Revolutionising Retail: The Age Of Omnichannel

Revolutionising retail: The age of omnichannel

In the ever-evolving landscape of retail, brands across the globe are redefining their strategies to stay relevant to customers whose priorities have shifted since the pandemic.&nbsp;
What started as a multichannel approach years ago has now matured into an ‘omnichannel’ era – a holistic approach to retail that delivers a seamless and consistent shopping experience across multiple touchpoints.&nbsp;
A <a href="https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact." rel="noopener">recent report</a> found that brands with top omnichannel customer engagement see a 9.5% yearly increase in revenue, compared with 3.4% for poor omnichannel brand strategies.&nbsp;
Brands like Nike and Sports Direct have paved the way, demonstrating that a successful omnichannel strategy involves leveraging technology, understanding customer behaviour, and delivering a consistent, personalised experience across all platforms.
<h2 style="font-weight: normal; font-size: 30px;">The Rise of Omnichannel Retail</h2>
An omnichannel approach to retail means aligning the physical experience in-store with any digital channels to deliver a cohesive shopping experience.&nbsp;
Today's consumers are digital natives, constantly switching between different channels - online, mobile, physical stores - during their shopping journey, and they expect a consistent experience throughout.
Ensuring all these parts of a shopper’s journey are interconnected is key to make it possible for customers to research a product online, try it in-store, and eventually purchase it via a mobile app, all while maintaining the same level of service and product knowledge.&nbsp;
In this hyper-connected era, the lines between in-store and digital shopping have blurred, creating an environment where retailers need to be omnipresent and adaptable.
<h2 style="font-weight: normal; font-size: 30px;">Harnessing ‘Omni-awareness’:&nbsp;</h2>
Enthusiasts of the iconic sportswear brand Nike, will find a whole new level of personalised shopping when they visit the brand's innovative 'Rise' stores in London and Miami.
Upon entering, these stores automatically identify app users and serve them bespoke product suggestions based on the available in-store selection.
The shopping experience is further elevated with the implementation of digital comparison tables in these stores. Customers have the ability to juxtapose different footwear styles, allowing them to discern variations based on distinct locales, climates, terrains, and running styles.

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-08-14%20at%2014.15.46.png" alt="Screenshot 2023-08-14 at 14.15.46" width="1653" height="520" loading="lazy" style="height: auto; max-width: 100%; width: 1653px;">
While the digital tables offer a unique experience to all customers, Nike app users enjoy an additional layer of personalisation. Once they sync their digital profiles with the table, the platform generates comparison data rooted in their individual preferences.&nbsp;
These preferences are meticulously tracked, considering factors like previous purchases, attended events, club memberships, and more.
The innovative blend of technology and personalisation these retail environments embody enhances the customer experience by integrating a fun and immersive element to the shopper journey.&nbsp;
<h2 style="font-weight: normal; font-size: 30px;">Sports Direct’s Seamless Strategy&nbsp;</h2>
As an agency we have collaborated with Sports Direct to assist the brand in pursuing an omni-channel approach as part of their wider elevation strategy to enhance their in-store, and online customer experience.&nbsp;
<div><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-08-14%20at%2014.15.27.png" alt="Screenshot 2023-08-14 at 14.15.27" width="1466" height="1042" loading="lazy" style="height: auto; max-width: 100%; width: 1466px;"></div>
Scannable QR codes in-store for example direct customers through to product guides, or more information on the website empowers consumers with added expertise, supporting them in their journey from shelf to purchase.&nbsp;
An omni-channel approach enhances the store’s accessibility, which allows the experiential element of the stores to be layered, creating a new springboard for inspiration.
Since seamlessly connecting the offline and online experience, Sports Direct have experienced significantly improved engagement through digital in-store offerings, resulting in 82% of users finding Sports Direct products on social media and 450k more followers on Tik Tok.
With a total increase of over 18 million followers across social platforms, the proof is in the pudding when it comes to the visible results stemming from an omni-channel strategy.&nbsp;
<h2 style="font-weight: normal; font-size: 30px;">The future of omnichannel</h2>
As we move further into 2023 and enter 2024 we can expect the omnichannel trend to continue shaping the future of retail. The demand for a seamless, personalised shopping experience is here to stay, and it's more important than ever for retailers to embrace this shift.
NRF, Retail’s Big Show 2023 (New York City, January 15-17) welcomed 35,000 attendees and 1,000 exhibitors. One of the strongest themes to come from this show focused on the increasing digital fatigue and information overload consumers are currently experiencing.&nbsp;
Numerous brands are leaning into what has been dubbed ‘shy’ or ‘calm’ technology, which supports, guides, and informs without demanding excess attention.
With this in mind, brands pursuing an Omnichannel strategy must not only ensure their offline and online touchpoints are harmonised, but should experiment with more fluid, ambient, and gestural technology that offers subtle interactions and reactions – for creating retail spaces inspire, rather than fatigue consumers.&nbsp;

In the ever-evolving landscape of retail, brands across the globe are redefining their strategies to stay relevant to customers whose priorities have shifted since the pandemic.&nbsp;
What started as a multichannel approach years ago has now matured into an ‘omnichannel’ era – a holistic approach to retail that delivers a seamless and consistent shopping experience across multiple touchpoints.&nbsp;
A <a href="https://www.digizuite.com/blog/omnichannel-statistics#:~:text=Brands%20with%20a%20top%20omnichannel,decrease%20in%20cost%20per%20contact." rel="noopener">recent report</a> found that brands with top omnichannel customer engagement see a 9.5% yearly increase in revenue, compared with 3.4% for poor omnichannel brand strategies.&nbsp;
Brands like Nike and Sports Direct have paved the way, demonstrating that a successful omnichannel strategy involves leveraging technology, understanding customer behaviour, and delivering a consistent, personalised experience across all platforms.
<h2 style="font-weight: normal; font-size: 30px;">The Rise of Omnichannel Retail</h2>
An omnichannel approach to retail means aligning the physical experience in-store with any digital channels to deliver a cohesive shopping experience.&nbsp;
Today's consumers are digital natives, constantly switching between different channels - online, mobile, physical stores - during their shopping journey, and they expect a consistent experience throughout.
Ensuring all these parts of a shopper’s journey are interconnected is key to make it possible for customers to research a product online, try it in-store, and eventually purchase it via a mobile app, all while maintaining the same level of service and product knowledge.&nbsp;
In this hyper-connected era, the lines between in-store and digital shopping have blurred, creating an environment where retailers need to be omnipresent and adaptable.
<h2 style="font-weight: normal; font-size: 30px;">Harnessing ‘Omni-awareness’:&nbsp;</h2>
Enthusiasts of the iconic sportswear brand Nike, will find a whole new level of personalised shopping when they visit the brand's innovative 'Rise' stores in London and Miami.
Upon entering, these stores automatically identify app users and serve them bespoke product suggestions based on the available in-store selection.
The shopping experience is further elevated with the implementation of digital comparison tables in these stores. Customers have the ability to juxtapose different footwear styles, allowing them to discern variations based on distinct locales, climates, terrains, and running styles.

