Page 57 - RLI February 2019

“Shop fitting is an important investment for retail brands One of the toughest challenges facing retailers is how to repli-
and when done right can translate to improved business and cate the personalisation that is possible online in the physical retail
performance. That said, For the majority of mainstream re- environment. Companies like Apple have told us great technology
tailers, margins remain very tight – they’re feeling the pres- is not gimmicky and is as invisible as possible, Apple is also at the
sure to strip out costs from the business and pare down just forefront of reinventing the idea of the physical store, along with
about everything they can. Yes they still need to be innovative other innovative retailers such as cycling brand Rapha.
but they must do so by thinking creatively – often finding Some of the best retailers are very much recognising the
ways to work smarter with what they already have rather purpose of the store has to change and become a genuine
than wholesale re-engineering”. Overall, the outlook for the destination, a place to discover, to play, to work and to eat,
shop fitting industry is positive allbeit significantly different and do all kind of things, and not just buy. Apple is reimaging
to that of five years ago, as lives of consumers have changed its stores as town squares, whereas Rapha’s clubhouses” are
irredeemably and it is time retailers followed suit. meeting places for cycling fans that include a café and an ex-
In exploring the ‘Death of Minimalism’, Mckeever believes, tensive programme of events alongside the usual merchandise.
“It’s a trend in retail that has been taking shape for a while, The design of stores will change. The layout of city centres will
but now it seems that the ‘death of minimalism’ is becoming a be critical, moving from fulfilment to a leisure experience.
seriously big thing. Right now, retail design and visual merchan- Let’s take a closer look at some of the best practice retail
dising is adopting a much more theatrical approach - one that experiences that are not only redefining retail but also re-
rejects minimalism in favour of a much more pronounced and imagining the art of Shop Fitting with good design, attentive
decorative look and feel. Bold and in your face, they are highly customer service and outstanding visual merchandising…
individualised to the brand, embracing rich patterns and defi- Described as “New York’s coolest concept store”, STORY is
antly carrying a love it or hate it aesthetic. Even if you’re not ripping up the rule book. It entirely reinvents itself every three
a fan of the result, its ability to clearly differentiate one brand to eight weeks, offering community-focused retail experiences.
from another cannot be argued. Combining retail and media into one concept space, it tells
For most big chain retailers, wanting to buy into this latest stories through merchandise and events then sells spaces to
trend will be one thing. Applying it will be quite another. Gucci sponsors or advertisers, much in the same way as a magazine.
has a limited number of stores internationally, and they can Nike’s new “shop-in-shop” retail concept ‘Unlaced’ overhauled
spend a lot of money to bring in a big team to pull off these the male-orientated sneakers market when it launched last spring,
kinds of store executions and ensure consistency across the with a focus on serving women through choice, innovation and
brand. Implementing such schemes becomes a much bigger and new, localised product curation. The retail concept, features “un-
more difficult job to achieve in the world of mass retail. From precedented access to styling and customisation services, like she’s
the physical cost, to the huge internal change that is often re- never had before”, says a spokeswoman for the brand. It includes
quired to deliver, and deliver it well. exclusive limited editions, customisation bars and unisex sizing on
Make no mistake: I’m one of its biggest fans of this latest trend. models, which previously were aimed at men.
As well as delivering clear brand differentiation, it creates the The retail concept features local product curations by influential
kind of captivating retail experience that makes you want to creatives and stylists from New York, Paris, London and Shanghai.
spend time instore. Countless retailers are crying out for ways This follows successful curator-led retail partnerships, such as the
to make shoppers do that right now. Sadly, without the right Kim and Nordstrom boutique collaboration. The brand is creating
level of external support and guidance to take the essence of bespoke identities with each new shop-in-shop concept, which is
the trend and apply it well, at scale, most mainstream retailers – reflected both on and offline. “Nike Unlaced is a big opportunity
with stores in cities and countries all over the world – have a lot to serve our female consumer better,” adds the spokeswoman.
of work to do before they will be burying minimalism, and cel- Initially launched on Nike.com, the concept was rolled out to
ebrating the arrival of this more inspiring trend in their stores.” physical retail destinations globally last summer.

WINE & SpIRITS SEcTION, HARROdS
London, UK
Shopfitters: UmdAScH THE STORE mAKERS

52 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2019