As the sportswear market continues to perform well, specialist brands are raising their game and competing with authentic, personalised and immersive in-store retail experiences, finds Retail Focus.
At the opening of Nike Soho in New York last November, Heidi O’Neill, Nike’s president of global direct to consumer, claimed that the brand was leading the transformation of sports retail. The 5,110 sq m store, which is spread across five floors, is inspired by the lifestyle of modern sport and places emphasis on community and experience, with a personalisation studio and a number of trial spaces, including a Nike+ basketball trial zone that spans a half court.
As well as bridging the gap between online and offline, showrooms provide inspirational spaces for face to face consultation and multi-sensory exploration of what a retailer has to offer, finds Retail Focus.
Multi-sensory brand experiences seduce people through a retailer's doors, and many retailers are using showrooms as a way of connecting with their customer base more closely. Not only do they provide a memorable in-store experience, they also open up the brand and provide insight, a deeper background and more personal touch.
St James's Market brings together world-class modern architecture with preserved historic façades in the heart of London's West End.
For decades, Lower Regent Street – now named Regent Street St James's – and the surrounding roads that form the heart of St James's have been the poor relative of Regent Street and Piccadilly, but not anymore.
Despite expectations that the first 'digitally native' generation would want to shop online, a new study released by IBM and the National Retail Federation has found that almost all members of Generation Z prefer to shop in bricks-and-mortar stores. With the global Gen Z population set to reach 2.6 billion by 2020, retailers need to create more interactive engagement around their brands to serve the 'always on', mobile-focused, high-spending demographic, according to the study.