Welcome to the latest travel retail column for DRG by Alison Farrington aka The Retail Planner (TRP).
This month’s highlights come from a purposeful social retail pop-up in Hainan, a luxury hometail makeover and the latest TikTok trend.
1/ SOCIAL RETAIL. Societal pressures are the focus for a new type of phygital pop-up courtesy of Japanese skincare brand SK-II that has debuted a retail-tainment destination in the Haitang Bay Duty Free Shopping Centre in Sanya, Hainan.
The pop-up is an immersive representation of the P&G-owned brand’s new SK-II Studioanimated anthology series called VS. The film and retail campaign aims to highlight career pressures faced by women and viewed through the experiences of six athletes taking part in this year’s Tokyo Olympics. (more…)
“For years I tried yoga, but I had a hard time with the whole namaste aspect. I just didn’t want some instructor forcing a philosophy on me if I didn’t necessarily agree. Pilates, you get some of the yoga-type exercise but less namaste.” (more…)
Here’s our latest monthly retail round up celebrating experimentalism and innovation on the high street. From the latest social campaigns to exciting new collections and retail formats, we’re watching – and shopping.
/NYDEN’S INFLUENCER DESIGN ROSTER
Just when you thought influencer-commerce had had its day, something new comes along.
H&M’s newest ‘streetwear’ brand, /Nyden had a soft launch (on social media anyway) back in February, with email teasers sent out to early adopters talking about ‘tribe building’ and rewards for your community. Now we see why. With seasonless drop-culture at the heart of the influencer-slash-celebrity themed collection, H&M is pitching /Nyden as a community brand. Via collaborations with music or sports talents (more…)
Milli Millu has rebranded. I met founder Mireia Llusia-Lindh a few years ago by chance at a networking event by – how else? – admiring her bag and asking where it was from. We got chatting and I was happy to champion her growing brand of handbag workhorses.
The brand has evolved tremendously and last year won Walpole’s Brand of Tomorrow award. (more…)