When people think of today’s department store, flashes of soft, plush carpeting blanketed beneath unorganized racks of clothing usually comes to mind. Conjured memories of expensive cologne and perfume lay under a bland, fatiguing hum of music, which seems to mask itself as a soundtrack to an outdated experience.
Seas of branded partnerships encompassed by white-washed aesthetic is no longer the answer to getting shoppers off the phone and into the store. It’s instead, the relationship between retailer and product that holds the real power. The evolution behind environment design is instilled with the idea that a space requires enough flexibility to adapt to changes within the market. Retailers, restauranteurs, grocery stores, and big-box chains have transferred this kind of thinking to produce partnerships that keep the environment–and brand itself–at the cutting-edge of what’s new, relevant, and wanted for decades after conception. The definition of today’s department store is a blend of every brand doing an injustice to its consumer, propelling retailers into deep holes of bankruptcy and demise. It’s time to redefine the market and to focus on the brands doing what’s necessary to evolve.
Large retailers such as Ulta have begun to camouflage themselves as hubs for product predominately living online and within sparse, pop-up stores. Because today’s market is living in a world where beauty and celebrity seem to coincide, stars and influencers all over the globe have latched on to industries, promoting their own personal brand in ways endorsements never had the ability to do.
The exposure on each end of the partnership has drastically elevated the mindset and perception of Ulta, Kylie Cosmetics, and KKW Beauty shoppers. Combined, Kylie Jenner and Kim Kardashian-West have a cult following of roughly 260-million followers on social media. This kind of promotion of the Ulta brand through Jenner’s and Kardashian West’s products has pivoted the brand to new and existing shoppers. Over the last year, each brand has powered the other forward, showcasing what can happen when brand promotion through multiple shopping channels occurs.