Summer 2010
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Viewpoint: Retail Rejuvenation
With consumers closely guarding their pocket books, it might seem like a strange time to talk about new concepts. But in retail, necessity is the mother of invention. And smaller, more focused retail concepts are surfacing as one of the brightest trends on the horizon right now.
With their category-specific focus, their sometimes smaller footprints, and an emphasis on "local" community, these new concepts can be operationally sound as well. Banana Republic and Forever 21 have both launched accessories-only concepts. J.Crew has launched a sophisticated and modern new bridal concept with a posh upper East Side address. Modeled on a classic French salon, the boutique contains elements of 1930s Parisian Art Deco, punctuated with modern elements. Sources tell us Urban Outfitters has a bridal concept of their own and an Anthropologie accessories-only concept in the making.
On a sportier note, Adidas launched a dedicated running concept store in Tokyo, Adidas Runbase, that combines aspects of a running club and retail store, complete with lockers, shower stalls, and refreshments. The store also holds running-themed workshops, clinics, and events at least once a week. While you can still buy (and even customize) product in-store, it's more than just about the product—by incorporating unique amenities in a convenient way, it's about a complete runner's experience.
Category-specific stores are only part of the story—focus on local continues to inspire more mainstream retailers. Nike's new Nike Santa Monica store introduces its fresh attitude with innovative consumer experiences, market-tailored product offerings, community resources, Nike Run Club, and team customization services. For the store's grand opening, Nike staged The Rival Rally that gave students a chance to cheer on their school as a panel of Nike athlete judges determined who has the most school spirit.
Created by Urban Outfitters, Space 15 Twenty in Los Angeles, CA, is where local retail, art, and music collide. The "mini-mall" shopping venue enhances the customer experience by combining local food, art installations, performance spaces, and rotating vendors and pop-up shops to celebrate the creative spirit among complementary brands and designers.
Each of the above examples highlights how one size does not fit all. The introduction of these customized concepts indicates that successful brands continue to better understand their consumers and create retail experiences that connect on a personal level.
With their category-specific focus, their sometimes smaller footprints, and an emphasis on "local" community, these new concepts can be operationally sound as well. Banana Republic and Forever 21 have both launched accessories-only concepts. J.Crew has launched a sophisticated and modern new bridal concept with a posh upper East Side address. Modeled on a classic French salon, the boutique contains elements of 1930s Parisian Art Deco, punctuated with modern elements. Sources tell us Urban Outfitters has a bridal concept of their own and an Anthropologie accessories-only concept in the making.
On a sportier note, Adidas launched a dedicated running concept store in Tokyo, Adidas Runbase, that combines aspects of a running club and retail store, complete with lockers, shower stalls, and refreshments. The store also holds running-themed workshops, clinics, and events at least once a week. While you can still buy (and even customize) product in-store, it's more than just about the product—by incorporating unique amenities in a convenient way, it's about a complete runner's experience.Category-specific stores are only part of the story—focus on local continues to inspire more mainstream retailers. Nike's new Nike Santa Monica store introduces its fresh attitude with innovative consumer experiences, market-tailored product offerings, community resources, Nike Run Club, and team customization services. For the store's grand opening, Nike staged The Rival Rally that gave students a chance to cheer on their school as a panel of Nike athlete judges determined who has the most school spirit.
Created by Urban Outfitters, Space 15 Twenty in Los Angeles, CA, is where local retail, art, and music collide. The "mini-mall" shopping venue enhances the customer experience by combining local food, art installations, performance spaces, and rotating vendors and pop-up shops to celebrate the creative spirit among complementary brands and designers.
Each of the above examples highlights how one size does not fit all. The introduction of these customized concepts indicates that successful brands continue to better understand their consumers and create retail experiences that connect on a personal level.
In Other News...
Giving blood is a personal and powerful human-to-human experience—one that relies on individual generosity and medical know-how. So when The Blood Connection, a non-profit community blood donation center with locations throughout South Carolina, came to Chute Gerdeman Retail to create a transforming experience, we were truly inspired. [More]
Every city has its defining summer moment. Whether you are skating the pier at Venice Beach, strolling tree-lined streets in Toronto, or simply sweltering in your own home town, summer evokes distinctive and lasting memories. [More]
This summer seems to have been hotter than ever! Don't we all need a break from the heat? This issue's top five materials definitely give us the respite we've been looking for. Nothing is more refreshing than crisp, clean white. [More]
Chute Gerdeblog, our very own inspirational design and trend blog launched in March 2010, establishes an online platform for our observations and points of view. Written by the creative minds of Chute Gerdeman, Chute Gerdeblog features opinions, attitudes, and inspirations for all aspects of the retail, restaurant, and cultural sectors. Topics include retail trends, consumer insights, points-of-view, and new building materials to name a few, plus the occasional sneak peek into the daily lives of CG team members. [More]
The Gist sat down with Mindi Trank, Director, Brand Strategy, in its continued quest to get inside the creative minds at Chute Gerdeman Retail. [More]
Several Chuties will be attending major upcoming industry events. Check out our calendar and let us know if you'll be attending and want to meet. [More]
We have expanded our team as we continue to add depth to our capabilities and further build our client base. In addition to adding eight new team members to our Columbus studio, we have announced four recent promotions. [More]
Several Chute Gerdeman concepts and insights have recently been featured in the press. Read more about Bob Evans, Swiss Farms, Flippers Pizzeria, store decor trends, and opinions from experienced Chuties. [More]
