TA B L E O F
C O N T E N T S
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share worthy psychedelic sites pop-up up all night eco-industrial look at me false paradise customize it personal beauty rock the block
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share worthy
Encapsulating the true retail store ‘experience’ every brand is seeking to create includes integrating social media in innovative, sometimes invisible, ways. One trend for accomplishing this strategy, is the lure of creating such an interesting space people can’t help but photograph and share. This includes the entire retail space and fitting rooms; designed with trends and ‘Instagram ready’ concepts in mind. For example, Bergdorf Goodman redesigned their store in New York, optimizing it into a highly sharable and aesthetically pleasing space. In particular, a large window was placed strategically between the luxury handbags, overlooking Central Park. More overtly, Selfridges in London has selfie-sticks in every changing room. They also change the curtains in the rooms to different printed images to give customers new backdrops for photos. The more photos that are taken, visibility increases and encourages new shoppers to visit the store. Furthermore, other stores such as Nasty Gal have taken cues from the art world, and have simulated art installations. Their store incorporates mirrors in a way that creates an infinity effect. This along with bold colored carpeting creates an interesting environment waiting to be captured. Color in general also has the power to transform a space. Pink itself has proven to be an effective color as seen in the social media success of Paul Smith’s LA store and furniture design studio, Normann Copenhagen’s, pink room. As a whole, brands may not see their stores’ ‘share worthy’ potential as a priority, but it is an effective marketing tactic. Customers look to their peers and bloggers as reliable sources and trend setters and are less interested by traditional advertisements. Attracting customers to a store is not enough to retain their business or interest when faced with intense competition. Moreover, optimizing a space can be fairly simple, as in changing lighting or curtains in the dressing rooms, or experimenting with color. However a brand chooses to go about it, they are sure to win more fans and customers with a place deemed trendy, innovative, and worthy enough to experience.
1/10/17
2
psychedelic sites
Contrary to the surge of minimalistic everything, is the trend of ‘ethereal psychedelic’, which is beginning to be seen in several aspects of the retail store environment. This includes lighting, window displays, use of color, and architectural design. Bold colors and dream like environments inspire this trend. Art installations infused with mirrors and projections shape this engaging aesthetic that has the ability to transport the viewer into another world. Materials such as plastic and transparent elements highlight this look, accompanied with dramatic neon lighting. Immersive visuals seen in installation art such as architects SelgasCano’s Serpentine Gallery Pavilion and Artist Rafaël Rozendaal’s installation in Stockholm are a source of inspiration. Rozendaal, in particular, fuses the concept of digital and physical elements with projections and broken mirrors, creating a futuristic environment. This concept when successfully incorporated into the retail store environment, creates a memorable impact. For example, Selfridges and Apple created a window display with mirrored butterflies hanging from the ceiling with projected rainbow light for emphasis. These elements can be particularly powerful when displaying small products in windows or in-store displays. Overall, incorporating this trend into the retail environment would be effective and eye-catching. It radiates a futuristic, bold, and technology driven aesthetic. Combining this with tv screens, 3-D printed elements, and geometric props would create a fresh take on the ‘futuristic’ theme often displayed. Furthermore, utilizing negative space and neon lighting will make any product look cutting edge and attract a variety of consumers.
1/17/17
3
popup
Over recent years, pop-up shops have become a leading form of visual and brand communication with consumers. What began as a way for small, indie brands to compete and test out a new market has spread into a common marketing strategy for major brands to create unique experiences and gain attention. Factors in the real estate market have contributed to its popularity due to the low risk and low cost of such an endeavor. Consequentially, the increasing popularity of this retail format for not only fashion brands but musicians and other industries as well, has created heated competition. This competition is expected to grow more intensely in 2017 as more brands look to connect with the elusive Millennial customer. After all of these shops’ exposure begs the question now of whether or not this format is ‘cool’ anymore or just over done? Everyone is looking to create something unique and never seen before to drive traffic into physical stores. Therefore, smaller brands with limited capital and other resources must become more innovative or look for a new strategy all together. The location of a shop and the atmosphere is what can set that shop apart from the crowd. Moreover, Edjer’s shop location (previously the men’s bathroom of London’s Old Street Tube Station) is perfect for this street wear brand who see themselves “as being able to create cultural moments. It’s not just about serving products”. That mindset is often what consumers want in an experience-- something to connect with, not just products to buy. The pop-up isn’t going anywhere soon, but what makes a successful pop-up strategy and what consumers want in such an experience is changing rapidly.