The Best Flagship Stores

Physical environments matter.&nbsp;
While digital commerce remains hugely influential, brick-and-mortar stores still dominate.
And with many customers preferring to interact with brands IRL there is a huge opportunity to create spaces that are a physical extension of your brand.
Here at The One Off, we have tasked the team with picking their favourite and most memorable flagship experiences. From across sectors and countries we unpack the most impressive physical retail spots to know. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">James Hanson – Managing Director</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Nike House of Innovation – Paris 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/nike-house-of-innovation-paris-15.webp" alt="nike-house-of-innovation-paris-15" width="1600" height="1067" loading="lazy" style="height: auto; max-width: 100%; width: 1600px;">
The key here is focus on experience, which is even greater than any previous Nike flagships. &nbsp;
The level of investment in temporary campaign spaces to create amazing experiences makes the store feel different every time you visit, and Nike have expertly considered who is shopping and how frequently. &nbsp;
In comparison to older, more cluttered flagships, the level of O2O integration makes it super simple to actually come away with a physical product.&nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Apple – Mall of the Emirates, Dubai 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/0bfadd55-bb94-3c77-84d7-d5b9b0a8c64e_DubaiMall_Gallery_02_large_2x.jpg" alt="0bfadd55-bb94-3c77-84d7-d5b9b0a8c64e_DubaiMall_Gallery_02_large_2x" width="2880" height="1612" loading="lazy" style="height: auto; max-width: 100%; width: 2880px;">
What at first glance appears to be a standard Apple store, opens up to reveal the most breath-taking view of the Berj Kalifa (and certainly one of the best angles to photograph it – on your iPhone of course). &nbsp;
The store’s location and view create an incredibly emotive response that means that the visit to store stays in the memory much longer than others. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;"> Lego – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/shutterstock_716003623-min-scaled.jpg" alt="shutterstock_716003623-min-scaled" width="2048" height="1253" loading="lazy" style="height: auto; max-width: 100%; width: 2048px;">
The iconic Leicester Square store offers interactivity centred around product personalisation and delivered in a really simple way. &nbsp;
There is a brilliant link through to local culture with large scale ‘selfie moment’ props and gamification offered through the Lego passport initiative. &nbsp;
The store also provides a great physical test bed for new innovations and technology. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Louis Vuitton – Ginza 📍 &nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/louis-vuitton--StFi_Louis_Vuitton_TOKYO_GINZA_NAMIKIDORI_611_2_DI3.jpg" alt="louis-vuitton--StFi_Louis_Vuitton_TOKYO_GINZA_NAMIKIDORI_611_2_DI3" width="2048" height="1152" loading="lazy" style="height: auto; max-width: 100%; width: 2048px;">
With the impressive glass façade, it is hard to think of another store globally that gives such a ‘wow’ factor from just the exterior. &nbsp;
The store was also the first to include a café concept, of which the menu was created by a Tokyo local providing both a local cultural connection and a reason for people to visit who aren’t in the market for a luxury bag. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Phil Rowberry – Executive Creative Director &nbsp;&nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Dior – Paris 📍</h3>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/new-10-dior-galerie-dior-ball-c-kristen-pelou-10-1647851286.jpg" alt="new-10-dior-galerie-dior-ball-c-kristen-pelou-10-1647851286" width="7280" height="5392" loading="lazy" style="height: auto; max-width: 100%; width: 7280px;"></h3>
Recently renovated, the Paris store is a space which mixes retail, culture, art and hospitality. I particularly like the gallery’s beautiful white spiral staircase surrounded by vibrantly coloured iconic products from their past. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Puma – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Puma-Store-NYC-20.jpg" alt="Puma-Store-NYC-20" width="1024" height="681" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;">
The store puts experience first – letting visitors train with their favourite sports stars in the Skill Cube, race F1 drivers in the professional simulators and tourists can shop NY only product hauls curated for visitors to the city. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Lush – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/oxfordstreetarticle_topbanner.jpg" alt="oxfordstreetarticle_topbanner" width="1800" height="1013" loading="lazy" style="height: auto; max-width: 100%; width: 1800px;">
This shout out is mainly because of the Lush store staff – they are particularly helpful and passionate about the products and provide brilliant information and guidance to customers. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Converse – Soho, New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/D-Converse_HO20_Store_Locator_Converse_By_You_Custom_SOHO_3.jpg" alt="D-Converse_HO20_Store_Locator_Converse_By_You_Custom_SOHO_3" width="828" height="520" loading="lazy" style="height: auto; max-width: 100%; width: 828px;">
An older store, but this doesn’t diminish its impressive nature. The Converse brand have a deep understanding of who they are and inject their DNA into their stores. They use their product in a creative and expressive way to create statement and sculptural pieces. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Rich Collier – 3D Creative Partner &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Nike House of Innovation – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/289919-cover.jpg" alt="289919-cover" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
This huge store hinges on fashion forward lifestyle credentials and a commitment to athletic performance. The customisation zone for example allows customers to select colours, laces, patches and tongue tags for shoes ready for collection or shopping a week later. &nbsp;
The upper floor has the largest collection of Nike shoes in a single store and customers are given the opportunity to book personal styling sessions. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Samsung 837- New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/rqeqrfggmb2tcaflwmzc.webp" alt="rqeqrfggmb2tcaflwmzc" width="1920" height="1067" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;">
Taking experiential and hybrid retailing to the next level – Samsung’s New York flagship focusses on trialling, entertainment, local connections and immersive play. &nbsp;
The three-storey space is dominated by 'The Screen'. The store-height set of 55" digital screens hosts branded content and film screenings, while a 'Selfie Station' lets shoppers broadcast photos of themselves on the big screen.&nbsp;
Samsung also hosts events ranging from Oscar-night movie screenings to neighbourhood jogs. There's also a café, created in partnership with local food and coffee brands.&nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Charlotte Hurd – Research Director &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Neighborhood Goods – New York 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/085-ng-cover-1.jpg" alt="085-ng-cover-1" width="2115" height="900" loading="lazy" style="height: auto; max-width: 100%; width: 2115px;">
Conceived as a local hangout, these spaces showcase direct-to-consumer brands, both established and new, in pop-up shops straddling fashion, beauty, homeware and electricals. &nbsp;
Shoppers can use the personalised app to find out more, shop the product and then order a glass of wine to mull over their purchases. &nbsp;
A future facing department store, it is a full spectrum space with events, podcast recordings, a restaurant, and co-working space. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Starbucks Roastery – Milan 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Starbucks.BuxPressRelease_002-1-orizz.jpg" alt="Starbucks.BuxPressRelease_002-1-orizz" width="1200" height="820" loading="lazy" style="height: auto; max-width: 100%; width: 1200px;">
For coffee lovers, Starbucks had a job to ensure their high-end roastery concept would work. The space is a celebration of the city’s coffee traditions and combines an elegant tasting room with a state-of-the-art Roastery. &nbsp;
The space offers something for everyone, any time of day. From the main café to the mezzanine bar customers can discover Starbucks drinks whilst learning more about the history of the brand. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Anya Hindmarch – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bf7a.jpg" alt="bf7a" width="1000" height="870" loading="lazy" style="height: auto; max-width: 100%; width: 1000px;">
Post pandemic, Anya Hindmarch bought Londoners together with the launch of her Chelsea based community. &nbsp;
At the heart of the village is the Anya Cafe, the perfect place to grab a coffee and a Hindmarch inspired pastry before visiting The Plastic Shop, The Labelled Shop and The Bespoke Shop. &nbsp;
The Village Hall is however the most impressive element – embodying different creative concepts and collaborations every few months. The space has been home to a hair salon, a pet grooming concept and most recently an ice cream parlour. &nbsp;
<h3 style="text-align: left; font-weight: bold; font-size: 16px;">Ikea – Szczecin 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/ikea-home-of-tomorrow-szczecin-poland-1.jpg" alt="ikea-home-of-tomorrow-szczecin-poland-1" width="2000" height="1286" loading="lazy" style="height: auto; max-width: 100%; width: 2000px;">
In 2020, Ikea opened a brilliant concept in Western Poland as a placeholder for their full flagship launch. Dubbed the ‘House of Tomorrow’ the core aim was to show consumers the possibilities for eco-friendly interiors within the parameters of existing spaces and materials. &nbsp;
It included a relaxation area, a ‘house farm’ with a vegetable and mushroom garden and a kitchen, where plant-based dishes are concocted during workshops. &nbsp;
The brand also amplified a social agenda, inviting locals to attend forums with city officials and waste specialists. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Simon Gittus – 3D Design Director &nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Galeries Lafayette – Champs Elysées 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/galeries-lafayette-champs-elysees-paris-shops-interiors-big_dezeen_2364_col_28.jpg" alt="galeries-lafayette-champs-elysees-paris-shops-interiors-big_dezeen_2364_col_28" width="2364" height="1872" loading="lazy" style="height: auto; max-width: 100%; width: 2364px;">
The store has a particularly impressive showcase entrance and central space which is both impactful and engaging. These guys really know how to scale down the department store and present customers with product in an innovative way. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Bailey’s Home 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image00007.webp" alt="image00007" width="3000" height="3000" loading="lazy" style="height: auto; max-width: 100%; width: 3000px;">
An impressive independent ‘flagship’ in the Cotswolds – selling everything gorgeous! Their focus on sustainable living makes it easy to come away with something new every time. &nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Selfridges – London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/SCI1ddy7r8.jpg" alt="SCI1ddy7r8" width="6720" height="4480" loading="lazy" style="height: auto; max-width: 100%; width: 6720px;">
Selfridges show everyone how to do retail. They have remained relevant and interesting for well over 100 years. &nbsp;
From their gaming destination to the ever-changing corner store – they are forever expanding and evolving to suit consumer needs. &nbsp;
<h2 style="text-align: left; font-size: 18px; font-weight: bold;">Meg Hotson – Research Executive&nbsp;</h2>
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Glossier - London 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/glossier-london-flagship-store-covent-garden-interiors_dezeen_2364_col_sq.webp" alt="glossier-london-flagship-store-covent-garden-interiors_dezeen_2364_col_sq" width="1704" height="1704" loading="lazy" style="height: auto; max-width: 100%; width: 1704px;">
Glossier's London store is nestled in London’s historic Covent Garden. With its minimalist and Instagram-worthy aesthetic, the store showcases Glossier's cult-favourite skincare and makeup products. &nbsp;
Customers can test and try the products, receive personalised recommendations from knowledgeable staff, and immerse themselves in the brand's inclusive and empowering beauty philosophy. A personal highlight of mine is the conveyer belt in-store, which delivers your purchase to you in a separate room once ordered through a member of staff.&nbsp;
<h3 style="text-align: left; font-weight: bold; font-size: 16px;">AESOP - London (Regent Street) 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/3061530_Aesop-London---2-.jpg" alt="3061530_Aesop-London---2-" width="1024" height="536" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;">
AESOP's store on London’s iconic Regent Street embodies the brand's commitment to simplicity and quality. &nbsp;
Known for its luxurious skincare products, the store's sleek and minimalist design reflects AESOP's ethos. With its warm , ambient, and inviting atmosphere, the stores atmosphere is a stark juxtaposition from the hustle and bustle of such a busy location in the city’s centre.&nbsp;
The brand offers a personalised skincare consultation experience allowing customers to explore the brand's range of botanical-based products. Visitors can also book 1-1 beauty appointments in the floor below shop level; customers travel down to lower level using an elevator, which moves slower than usual to give the impression it is taking you further underground. This is one of many added details which helps create a relaxing, and unique customer journey.&nbsp;
<h3 style="text-align: left; font-size: 16px; font-weight: bold;">Uniqlo – London (Covent Garden) 📍&nbsp;</h3>
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Uniqlo-Covent-Garden-atrium-980x1024-1.jpg" alt="Uniqlo-Covent-Garden-atrium-980x1024-1" width="980" height="1024" loading="lazy" style="height: auto; max-width: 100%; width: 980px;">
Uniqlo’s newest London location is situated in Covent Garden. The brand has taken over a grade II-listed former Victorian carriage hall, which features an open courtyard and vaulted glass atrium. &nbsp;
Inside, there is not only a wide range of Uniqlo products and accessories to browse, but a repair, reuse and customisation area, a T-shirt design station, and the brand’s first in-store café with a dedicated rooftop area to sit and enjoy a refreshment. &nbsp;
This stores also features a plant and flower pop-up with brand JamJar, offering potted plants, flower presses and prints.&nbsp;
There is a great use of storytelling throughout the store, with a special feature wall dedicated to items trending on TikTok, demonstrating the brands continued social relevance and growing popularity amongst GenZ.&nbsp;

Physical environments matter.&nbsp;

Unexpected Fashion Collaborations

Why are they so successful?

As consumers, we often look for brands that resonate with our personal values and interests, and when these brands collaborate, it creates room for exciting possibilities and enriching experiences.
Brands that collaborate across different industries allow their customers to discover new interests and passions through drawing attention to brands that wouldn’t typically intersect with their usual consumers base.
Over the past year, we have seen the remarkable fusion of popular brands across a variety of sectors, collaborating to craft extraordinary and unexpected experiences for both their loyal consumers and avid fans alike.
<h3 style="text-align: left;">Burberry X Minecraft</h3>
Burberry collaborating with Minecraft was one of the most unexpected collaborations of 2022 by merging the world of high fashion and virtual creativity to create a unique and immersive experience.
The result of the collaboration lead to players being treated to an exclusive Burberry-themed virtual world, where they could explore iconic Burberry landmarks such as their flagship, design their own stylish virtual outfits, and embark on imaginative fashion adventures.&nbsp;
Burberry incorporated Minecraft-inspired elements into their real-world designs, bringing virtual fashion to life. The collection seamlessly merged digital aesthetics with the brand's signature style, captivating both gaming enthusiasts and fashion aficionados alike.
<div style="text-align: left;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/8a544f39-05cd-4069-a854-9bb4b938751b.jpg" alt="8a544f39-05cd-4069-a854-9bb4b938751b" width="800" height="436" loading="lazy" style="height: auto; max-width: 100%; width: 800px;"></div>
This collaboration was successful in creating engaging experiences and providing cross-generational appeal by giving Burberry a platform to reach Minecraft’s broad demographic ranging from children to adults.&nbsp;
Loewe X Studio Ghibli
Another collaboration that was surprisingly successful was between Loewe, the Spanish luxury fashion brand known for its high-quality leather goods and iconic designs, and Studio Ghibli, the renowned Japanese animation studio known for its imaginative and heart-warming films.
Both brands have distinct and recognizable brand identities and the creative synergy of the two brands resulted in a truly unique and imaginative collection. The collection featured handbags, t-shirts, and other items adorned with characters from Studio Ghibli films, reimagined in Loewe’s signature leather and textile designs.&nbsp;
<div style="text-align: left;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/3bd1d6d6-2c66-4ee1-a80c-0d8c0e1849a5.jpg" alt="3bd1d6d6-2c66-4ee1-a80c-0d8c0e1849a5" width="800" height="497" loading="lazy" style="height: auto; max-width: 100%; width: 800px;"></div>
The collaboration was a limited-edition release, creating a sense of exclusivity and rarity that appeals to collectors and fans of both brands. Creating a sense of urgency and excitement around the collection, with many items selling out quickly.
Captivating audiences and media outlets worldwide and generating widespread attention, the Loewe collaboration skilfully captures the essence of Studio Ghibli's nostalgia and escapism.&nbsp;
This immersive partnership transports admirers to a realm where cherished memories intertwine with whimsical journeys, extending Loewe's brand exposure to a diverse range of consumers and further amplifying its global presence.
<h3 style="text-align: left;">Palace X Adidas X Chris Yates</h3>
Palace and Adidas have collaborated several times in the past and have produced some very successful collections - however their recent Nature collection welcomed a more surprised reaction from fans, given its clear departure from their usual streetwear aesthetic. This collaboration included Chris Yates, a renowned British angler and nature enthusiast.
The collaboration was introduced with a short film showcasing Chris’s love of nature and the environment, as well as his passion for fishing. This authentic storytelling resonated with audiences and created a sense of connection and emotional engagement.&nbsp;
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The Adidas Nature collection focused on sustainability, using eco-friendly materials and production methods. This aligns with Palace’s commitment to sustainability and environmental responsibility, making the collaboration a natural fit. The emphasis on sustainability also appealed to consumers who are increasingly conscious of the impact of their purchases on the environment.
The collaboration resulted in a unique and eye-catching collection that blended Palace’s streetwear aesthetic with Adidas’ sportswear heritage. Typically, with Palace releases and collaborations, the collection was limited stock and sold out very quickly due to the reputation of the two brands.
<h3 style="text-align: left;">Key Takeaways</h3>
-Cross-disciplinary partnerships can provide brands with access to new markets or niche sectors that they may not have been able to reach on their own. By partnering with a brand that has an established presence in a specific market, a brand can leverage that partner's expertise and customer base to enter and thrive in that market.
-Successful collaborations capture the essence of both brands involved, merging their unique identities to create something truly unique and imaginative that captures widespread attention.
-The future of unexpected fashion collaborations will likely be characterised by a convergence of diverse elements, embracing technology, sustainability and inclusivity. As the fashion industry continues to evolve, collaborations will play a crucial role in shaping the future of fashion by pushing boundaries and offering consumers innovative, immersive, and thought-provoking experiences.

