Tag Archives: retail concepts

Ask Alison: How beauty brands are getting up close and personal with digitised stores

Posted on by Disneyrollergirl

Here’s the latest ‘Ask Alison’ post from retail expert and DRG contributor, ALISON BISHOP, looking at the emergence of interactive digital stores coming from the premium beauty sector

Bobbi-Brown-beauty-store-Covent Garden

It’s official; Covent Garden has become London’s Beauty Quarter when it comes to stores. Luxury brands Chanel, Dior and Burberry all opened mini beauty flagships here in the last couple of years while Marc Jacobs followed recently with its Tweet Shop pop-up. Now prestige beauty brands Clinique and Bobbi Brown (above) are experimenting with new, highly personal store concepts.

This cluster of beauty retail temples is a sign that luxury brands consider the sector a growing market, where millennial consumers like to experiment with new products and get personal advice. Christopher Bailey recently announced that expanding Burberry’s beauty offer is ‘on his 2015 to do list’, and judging by its digital artwork backdrop at Dior’s brand new Greene Street, New York store, we might well be in for a creative ‘phygital’ approach to beauty for Dior’s Bond Street flagship renovations. That giant floral digital display is crying out for installation in a perfume or cosmetics department, no?

So as luxury brands get in on the cosmetics act, beauty brands are finding the need to up the ante when it comes to premium stores and VIP-level customer service. Cue Clinique and Bobbi Brown, who have both launched stores in the last month that focus on one-to-one experiences at their new Covent Garden flagships.

Clinique combines data-mining and lab-style store design at its new 700 sq ft retail concept called the Great Skin Lab. Billed as a digital experience that will guide consumers through a ‘day in the life of their skin’, the store houses interactive pods and a moisturising station, where shoppers answer a series of questions on their lifestyle to determine their future skincare needs. The level of service here beats the department store scrum hands down. You can easily spend an hour investing in some serious ‘me & my skin’ time to reap rewards later.

Meanwhile, Bobbi Brown’s new Studio flagship store, her fourth in the UK, is just next door. Studio stores are designed to help foster a type of cosmetics community, encouraging customers to think out loud about their favourite looks, what works for them and what doesn’t. The staff then brings those problems or scenarios to life via learning-led tutorials, making everyone a pro – a service at the heart of the Bobbi Brown philosophy.

The interior style is SoHo loft, with a central artistry table where playful testing is encouraged. One wall uses an LED display to show pages from Bobbi’s sketchbook and concept diary. Called The Inspiration Wall, it gives a snapshot into the world of Bobbi Brown, as well as a closer look at some of her best selling products. New at the Covent Garden store is the DIY shopping experience where visitors can browse iPads showing content from a designated skincare apothecary and follow up with experts in-store to discuss routines and cosmetic choices from the artistry table. There is a whole suite dedicated to Bobbi Brown’s updated menu of make-up lessons.

All we need now is for subscription box beauty product specialist Birchbox to follow its data-driven New York store with one here in beauty-central Covent Garden. #YesPlease. And surely it’s just a matter of time before BeautyMART sets up shop here too?

ASK ALISON: WHAT DOES IT ALL MEAN?
For luxury brands, beauty represents a new frontier that allows younger customers to experiment with aspirational products at affordable price points. Destination stores are everything and are increasingly trumping the beauty industry’s traditional department store counter culture. With the allure of personalisation plus retail theatre to engage customers, premium beauty brands are joining the fray where dedicated flagships allow brands to gain market share and a bigger, stronger fan base.

Follow ALISON BISHOP on Twitter, read her previous guest posts on Disneyrollergirl and read more of her retail insights on her blog, The Retail Planner.

Could Farfetch click & collect be an ecommerce game changer?

Posted on by Disneyrollergirl

farfetch-click-collect-Celestine-Eleven

Oooh here’s a clever move from Farfetch. It’s just rolled out a new Click & Collect service, whereby you can order from one of its international indie retailers but instead of having your order sent to your home or office, you can pick up from another of its retailers located more conveniently to you. With over 100 boutiques currently taking part globally, this could potentially be a real game changer. It’s of particular interest to me because I’m one of those people who doesn’t work in an office and I’m not always home for deliveries. If I could get my package from say, The Webster shipped to Start or Celestine Eleven (pictured top) instead of to my house, well, that would be so much more convenient.

There’s a benefit to the stores involved too – namely extra footfall. Because of course if I’m popping in to pick up a package, I’ll have a browse at their merch as well. The delivery issue has been a real barrier to me for online shopping and I doubt I’m the only one. If more etailers upped their customer service to adapt to our needs, it could only have positive results.

