Close
 

Secrets of a retail trend hunter

  • In Association with Spaceworks
  • November 13, 2018
Secrets of a retail trend hunter

International retail trend consultant Matthew Brown travels the world looking at retail, and works with Lizzi Whaley to find the best global innovations. We asked for his perspective on the latest retail trends.

What’s one thing you wish all retailers knew about retail trends?

The most important trends are truly global and apply to every retail sector. No one is immune. This is because real trends - rather than fashions or gimmicks - tap into human nature and answer real human needs. The rise of technology in retail and the near ubiquity of the smartphone globally mean these trends are evolving and moving faster than ever. So retailers need to understand that change and disruption will hit them far faster than they expect.

Are you able to give us any reflections on current trends in New Zealand retail fit-outs?

Retail in New Zealand is still pretty transactional - living in a world where stores are where you buy stuff - the rise of online will change that so that stores will need to evolve to be more compelling places to visit.

For a Kiwi retail company seeking to broaden their design horizons, which country or city would you advise they look to and why?

The four benchmark global cities for retail innovation are Tokyo, Seoul, London and New York - so you can start close to home and work your way further!

These cities are the most important because they are where there is the highest density of innovation in one place - in food, fashion, beauty and technology. They also have the most vibrant street ‘ecosystems’ where retail becomes a destination rather than just a transaction.

That’s not to say other cities don’t have innovative retail - of course they do - because you can find the same trends everywhere - but to get the most value out of your airfare, then those four are best.


 

Can you list some global trends worth investing in at the moment? What are the best first steps for retailers wishing to incorporate these trends into their offerings?

  • Stores that are unique in their design, theme and merchandising. We call this ‘Anti Big’, rejecting the corporate roll out.
  • Pop-up experiences. Exciting, fully focussed promotional experiences.
  • Personalisation. Bringing manufacturing or customisation in-store.
  • Hospitality and community. Bringing food, coffee, community spaces into stores to encourage more visits and longer dwell times.

What are some global trends that aren’t worth investing in?

Technology that doesn’t add value to the customer experience. In particular, interactive screens, which cost money to install, often stop working - and customers don't use because they all have smartphones anyway.

Is there any way around investing in back-end technology to support integrated ‘unified commerce’ style retail or is this inevitable for all?

There are very few retailers that will be able to get away without selling online. Danish variety brand Flying Tiger can succeed because it sells high volumes of cheap novelty products in a ‘when it’s gone it’s gone’ environment - this means there is always a reason to visit their stores as the assortment changes constantly.

For everyone else, seamless payment, the blurring of online and offline are the new future.

People have more or less stopped prophesying the death of bricks and mortar. Does this mean retailers are let off the hook with regards to change? How should retailers who’ve so far resisted moving with the times start to implement change?

Bricks and mortar retail will not die, but that doesn’t mean individual retailers or even retail sectors are safe! Just look at the music and video sector - (excluding vinyl sales) - anyone remember Blockbuster?!

The mid-market is the most dangerous place to be at the moment - whether in food or fashion - if you can’t compete on price or quality, or offer compelling service or experiences, then you are in serious danger.

In the USA, the mid-market department store - from Sears to JC Penney and even Macys - are really struggling. Lord & Taylor has just sold its Fifth Avenue flagship to We Work.

In the UK, Marks & Spencer is to close 100 stores and House of Fraser is to close more than half its portfolio, including its Oxford St flagship.

The key to survival in the future is a seamless omnichannel offer - with stores complementing online by offering better service, curated ranges, and more reasons to visit and stay longer through hospitality and events.

In a world where you can get everything and anything online, physical retail needs to be about expertise and specialisation

As online retail moves into New Zealand - including Amazon - native retail will feel the pinch.
 

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

H&M's 2019 designer collab will be with Giambattista Valli

  • News
  • May 24, 2019
  • Sarah Dunn
H&M's 2019 designer collab will be with Giambattista Valli

H&M's designer collaborations are met with global consumer excitement. Last year, Moschino was the chosen brand, and for 2019, it's Paris-based Giambattista Valli.

Read more
 
 

Karen Walker brings back its preloved Dove Hospice pop-up

  • News
  • May 24, 2019
  • The Register team
Karen Walker brings back its preloved Dove Hospice pop-up

After a successful debut last year, Karen Walker is bringing back its Dove Hospice pop-up at the Newmarket 'Playpark' store. It will once again sell vintage hand-knitted items to fundraise for the hospice charity.

Read more
 
 

Countdown's Own wins April's Ad Impact award

  • News
  • May 23, 2019
  • StopPress Team
Countdown's Own wins April's Ad Impact award

With an April full of public holidays and potential long weekends, the month was a big and busy month for advertising. But Countdown's own-brand campaign surpassed the competition to be named the Colmar Brunton Ad Impact Award winner for April.

Read more
 

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.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Kiwi fashion label Maggie Marilyn launches new website

  • News
  • May 23, 2019
  • The Register team
Kiwi fashion label Maggie Marilyn launches new website

The new website launched by New Zealand fashion label Maggie Marilyn prioritises transparency and sustainability.

Read more
 
 

Sharesies CEO Brooke Roberts talks what it takes to become a B Corp certified company

  • News
  • May 23, 2019
  • Courtney Devereux
Sharesies CEO Brooke Roberts talks what it takes to become a B Corp certified company

There’s a movement afoot globally to create more companies that balance purpose with profit and view business as a force for good. Called Certified B Corporations, companies that meet the highest standards of social and environmental performance, public transparency and legal accountability can become certified. As of April, Sharesies investment platform was the first financial company nationally to qualify for the B Corp certification, joining just 22 other New Zealand B Corp certified businesses. CEO Brooke Roberts talks us through the process, and the benefits for businesses in becoming certified.

Read more
 

The benefits of rewarding non-transactional activities

  • Opinion
  • May 23, 2019
  • Ros Netto
The benefits of rewarding non-transactional activities

Product and price is all very well, but retailers are increasingly seeking to avoid discounting by incentivising non-transactional behaviours instead. Ros Netto, consultant at Truth Customer Academy, shares some advice.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}