Why are they so successful?

How to create a brand identity that is fit for the future of the auto care industry

As the amount of electronic and digital technology integrated in vehicles keeps increasing, car brands are collaborating with tech companies to fast-track their model releases and gain a competitive advantage.&nbsp; 
This change has also forced the hand of auto care businesses, who are having to break away from old school stereotypes and cater their service offering to new customer needs. &nbsp; 
Fast fit autocare brand, Protyre came to us with a huge question: Is our brand fit for future? &nbsp; 
With the aforementioned industry change, huge ambitions for future growth, and a business model centred around new customer acquisitions, Protyre needed help to understand this current brand perception and futureproof their identity. &nbsp; 
<h2 style="font-weight: normal;">Gaining clarity on the world of autocare &nbsp;</h2> 
Firstly, it was key to understand the sector overall. How does it look? What innovation is happening in this space? Where are the gaps in the market?&nbsp; 
Sector analysis and a competitor audit allowed us to quickly see that there is huge stagnation in this sector. Many brands look the same, offer the same, and have the same reputation with customers.&nbsp; 
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We identified a real opportunity for change - one which wasn't made up of primary colours and stereotypical images. &nbsp; 
<h2 style="font-weight: normal;">Understanding the nuances of the Protyre brand &nbsp;</h2> 
As part of our process, it was key to understand Protyre’s business - from both its employees and its customers. &nbsp; 
Our research process looked at uncovering brand values and DNA through a series of stakeholder interviews and staff surveys. These interviews were integral to understanding the limitations and opportunities we faced when re-branding.&nbsp; 
We also conducted a quantitative satisfaction survey with 7,500 Protyre customers to understand more about how they viewed the brand, it's external values and its current service proposition.&nbsp; 
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The research undertaken at this stage proved the validity of the Protyre values and showed the strength in the promises Protyre were making to their customers. We understood, for example, the need to maintain the brands DNA moving forwards.&nbsp; 
<h2 style="font-weight: normal;">Understanding the Protyre customer &nbsp;</h2> 
We know, particularly in the automotive sector that huge change is underway therefore it was crucial to ensure we understood current customer attitudes and key trends shaping this industry.&nbsp; 
Firstly, we undertook a round of secondary research to delve into the what, why, and how’s of the automotive sector to really understand how this brand should be shaped for the future.&nbsp; 
These key takeaways were consistent across the project as we developed a brand which would reflect customer attitude and opinion and help Protyre to extend their reach and brand awareness.&nbsp; 
Secondly, we conducted a number of qualitative focus groups with a wide range of both Protyre customers and non-customers uncovering their thoughts on brand identity, customer service and expectations for future.&nbsp; 
 
The extensive research methodologies undertaken in this project helped us to define and create a brand identity which was not only right for the future of the industry but also one which was right for the brand and its nuances. &nbsp; 
The Protyre brand is now aligned under one consistent identity, reassuring customers of its credibility whilst also maintaining the values and DNA which are so crucial to the brand and its staff. &nbsp; 
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For more information about the re-brand keep your eyes peeled across The One Off social channels. We will be sharing full details of the project and the final result in the coming months. &nbsp; &nbsp; &nbsp; &nbsp;

As the amount of electronic and digital technology integrated in vehicles keeps increasing, car brands are collaborating with tech companies to fast-track their model releases and gain a competitive advantage.&nbsp; 
This change has also forced the hand of auto care businesses, who are having to break away from old school stereotypes and cater their service offering to new customer needs. &nbsp; 
Fast fit autocare brand, Protyre came to us with a huge question: Is our brand fit for future? &nbsp; 
With the aforementioned industry change, huge ambitions for future growth, and a business model centred around new customer acquisitions, Protyre needed help to understand this current brand perception and futureproof their identity. &nbsp; 
<h2 style="font-weight: normal;">Gaining clarity on the world of autocare &nbsp;</h2> 
Firstly, it was key to understand the sector overall. How does it look? What innovation is happening in this space? Where are the gaps in the market?&nbsp; 
Sector analysis and a competitor audit allowed us to quickly see that there is huge stagnation in this sector. Many brands look the same, offer the same, and have the same reputation with customers.&nbsp; 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-07-03%20at%2016.38.16.png" alt="Screenshot 2023-07-03 at 16.38.16" width="2694" height="1090" loading="lazy" style="height: auto; max-width: 100%; width: 2694px;">
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We identified a real opportunity for change - one which wasn't made up of primary colours and stereotypical images. &nbsp; 
<h2 style="font-weight: normal;">Understanding the nuances of the Protyre brand &nbsp;</h2> 
As part of our process, it was key to understand Protyre’s business - from both its employees and its customers. &nbsp; 
Our research process looked at uncovering brand values and DNA through a series of stakeholder interviews and staff surveys. These interviews were integral to understanding the limitations and opportunities we faced when re-branding.&nbsp; 
We also conducted a quantitative satisfaction survey with 7,500 Protyre customers to understand more about how they viewed the brand, it's external values and its current service proposition.&nbsp; 
<div>
 <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_Webbs_2.webp" alt="TOO_Webbs_2" width="850" height="538" loading="lazy">
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The research undertaken at this stage proved the validity of the Protyre values and showed the strength in the promises Protyre were making to their customers. We understood, for example, the need to maintain the brands DNA moving forwards.&nbsp; 
<h2 style="font-weight: normal;">Understanding the Protyre customer &nbsp;</h2> 
We know, particularly in the automotive sector that huge change is underway therefore it was crucial to ensure we understood current customer attitudes and key trends shaping this industry.&nbsp; 
Firstly, we undertook a round of secondary research to delve into the what, why, and how’s of the automotive sector to really understand how this brand should be shaped for the future.&nbsp; 
These key takeaways were consistent across the project as we developed a brand which would reflect customer attitude and opinion and help Protyre to extend their reach and brand awareness.&nbsp; 
Secondly, we conducted a number of qualitative focus groups with a wide range of both Protyre customers and non-customers uncovering their thoughts on brand identity, customer service and expectations for future.&nbsp;

The Rise Of Influencer Focused Stores – Where Content Creation Takes Centre Stage

The rise of the influencer focused store 

In today's digital era, social media influencers play a significant role in shaping consumer trends and influencing purchasing decisions.&nbsp; 
Recognising the power of influencers, brands are increasingly embracing a new concept – stores designed to help influencers create compelling content, and interact with customers.&nbsp; 
Pretty Little Thing (PLT) are the latest brand to debut an influencer-hub on London’s Oxford Street - where every corner is a perfect backdrop for capturing Instagram-worthy moments. 
Alongside creating an idyllic environment for creation, brands leaning into influencer led marketing should consider fostering a sense of community through physical space. 
 
From community events, to classes and product launches, creating a hub will allow influencers to strengthen their connection to your brand, and customers.&nbsp; 
<h2 style="text-align: left;">Creator Studios&nbsp;</h2> 
Brand spaces are changing to become canvases for influencers to interact with different brands and their customers, as well as a place to create content within. &nbsp; 
Some retail stores now feature dedicated creator studios equipped with professional-grade equipment, from cameras to lighting setups.&nbsp; 
These studios provide influencers with all the necessary tools to produce high-quality content in-store, encouraging them to spend time creating and engaging with their followers. 
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Take Pretty Little thing’s new flower filled space on Oxford Street as an example. This space is not just an effort from the brand to increase their offline presence, it features a content room, working offices, a showroom space and meeting rooms.&nbsp; 
PLT marketing director, Nick Capstick commented on the store's opening earlier this April: “this new space will allow us to bring the experience that our Influencers, Talent and press have in our international showrooms”. 
Showrooms within influencer-led retail stores offer a distinct advantage by allowing influencers to curate their favourite products and showcase them in an experiential setting. 
These curated spaces serve as a source of inspiration for customers, enabling them to visualise how products can be styled and incorporated into their own wardrobes.&nbsp; 
<h2 style="text-align: left;">Community Hubs</h2> 
In today's digital age, influencer marketing has become a powerful tool for brands to connect with their target audience.&nbsp; 
While online platforms provide ample opportunities to engage with influencers, there's something special about creating a physical community hub in-store.&nbsp; 
One brand that stands out in this regard is Gymshark, renowned for its on trend fitness apparel and a strong influencer community. 
This brand has fostered a robust influencer community by creating a community hub not just at their Manchester HQ, but at their newer location on London's Regent Street.&nbsp; 
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Gymshark organises regular meet-ups and networking events where influencers, customers, and brand representatives can interact in person. 
Their community hub is not just a retail space; it's an experience-driven environment. At their London location, the brand hosts exclusive events, product launches, workshops, and fitness classes led by influencers. 
One of the key aspects of Gymshark's influencer community is their emphasis on collaborative content creation. By offering dedicated spaces within their community hub for influencers to create content, Gymshark enables them to showcase their expertise and promote the brand simultaneously.&nbsp; 
Brands can adopt a similar approach by providing influencers with unique spaces within their store to develop engaging content, encouraging user-generated content creation and driving organic reach. 
<h2 style="text-align: left;">Key takeaways&nbsp;</h2> 
- &nbsp; &nbsp;Brands looking to build their influencer community can take inspiration from Gymshark by creating an in-store hub that goes beyond the typical shopping experience. Consider organising exclusive events, product launches, workshops, or fitness classes led by influencers. 
- &nbsp; &nbsp;These spaces not only empower influencers to curate content and showcase their style but also foster a sense of community, authenticity, and relevance. As the retail landscape continues to evolve, influencer-led retail stores pave the way for a new era of customer engagement and brand advocacy.

