Trends that will define retail design in 2019
The retail industry has undergone a significant transformation in recent years, and it continues to evolve and adapt to the changing pace of the trading cost of technology for digital channels and retail design for brick-and-mortar stores.
In the next few years, the market will be defined by emerging technologies that change the way consumers interact with their soon to be discovered favourite brands, both online and instore, with the emergence of new battle lines for e-commerce and the physical store design.
Moving into 2019, Amazon along with other pure-play players will continue to raise the stakes on ‘convenience shopping’. However, as a branding and store design business, we have experienced an increased number of enquiries from pure-play businesses who now wish to enter store brand and design environment to establish a retail presence in the brick-and-mortar channel to market.
Consumers will continue to look for personalised and meaningful alternatives for online and high street shopping. Bloggers and vloggers are increasingly swaying purchases and becoming 'spoke persons' for brands. As a result, traditional retailers have the opportunity to become the physical platform for these influencers or they need to become influencers themselves and the similarities in influencers don't stop there with Cardi B, or Blac Chyna, who have big hips, round bottoms, small waists and big Instagram followings supporting the brand Fashion Nova.
At Shein, the marketing team openly promote the proposition - Are you a fashion blogger?
Do you want items of clothing absolutely for FREE?
Then don’t hesitate to send us an email ([email protected]) about yourself. You may get free clothing that is worth US$40 to US$200 every month!
Have a look at Patricia Bright's vlog on Youtube for Shein.
In the mid-1950s, as part of Marlboro’s cigarettes vision to appeal to the new filter cigarette smoker, a television advertising campaign was launched. This vision translated into the iconic Marlboro Man, a male figure representing masculinity and cigarettes. The Marlboro Cowboy figure spanned many successful campaigns that generated sales growth and made Marlboro the number one tobacco brand in the world. The stunning appeal of the Cowboys reached a broad audience and many of their successful ads depicting cowboys smoking in a natural environment while engaging in many activities were reflected in their success to appeal to a male audience. However, in order for their campaigns to achieve this level of success worldwide, their ads took full advantage of many rhetoric elements such as; visual elements, textual message and symbolism. Something Fashion Nova and Shein have absorbed.
In 2017 we have reached a tipping point, with an increasing number of sales happening online and via mobiles, retailers need to develop a new role for their physical stores and venture into other 'physical spaces' to experiment with on-brand experiences.
In 2018 we saw a shift from the experiential to the transformative power of technology in retail. We will see more retailers follow this route and explore their own brand and consumer product offering through transformative experiences and experimenting with how their physical presence can add value to online sales. That will lead to opening store design concepts which are more engaging, where customers will engage with products in a meaningful, fun way.
In 2019 we expect to see a strong tendency which continues the split between convenience and quality of experience.
Creating experiential retail environments where shopping is more than a transaction has been a progressively growing business model over many years, this will continue to grow, as the retail world continues to face challenges due to increasing global spending.
Research into consumer behaviour has found that creating generous experiences for shoppers is a form of currency and results in shareable moments. Thus, brands have increased their retailtainment factor and have incorporated design features in store with the intention to be shareable on social media. Whether through striking internal architecture, utilising current colour trends or lending store footprint to selfie opportunity areas, pop-ups and VR experiences.
The ‘Experience Economy’ may well be something more of a basic requirement in all retail stores of the future.
Our internal process of renewal, allows us to continually benchmark and write about the best in class retail trends in many market sectors across the globe. Please take a moment to review other news items linked to this page.
Why not call us and talk about your retail brands or store design renewal programme, digital and social media requirements.