 | | 
Do you get The Gist? Click here to subscribe.
| | 20/20 Vision: Five Great Finds |
|
 |
| |
In celebration of Chute Gerdeman’s 20th anniversary, we’re introducing a new Gist feature—20/20 Vision. Twenty years at the forefront of retail strategy and design has given us a unique perspective on our ever-changing industry, and our trendwatchers are bringing you their insights—everything from consumer trends and hot new concepts to cutting-edge materials and great do-it-yourself visual techniques. We’ll include five great finds in each quarterly Gist this year. By the end of our 20th year, you’ll have 20 great new ideas—all to give you a better view of the retail world. To view the March trends, please click here.
 |
Another Anniversary: Selfridges Centennial Celebration
The always-fashionable British department store Selfridges & Co reached an important milestone this past May—the store turned 100 (!!!), and the retailer went all out to mark the occasion. From special guests to limited edition exclusive products and weekly festivals, these people know how to celebrate their brand. The store windows, titled “Retrospective,” were a sight to behold. They were recreations of window displays from the past but with a modern twist. All the goods were drenched in PMS 109, the official yellow of the brand. Then there were The Selfrigettes: six “very special guests to entertain you in-store this May.” These lovely ladies were there to amuse, whether they were striking poses, working the camera, or delighting shoppers with impromptu singing performances. As if that's not enough, there were also in-store fashion shows, musical performances, cabaret acts, and specialty designer goods all in honor of this event. One hundred is a big number—might as well celebrate it in style!
|
 |
I Love You, Man (and Your Jacket, Too)
One might think that men’s fashion retail is either A) all the same, or B) not a category worth noticing, particularly in a down economy. Au contraire, mon fréres! Fashion for the fellas is alive and kicking. We’re noticing exciting new endeavors all over the place, from John Varvatos’ new CBGB store to J. Crew, whose Liquor Store concept was just joined by a new Men’s Shop. And none other than the venerable New York Times reports: “While double-digit declines have hit much of the retail sector, one of the few pieces of good news is one of the most surprising. In a reversal of every recession in the last 100 years, figures show that men have not cut back on buying clothes as much as women have.” (By David Colman, Published: May 13, 2009)
Today's guys are more skilled at cultivating their personal style. Whereas in the past many men tried to blend in with the looks worn by others, now they unceremoniously use clothing to express their identities and personalities.
With this new style aptitude comes a more critical eye, so it's no longer "anything goes" for their apparel options. They're looking for threads that flatter their physiques and fit their various activities (hello, work wear and weekend wear). Competitive retailers need to think like stylists to help their male customers look their best.
Keep in mind that men have more brand and retail channel options. Just like their female counterparts, young chaps are snatching up fast fashion from retailers like H&M and pairing high-end splurges with low-priced finds. Buyers of all ages are able to do their fashion research online to compare styles, fits, and prices. Women might outnumber men on the internet, but men spend more time online on average. They also conduct more searches.
When it comes to how men's fashion is portrayed in ads, guys are sick of stereotypes. Many see themselves neither on a yacht or the couch. Guys want brands to “get real” and give them reflections that are accurate yet aspirational.
Courting men is challenging but rewarding, as men tend to be more brand-loyal than women. If he decides to try a quality product that is well-suited to him, he will likely be a customer for life.
Amen Brothers!
|
 |
Visual Color Burst
Bright color is making a comeback. Bright, cheery colors make customers happy. We’ve seen a lot of color blocking, merchandising product by color, and bright pops of color—in fashion especially. Give customers something new to see with a bright color burst for summer.
Draw customers into your store with a dramatic window display like Ann Taylor’s “Bright Ideas” campaign that features a plethora of bright shirts in a color wheel. Or organize your sale or clearance rack by color so it creates a visual impact. We’re also loving Gap’s partnership with Pantone—Pantone knows color and Gap is using it in a creative way to offer exclusive product.
|
 |
Edition: Banana Republic’s Accessories Only Store
Banana Republic recently opened a stand-alone women’s accessories boutique in the Westfield San Francisco Centre. Called Edition by Banana Republic, the 1,200-s.f. space was designed with an urban townhouse art gallery motif and looks like a luxury store. “Half art exhibit space. Half residential suite,” is how it’s described by CG’s very own Joanna Felder, who recently visited the store.