In today's digital era, social media influencers play a significant role in shaping consumer trends and influencing purchasing decisions.&nbsp; 
Recognising the power of influencers, brands are increasingly embracing a new concept – stores designed to help influencers create compelling content, and interact with customers.&nbsp; 
Pretty Little Thing (PLT) are the latest brand to debut an influencer-hub on London’s Oxford Street - where every corner is a perfect backdrop for capturing Instagram-worthy moments. 
Alongside creating an idyllic environment for creation, brands leaning into influencer led marketing should consider fostering a sense of community through physical space.

The Rise Of Frugal Chic?

In a world driven by consumerism and materialistic pursuits, the idea of frugality often takes a backseat.&nbsp; 
Living frugally has been seen as living ‘cheap’ in the past, but put simply it means living more consciously when it comes to spending. 
There is a growing movement that seeks to redefine the concept of frugality and make it not only practical but also trendy. Embracing a frugal lifestyle is no longer seen as a sign of financial constraint but rather as a smart and savvy choice. 
With a reported almost half of GenZ saying they live pay cheque to pay cheque, brands such as The Inkey List, and Glambot are leaning into making frugality 'cool' to show how it can benefit their consumers. 
<h2>The Inkey List doubles down on dupe culture</h2> 
Influencers, and social creators online are fully embracing dupe culture to share more affordable alternatives to more exclusive, hyped up products with their follower base. 
The demand for dupes is unsurprising given the context of a cost of living crisis. British brand The Inkey List has leant into this demand and developed their &nbsp;Smarter Skincare service. 
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This service is accessible through its e-commerce chat function ‘AskInkey’ or through Instagram direct messaging. The concept relies on users sharing their personal skincare routines and how much the products they use cost them.&nbsp; 
Summing up their routine, the user then decides which of the products they currently use they would like to keep and which they would rather replace with Inkey’s own lower-priced items. 
<h2>Glambot – makeup for cash?</h2> 
When it comes to buying second-hand, makeup might not be the most obvious winner. However, research from Capgemini found that the second-hand cosmetics market is estimated to be a $7bn market.&nbsp; 
Glambot is the makeup equivalent of Depop - a go between platform for reselling pre-loved cosmetics products. Any items traded through their platforms are first sent to the brand’s specialised lab where they are inspected, and sanitised before being sent to the buyer.&nbsp; 
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Sellers can receive their payment in the form of cash, or as credit to spend at Glambot (with a further 30% off when they choose to redeem this credit). 
This platform has proven a real winner with the environmentally conscious GenZ because it helps consumers shop more ethically. Moreover, the brand also stocks a variety of discontinued makeup products, meaning you needn’t breakup with the products you can no longer find at your local cosmetics shop(s).&nbsp; 
<h2 style="font-weight: normal;">50-25-50 rule&nbsp;</h2> 
It is not just brands that are helping consumers re-imagine what it means to be more frugally minded.&nbsp; 
We have TikTok to thank for this one. The 50-25-50 rule, is a social trend that took off on TikTok, and helps people prioritise how they budget their money in the most efficient way possible. 
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The concept advises that you split your money into three categories - one for rent, bills, and short-term savings, one for long-term savings, and one for day to day spending. When you get a pay check, the rule states you put 50% of that pay into the account for rent and bills. The remaining amount you then split in half, allocating 25% into the long-term savings and 25% into day to day spending. 
Social media, and TikTok especially has become a marketplace for more than trends, but advice too. Looking ahead, as consumers become increasingly interested in their financial health we can expect to see more content created to educate the money curious crowd.&nbsp; 
<h2>Key takeaways&nbsp;</h2> 
- A shift in perception is underway as more people realise the advantages of living within their means and making mindful spending choices. Instead of mindlessly chasing the latest trends and accumulating debt, individuals are embracing frugality as a means to gain financial freedom and live a more fulfilling life. 
-Consumers are increasingly looking to their own commodities to create capital. We often see clothes as capital, and platforms like Depop and Vinted allow users to seamlessly trade, and make money from their used possessions. Cosmetics are now entering this space, allowing shoppers to unleash capital from pre-loved makeup.&nbsp; 
- The use of social media as a place to exchange ideas and advice around how to be more frugal, is indicative of how being money smart is on trend. In fact, in January this year - the hashtag 'moneysaving' amounted 357 million views. There is a clear appetite from social media users to learn more about financial health, and brands have an opportunity to use TikTok as a platform to reach a wider audience and educate them on matters pertaining to money.&nbsp;

In a world driven by consumerism and materialistic pursuits, the idea of frugality often takes a backseat.&nbsp;

Can Flagships Turn A Profit?

In the current economic climate, retailers must be even more confident in the return on investment their stores will bring, especially when the investment both in operational costs and capital fit out is high. 
Often flagships, especially in London, just don’t quite hit their numbers and leave a debt trail that ruins the taste of the anticipated brand experience and intrigue. 
We believe flagships should deliver healthy profits as well as enhanced brand warmth. It’s all in the research and preparation stages that the return targets should be established and designed into the concept and communication strategy. 
<h2 style="font-weight: normal;">Integration and knowledge create a deeper understanding.&nbsp;</h2> 
The stores that serve as flagship locations for a brand, must embody its identity, values, and product offerings. They are designed to create immersive and memorable experiences for customers while showcasing the brand's best and most innovative products.&nbsp; 
But although the headline is about you and your products, the body copy or your brand, really comes to life through the location, the customer and the context. 
<h2 style="font-weight: normal;">Retail design is just the beginning</h2> 
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Maximum profit flagship stores aren’t designed by retail designers alone. They are created by a diverse and integrated design team in collaboration with a united client team who in turn will add their skills and experience to ensure the flagship concept, is reimagined.&nbsp; 
With everyone from marketing and digital to operations and HR working with our team of researchers, architects, designers and advertisers we can enhance every square foot of space for expression, engagement and sales, before, during and after visit. 
The Retail Trade Association expects retail sales to grow 4 to 6% this year above the pre-pandemic number of 3.6% with online rising 10-12%. 
 
…So, there is growth in the UK retail sector and now is the opportunity for the strong to take the lead. 
While eCommerce continues to be widely embraced by consumers, a significant portion of its expansion can be attributed to multichannel sales, where physical stores still play a crucial role in the fulfilment process.&nbsp; 
The role of brick-and-mortar stores has changed in recent years, but data shows they still remain a primary channel for consumers to make purchases, constituting approximately 70% of total retail sales. 
<h2 style="font-weight: normal;">And there lies the opportunity in flagships.&nbsp;</h2> 
As retail enhances customer experience and service, flagships can move even further up the branded experiential food chain and become the maximal expressions of a brand. These environments can and should be responsive to the location and the local community and uniquely bespoke to each consumer in both content, merchandise, and channel execution. 
Over the last 30 years our leadership team have designed flagships working with some of the best brands in the world. We understand the key drivers to designing stores that maximise return and flagships that deliver on both brand experience and sales return on investment.&nbsp; 
We have worked with household names like Best Buy, creating amazing returns for them through our flagship design as well as inventing the Sports Direct retail experience to great effect. &nbsp; 
Getting the best return on investment with your flagship is always integrating and collating marginal gains and that needs a new approach to design. 
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<h2 style="font-weight: normal;">Our Principles</h2> 
<h3 style="font-weight: normal;">Creating a shared space, which is as much the customers, as yours.</h3> 
The store is not a space for your brand to talk about itself. It’s a conversation between the brand and the consumer. 
As an agency, we have a dedicated research team working across quantitative research platforms to enhance high volume, bespoke and unique live feedback; These methodologies vary per project and encompass everything from qualitative interviews with customers in-store, stakeholder interviews with key team members and retail safaris in all major retail cities. 
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Our team of researchers ensure the client and creative teams have a clear and current understanding of the consumer, the location and market in the context of the proposed flagship opportunity.&nbsp; 
Talking with and listening to the end users gives invaluable understanding. Ideally, we do this in face-to-face focus groups, but alternatively through an online survey. Talking to your staff always yields great insights on how the shopper journey and business could perform better.&nbsp; 
<h3 style="font-weight: normal;">Creating a stronger, aligned brand</h3> 
From there, we work across a Brand Matrix highlighting customer promises and solutions across all retail departments aligning activity to build out compelling and grouped customer selling experiences. Experiences with an s, plural. No customer is the same so we need to understand who they currently are and to whom we want to add, enhance and expand our offering. We call them 1000 gestures. It’s the beginning of documenting marginal gains. 
We often engage with the core team representing all departments in this process and have a unique approach and process that is complex but effective. There’s no point committing to something that the rest of the business, whether it’s investors, stakeholders or staff, don’t align with.&nbsp; 
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We collaborate and listen, respectfully, throughout. Often great ideas only whisper. This is a tenet of how we operate, ourselves; that way we all understand what the brand needs to be successful in this location, in this format, at this moment in time... and a decade hence. 
Then we can begin to create the detailed brief that will ensure the DNA of the concept is commercially robust identifying and responding to underlying retail threats and opportunities. 
<h2 style="font-weight: normal;">What to remember in the process:&nbsp;</h2> 
<h3 style="font-weight: normal;">1.There’s only one you.&nbsp;</h3> 
<h3>2.Being yourself is easier.&nbsp;</h3> 
<h3 style="font-weight: normal;">3.You’re better at it. So, let’s lead not follow.</h3> 
When it comes to retail design, too many retailer designers return to the same solutions. They are lower risk. They have worked before. There’s less time invested. The result is a predictability in design and style. By engaging in a thorough process where the design and retail teams work tirelessly together, developing your own unique brand matrix, only then will you be able to create a new version of your brand and brand expression that is totally unique and importantly aligned to multiple target consumers across channels all of which are aligned back to your business departments and their efforts.&nbsp; 
<h2 style="font-weight: normal;">How can you continue to turn heads long-term?&nbsp;</h2> 
<h3 style="font-weight: normal;">Future-proof your operational strategy&nbsp;</h3> 
Each brand and retailer have different priorities and brand perceptions. Using the Brand Matrix approach, we develop emotive unique experiences and importantly align them to efficient operational practices. It could be, for example to refresh often. To always look a little different each time the consumer engages.&nbsp; 
<h3 style="font-weight: normal;">Monitor performance</h3> 
For Sports Direct, we use a custom digital fascia, integrating digital media and lighting, that changes throughout the day and night to reflect the different customers passing at that time. Then we use eye tracking in the store and near field communication tabs to deliver the right information to drive communications that are edited throughout the week.&nbsp; 
We then work across each department tracking effect and using that information to improve performance. The contribution of that performance on the Frasers Group has helped quadruple their share price value over the last 3 years. 
<h3 style="font-weight: normal;">Ensure your team are integrated&nbsp;</h3> 
It works when the team are integrated. We know that consumers expect the website to check store stock and provide things like e-receipts. Then using digital tools to clarify the customer experience and journey and enhance a store experience by helping customers choose the right product. 
Pain points are often visible and known. The design process should, must, iron these out. Take the example of sizing, in any category. There’s a lot of choice and everyone has different needs and preferences. That requires time and a cross functional team to really solve the pain points.&nbsp; 
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At the Sports Direct Bra Studio for example, we engaged with a breast health expert to help shoppers select the right product based on body shape and activity level. Using their own device or the in-store screens, customers could input their information and get a truly expert product recommendation across all sold brands based on that.&nbsp; 
<h3 style="font-weight: normal;">Put the Customer First&nbsp;</h3> 
Whilst in-store customer service is undoubtedly important, sometimes that doesn’t have to take the form of talking to a sales assistant. Busy New Yorkers can enjoy the Speed Shop in the Nike House of Innovation, which has a curated range of bestselling products based on online searches. This saves time by reducing browse time or the need to ask for help. Products can be reserved online to try on and the store has speedy access to the street.&nbsp; 
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Far from simply being a conduit to get people in-store, online stores have a huge role to play in showing us what works. The main plus about online is speed; you can search and find what you need in seconds. So, how do we bring the best of online to physical stores, especially when they occupy large spaces that may be hard to navigate? One great example of this is Wal-Mart, which has an in-store app that mirrors online behaviour: you can search for a product, and it uses geolocation to guide you to that product’s exact aisle and location.&nbsp; 
This integrated and innovative approach working across function, can be used to tackle many more operational or shopper marketing issues, improving performance with better actionable insights to influence behaviour.&nbsp; 
<h3>&amp; Stay ahead of the curve!&nbsp;</h3> 
Interactive and immersive technologies; integrating AI platforms, apps and tools; new product releases, limited editions and exclusive items; cross-selling and up-selling; personalised service both real and digital; enhanced brand loyalty and advocacy; all are highlight areas that we invest time and resource in today to build an armoury for retailers that can enhance the shopping experience across channel to captivate shoppers and encourage them to spend more time in the store and spend more money. They just need to be systematically integrated to a new way of design to deliver profit.

