future retails trends

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The future in retail....new shops, new technology, new shopping habits.

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Page 1: Future retails trends
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Brands are meeting consumers on neutral territory, by offering consumers products and services in their neighborhood or home, companies hope to find consumers more relaxed and predisposed to buy.

Bringing the store to you

FUTURE TRENDS

01#

by Claire Davies

THE FUTURE OF RETAILConcept

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velopresso-pedal-powered-bike-coffe-shop

Bustaurant

Aether promote mens new fall collection from airstreamNEW YORK / L.A.

Velopresso brings hot coffee & tea to cold shoppers.LONDON

The styleliner truck brings fashion to your door step.USA

The World fare bustaurant follows facebook communities.USA

UK

Mikel Luzea brand uses webcams for hair consultations.SPAIN

Boden encourages mums to sell their brand at home parties

FUTURE RETAIL CONCEPTS

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02#Cross MerchandisingIs about curating shopping experiences by offering complimentary lifestyle products to provide the shopper with a deeper brand connection.

Sfaar in Estonia pulls together food, clothes, accessories and wine under one funky roof.

J.Crew mixes seasonal fashion with really great art, photography, design books and bar

The US A Southen Season is designed like a racetrack, cross- merchandising complimentary goods around the track , so customers always find core product at the centre.

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FUTURE RETAIL CONCEPTSTHE FUTURE OF RETAIL

03#

Stores will introduce web cams where customers can share the buying experience with their online community.

Shopper to Shopper Technology

Diesel in Spain, Kfem in Stockholm and Prada in Milan are already using interactive technology in their changing rooms.

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04#Pop upsPops ups have been around for the last decade, but they have really flourished in this economic slump. A new commercial strategy based solely on connecting with the consumer. Their spontaneous character, grab a bargain when you can appeal are what make them attractive alternative for many consumers and brands.

THE FUTURE OF RETAILConcept

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05#Independent storesas community hubsSmall independent stores are offering expert service and are running specialized courses to foothold into the local community.

Alvaro Rojas combines tapas and makes buying wine educational

by treating customers to specialist wine knowledge .

Henry's claims to best camera store in Canada, runs courses for

all ages and ranges of expertise

US Breakaway Bikes has become a hub of the biking community

getting involved with anything on wheels.

US store the Cheese Course sells artisan cheese and offers

customers chance to attend specialist cheese courses .

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06#Consumer groups who lobbyConsumer collectives with a social conscience are on the up, wielding their spending power like votes they lobby retailers for change.

The Carrot mob campaign is a global community who rewards businesses with their custom in exchange for social and sustainable actions Instead of boycotting or threatening business it uses positive reinforcement “the carrot technique” to encourage companies to change. “The Carrotmob philosophy has extended across America and the world" New York Times

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THE FUTURE OF RETAIL

07#

In order to compete for sales with digital media, stores will need to make the shopping experience more entertaining for shoppers. Many Brands are looking at technology to upgrade their shopper connectivity.

Let me entertain you

Sony Ericsson when you buy a product, invites you to support their Spread the Smiles campaign.

Adidas brings window shopping to a new level with an interactive digital window concept.

Neurodesign entertains with lessons in art and science, with the added element of imminent purchase.

Stew leonards turns food into an experience, offering fun interactive experiences on your journey through the store. Stocks are displayed according to events not product groups.

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FUTURE RETAIL CONCEPTS

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“I think discerning retailers will continue to seek a creative point of difference, to make their brand stand out. Excellent design will always stand out”.

“Fashion shopping is about tactile experience and the fun of purchasing something new. Visual merchandising will become more important as retailers will have to excite and entertain customers who are being distracted by other media.”

“As an indirect response to technology and globalization the eco consciousness of the green movement will continue; with a focus on the creative arts.”

“A stores currency will be rooted in entertainment, providing spectacle and wonder. The visual merchandiser will be at the heart of that.”

