EMOTION & INSPIRATION - Retail Design Expo
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
RETAIL THEMES – EMOTION & INSPIRATION 1
E M OT I O N &
I N S P I R AT I O N
These are uncertain times, a fact that did not
pass retailers by for Christmas 2017. We felt they
successfully trod a fine balance between creating
campaigns and activities that encapsulated the
fun spirit of Christmas, while reflecting true bonds
between groups and individuals, reflecting our best
relationships and times back at us. At a time of very
tough trading, campaigns seemed to rise above the
very commercial nature of Christmas, at least
for a moment in time.
Crazy in love Christmas © Copyright True Story. December 2017
RETAIL THEMES – EMOTION & INSPIRATION 2
CHRISTMAS COMES EARLY
1.
Perhaps it was a reaction to Black Friday and the possibility that full prices
wouldn’t be regained in December, but we felt that Christmas came early in
2017. Communications started in earnest on 1 November and we saw some
higher ticket items front of house.
VODAFONE CHRISTMAS LOVE STORY AD
As a nation, the John Lewis ad is often the a new phenomenon, but it definitely
signal of Christmas starting ‘proper’, but in felt ‘more’.
2017 there were several heavyweights who
waded in significantly earlier. Vodaphone Much of the early communication was
released the first part of its love story around Advent, so as to remain appropriate
featuring Martin Freeman on 1 November, to customers’ mindsets. Advent calendars
alongside Asda, Currys PC World and have long been big business, but 2017 saw
Argos. While Argos’ early ads focused on an explosion of entrants, from Aldi’s wine
super-speedy delivery right up until the last advent calendar (which promptly sold out)
minute, it also switched up its advertising in to cheese, Pringles and… Kelloggs. High
December, with the introduction of kids who worth beauty calendars included new
had won a competition via social media, with entrants such as Amazon Beauty, and
the hashtag #readyfortakeoff. in terms of the more traditional, Hotel
Chocolat had no less than eight different
Of course, merchandise is always in-store varieties, the most expensive at almost £70.
well before Christmas trading actually
kicks in, but we felt communications And, if advent calendars were eclipsing
started earlier this year. No sooner had the previous years’ offerings, then spare a
Halloween emails been binned than the thought for the wearer of the humble
first Christmas emails appeared, sent by Christmas jumper encountering someone
everyone from Charlotte Tilbury to Moss in an OppoSuit from John Lewis (seen in
Bros to Hotel Chocolat. Maybe this isn’t stores from early October).
Crazy in love Christmas © Copyright True Story. December 2017
RETAIL THEMES – EMOTION & INSPIRATION 3
ALL YOU NEED IS LOVE
2.
In 2016 the predominant theme was ‘togetherness’. In 2017, this evolved into
an even more personal sentiment of ‘love’ and ‘giving’ - in fact, our research
teams felt these two words were the most prolific across all campaigns.
Retailers needed to take a balanced stance focused attention on a launch event and
for Christmas ’17 - the world at large faced beautiful decorations rather than any wider GOGGLEBOX MEETS COCA-COLA'S “HOLIDAYS ARE COMING” AD
up to unsettling global events and, in these initiative. Sainsbury’s followed suit, with
times of uncertainty, many retailers took an ad that fitted into its on-going brand
a less commercial standpoint. Campaigns communications, rather than a seasonal
were more focused on relationships and show-stopper.
there seemed less product at an ATL
level. That this focus on relationships ‘Love’ as a theme could have been delivered
and interactions, not things, hit the right against a sentimental backdrop, but we
note was reflected in the choice of Most believe retailers made concerted efforts
Engaging Advert of the Season (according to to weave it into the fun of Christmas. Asda
RealEyes): Coca-Cola’s ad of the GoggleBox and Argos made particular reference to
stars watching the Christmas Truck ad. an ambition to deliver a more fun-packed
Christmas and House of Fraser was
Some retailers had a more muted downright ‘in-your-face’ with its ‘Bring
Christmas, with several key players taking Merry Back’ strapline. This fun-factor was
a less-is-more approach. Harvey Nichols, also reflected in visual themes we saw -
known for its witty brand storytelling, vivid, clashing colours abounded and there
while creating a dazzling in-store treatment was a riot of pink - Jo Malone summed
(at the time of writing) had not launched it up with ‘Crazy, Colourful Christmas’,
an over-arching Christmas campaign. And a refreshing change for a brand known
Covent Garden, which in 2016 created a for its sophisticated palette.