In the current economic climate, retailers must be even more confident in the return on investment their stores will bring, especially when the investment both in operational costs and capital fit out is high. 
Often flagships, especially in London, just don’t quite hit their numbers and leave a debt trail that ruins the taste of the anticipated brand experience and intrigue. 
We believe flagships should deliver healthy profits as well as enhanced brand warmth. It’s all in the research and preparation stages that the return targets should be established and designed into the concept and communication strategy. 
<h2 style="font-weight: normal;">Integration and knowledge create a deeper understanding.&nbsp;</h2> 
The stores that serve as flagship locations for a brand, must embody its identity, values, and product offerings. They are designed to create immersive and memorable experiences for customers while showcasing the brand's best and most innovative products.&nbsp; 
But although the headline is about you and your products, the body copy or your brand, really comes to life through the location, the customer and the context. 
<h2 style="font-weight: normal;">Retail design is just the beginning</h2> 
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Maximum profit flagship stores aren’t designed by retail designers alone. They are created by a diverse and integrated design team in collaboration with a united client team who in turn will add their skills and experience to ensure the flagship concept, is reimagined.&nbsp; 
With everyone from marketing and digital to operations and HR working with our team of researchers, architects, designers and advertisers we can enhance every square foot of space for expression, engagement and sales, before, during and after visit. 
The Retail Trade Association expects retail sales to grow 4 to 6% this year above the pre-pandemic number of 3.6% with online rising 10-12%.

The Creative partnerships shaping the future hotel experience…

In the ever-evolving world of hospitality, hotels are constantly seeking innovative ways to captivate guests and provide memorable experiences. &nbsp;One strategy that has gained significant traction in recent years is the establishment of creative partnerships between hotels and brands. This comes as no surprise as globally, 78% of Millennials want their travel to be educational so they can learn something new (Stylus, 2023). It is no longer enough to provide the next generation of tourists with a place to stay – brands must afford their guests with a travel experience brimming with inspiration to help them feel empowered during their stay. &nbsp; What’s more, the global culinary tourism market is set to be worth $3.46bn by 2028, growing from $1.13bn in 2022 at an annual rate of 17.82% (Stylus, 2023). Given this, there is a huge opportunity for food and beverage brands to collaborate with hotel operators to lean into the growing demand for unique, food led tourist experiences.&nbsp; &nbsp; Looking ahead, we can expect even more ground-breaking partnerships that will continue to push the boundaries of innovation and elevate the guest experience to new heights.&nbsp; Whether it's through culinary, fashion, wellness, or technology, these collaborations are fuelling a revolution in the hotel industry. Lifestyle meets luxury&nbsp; Readers (and non-readers) of the iconic Elle Magazine, prepare yourselves. Women’s fashion magazine Elle have opened an idyllic location under its Elle hospitality sub-brand, and we want to visit, immediately.&nbsp; This patch of Parisian turf has been adorned with sketches from their brand archive, alongside a selection of Elle-curated fashion publications to excite the fashion fanatics.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/824740-hotel-maison-elle-paris-etoile.jpg" alt="824740-hotel-maison-elle-paris-etoile" width="1534" height="1200" loading="lazy" style="height: auto; max-width: 100%; width: 1534px;"> Elle magazine under their hospitality sub-brand have successfully established credibility entering this space by anchoring their physical experiences to their rich brand story and heritage. &nbsp; If you fancy a trip further afield than France, the brand is set to open a second location in Mexico this summer.&nbsp; Elsewhere, luxury fashion brand Louboutin has opened its first hotel in April this year. Hotel Vermelho can be found in Melides, Portugal and is characterised by bold bursts of red to celebrate their iconic red-bottomed shoes. Culinary Collaborations&nbsp; Hotels have long been synonymous with premium dining experiences, and partnering with renowned culinary brands is the next iteration of this.&nbsp; From exclusive pop-up restaurants to customized food travel itineraries these partnerships elevate the overall guest experience and provide a tantalizing fusion of hospitality and culinary brilliance. Japanese beauty label Clé de Peau Beauté (CPB) launched an afternoon tea series popping up at a collection of hotels across Shanghai, Beijing, Shenzhen and Lijiang. The experience offered guests logo-stamped macarons and mousses, champagne, caviar, CPB products, and a voucher for a facial.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/kfc-3.png" alt="kfc-3" width="440" height="330" loading="lazy" style="height: auto; max-width: 100%; width: 440px;">
Appealing to a broader audience, KFC launched a temporary hotel room called House of Harland last year. The room was decorated with elements inspired by their famous hot wings, including an arcade machine, a cinema room showcasing "chick flicks," and a button that provided unlimited chicken delivery upon pressing, aptly named "Press for Chicken." By merging their expertise with culinary brands, hotels can offer guests unique gastronomic adventures that transcend traditional hotel dining. Pawsome retreats Traveling with pets can be a joyful experience, but finding accommodation that welcomes our furry friends with open arms can often be a challenge.&nbsp; Fortunately, a growing number of hotel operators have recognised the special bond between pet parents and their four-legged companions, going above and beyond to create pet-friendly havens.<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Pet-Friendly-Travel6_HR.webp" alt="Pet-Friendly-Travel6_HR" width="1500" height="1000" loading="lazy" style="height: auto; max-width: 100%; width: 1500px;">Hilton has partnered with Mars Petcare to allow guests at their hotels to seek guidance from the pet brand on-demand. Their service offers guests access to on-call resources for pet health, wellness and behavioural advice during stays. London based brand Stay, is another hotel that has opted for a pet-oriented partnership, collaborating with UK pet food start-up The Innocent Hound. In their hotels they offer welcome packs for pets that might be accompanying guests on their stay, as well as an area guide listing local walks as well as dog-friendly shops and restaurants. The rise of hotels catering to pet parents is a heart-warming trend that reflects the evolving needs and desires of modern, nomadic travellers. Key Takeaways:&nbsp; - &nbsp; &nbsp;These creative collaborations have proven to be a win-win situation, allowing hotels to differentiate themselves in a competitive market while enabling brands to expand their reach beyond their traditional customer base. - &nbsp; &nbsp;By merging their expertise with culinary brands, hotels can offer guests unique gastronomic adventures that transcend traditional hotel dining. Food centred pop-ups are a great way to encourage people to visit your hotel, and have an added layer of shareability helping extend your hotel’s social reach online.&nbsp; - &nbsp; &nbsp;With wellness and self-care taking center stage in people's lives,&nbsp; wellness brands have a huge opportunity to collaborate with hotels to offer holistic experiences that cater to guests' physical and mental well-being.

In the ever-evolving world of hospitality, hotels are constantly seeking innovative ways to captivate guests and provide memorable experiences. &nbsp;One strategy that has gained significant traction in recent years is the establishment of creative partnerships between hotels and brands. This comes as no surprise as globally, 78% of Millennials want their travel to be educational so they can learn something new (Stylus, 2023). It is no longer enough to provide the next generation of tourists with a place to stay – brands must afford their guests with a travel experience brimming with inspiration to help them feel empowered during their stay. &nbsp; What’s more, the global culinary tourism market is set to be worth $3.46bn by 2028, growing from $1.13bn in 2022 at an annual rate of 17.82% (Stylus, 2023). Given this, there is a huge opportunity for food and beverage brands to collaborate with hotel operators to lean into the growing demand for unique, food led tourist experiences.&nbsp; &nbsp; Looking ahead, we can expect even more ground-breaking partnerships that will continue to push the boundaries of innovation and elevate the guest experience to new heights.&nbsp; Whether it's through culinary, fashion, wellness, or technology, these collaborations are fuelling a revolution in the hotel industry. Lifestyle meets luxury&nbsp; Readers (and non-readers) of the iconic Elle Magazine, prepare yourselves. Women’s fashion magazine Elle have opened an idyllic location under its Elle hospitality sub-brand, and we want to visit, immediately.&nbsp; This patch of Parisian turf has been adorned with sketches from their brand archive, alongside a selection of Elle-curated fashion publications to excite the fashion fanatics.&nbsp;

