Retail reset: is Nike’s House of Innovation the answer?



Vogue Paris Nike by Geordie Wood

While it’s doom and gloom in the world of retail (Selfridges is letting 450 staff go), I can’t help believing that there’s still life in the physical retail model. And now is the perfect time for some fresh thinking.

Nike has just built its new Paris flagship, a ‘House of Innovation’ (below) serving as a temple for its most loyal worshippers. As it moves away from the wholesale model to focus on selling directly to these loyalists from its own stores, its goal is to focus on full price products that die-hards don’t mind paying for. (more…)