Creating a memorable retail experience through the creation of a stand out concept store is one of the most effective ways to drive your brand message, as iSpyStyle reports.
Kate Vandermeer is director of iSpyStyle – a website and consultancy that spies on the design and fashion industry providing trend and business information targeted to inspire, inform and connect. Follow Kate on Twitter atwww.twitter.com/iSpyStyle_Kate or subscribe to her website for free onwww.ispystyle.net
I have a confession to make… I’ve got a design crush on Swedish people and their inherently stylish aesthetic sense. Whether it’s embodied in their leading fashion labels such as Nudie, Acne or House of Dagmar, their functional yet chic designer furniture, efficient use of space (hello, Ikea!) or their love of white and blonde wood, Swedish design is always instantly identifiable.
So with that in mind, I am not surprised that the latest business initiative from fashion stationery brand kikki.K is a White Concept Store. Yes, you read correctly… the whole colour palette is WHITE…. stationery, furniture and the staff’s uniforms (made by Funkis Swedish Form of course!). Limited edition collections of new season favourites are going to be re-worked in white, exclusively for the Strand Arcade in Sydney (grubby fingers be warned!).
The white colour creates a calm, contemporary sanctuary, taking a concept and following it through from start to finish. It is this lesson that is most important – when planning a ‘retail concept store’ remember that the theme is crucial. What makes this ‘concept store’ stand out is the visual merchandising, selection of stock, marketing and location. Concept stores provide the shopper with a true ‘retail experience’ that they will talk about, promote and recommend to their networks, encouraging long-term foot traffic.