Handbags, scarves, and shoes are artfully displayed on bookshelves and tables in three rooms that branch off an ivory jewelry bar extending the store’s length. There’s a salon desk instead of a cash register counter. The store, located a floor below Banana Republic, has a streetscape facade of New Mexico limestone, a vaulted ceiling, and exhibits local art. The store is small and puts a premium on service. There were three associates on hand in the smallish boutique. Jewelry is showcased in small vignettes, spaced luxuriously on a horizontal shelf. Each piece is shown singularly in a place of prominence, backstock is stored in discreet drawers immediately beneath to be accessed by an associate. Transactions are handled at a hardwood desk, both associate and customer seated comfortably. The price points are remarkable in such a service-centric and well appointed environment.Our accessories-loving shopper succumbed to earrings for $29 and an oversized bling ring with a fabulous faux moonstone for just $39. Each purchase was popped into a monogrammed linen drawstring sack and further encased in a very substantial (expensive-seeming) bag.
What kind of woman would shop at Edition? “A woman in her 30s, who is career-oriented. She has a very active lifestyle. She’s interested in clothing and accessories but fashion isn’t the center of her life,” said Jack Calhoun, Banana Republic President, in an interview with the SF Fashion Examiner.
|
 |
Visionary Material
Elitis is a French textile company that has beautiful fabrics, wallcoverings, and furniture. Their extensive wallcovering line is impressive because not only do they have textural flocked or shimmery metallic stamped wallcovering, they also have many great lines of Type II vinyl wallcovering, which will perform for commercial spaces, especially high traffic retail environments. The vinyl collection has a fashion forward feel with glossy finishes, glittery sparkle, and vibrant color. Much of the collection is stocked in the U.S., but the maximum lead time if the product comes from France would only be 2-4 weeks. To find out more, please visit www.elitis.fr.
|
|
| |
|
|
|
|
|
|
|
| In Other News… |
|
|
 |
West Marine: For the Love of Boating |
|
|
The in-store experience is perhaps the most important expression of the West Marine brand—it’s where all the spirit and adventure of boating comes to life for customers. West Marine, the leading specialty retailer of boating supplies and accessories, knew their stores weren’t delivering on this brand expression so they challenged Chute Gerdeman Retail to create a memorable and effective flagship retail store in Jacksonville, Florida, that would express the West Marine brand and expand the experience and assortment to attract a wider customer base. [More] |
|
|
|
|
 |
What's Your Brand's Secret Sauce? |
|
|
Sweet or spicy, it’s what makes you stand apart from the competition. More and more customers are studying what the market has to offer and then carefully evaluating a product's features and benefits before buying. A great way to appeal to customers is to focus on the end use of an item. Shoppers who ask "What's this going to do for me?" will become buyers when you show them. [More] |
|
|
|
|
 |
Flippers Pizzeria: Passion for Perfection |
|
|
Flippers Pizzeria has unveiled a new identity and branded restaurant environment, working with Chute Gerdeman Retail. The first prototype location opened its doors in Orlando May 6. The new warm and casual design communicates Flippers’ freshness message while maintaining its operational efficiencies. [More] |
|
|
|
|
 |
Katie's Top Five |
|
|
Summer is finally here, so check out the hot new materials with shimmer and glimmer [More] |
|
|
|
|
|
|
|
 |
CG in the News |
|
|
Several Chute Gerdeman concepts and insights have recently been featured in the news. Read more about Barbie, Flippers, Hamleys Dubai, merchandising trends, and store refresh tips. [More] |
|
|
|
|
|
|
|
| |
|