Finding an ally in AI

We are increasingly looking to machines - not just for solutions, but for companionship too. Artificial Intelligence has been a topic of interest for many years now, with predictions of it being a game-changer in almost every field.&nbsp; The use of AI has been met with partial scepticism, particularly in today's society where data privacy concerns and fears of job loss due to automation are prevalent.&nbsp; Despite these concerns, there is a growing realization that AI can be a powerful ally today. From chatbots offering intangible friendships, to platforms that allow brands to cut corners, and costs – new AI tools are proliferating consumer’s lives every day offering flexible and innovative solutions.&nbsp; An emotional crutch&nbsp; Tired of the long-wait lists that come with seeking help for your mental health? Several brands are developing therapeutic applications of AI to help people bypass traditional mental health services, to diagnose or alleviate their symptoms.&nbsp; UK founded brand Limbic has been accredited as a medical device for supporting people’s mental health diagnoses, and aims to improve access, create service efficiencies and reduce costs.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/1Tns7Qt9B2ibIb95eTYt7tC9fA.webp" alt="1Tns7Qt9B2ibIb95eTYt7tC9fA" width="1620" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1620px;">
Another brand using AI in this way, is Replika, which has created an app that allows its users to chat and form friendships with user-generated avatars. Replika helps people to fight loneliness, encourage a positive mindset, and overall build better social skills.&nbsp; When it comes to finding romantic companionship with artificial intelligence, Canadian dating app ‘Snack’, is leading the way and has created a new feature that allows online daters to pre-assess their compatibility with others by training an AI-powered avatar to chat on their behalf.&nbsp; Avatars chatting on behalf of the user will alert them when they feel they have gauged a real connection with someone, allowing a real-life conversation to then happen between the two users without the avatar.&nbsp; People are even using AI to help them enhance or spark creativity in existing relationships. For example some users of AI chat generator chat GPT are now using the platform to craft poems, and wedding vows.&nbsp; AI is being used by many to ease the emotional labour we might experience day-to-day in our real-life relationships – in a therapeutic, and romantic contexts. &nbsp;Chatbots, and avatars can provide users with companionship anywhere, at any time and we will see people gravitate toward this type of connection as a more flexible, and accessible alternative.&nbsp; AI Identities&nbsp; AI avatars are becoming increasingly harder to decipher from real humans, and this challenge will only continue to grow as tech advances further.&nbsp; A study published in February 2022, found that fewer than 50% of 315 participants could tell the difference between a real human face and an AI-generated one (proceedings of the national academy of sciences, 2022). And the same study revealed that some people even find an AI face to be more trustworthy than a real-life face.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/DigitalJason03.jpg" alt="DigitalJason03" width="1657" height="1052" loading="lazy" style="height: auto; max-width: 100%; width: 1657px;"> The blurred line between what is real and what is synthetic is leading people to feel conflicted about their relationship with AI avatars, and in some cases withdraw from emotionally relying on the AI platforms or chatbots designed to offer humans guidance and support.&nbsp; Despite some scepticism, the majority of consumers are still intrigued by the possibilities of AI, and the global market for AI digital humans is forecast to be worth $527.5bn by 2030, up from $10bn in 2020 (Emergen research, 2022).&nbsp; As we look ahead, we will see AI identities being used increasingly in the field of entertainment, and brand ‘Deepcake’ is leading the way. By creating digital doubles of celebrities or influencers that can then be used in adverts, their use of AI removes the need to account for the physical availability or cost of acquiring real-life celebrities.&nbsp; Key takeaways:&nbsp; - &nbsp; &nbsp;AI is making it harder for people to distinguish everyday territories from those enhanced or created synthetically. Brands have a responsibility to clearly guide consumers to ensure AI is used in a transparent, and credible way.&nbsp; - &nbsp; &nbsp;Where physical and emotional resources are stretched, AI offers a solution. People can source on-demand support from chatbots, and platforms designed to guide users and offer them an emotional crutch.&nbsp;
 - &nbsp; &nbsp;The global market of AI is set to surge even further, and brands that have not aligned themselves with the future direction of this technology risk falling behind the curve.&nbsp;

We are increasingly looking to machines - not just for solutions, but for companionship too. Artificial Intelligence has been a topic of interest for many years now, with predictions of it being a game-changer in almost every field.&nbsp; The use of AI has been met with partial scepticism, particularly in today's society where data privacy concerns and fears of job loss due to automation are prevalent.&nbsp; Despite these concerns, there is a growing realization that AI can be a powerful ally today. From chatbots offering intangible friendships, to platforms that allow brands to cut corners, and costs – new AI tools are proliferating consumer’s lives every day offering flexible and innovative solutions.&nbsp; An emotional crutch&nbsp; Tired of the long-wait lists that come with seeking help for your mental health? Several brands are developing therapeutic applications of AI to help people bypass traditional mental health services, to diagnose or alleviate their symptoms.&nbsp; UK founded brand Limbic has been accredited as a medical device for supporting people’s mental health diagnoses, and aims to improve access, create service efficiencies and reduce costs.

A Rental Revolution

Our next-gen digital natives are all about renting.&nbsp;
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In our lifetimes we have all likely rented a product or service; from renting a suit last minute for a wedding, to a car for a trip abroad – renting provides us with more flexible solutions to cater to our everyday needs. Amid a cost-of-living crisis, consumers are increasingly looking to rental options as a cost-effective, convenient way to help them access goods or services to enhance their busy lifestyles.&nbsp; Moreover, the continued growth of hybrid working post pandemic has acted to encourage people to investigate renting workspaces, houses, or short-stay accommodation abroad, to suit a more nomadic working style.&nbsp; What is clear is that people do not want to compromise their hobbies, or daily lifestyle in the context of a financial crisis, and rental options are allowing people to continue living busy lives whilst feeling the squeeze of the cost-of-living crisis. From renting outdoor equipment, to gym memberships– is there anything we won’t be able to rent in 2023?&nbsp; Renting for the Outdoor enthusiast&nbsp; Getting outdoors is something a lot of people love to do, with a recent <a href="https://www.gov.uk/government/statistics/the-people-and-nature-survey-for-england-year-2-annual-report-data-and-publications-april-2021-march-2022-official-statistics-main-findings/the-people-and-nature-survey-for-england-year-2-annual-report-data-and-publications-april-2021-march-2022-official-statistics-main-findings#:~:text=Importance%20of%20nature%20for%20people's%20wellbeing,-Since%20coronavirus%20restrictions&amp;text=Four%20in%20ten%20adults%20reported,April%202021%20and%20March%202022)." rel="noopener">study</a> uncovering that four in ten adults said that they had increased their time spent outside (42% between April 2020 and March 2021 and 45% between April 2021 and March 2022). However, as the pressure of a financial crisis squeezes household budgets, a <a href="https://londonlovesbusiness.com/cost-of-living-crisis-forces-90-of-people-to-stop-taking-part-in-sports-or-fitness-classes/" rel="noopener">survey</a> published last year found that a staggering 90% of under 34s reported that last year they had to stop taking part in hobbies due to rising prices.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-04-21%20at%2016.01.49.png" alt="Screenshot 2023-04-21 at 16.01.49" width="1250" height="1244" loading="lazy" style="height: auto; max-width: 100%; width: 1250px;">
Enter, ‘Kit up’ - a new brand dubbing themselves ‘The Airbnb for outdoor equipment’. This outdoor centric rental service encourages users to list their outdoor equipment through their app to allow others to rent it. In return the user can earn a passive income, contribute to reduced waste, and become part of a community with like-minded people.&nbsp; Kit Up is leaning into the desire from people to keep up their hobbies such as outdoor pursuits whilst keeping afloat in a cost-of-living crisis by offering a more flexible financial option.&nbsp;
 The app is also supporting people that pursue an adventure in a more cost-effective way. Kit Up conducted and in house survey revealing that adventure is at the forefront of our minds with over 100 million Europeans booking adventure specific trips in 2021 alone.&nbsp; Outdoor equipment rentals will only rise as we head into the summer months with warmer weather and longer days. Brands can make the most of an appetite for the pursuit of hobbies as normal in tougher times like this, by supporting their consumer with more flexible options such as rental services.&nbsp; Gym Memberships on demand Yes, you read that right. ‘Athlo app’ is a new brand which allows people to rent out their gym memberships when they are not using them.&nbsp; Athlo wants to help people ‘Sweat and earn’ by approaching gym memberships in a new way. Instead of being limited to choosing long-term gym memberships, the app allows people to access gym facilities on demand. By listing your membership, people have the choice to rent your membership whilst you are not using it.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/bookings-1665568087.jpg" alt="bookings-1665568087" width="980" height="1742" loading="lazy" style="height: auto; max-width: 100%; width: 980px;"> This is a great alternative for the consumer who may not be able to commit to a long-term membership due to price, or other practical reasons.&nbsp; Athlo is recognising a demand for greater flexibility when it comes to people’s daily routines and has re-imagined the traditional model of gym memberships to offer a more flexible solution.&nbsp; Key takeaways:&nbsp; - &nbsp; &nbsp;Reflecting the changing face of household disposable income in the context of a cost-of-living crisis, brands are venturing into the world of renting to offer more flexible options for customers. Given the continuation of this crisis, brands should consider offering their customers multiple ownership models to establish a competitive offering in a turbulent time.&nbsp; - &nbsp; &nbsp;The growth of rental options aligns with a new generation’s need to be nomadic, and work in a more hybrid way. Consumers are increasingly preferring ownership with a commitment-light attitude. Brands should consider how they can lean into this preference, and allow their customers to make shorter, rather than long-term commitments to memberships, or schemes for example. &nbsp;

Our next-gen digital natives are all about renting.&nbsp;

The De-Influencer Revolution

We have all been victim to the irresistible impulse to buy something we have just seen online because ‘everyone else has it’ or, is at least talking about it. &nbsp; In recent years, the term "influencer" has become ubiquitous in popular culture, and as such our society’s consumption patterns are becoming increasingly guided or impacted by how influencers live, and what they buy.&nbsp; However, a new narrative is now emerging across platforms like TikTok that has been created by a new group of creators, dubbed the ‘De-influencers’. This narrative sees creators call out FAD products or trends that they feel are not worth the hype (or money)! This trend stems from the realisation that conspicuous consumption is not feasible in the context of a recession, alongside the desire from consumers to lean into a new culture of transparency online. &nbsp; A Cost of influencing crisis Influencers promoting “the latest” or “greatest” products are fast losing traction as consumers at large cannot afford to put their wallets on the line to consume conspicuously.&nbsp; Recognising the prevalent ‘Cost of influencing crisis’, several influencers have taken up ‘De-influencing’ to show an understanding and appreciation of the economic climate, and how their role can adapt and change with the times to maintain relevancy.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-30%20at%2017.14.59.png" alt="Screenshot 2023-03-30 at 17.14.59" width="1389" height="731" loading="lazy" style="height: auto; max-width: 100%; width: 1389px;"> A sub-trend to come from this new culture of de-influencing is the growing #DUPE trend. With 2.9 billion views, dupe culture is dominating on TikTok and has become its own parody genre.&nbsp; #DUPE focused content sees influencers seek and promote the lower cost beauty, health or fashion alternatives, removing the pressure to spend more to boost their social cachet.&nbsp; In this way, de-influencers are normalising spending less and consuming less – helping guide a more considered and cost-effective approach to consumption online. &nbsp; Transparency&nbsp; De-influencer culture seeks to promote a more authentic and honest approach to social media.&nbsp; Advocates of de-influencer culture encourage individuals to be more mindful of the content they consume and to seek out sources that prioritise authenticity and transparency over profit and popularity.&nbsp; They also encourage individuals to resist the pressure to conform to narrow standards of beauty or lifestyle and to embrace their own unique experiences and perspectives. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-30%20at%2014.47.47.png" alt="Screenshot 2023-03-30 at 14.47.47" width="759" height="557" loading="lazy" style="height: auto; max-width: 100%; width: 759px;"> A recent iteration of this perception is the rise of the ‘girlfailure’, which directly opposes the #Girlboss trope used frequently across social media. Phrases like “Not a girl boss, a girlfailure” have already become a popular theme for memes created on both twitter and Instagram. The concept of ‘Girlfailure’ has stemmed from a general exhaustion with adopting grind culture mentalities, with over half (53%) of women globally saying their stress levels have significantly increased in the last year.&nbsp; Women are craving a new narrative, or standard that creates reassurance, confirming that they do not need to strive for ‘picture perfect’ lifestyles.&nbsp; The nature of influence is shifting and people now feel more connected to relatable influencers that are transparent and more aligned with their fans and the world around them. Key Takeaways:&nbsp; - &nbsp; &nbsp;The current state of the macro-economic climate is manifesting online, and influencers are shifting toward a new narrative to help people find lower cost alternatives. Brands can lean into this new narrative, taking a civic role to guide consumers toward cost-effective, considered forms of consumption.&nbsp; - &nbsp; &nbsp;De-influencing may appear as a challenge to brands, but it still presents an opportunity. Though this narrative is slowing consumption, it is a clear indicator to brands to focus on niche communities surrounding micro-influencers who have the power to create transparent content, foster more meaningful connections with their user base.&nbsp;

