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Emerging global trends in luxury retail

  • News
  • May 25, 2016
  • Sarah Dunn
Emerging global trends in luxury retail

WGSN head of market intelligence Lorna Hall says luxury brands are increasingly seeking to position their bricks and mortar stores as more of a lifestyle club, offering unique experiences that money can’t buy.

The “lifestyle club” trend also hints at a broader industry movement away from the idea of accessibility. Luxury brands’ retreat from accessibility is because they’ve realised they have been neglecting the ‘one percent’ in favour of going after volume, says Hall. The movement of markets towards third-party sites has exacerbated this.

Hall says luxury brands became more democratised during the early and mid 2000s, as demonstrated by the ubiquity of Ralph Lauren polo shirts among middle-class men: “The polo shirt is an aspirational buy that’s within their means.”

Now, the label has a ‘palazzo’-style store in Milan with a club feel to it, offering a much higher level of exclusivity. Hall feels this is a sign Ralph Lauren is distancing itself from mainstream shoppers.

“I think the days of us walking into a Ralph Lauren store and feeling comfortable… may well be over.”

Handbag label Coach is also addressing a ubiquity problem. In his blog, retail commentator Robin Lewis described Coach as being “in the middle of its own unraveling”, with roughly 70 percent of its revenues coming from outlet stores.

“Once a brand is declared as too accessible and overexposed by its loyal customers, no amount of fashion trickery will bring it back.”

Hall says Coach is now totally restructuring its presence in department stores as it seeks to gain control of discounting.

A variation on the exclusive “lifestyle club” approach is the rise of “appointment-only” stores. Members-only store ‘Revolve Social Club’ in Los Angeles offers just 200 high-value customers an invite to come inside and shop only once a month. It focuses on a Millennial crowd of bloggers and social influencers.

Another Millennial magnet is World of Niche, a sneaker store which concentrates on experiential retail rather than simple exclusivity. Hall explained it well:

“The entire collection is contained in a giant brass ball suspended from the ceiling. Once the selection is made, the shoes are served on a platter.”

“This store has huge queues outside it. People love this stuff.”

Quoting an executive from colour matching company Pantone, Hall says retail experiences are all about “bragging rights”.

“[These stores] are not trying to be a retailer, they’re trying to create a brand.”

She asked Kiwi retailers to consider what they’re doing exclusively for their highest-spending customers: “Are you giving them access to weird and wonderful experiences?”

Her tips are:

  • Create unique and super-exclusive experiences for customer in the top one percent.
  • Appointment-only is a simple mechanism for doing this.
  • Leverage your data for unique experiences.
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Eat my Lunch opens its first physical store

  • News
  • July 23, 2019
  • Courtney Devereux
Eat my Lunch opens its first physical store

The popular buy one give one model of Eat My Lunch has officially opened its first retail store in Auckland’s downtown Britomart. The store maintains its charity initiative, supplying a Kiwi kid lunch with every $14 spent.

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InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

  • News
  • July 18, 2019
  • The Register team
InStyle names All Is For All’s Grace Stratton a ‘Badass Woman’

Grace Stratton, the 20-year-old founder of specialty ecommerce site All Is For All, has been named one of 50 global Badass Women by US glossy magazine InStyle. The list includes international celebrities like Mindy Kaling and businesspeople like Stitch Fix chief executive Katrina Lake.

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Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

  • Opinion
  • July 18, 2019
  • Elly Strang
Wellbeing in the workplace: Here's how its affecting your staff, and your bottom line

Idealog editor Elly Strang recently spoke at the Magazine Publishers Association conference about the importance of wellbeing in the workplace, and the key takeaways from Wellness Month. She shares why it shouldn't be thought of as a luxury nice-to-have, like yoga classes, as research is showing it impacts on your bottom line, as well as some tips on how to create change in the workplace.

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Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
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How HomeAR is incorporating AR into architecture design

  • technology
  • July 18, 2019
  • Courtney Devereux
How HomeAR is incorporating AR into architecture design

Many people struggle to envision plans from simple 2D renders and floor plans, as without a designer's eye, filling in blanks from imagination isn’t the most reliable method when it comes to something as important as building a brand-new home or store. Reactar has launched an augmented reality-based platform, HomeAR, to counteract this, which allows users to see and engage with homes in a virtual way, making the very personal process more reliable.

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Simon West is the new chief executive of Torpedo7

  • Who's Where
  • July 18, 2019
Simon West is the new chief executive of Torpedo7

Simon West, who has 20 years' experience leading companies like Ezibuy, has been appointed the chief executive of The Warehouse Group's outdoor retailer Torpedo7.

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Bay of Plenty D2C Saltysea opens its first store

  • Design
  • July 17, 2019
  • Sarah Dunn
Bay of Plenty D2C Saltysea opens its first store

Stephanie Saxton has been selling cheeky swimsuits and ethical activewear online out of Bay of Plenty's Athenree since 2018. She's now opened Saltysea's first bricks and mortar store, the Salty Collective.

Read more
 
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