A resurgence towards “old school” style windows which show case the individuality of certain brands. This will appeal to customers who want to buy this, over more mass marketed corporate branding”

“Realistic mannequins – some robotized mannequins – windows will incorporate filmed images instead of mannequins – eco sensitive product and merchandise that appears “hand- made.”

Helen Burke, UK Account Manager, ABC Italia

Glen Foley, Head of Visual Merchandising, T.M. Lewin

Denise Foley, Creative Director, New York

Lorna Hall, Senior Retail Editor, WGSN, London

Laura O´Connor Company window display manager, Harvey Nichols, London

Prof. Ronald Knoth, Laboratory Institute Merchandising, New York, USA

Opinions from the Creative CommunityVisual Merchandising 2020

trends

“The growth of online sales will provide a challenge to visual merchandisers in capturing customers into the store. There will be an emphasis on using technology creatively to entertain, educate and create new product presentation.”

Sarah Bailey, Course Director, London College of Fashion01

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14Claire Davies Creative Director, Fabra Davies Agency, Barcelona

“Window displays will flexible, interactive and reactive to audience attention. The success of a store will depend heavily on the skills of the creative department to engage and draw customers inside.”

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Visual merchandising will take on an entertainment role, enticing , educating and interacting with clientele in ways which are not possible via touch screen. Visual Merchandisers will be highly creative and mix traditional display methods with technology. People will still want to touch and feel and experience textures and smells. Brands will rely heavily on Merchandisers to transmit their brand values.As a contrast to the digital world there will be a great appreciation for all hand-made and natural. Consumers will be much more knowledgeable about the products they are buying. They will no longer believe in traditional advertising campaigns, digital communities will sway their decision making process. Consumers will have a greener conscious and will expect goods to provide information about point of origin and sustainability.New Technologies will create innovative visual merchandising tools and applications. Window displays in the future will be digital, allowing merchandisers to change backdrops and put up eye catching films. Products within the window display will connect interactively with passers- by.

VM will be fully integrated with technology by 2020. My hope is that there will be a backlash and stores will take a more hand crafted, less “techy” approach to merchandising”.

“In a world of fast moving technology, the creative will become even more important and enticing, finding the texture and beauty and communicating your brand message with clarity.”

“There will be more visual technology replacing boring graphics. There will still be a place for skillfully styled mannequins ,creative thinkers and us visual people!”

“I think we might see a combination of digital and old school techniques, we are always going to be tactile people. Customers will have seen products online, our job becomes more about entertainment.”

“Customers want experiences to be more real and less cold and technological. Technology will form part of the future of window displays. We may have walls that can change colour and connections to stores around the world”

“Brands will be elevating the visual in store experience, as everyone will be used to engaging digitally”

Based on a Johnathan Barker Project, a sincere thanks and also to the talented professionals who kindly contributed with their trend predictions.

Logan Sahnnon, Retail Visual, The Timberland Company, USA

Jamie Souli, Head of Visual Merchandising, Nicole Farhi, London

Paul Symes, Head of Visual Presentation, Fortnum & Mason, London

Erin Thompson, Head of Visual, Selfridges, London

Janet Wardley, Visual Merchandising Director, Harvey Nichols, London

Faye Mc Cleod Creative Director, Luis Vitton, France

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Whats

Next?

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When it comes to creativity, age is not an issue.

Children design their new school

www.fabradavies.com

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For the past six months we´ve been working with children from The Olive Tree School in Sitges, Barcelona on the design of their new school. Alongside the head teacher we ran workshops to give children a sense of ownership and confidence in their new building. The kids were able to brainstorm their own environments and also participate in creating them.

The process provides opportunities for pupils to learn and develop highly transferable skills that help them succeed, not just in creative thinking, but in other aspects of daily life. Skills such as team working, problem-solving and communication improve their self-confidence and self-esteem. As one 8-year-old pupil said: ‘I’ll be feeling very proud of my involvement. It́ s like: “Wow, look what I’ve helped with, this school rocks.”

