Inspiring!

When it comes to retail concepts, few brands create spaces as diverse and conceptual as Camper and Aesop. Both brands, though fundamentally different in their origins and sales offerings, showcase a strong affinity to design. Design plays an instrumental role in the consumer experience of their brand.  Choosing design innovation as a life style that applies not only to their product allows them to push the envelope for unique solutions with every new store they open. In addition it is to note that Aesop often uses recycled materials or packaging elements creatively in new context. What makes it special is the fact that they team with independent designers (often locals reflecting best on local context) in creating shop concepts, ensuring each is totally unique in its setting in opposition to the trend of global uniformity.

Here are some of their most remarkable designs.-Truly inspirational!

 aesop paris

 aesop paris 2

 aesop melbourne

 aesop brisbane

 aesop singapore

 aesop strand arcade

 aesop brisbane 2

 aesop new york grand central

 aesop new york nolita

 camper vienna

 camper london

 camper lyon

 camper granada

 camper new york

 camper san francisco

 camper sevilla

 camper osaka

holistic thinking required

Repost:

Altagamma: Retail Integration Is Key

By LUISA ZARGANI

 

 

 MILAN — Retail integration is the winning formula for luxury brands, according to Italy’s Fondazione Altagamma — a strategy that covers all distribution channels, from directly operated boutiques to online stores, shops-in-shop and outlets in both traditional and emerging markets. 

And size matters, said Armando Branchini, executive director of the luxury goods association, at the Altagamma Retail Insight 2012 summit held here Monday.

“Big players have a competitive advantage in terms of visibility, awareness, growth of sales points, profitability and contractual power,” said Branchini.

So much so that small players must turn to alternative solutions to face retail’s fixed costs. “Click and mortar,” the integration between physical and online stores, offers a way to reduce costs with smaller spaces and inventories and increase productivity, he said, pointing to the first Altagamma Retail Evolution study. 

“Smaller stores can be the first steps to engage customers to have them go through the shopping experience with smaller assortments, reduced space and better service, and even have an Internet connection from the store to order from there,” said Branchini. 

The research shows how the development of retail was the main driver for luxury goods brands over the past 20 years, in particular in emerging markets, and how it also allows tighter control of image and a direct relation with shoppers. “Retail has helped promote globalization, and it has been fundamental, especially in China, where there are mainly shopping malls,” said senior luxury analyst Luca Solca. “Retail, though, is a double-edged sword, as it must submit to the tyranny of sales productivity.”

According to the Digital Luxury Experience study by Altagamma and McKinsey & Co., based on a survey of more than 300 firms in the luxury segment, the online channel is the one that is growing the fastest, as shown by companies’ significant increases in investments.

Online sales of luxury goods are increasingly significant in the sector, totaling 6.2 billion euros, or $8.6 billion at average exchange rates, in 2011, or 3.2 percent of the industry’s revenues, up 20 percent compared with 2010, growth that is three times faster than the entire industry. Online sales are expected to grow 20 percent annually and reach 15 billion euros, or $19.7 billion at current exchange, in 2016. 

“If you consider the indirect effect — purchases made in stores but generated by online decisions, the digital market increases by 17.5 billion euros, or $23 billion — or 10 percent of total luxury sales in 2011,” said Marco Mazzù, a McKinsey partner.

Mazzù predicted that, in the next 10 years, the digital channel will be, together with Asia and South America, the most promising “geographic” market for the growth of the luxury goods sector. 

That said, companies are challenged by increasingly sophisticated online shoppers who rely on information from an average of four different sources — but less from social media and bloggers — and demand increasing service, such as faster deliveries and dedicated offers. 

According to the Altagamma Index of Best Performers in the Luxury Digital World study, based on an analysis of 300 brands around the world, there were 154 top performers, of which 39 are Italian brands. The best performers on the Customer Decision Journey in fashion apparel were Burberry for awareness, Loro Piana for consideration and Moncler for loyalty. In Fashion Accessories, they were Louis Vuitton for awareness, Gucci for consideration and Jimmy Choo for loyalty. Other charts focus on a brand’s performance on Facebook, Twitter and YouTube. 

Service remains a top priority for brick-and-mortar, too, noted Salvatore Ferragamo chief executive officer Michele Norsa.

“Customers are traveling more, and we must have the ability to innovate and improve the quality of space and lighting,” he said. “Retail means capital expenditures. Also in light of the evolution of markets, there is a need now to renovate stores faster, compared to the past when [a store concept] could last even 20 years.” 

The executive believes retail needs to account for two thirds of a brand’s total sales.

Pop!

Pop-up stores can be good examples for branded retail environments. They are erected to feature a brand or a launch of a product so the environment is ideally tailored to that need.

Here is an excessive example of such concept:
For those of you who are nearby do not miss to stop at Selfridges Oxford Street in London before October 19th. Louis Vouitton installed an absolutely over-the-top pop-up space in celebration of the launch of their new collection featuring Japanese artist Yayoy Kusama, who became famous in the 60s with her polka dot paintings and organic sculptures derived from obsessive responses to psychedelic drug experiences.
By defining a whole space with her paint subjects, they created a 3 dimensional version of Kusama’s paintings allowing visitors to experience the intensity of the artist’s obsession with polka dots and organic shapes to its fullest. – Definitely a memorable experience!