1/25/17
4
up all night
A trend predicted to emerge in A/W 17 is the poetic ‘Nocture’ theme. This aesthetic plays off the duality of the darkness of the night and the light of the stars as well as the tranquility of sleep and the activity of the city at night. This dark romanticized concept in translated into visual merchandising is various ways. Firstly, through a dark and dramatic color palette with accents of jewel tones and pops of light evoke drama. This mood lighting in an industrialized environment with sharp geometric props initiates the mood. Lighting can also be utilized to create a galaxy like environment playing off the shadow effects. Furthermore, hints of metallic and reflective surfaces, even on the mannequins will enhance the overall effect and create a moody and edgy space. The subdued ethereal mood can further be elevated by taking inspiration from sculpture artists such as Klea McKenna and fashion designer Iris Van Herpen, and the way they utilize their materials in innovative ways. This concept is not only visually appealing but is a direct reflection of the current trends, such as the popularity of technology branding, with the emphasis on sleek and innovative forms. The dark, metallic, geometric elements reflect industrialization taking the place of ornamentation in fashion. This theme would be ideal for interior displays for edgy brands, by employing a dark minimal look. This can be achieved with dark walls and tables as well as metallic fixtures with little decoration and a focus on orderly product displays. Moreover, darker themes can also be seen in current designer collections that also reference the current societal state. There is a great deal of political drama and uncertainty that has impacted the mental state of many people, which is evident in some designer’s collections. Overall, light heartedness has begun to be replaced with edgy drama that sets the tone for the foreseeable future.
1/31/17
5
ecoindustrial
For the foreseeable future, it doesn’t seem as though sustainability is going anywhere. However, the approach of sustainability is shifting. Consumers do not want their clothing to just appear eco-friendly, but they actually want it to do good. They want this idea to be an industry standard and consequently visual design that expresses these values is growing in popularity. The new aesthetic that reflects these ideals for 2017 is more sophisticated with artisan details and a pastel color palette. Industrialized props are still utilized but with a softer more natural approach. Minimal, artistic, elements that mimic the forms of nature are also distinct to this trend. Tactile surfaces with accents of pigment and paint are also important. These ideas stem from furniture design and decorative objects. Furthermore, with this aesthetic, is the growing concept of incorporating nature inside the store to produce a relaxed store environment, such as being out in nature. The most notable example is the new Apple store in San Francisco, that has living trees powered by renewable energy with several glass doors and windows. These features not only highlight their commitment to sustainability, but create an open and stress free natural environment. Across many industries, especially fashion retailing, this idea is becoming more widely popular for store design. Incorporating the idea of an eco-friendly brand is changing from being obvious (like the use of a green leaf) and for marketing to being more authentic and artistically approached. Because this trend has been growing rapidly and widely adopted, consumers are no longer impressed by traditional ‘green’ aesthetics that don’t really mean anything. Taking a subtler approach to visually communicating these ideas and taking actions that support their values are essential in order to uphold a brand’s reputation with changing consumer expectations.
2/6/17
6
look at me
Highly creative facades have been an emerging trend in 2016, and is expected to keep growing in the future, especially for luxury stores. However, other more mass market stores are beginning to replicate this concept as well. A store’s facade is the first thing that the public sees as they pass a store. Creating an innovative and eye catching store front is an investment that could have numerous benefits in the long term. Like window displays, the outward appearance represents the brand’s aesthetic and gives a hint to the products offered once inside. Miu Miu for instance, has a gold themed storefront representing their luxury image and indulgent products. Moreover, the architecture can also reference brand elements such as the Givenchy flagship store in Seoul. Highly polished reflective steel covers the building referencing the brands optical prints of their collection at the time, as well as the top of the building creates a “T” referencing their T-cut style of tailoring. This concept is memorable and true to the brand’s heritage. Additionally, interior architecture can also be utilized to create a memorable and one of a kind space. Visually appealing staircases are frequently being made as a centerpiece for retail stores. Also, textural elements featured on the walls or even ceiling installations can add interest in an understated way without taking away from other in store-visuals. Adding elements specific to the brand or location is important to make a lasting impression. Moreover, the most effective facades are reflective of the specific location in which they are located, such as the Tom Ford store in Miami. The building easily distinguishable among the competition and references the Art-Deco period of Miami’s architecture. Being site-specific demonstrates how the brand can relate to its target consumer-- not the other way around. Seamlessly blending into an area and its culture will be appreciated and therefore more successful. Above all, having a unique facade is another layer to a store’s visual communication that can really set them apart from others. It’s an element that can easily make a lasting impression and demonstrate the experience waiting to be had inside.