virtual reality experience for visitors, in 2017
Crazy in love Christmas © Copyright True Story. December 2017
RETAIL THEMES – EMOTION & INSPIRATION 4
HABITAT BODY SHOP
LIGHT & BRIGHT COACH
C O LO U R C O C K TA I L
LUSH
BARNEYS JO MALONE NESPRESSO STORY
Crazy in love Christmas © Copyright True Story. December 2017
RETAIL THEMES – EMOTION & INSPIRATION 5
BARNEYS SAKS DEBENHAMS
SEPHORA PINK & PUNCH
GLITTER BALLS
NYX
BARNEYS MACYS BLOOMINGDALES OLD NAVY
Crazy in love Christmas © Copyright True Story. December 2017
RETAIL THEMES – EMOTION & INSPIRATION 6
PUNCTUATING CHRISTMAS -
3.
NEW STORE FORMATS
It’s not just about what you do, but also where and how you do it.
2017 has seen some real innovations in the retail environment, some of
which we believe will come into the fore even more in 2018 and beyond.
In early December, as it unveiled a new Showrooming is also a new format which
roastery in Shanghai, Starbucks was opening emerged throughout 2017: Autumn saw
a new store in China every 15 hours. With John Lewis open apartments in three of its
formats from convenience to tasting stores, fully furnished from its range, that
houses to luxurious roasteries where people customers could stay in overnight for the
learn about the art of roasting, Starbucks ultimate ‘try-before-you-buy’ experience.
has been heralded as the catalyst to China Of course, all items in the apartments were
becoming a nation of coffee drinkers. for sale. In addition to the overnight stay,
private shopping experiences, catered
In 2016 we saw the first ‘Smart Shops’ e.g. dinner parties and brunches were on offer.
Amazon Go, with Sainsbury’s trialling its While unoccupied, John Lewis uses the
own scanning system in nine stores here space for workshops.
in the UK. Christmas ’17 saw Sainsbury’s
rolling out its Smart concept to 45 stores A service-led offer, as an offshoot of a
during November, providing another level department store, has also been seen in the
of convenience at one of the busiest times States. US department store Nordstrum
of year. We also saw another ‘smart’ format recently opened a ‘neighbourhood hub’ in
from Amazon, via a collaboration with Hollywood, a small format store without
Calvin Klein in New York. A pop-up store any stock. Instead, the luxury store offered
showcased CK underwear and nightwear services - a drive-through pick-up service
which customers then bought through the for online orders, clothing alterations, a nail
Amazon app. bar and a personal stylist service.
Crazy in love Christmas © Copyright True Story. December 2017
RETAIL THEMES – EMOTION & INSPIRATION 7
CHRISTMAS POPPING UP EVERYWHERE
4.
Pop-ups are not new news, but for Christmas 2017 they seemed to be
absolutely prolific, appearing everywhere across many different categories.
Hospitality and food and drink featured Amazon also announced it is to bring the
heavily - English wine brand Chapel Down Treasure Truck concept to the UK - a lorry
opened an experiential pop-up in BlueWater that will tour the country several times a
while Hotel Chocolat had its Chocmobile month, bringing limited edition products and
out on the road, appearing at suitably festive exclusive deals - customers buy through the
events e.g. Somerset House ice skating. app then visit the truck to pick it up.
Manchester embraced pop-up on a large Beauty pop-ups also abounded, both from
scale with a pop-up retail park, Hatch, online brands and those with an existing
announced in December 2017. In a format physical presence. They included Glossier,
similar to London’s BoxPark and housed Clarins, Birchbox and Chanel London Studio
under an iconic flyover, the park will launch in at Harrods to name but a few - take a look
four stages and the first tenants have been at True Story’s Best of Beauty document to
confirmed as an independent coffee bar and see these in more detail. One thing to note
a nano-brewery. is that we may want to rethink the definition
of a pop-up - the Chanel fixture at Harrods
is an 18-month long initiative!
