behind with the times, as technology is moving rapidly and the way we shop, often being dictated by it, there is no longer room for lazy retailers.
As always I’d love to hear your thought on the matter. What brands do you think are getting it right? Which ones are getting it wrong?
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I was reading this week about stores taking it to the next level, and when it comes to shopping the whole experience is what drives a customer to make another purchase, be it ambience and/or pristine customer service, etc. I agree, and think that in these times it’s quite essential to be up on technology in some way, especially for fashion retailers. Excellent on Burberry’s part! 🙂
Yeah I think with a lot of stores being the same as they have always been seems odd and really doesn’t make sense. Especially now with online being such a dominant force in terms of retail. Physical spaces have to be extra special to entice us and make us want to go in, when we can just buy things in the comfort of our own home.
I’ve actually been in a bit of a ‘no shopping’ phase over the last few months – so had to think back a bit to my last retail experience…
I think that the stores I’ve enjoyed the most have been the ones that feel quite homey – which for me, means that I feel as though I’m in a building (not a store) that I feel comfortable in. Banana Republic flagships are usually like this, and I think that Tory Burch’s stores do this well by using home furnishings as display cases.
I’d read about the Burberry opening, and would love to check it out in person – it’d be interesting to see how the luxe boutique feel translates with the hi-tech, larger space.
Dev
Yeah I’d just want to check out those cool tech features I described. I feel you on the homely feel, even if you make the inside of your store unique that will go along way in sticking out in the memory of anyone that walks in. I’ve never bought anything from Hollister but I remember them vividly because when I went into the store it was really different to anything else that was on the high street.
I totally agree with you, nowadays brands need to be about an experience rather than just a place where clothes are showcased, particularly due to internet shopping. When I worked in Topshop this was very important- as a visual merchandiser we had to constantly be on the lookout for new fixture ideas/ways to display things differently. So much thought goes into it and I think because I worked in that environment I became a bit immune to how important it is. Now that I don’t work in retail I really notice how stores are laid out and the feeling you get as you look around, and it really does make a difference. The stores I think do have this spot on are Topshop, Monki and Selfridges. They all make shopping more than just buying clothes, so customers buy into the brand and will keep coming back.
Thanks for commenting Faye and sharing your VM experience. I feel you on Selfridges, every time I hear about ‘the shoe gallery’ it intrigues me and makes me want to check it out. I think Selfridges has always had that idea, since watching the Mr Selfridge series, they were trying to be different to the norm when they first started.
I haven’t noticed much going on here in Boston with technology in stores, but unfortunately, we’re always half a step behind New York. Whether hi-tech or not, the best stores offer the best shopping experiences – from in-store restaurants and salons to posh dressing rooms. It’s one reason I’ve always loved visiting the big NYC department stores. They create a little world within themselves. My mom and I would always take trips to New York and get completely caught up in the department store experience. In fact, a quick stop at Bergdorf’s on the way to MoMa once turned into a full-day excursion that caused us to skip the museum entirely. If stores are able to create that kind of other-worldly experience like the department stores of old, they should have no trouble staying in business and staying current.
Yeah some department stores are really great at doing that, creating a world that draws you in tends to all your needs and makes you loose all sense of time so before you know it, you’ve been there half a day. Great examples.
Interstingly enough when I was reading your post I was also thinking of the Burberry store in Chicago! They really have embraced the public’s interests/like in their designs and I am sure will attract more attention to both the brick & mortar stores along with their online presence….
Thanks for commenting Alexis, yeah it seems it’s something they’re set on; transforming their physical stores into a place that customers can truly interact with all things Burberry.
The recession really hit retail hard, and I’ve noticed that almost all the stores I go to have upped the ante in terms of shopping experience. Lots of retailers in Los Angeles have remodeled in the last couple of years and the salespeople are much friendlier than in the past. Even Home Depot now has someone greeting you at the door and staff wandering the aisles asking if you need help. Considering how it used to be that’s a huge step in the right direction.
At the Gap, they remodeled the store so that there are a number of dressing room areas around the store. At first I found it really odd, but when I shopped there I realized why they did it. Now your salesperson is closer and can help more. They also carry around these little tablets that can find what you’re looking for and check you out as well – no more waiting at the counter.
I think technology is best used as a way to enhance customer service and the whole shopping experience. Some people, like me, are a bit put off by too much techno in the stores, but a younger audience will probably really appreciate it.
Interesting observations Heather. It’s great that stores in your area aren’t resting on their laurels and are actually doing thing about it and making changes to try and improve the experience for their customers. Great point about technology as well, for some people who aren’t as keen on everything technology based, there still needs to that human interaction and element there as really that’s the centre point of great customer service.
Great post! Very thought-provoking, and you’re right. Stores and brands really should be about an experience. And Burberry definitely has it right.
Thanks for commenting 🙂
Always a pleasure to read your well-written posts! Who’s getting it right? I think high street retailers who are keeping their design evolving by utilising capsule collections largely get it right…H&M, Topshop are always good, as is Zara and Whistles. I cannot stand M&S, Primark, Coast, or Monsoon. They seem out of touch to me. Just a perception, but you can never really find what’s coming next In fashion in those stores…only what has been. American retailer Target is a great example of what is possible when a discount retailer cares enough to pay attention to good design. Capsule collections with Missoni, Thakoon, Gaulier….now that’s what I’m talkin’ about!
Thanks for commenting 🙂 Topshop, I agree are good, my H&M and Zara stores though could do with some work I feel. But I guess it depends totally on where you are as they can put a bit of extra love in different stores.
Tech has been an up and coming for the fashion industry. Especially wearable tech, its going to be its own market in the future.
Jay of Quality Goods