2/13/17
7
false paradise
Transport yourself to a tropical oasis with the emerging futuristic nature aesthetic prominent on social media and soon in visual merchandising. This trend emphasizes maximalism and bold dizzying patterns and stylized neon lighting. This synthetic paradise blurs reality with abstraction. Mixing plants with man-made objects such as fluorescent lights and mirrors creates a juxtaposition that elevates a simple concept into an edgy and relevant aesthetic. This trend originated with installation artists and photographers such as Cru Camara who plays with neon lighting and captures minimal and surrealistic images. Additionally, the Instagram account plantsonpink boasts 69,000 followers. People really enjoy the serene simplicity of plants, especially palm trees, set against color. This simple idea can be elevated in numerous ways in relation to the retail environment. Furthermore, mannequins with metallic details and futuristic finishes complement this theme. Incorporating these surreal elements with transparent and glossy props and materials heighten this look. This updated urban look is ideal for taking minimal in store displays and elevating them into something more unique. Overall, trends in the artistic community and social media have a huge influence on future visual merchandising trends. What is relevant digitally is relevant to real-life as well. Appealing to younger consumers is about incorporating emerging popular aesthetics into a real world experience. What drives people to experience a brand depends on how relatable it is to their life and personal preference. Incorporating these niche and sometimes obscure trends is how a brand can establish themselves as fresh and innovative.
2/21/17
8
customize it
Customization is a common service offered usually for luxury goods echoing the nature of couture. Having a personal element that makes an item one of a kind to the customer is a way for brands to set themselves apart, in terms of excellent customer service and overall brand building. Taking inspiration from this strategy, more accessible brands are beginning to incorporate customization options in store--creating an experience and establishing customer loyalty. Accessories have become the most common item to customize, particularly footwear. Converse is a brand strongly associated with customer personalization considering how many people write and draw on the canvas shoes, have brought that element into its flagship store. Now customers can go to the basement studio and choose from a variety of laces, patterns, or embellishments which they make within the hour. This exciting element encourages individuality and expressiveness, which the brand itself stands for. Furthermore, more technology driven techniques have also began popping up in stores all over the world. For example, Macy’s department store offered a 3-D printing station in its flagship store to create phone cases and other small items for young customers. Moreover, skincare brands are beginning to mix products in store to create personalized products to fit individual needs, some even using robots to eliminate human error. Many brands could benefit from this strategy, especially the beauty industry where people are willing to invest in the ‘perfect’ product to fit their needs. Customization demonstrates the brands ability to relate to its consumers and that they truly care about the experience they have in store. Overall, it is a great strategy to set a brand and its products a part from increasing competition and foster a sense luxury, even in every day products.
2/27/17
9
personal beauty
Connecting with customers on a personal level is more important than ever and new and different strategies are now being implemented by brands. The beauty industry is a perfect example of how short video content shared on social media drives brand awareness and sales. Customers are beginning to relate to authenticity and the intimate nature of these videos above an air-brushed and polished video. Glossier is an example of a beauty brand leading the way in this area. Their “Get ready with me” morning routine series feels more like a friend suggesting products they actually use rather than a company selling or pushing their products on you. Vogue Magazine also did a similar series with celebrities called “Beauty Secrets” where they talk into the bathroom mirror about products they use. Youtube has become one of the most trusted sources for make-up buyers so brands creating content themselves that their customers are watching benefits both of them. Intimate video content is something that fashion retailers and brands can also integrate into their marketing strategies. Producing polished videos remains important but daily content is being consumed and a brand voice in that area is important to establish. Producing this content on platforms like YouTube, SnapChat, and Instagram especially will establish that relationship. This content could also be played in-store, especially mid-level beauty brands would benefit from creating an environment more relatable to the consumer. Consumers want to know the products their buying actually work and are worth the investment when there are so many other options they can choose from. Making relatable videos and visual content relevant to today’s consumer is vital. Video content as a whole continues to be a growing area that brands are slowly beginning to utilize, and with technology becoming a major influence, it is simpler than ever to foster personal relationships that are necessary for success.
3/2/17
10
rock the block
Store design is drawing inspiration from art now more than ever. For S/S 18 art and club culture inspire a youthful and playful aesthetic. This energy is reflected in geometric fixtures, bold graphics and grid structures, and sculpture inspired fixtures. Using pastels and bright pops of color accentuate the look of urban expressiveness. Mannequins are also influenced by the multicolored art of Matisse and smudged makeup look. Glitches and mixed patterns further bring out the fun side of this aesthetic. Furthermore, color blocking is also a theme that can be incorporated. Using color can help create a focal point and divide the retail space strategically, creating zones in a store can create a more organized look that is easily navigated by customers. Also, these colors can help make small products stand out and not get lost within all the product. A boutique in Antwerp, Step by Step, is a good example of how to use color blocking effectively. The mostly concrete and white space is transformed into something more modern with the use of colors on the wall to divide the space. Also, grid structures and minimal geometric furniture and fixtures are used that play into the new youthful art aesthetic. Adding more bold graphics or colorful accent pieces would really make this space on trend and memorable. Reinventing concepts seen repeatedly is important in order to remain fresh as a brand. Things like varying colors and geometric themes are generally well received no matter where a store is or who their audience is, but just because something consistently does well, doesn’t mean it shouldn’t be reinvented and updated periodically. This young, artistic theme is highly creative and exciting and reflects the current mindset of the young consumer and would be successful in drawing customers in.
3/6/17
sources
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