We ran the children´s project as part of our conversion project of converting a small factory into a school.We ran messy days inviting the parent’s community to come in paint up their children’s designs.“Without doubt one of the most rewarding projects I’ve ever worked on,” designer Vic Sneir.www.olivetreeschool.net

Design in EducationThe Sorell Foundation, runs similar & complimentary programmes called Joined up Design for Schools where children work alonside designers. www.thesorrellfoundation.com

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Bloomhouse in Barcelona is the favourite destination for the cities style conscience shoppers.

New concept store

www.fabradavies.com

A great example of cross merchandising, this retail format, brings together flowers, home-ware and accessories.

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SIGUE EL SENDERO DE LA PUESTA DE SOL , FIND

PremiumSWEDISH CIDER

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disfruta con responsabilidadPremiumSWEDISH CIDER

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ENCUENTRA LA GENTEQUE SABE VIVIR, FIND

ENCUENTRA LA GENTEQUE SABE VIVIR, FIND

PremiumSWEDISH CIDERsidraskopparberg.com

disfruta con responsabilidad

An interactive fan wall entices fans to share each others cool moments with the Kopparberg community

Catching theZeitgeist

KOPPARBERGFIND

www.fabradavies.com

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Wheras the Uk campaign centres around finding the edgy cool night scenes,the Spanish market is more about sharing the perfect moment with friends. A friends wall on the web allows fans to link up and share cool things. Fans can also check into the insiders guide written by other fans of the best insider places to hang. Foursquare lets them know where to head to.Fruit ciders in the warm Spanish climate is drunk more as a refresment. Its a social drink to cool down after the beach or sip on a terrace.

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youth populationJuventud

city guideguia ciudad

SEVILLE

youth influencesinfluencias

Social habitshabitos sociales

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El 90% of under 30´s use the net daily, 70% go online to ask advice.

Youth look for reassurance from online peers, addicted to social media. 01#

02#

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08#

09#

10#

Knowing your alchohol limit is considered a right of passage to man hood. People who get drunk are losers

Economic factors and indulging parent mean most people are too poor or too lazy to �y the nest earlier.

You go out to socialise, in squares or terraces.

The majority of people go out at the weekends. The norm is to go out around 10 and come home at sunset.

PEOPLE LEAVE HOME AT 28

YOUTH DON T INVITE FRIENDS HOME

GO OUT LATER AND STAY OUT LONGER

BEING DRUNK ISN T COOL IN SPAIN

MOST NUTURED GENERATION EVER

WE ONLY TRUST INTERNET.

IF YOU DON T SHARE YOU DONT EXIST

This generation have recieved the most child centred education ever . They are equipped with di�erent values & skills.

SCARED TO BE DIFFERENT In comparison to other countries , sartorial originality isn’t highly prized. Uban youth culture is very tame most people look similar.

I bet you didn’t know...

SPANIARDS DON T DO “SOLO”Spaniards drink to socialise, people who drink alone are considered friend free losers

Spanish mums expect their daughters to do more house work than their sons.

MALES HAVE MORE FREE TIME

www.fabradavies.com

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AsianBrides

Emerging middle classes are snapping up top of the range “European style bridal dresses. Choosing both the most expensive and most popular gowns to celebrate western style weddings as status symbol for their new acquired wealth.

“For this collection we worked with the Pronovias in-house marketing team. The challenge was to create a style which would appeal to Asia’s new middle classes who have a taste for luxury and also European customers who have a more restrained style. We came up with an imaginary penthouse apartment and went all out on gold and chocolate textures and bespoke fittings to create a new ultra-sumptuous feel. It was quite a brave departure from previous years, which tended to use either neutral white or more traditional interiors. The gamble paid off and sales are up on last year!”www.pronovias.com

Pronovias Spain’s bridal fashion giant reports growing sales in Asia.