What I also like about this Farfetch initiative is how it neatly aligns the online service with the benefits of bricks and mortar. I’m a B&M shopper at heart, but I do a lot of research online. This marries the two very nicely and seamlessly. Of course, it’s very early days for the service and I’m sure there will be teething problems. But if it works, it’s surely a model that could be replicated by others.

SHOP THE POST BELOW…

WORDS: NAVAZ BATLIWALLA/DISNEYROLLERGIRL
MAIN IMAGE: CELESTINE ELEVEN/FARFETCH

THE DRG STYLE INDEX: MARC JACOBS BEAUTY, BALENCIAGA, DIOR, LEVI’s, SELFRIDGES, MATCHES FASHION

Posted on by Disneyrollergirl

Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…

1. MARC JACOBS’ INSTAGRAM SHOP

Marc Jacobs Beauty shoppable Instagram

Oh the bane of not being able to shop from Instagram! Marc Jacobs Beauty couldn’t stand it any longer and has set up a tool just for Insta-shoppers. It’s a bit like LikeToKNOW.it, and thus, slightly clunky. Continue reading

THE DRG STYLE INDEX: AND OTHER STORIES, HARDY AMIES, MAISON ASSOULINE LONDON

Posted on by Disneyrollergirl

Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…

1. AND OTHER STORIES LAUNCHES FRAGRANCE

Moroccan Tea Eau de Toilette from & Other Srories

& Other Stories just gets everything right. It launched its first US store in New York last month to rave reviews and last week entered the fragrance market. There are four eau de toilettes (£26): Moroccan Tea, Punk Bouquet, Fig Fiction and Botanic Whisper. The packaging has a whiff of Maison Martin Margiela about it, with the apothecary bottles and utilitarian white labels. Continue reading

Farfetch looks east with Restir

Posted on by Disneyrollergirl

1 Farfetch-Restir

Funny to think Farfetch.com has never had a Japanese store in its community of international retailers. Now it does, Tokyo based Restir is the winner of the Farfetch Superstore prize and its edit of upscale ‘indie’ brands has just gone on the site. Continue reading

Bally’s Mayfair welcome

Posted on by Disneyrollergirl

Bally-Bond-Street

Bally’s not holding back with its slick new vision. First came the collections, overseen by creative director, Pablo Coppola, followed by the relaunched website. Now the biggie – this week sees the unveiling of a brand new Bond Street flagship store, repositioned on the opposite side of the road to its previous premises and at 4,320 square feet, much bigger in scale. Continue reading

Today I’m wearing: British Beauty Blogger for Marks & Spencer

Posted on by Disneyrollergirl

british-beauty-blogger-marks-spencer-make-up 2

This week is all about sharing the love for my fellow bloggers. I mentioned a while ago that Jane Cunningham from British Beauty Blogger has teamed up with M&S to launch a make-up range. It finally landed on counter last week. Continue reading

BEAUTY BITS: GLOSSIER, TOPSHOP, L’OREAL MAKEUP GENIUS, KOREA GROOMING, BELLA FREUD LION, YSL BLACK OPIUM, KEVYN AUCOIN

Posted on by Disneyrollergirl

INTO THE GLOSS GETS GLOSSIER

Glossier-Glossier.com-beauty-products-into-The-Gloss

Is Into The Gloss entering into the beauty product space? It sure looks like it. Everyone’s favourite beauty site is leaking sneak previews of ‘Glossier’ on Insta here and on first glance it’s looking extremely enticing… UPDATE! IT’S JUST LAUNCHED! It’s starting with skincare, is fairly affordable and all the deets are at Glossier.com. (No international shipping yet but they’re working on it…) Continue reading

Le Monde D’Hermes and a house of scarves

Posted on by Disneyrollergirl

Hermes-Le-Monde-magazine-aw14

Who needs expensive glossies when you can pick up this standard of editorial excellence free from an Hermes store? The autumn-winter 2014 issues of Hermes’ magazine has a feel of The Gentlewoman and Fantastic Man, both in the handsome casting and styling of its womenswear shoots (this one’s shot by Julia Hetta and styled by Camille Biddault-Waddington) and in the quiet and precise mood of its men’s accessory shoot… Continue reading

Harrods’ new shoe floor is retail heaven

Posted on by Disneyrollergirl

Processed with VSCOcam with a5 preset

Will we ever tire of buying shoes? Judging by the last few years, it would appear our appetites are bigger than ever. Each shiny new footwear department (some big enough to have their own postcode), mall and ecom site just opens up more possibility, choice and downright longing.

Harrods’ Shoe Heaven floor has become a thing of legend and it’s only just opened. Continue reading

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