Crazy in love Christmas © Copyright True Story. December 2017
RETAIL THEMES – EMOTION & INSPIRATION 8 SPOTLIGHT ON…. GLOSSIER 5. Glossier is a beauty brand created by the beauty journalists behind intothegloss.com. With a mission to ‘celebrate real girls in real life’, the brand launched pop-ups in both New York and London for Christmas 2017. The brand is open about wanting to have fun and surround themselves with cool people - and the NYC pop-up encapsulated this vibe entirely; it felt more like a place to hang out with no pressure to shop. But shop they did The brand is not new to pop-ups, but this particular one was in celebration of its new fragrance (although the wider range was still available). Greeted by a doorman, this presented customers with a selfie opportunity before entering the store Simple plinths made the product ‘sing’ and we loved the VM touchpoints for different categories e.g. the bubble ‘skin’ for Body Heroes Mirroring the essence of the brand, showroom ‘editors’ helped and advised customers who then made a ‘wish list’ to be collected. We saw long queues of women waiting for their products (and masses of men sitting in the waiting area!) iPads were also on hand - positioned into walls - to assist at busy times (or for those who wanted to self-serve) Crazy in love Christmas © Copyright True Story. December 2017
RETAIL THEMES – EMOTION & INSPIRATION 9
GLOCAL RETAIL
6.
Retailers and brands (even the global ones) seem to be focusing more on
community, to be more relevant to customers in those stores.
John Lewis’ new Oxford store features many Regent Street is another area working hard
of the same merchandising treatments as to put itself on the map. It consistently
any other. And yet there is a nod to Oxford’s uses the ‘R’ of Regent Street in brand
heritage - a wall of mortar boards, plus campaigns and this year, as part of the
more than twenty references to Alice in ‘Spirit of Christmas’ it opened a ‘Customise
Wonderland, Oxford being the hometown Your Christmas’ studio. A Scandinavian
of Lewis Carroll. We also saw Selfridges styled retreat, customers on Regent Street
move into this ‘glocal’ space with its were offered complimentary gift wrapping,
Christmas campaign; with the same overall with a calligrapher on hand to scribe gift
parade theme. London, Manchester and tags. Letters to Santa were delivered to his
Birmingham each had their own local take. workshop and refreshments were also on
hand. Throughout the month of December
London has often been described as a there were also one-off events.
‘city of villages’ and we think the retail
hubs of London are taking heed from this Data is also being used by brands to
message, putting more emphasis on their glocalise their offer: UberEats is tracking
own unique shopping experiences to draw which foods are in most demand in an area.
in local shoppers. Covent Garden is now If a gap is identified, it approaches local
firmly established as the beauty quarter of restaurants to set up a sub-brand under the
London, but there are some new kids on the UberEats umbrella. Menu suggestions are
block. Kings Cross is an emerging newcomer then pushed out via the app.
and introduced a Christmas campaign
‘KXmas’ for 2017, with a four-day
pop-up with DJs, cocktails and
Christmas workshops.
Crazy in love Christmas © Copyright True Story. December 2017
Ruddington Manor Manor Park Ruddington NG11 6HD
+44 (0)115 984 4200
www.truestory.uk.com
True Story is a trading name of True Design Ltd. Registered in England and Wales No. 3310200. Registered Office: As address. VAT No. 970 8525 70
We love talking all things brand and retail,
Contact Carrie Eames on 0115 984 4200 or carrie.eames@truestory.uk.com
so if this has sparked questions or ideas then get in touch.
Wherever possible we have used our own images from our research trail. However, to help with the quality we have occasionally replaced with others’ images: With thanks and credit to:
cnbc.com, ellistuesday.com, emimarieblog.com, fashionista.com, jacobsmedia.com, johnlewis.com, kingscross.co.uk, narcity.com, oxfordstreet.co.uk, retaildesignworld.com, retailweek.com,
standard.co.uk, thebeautyboy.co.uk, thedrinkbusiness.com, thisisstory.comYou can also read