W W W. P RO N OV I A S. E S

CO N C I E RTA U N A C I TA E N N U E S T R A W E B O L L A M A N D O A L 9 0 0 1 0 0 0 75C ATÁ LO G O CO L ECC I O N E S 2 0 1 1 D I S P O N I B L E E N TO DA S N U E S T R A S T I E N DA S

www.fabradavies.com

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ReinventionIn less than a decade, this tiny company called KriskaDecor has gone from making humble fly curtains to bespoke screens for famous designers like Patricia Urquiola in the worlds most glamorous locations.This is the new homeware collection designed exclusively for Kiskadecor by Claire Davies.The initial art work, was a mixture of hand painted acrylics and digital art – these stunning canvases then had to be pixelated – each pixel would represent a link and be reproduced in metal. Then followed an intense

From fly screens to designer curtains

game of alchemy mixing iron oxides to get the colours for each link. A sort of paint by numbers on a massive scale.

The curtains are a mix of technology and craftsmanship. Call them what you may : Screens, curtains, installations which create engaging atmospheres they give spaces new meanings , distributing light in a magical way. Art which define spaces or simply create visual mazes or a private corners . www.kriskadecor.com

www.fabradavies.com

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Asian consumers are prepared to pay a premium for handcrafted European design.

Pom d’or is the dandy of the bathroom world, known in the sector for its beautiful handcrafted finishes and sustainably sourced materials. In so much as quality these guys are the real deal.

For many years Claire Davies from Fabra Davies oversaw the creative direction of the company. Foreseeing a decline in European housing market she encouraged the company to get ahead of the game by upgrading its brand image and product collections in order to attract more international luxury consumers.

Sustainable luxury

www.fabradavies.com

The company went on to sell in 72 countries, with a growing demand in Asia , especiallyamoungst India’s new wealthy middle classes .The company has recently acquired by the Roca group , positioned as the deluxe brand in the manufacturers portfolio.www.pomdor.com

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pom d’or

We put products into the type of spaces that people dreamed of living in. See opposite some of our favourite set designs.

Design with soul can sell anywhere

www.fabradavies.com

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DISEÑO RACIONAL ACABADO EN ORO MATE Y MADERA. DISCRETO Y MUY SOFISTICADO.

SLEEK RATIONAL DESIGN FINISHED IN MATT GOLD AND WOOD. UNDERSTATED AND VERY SOPHISTICATED.

K-2 OROCOLLECTIONDESIGN BY ANTONIO BLANCH

SOPHISTICATED

6160

Negro y E bano

MUEBLE PAR ED 100 (IZQUIERDA ) NE GR O S ATINADO / PL ATAWALL B ASIN CA BINET 100 (LEFT)S ATIN B LACK / SI LVER

55.57.08.276

LAVAMANOS R ONDÓVELVET NE GR OWASHB ASIN RONDÓB LACK VELVET

51.55.48.318

ESPEJO 70 X 70PL ATAMIRROR 70 X 70SI LVER

55.80.04.279

ESPEJO 200 X 70PL ATAMIRROR 200 X 70SI LVER

55.80.05.279

G ALLERY

89

CONCERTCOLLECTIONSENSUAL LUXURY

DESI G N B Y B RUNA RAPISARDA

6676

This colllection of bathroom accessories is targeted at 30+ men. We created our own bathtime hero a modern day James Bond . To allow the chrome products to shine we set them off against an ultra minimal spa like ambience, Using only different shades and textures of black and white.

Jack

This rather gentlle manly accessories range ahs been re-invented in sexy mat gold and ebony wood finishings. We created a darkly seductive cedar wood and leather dressing room. The lighting is low, allowing the gold to shine out.

K-2 Oro

This sweet collection was actually inspired by the Cinquecento car; small, well rounded fun and versatile. Our setting pretends to follow suit. Vintage green shiny formica and black rubber seemed the most appropriate choice of finishings

Micra

A collection for the renaissance man who has a passion for classical proportions architecture and art. This bold furniture range has been hand crafted by cabinet makers in Italy.

Gallery

This colllection follows on from the concert in glamourous balck and gold. We created a penthouse style partment with modern lines, subtle lighting and a seductive night vibe.

Concert

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Find us

00 34 609 788 [email protected]

meet us

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