EuroShop: Lively Cities

One of the main themes of EuroShop 2023 was "lively cities," which explored the ways in which retailers can contribute to creating vibrant, sustainable, and inclusive urban environments.&nbsp; Leaning into digitization, spatial quality, and mobility in public spaces, retailers and designers can help to create vibrant and dynamic urban environments that benefit both the local community and the wider world.&nbsp; We spotlight some of the key trends and ideas that are shaping the future of lively cities. Digitization From future planning to virtual shopping – digital solutions are helping enhance the real-world existence of the cities we live, shop and work within.&nbsp; A digital city twin is a virtual representation of any city, which can then be used to help planners analyse, and simulate future scenarios.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/City_Digital_Twin_1025x577.jpg" alt="City_Digital_Twin_1025x577" width="1025" height="577" loading="lazy" style="height: auto; max-width: 100%; width: 1025px;">
While sceptics argue that digital advancement of this kind marks the beginning of the slow displacement of a physical world, EuroShop’s ‘Future Lab’ educated visitors on its benefits. For example, being able to visualise changes or innovations in a virtual space, before the physical to refine and perfect the decision-making process. &nbsp; Alongside future city planning, digitalization in our cities is helping natives and tourists navigate the city landscape more efficiently. Using AR, people can take virtual tours around pretty much any city around the globe, making connectivity for consumers greater than ever before.&nbsp; AR is allowing city-dwellers to also uncover the history of their cities via smart devices; for example, by taking a virtual tour looking at London’s streets through the lens of the 19th century, watching horse drawn carts parade across London Bridge.&nbsp; This technology helps enhance and deepen our understanding of the lively cities we operate in and is something technology of this kind should continue to do to ensure we can live symbiotically between the physical and virtual world. Spatial Quality&nbsp; Maximising, or efficiently organising space in bustling cities is key as urban populations continue to soar.&nbsp; At EuroShop this year, our modern cities were referred to as ‘an extended living room’. This sees our city spaces developed into central gathering spaces where citizens can meet, work and play.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/P_KXC_ECA_GSQ_N5720_kxweb-600x600.jpg" alt="P_KXC_ECA_GSQ_N5720_kxweb-600x600" width="600" height="600" loading="lazy" style="height: auto; max-width: 100%; width: 600px;"> Take Kings Cross – the ‘back garden’ to our office based in busy London. This area has been repurposed in the last decade to offer pockets to suit every aspect of a city-dwellers lifestyle. From co-working spaces, to food, and fashion shops, alongside spaces to sit outdoors and installations to inspire.&nbsp; The future lab stand at the fair this year emphasised the growing importance and role of city’s as an extended space to cater for the growing expectations of city-dwellers for multi-functional, organised spaces.&nbsp; Alongside this, spatial quality can also be defined by dining concepts. And at Euroshop a key topic around this was ‘Instagrammable dining concepts’. It is no longer just about how food and drink taste, but how they are served or ‘staged’. Restaurants that have an aesthetic or experiential appeal automatically build an affinity with a younger audience.&nbsp; The locations created by the ‘Big Mamma’ restaurant group for example are deemed as Instagram worthy spaces that lean into social curiosity and the desire for sharable photos.&nbsp; Having city streets or hubs laden with dining concepts that attract visitors builds a buzzing, vibrant quality city space.&nbsp; Mobility&nbsp; City mobility is crucial because it allows people to move freely and efficiently around different and developing forms of infrastructure.&nbsp; Mobility is one of the most important drivers in combatting climate change, and the advent of free public transport is a sign we are developing more considered approaches to moving around our cities.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Transports-publics_square-1024x1024.png" alt="Transports-publics_square-1024x1024" width="1024" height="1024" loading="lazy" style="height: auto; max-width: 100%; width: 1024px;"> EuroShop 2023 shone a light on Luxembourg as the first country that allows its travellers to use both trains and buses free of charge. This incentivises people to use public transport, reducing the usage of cars, acting to curb the accumulative carbon footprint of the entire city.&nbsp; Sharing mobility methods is a trend also taking shape in cities. It comes at the same time that society is shifting toward experiences and shared solutions in a broader sense.&nbsp; From bikes to scooters or even cars, there are multiple ways people can rent or borrow mobility methods in cities for a range of occasions. Not only it is a greener way to be mobile but allows people to lean into a sense of community that consumers increasingly crave in a city-environment.&nbsp;
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 The discussed elements of lively cities go hand-in-hand in enabling people to live in sustainable, and prosperous spaces.&nbsp; They are also key for us to consider in the retail industry, as re-iterated by Nina Bauer, Managing Director of VITAIL GmbH, because: "Retail and the city center are symbiotically linked and can positively develop each other”. Keeping our fingers on the pulse of change and development in cities allows us to stay informed and ensure our design and broader creativity further enhances the urban environments we live, and work within. &nbsp; &nbsp;

One of the main themes of EuroShop 2023 was "lively cities," which explored the ways in which retailers can contribute to creating vibrant, sustainable, and inclusive urban environments.&nbsp; Leaning into digitization, spatial quality, and mobility in public spaces, retailers and designers can help to create vibrant and dynamic urban environments that benefit both the local community and the wider world.&nbsp; We spotlight some of the key trends and ideas that are shaping the future of lively cities. Digitization From future planning to virtual shopping – digital solutions are helping enhance the real-world existence of the cities we live, shop and work within.&nbsp; A digital city twin is a virtual representation of any city, which can then be used to help planners analyse, and simulate future scenarios.&nbsp;

EuroShop: Trends in Action

This year’s retail fair in Düsseldorf featured several brands that stood out when it came to showing an awareness of the key trends shaping the retail landscape.&nbsp; From technology, to sustainability, and convenience – we spotlight the brands and their creative relevance at EuroShop and the retail industry at large.&nbsp; Euroshop demonstrated the direction of the next generation of retail and provided an opportunity for retailers to meet like-minded brands to share and inspire new solutions shaping a better world for customers.&nbsp; Technology&nbsp; One of the most prominent trends at EuroShop 2023 was the increasing use of technology in retail. Conversations around technology focused primarily on robot automation, AI and AR solutions. With 85 million jobs set to be displaced by automation by 2025 globally (World Economic Forum, 2020), the robot revolution is taking the world by storm. We saw evidence of the importance and benefits of automated solutions at this year’s fair.&nbsp;

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-23%20at%2010.04.36.png" alt="Screenshot 2023-03-23 at 10.04.36" width="1106" height="619" loading="lazy" style="height: auto; max-width: 100%; width: 1106px;"> For example, brand ‘Robot Shelfie Pro’, dubbed ‘the personalised robot for retail’ allows brands to guide their customers through store as well as educate them as to the latest promotions or product information.&nbsp; Amongst its other functions, the robot also allows brands to cut labour costs for example by offloading repetitive tasks and helping personalise the overall customer journey.&nbsp; AI also continues to be a significant trend in the retail industry. A study by EHI Retail institute demonstrated that this year, 69% of commercial operators indicated they now use AI tools to support their operations. And this figure will only grow as we look toward a tech-dominant future.&nbsp; Sensormatics is a brand using AI to provide operational insights to their clients by offering visibility into shopper experiences. Something brands want and need is data to collect insights on their target audiences to innovate, and provide better, more personalised retail experiences.&nbsp; The use of AI in this way is a common, and growing use as brands endeavour to know and understand the ever-changing habits of shoppers.&nbsp; Sustainability&nbsp; Another trend on display at EuroShop 2023 was the growing focus on sustainability in retail. The Messe Dusseldorf had a dedicated stand, “THINK SUSTAINABLY – ACT RESPONSIBLY” and was just one element of EuroShop 2023’s “Hot Topic Sustainability” initiative, which emphasised how brands can mitigate their environmental impact through considered adjustments. Across the board, the use of green, or eco-centric messaging from brands was hard to ignore. In the past, businesses at EuroShop have been scrutinised for a lack of authenticity when it comes to sustainability.&nbsp;
Yet, this year it felt like brands had levelled up and left green washing and window dressing at EuroShop 2020.&nbsp; Representative of Resourcify, Steve Jordan discussed digitisation and the circular economy on the start-up stage, highlighting that 75% of waste comes from companies (not consumers), and the role brands have - to step up and reverse this.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Resourcify-WelcomeToYourRecyclingPortal.png" alt="Resourcify-WelcomeToYourRecyclingPortal" width="1201" height="730" loading="lazy" style="height: auto; max-width: 100%; width: 1201px;">
Emphasising that “we cannot recycle our way out of this one”, Jordan valorises the importance of a circular economy and demonstrates the benefits of Resourcify as a scalable solution for a centralised waste management and recycling – helping unlock the full potential of recycling.
Resourcify aims to provide end-to-end control and transparency of a brands waste management, also offering a digital toolset and access to their connected network of independent recyclers. The focus on end of life and waste was one of many conversations taking place around sustainability at this year’s EuroShop, and we feel encouraged by the progress and transparency shown across the board by brands and retailers.&nbsp; Convenience&nbsp; Customers crave convenience because it saves them time and effort, provides more choice and flexibility, and ultimately improves their overall shopping experience.&nbsp; As such, brands that prioritise convenience are more likely to attract and retain customers in today's competitive marketplace.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/f.jpg" alt="f" width="1920" height="1080" loading="lazy" style="height: auto; max-width: 100%; width: 1920px;"> One of the most talked-about brands at this year’s fair was Amazon. A step on from their ‘Go’ stores – premised off convenience, this year the brand presented its drone delivery technology, which is currently being tested in select locations.&nbsp; Amazon is attuned to the recently accentuated importance of delivery in ensuring a satisfying shopping experience, creating a process that cuts costs and time for both the supplier, and customer.&nbsp; Another brand doubling down on convenience was Alibaba who showcased their "New Retail" concept. This concept involves integrating online and offline shopping experiences, using technologies such as facial recognition and mobile payment systems.&nbsp; Alibaba also showcased its "Hema" stores, which combine traditional grocery shopping with restaurant dining and online ordering. These innovations seen at EuropShop will shape more convenient future lifestyles and give more power to consumers who expect to have full control over their purchase decisions. In a society where time is fleeting and excessive choice acts to overwhelm consumers, it takes more than price to establish a competitive offering. It’s vital that brands look at how you can make shopping as convenient as possible for shoppers.&nbsp; Overall, Euroshop 2023 was a showcase of the latest and greatest in retail technology, sustainability, and convenience.&nbsp; Brands that can incorporate these trends into their business models are ahead of the curve in future-proofing their strategy and will be able to maintain a competitive offering in a fast-innovating space.&nbsp;

This year’s retail fair in Düsseldorf featured several brands that stood out when it came to showing an awareness of the key trends shaping the retail landscape.&nbsp; From technology, to sustainability, and convenience – we spotlight the brands and their creative relevance at EuroShop and the retail industry at large.&nbsp; Euroshop demonstrated the direction of the next generation of retail and provided an opportunity for retailers to meet like-minded brands to share and inspire new solutions shaping a better world for customers.&nbsp; Technology&nbsp; One of the most prominent trends at EuroShop 2023 was the increasing use of technology in retail. Conversations around technology focused primarily on robot automation, AI and AR solutions. With 85 million jobs set to be displaced by automation by 2025 globally (World Economic Forum, 2020), the robot revolution is taking the world by storm. We saw evidence of the importance and benefits of automated solutions at this year’s fair.&nbsp;

Purposeful Networking

Over time social media has catered to a consumer’s desire to mingle on mass. New social media and networks have meant people could find connections online on the opposite side of the world if they wanted to.&nbsp; However, people’s priorities are shifting. Online users are embracing more meaningful connections in smaller, more purposeful digital spaces.&nbsp; Long term, this shift will see social media evolve to become increasingly fragmented. We can expect to see a growth of niche or micro communities that foster trust and intimacy – uniting people through commonalities, and passions. Say goodbye to social networking on mass, and hello to a more purposeful approach to communicating and place-making online.&nbsp; Spot&nbsp; Spot is an app which helps like-minded professionals connect with one another virtually in a more purposeful way.&nbsp; Anyone who signs up to the app is thoroughly reviewed to ensure all profiles are verified, creating a safe space for people to connect.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-14%20at%2015.50.27.png" alt="Screenshot 2023-03-14 at 15.50.27" width="950" height="1491" loading="lazy" style="height: auto; max-width: 100%; width: 950px;"> Spot encourages users to explore by interest, career goals and location to create a more relevant and intimate social experience. Members of the app can also subscribe to exclusive events, to meet fellow users in real life to create a physical connection.&nbsp; Having to pay for a subscription to the app also means users are loyal to the communities they join through the app. Gone are the days of ghosting, thanks to a more purposeful approach through ‘Spot’.&nbsp; Building relationships in this way online is appealing to today’s consumer seeking micro-communities formed around common interests. Not only does it make social networking purposeful, but means connections made have deeper meaning.&nbsp; Delli&nbsp; Rekindling the nation’s love for cooking which grew during lockdown, alongside a continued desire for convenience both inside and outside the home – app Delli allows users to explore and support independent producers in a shared social network.&nbsp; Not only can user’s network with people in their local community to enthuse in a shared passion for food, but they can also turn their love or hobby for food into a side hustle.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Screenshot%202023-03-15%20at%2009.57.52.png" alt="Screenshot 2023-03-15 at 09.57.52" width="909" height="388" loading="lazy" style="height: auto; max-width: 100%; width: 909px;"> Harnessing a similar approach to Depop, the app allows users to list products on their profiles for others to interact with or buy.&nbsp; It is easy to lose sight of the independent makers, or producers on apps with the ‘TikTokification’ of online content which shifts content discovery away from an individual's chosen network towards something that's more algorithm-driven. Delli wants to move away from mainstream food content and networking culture which lacks meaning and rarely facilitates connection between fellow foodies and independent makers.&nbsp; This app instead aims to create a more purposeful approach, and a dedicated space for foodies to connect and support one another through buying and selling goods in their own communities.&nbsp; Key Takeaways&nbsp; - &nbsp; &nbsp;Shift your attention away from the mainstream towards the fringe and the collective. Empower and cater to the micro-communities popping up now online to build meaningful, and lasting connections. - &nbsp; &nbsp;Financially investing in a social community encourages users to be loyal to them long-term. Loyalty will also help users engage more seriously to the connections they create, contributing to a more meaningful space and purposeful approach to networking. &nbsp;&nbsp; - &nbsp; &nbsp;The growth of micro-communities is creating a shift towards consumerism in a community model. This is opening up opportunities for like-minded people with hobbies they want to monetise to buy and sell in a more purposeful and personal way.&nbsp;

EuroShop 2023

Our team had a busy week out in Düsseldorf at Euroshop 2023. It was great to meet so many like-minded creatives, existing clients, and observe the scale of innovation taking place across Europe in the retail industry. Feel Good. Do Good Our design concept was inspired by what we call fundamentally good design. Our pink and yellow coloured stand acted as a canvas for a diverse collection of stickers designed and produced by our very own creatives at The One Off. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(3)-2.png" alt="MicrosoftTeams-image (3)-2" width="2493" height="1348" loading="lazy" style="height: auto; max-width: 100%; width: 2493px;"> Located in the designer’s village, it was a great spot - buzzing with designers and industry creatives keen to have a chat and learn about good design. Each visitor that came to our stand was encouraged to choose a sticker, adding to the growing collection masking the stand. As the days passed, the pink and yellow structure became less and less visible as stickers dominated - producing a mural of feel-good motifs and graphics.&nbsp; Flagships that deliver As well as creating a stand which we were immensely proud of, we had two of our team: Richard Collier and James Hanson speak on the Retail Designers Stage on two of the days, on how to build flagships that connect emotionally with shoppers and deliver commercially.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(2)-3.png" alt="MicrosoftTeams-image (2)-3" width="2493" height="1638" loading="lazy" style="height: auto; max-width: 100%; width: 2493px;"> It was a great opportunity for the team to share their knowledge and experience in the retail industry from both a design, and business perspective. “Getting the balance between consumers hearts and minds with fundamentally good design protocols can deliver the best brand flagship spaces and a good profit.&nbsp; Creating a great integrated brand story that connects to consumers and inspires them to join your brand can be supported with the right site selection, retail operational rigour, product density with efficient design systems that operate faster and work better. &nbsp;It’s the balance between a brand feeling good and doing good. Being both emotionally inspiring whilst doing the commercial numbers.” (James Hanson, Managing Director) The chatter continued off stage, and it was great to see so many clients and partners, as well as meet so many new people who visited our stand to chat about how we can help their brand ‘feel good’ and ‘do good.’&nbsp; We are now in the process of following up on the wonderful conversations we had during our time at EuroShop, so please keep an eye out for any communication from us. We want to say a big thank you to everyone in the team that worked so hard to get us there, and to the team that were on the ground in Düsseldorf manning the stand and connecting with peers in the industry. &nbsp;
<div class="hs-embed-wrapper" data-service="tiktok" data-script-embed="true" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto; max-width: 811px;"><div class="hs-embed-content-wrapper"><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@theoneoff/video/7208092614346820870" data-video-id="7208092614346820870" data-embed-from="oembed" style="max-width: 605px;min-width: 325px;"> <section> <a target="_blank" title="@theoneoff" href="https://www.tiktok.com/@theoneoff?refer=embed">@theoneoff</a> <a target="_blank" title="♬ Nice Day - Muspace" href="https://www.tiktok.com/music/Nice-Day-7114694728502773761?refer=embed">♬ Nice Day - Muspace</a> </section> </blockquote> <script async="" src="https://www.tiktok.com/embed.js"></script></div></div>
 Next Stop: Salone Del Mobile We want to offer our clients and partners an exciting opportunity to inspire your team as you visit the annual Salone Del Mobile in Milan and see the exciting retail and hospitality on offer in this Italian city known for its innovation in both fashion and design. Milan is gearing up for one of its busiest months of the year and our trend tour will take you straight to the action. The tour will run across two days including a hotel stay and dinner arranged at exciting and innovative hospitality venues. Limited spaces available. Learn more about our Trend Tours at https://lnkd.in/evZgU7dG or contact charlotte@theoneoff.com for more information.

Our team had a busy week out in Düsseldorf at Euroshop 2023. It was great to meet so many like-minded creatives, existing clients, and observe the scale of innovation taking place across Europe in the retail industry. Feel Good. Do Good Our design concept was inspired by what we call fundamentally good design. Our pink and yellow coloured stand acted as a canvas for a diverse collection of stickers designed and produced by our very own creatives at The One Off. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(3)-2.png" alt="MicrosoftTeams-image (3)-2" width="2493" height="1348" loading="lazy" style="height: auto; max-width: 100%; width: 2493px;"> Located in the designer’s village, it was a great spot - buzzing with designers and industry creatives keen to have a chat and learn about good design. Each visitor that came to our stand was encouraged to choose a sticker, adding to the growing collection masking the stand. As the days passed, the pink and yellow structure became less and less visible as stickers dominated - producing a mural of feel-good motifs and graphics.&nbsp; Flagships that deliver As well as creating a stand which we were immensely proud of, we had two of our team: Richard Collier and James Hanson speak on the Retail Designers Stage on two of the days, on how to build flagships that connect emotionally with shoppers and deliver commercially.&nbsp; <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MicrosoftTeams-image%20(2)-3.png" alt="MicrosoftTeams-image (2)-3" width="2493" height="1638" loading="lazy" style="height: auto; max-width: 100%; width: 2493px;"> It was a great opportunity for the team to share their knowledge and experience in the retail industry from both a design, and business perspective. “Getting the balance between consumers hearts and minds with fundamentally good design protocols can deliver the best brand flagship spaces and a good profit.&nbsp; Creating a great integrated brand story that connects to consumers and inspires them to join your brand can be supported with the right site selection, retail operational rigour, product density with efficient design systems that operate faster and work better. &nbsp;It’s the balance between a brand feeling good and doing good. Being both emotionally inspiring whilst doing the commercial numbers.” (James Hanson, Managing Director) The chatter continued off stage, and it was great to see so many clients and partners, as well as meet so many new people who visited our stand to chat about how we can help their brand ‘feel good’ and ‘do good.’&nbsp; We are now in the process of following up on the wonderful conversations we had during our time at EuroShop, so please keep an eye out for any communication from us. We want to say a big thank you to everyone in the team that worked so hard to get us there, and to the team that were on the ground in Düsseldorf manning the stand and connecting with peers in the industry. &nbsp;