With less than a week to go until Christmas, Oxford Street retailers are fighting hard for their share of the Christmas shopping pie - so we took a trip to see which retailers had best captured the Christmas spirit in their windows.
It was clear to see that Selfridges, John Lewis and Liberty have shoppers stopping in their tracks to take in their displays.
Social networking has become a way of life. Our attention spans are waning. We are living in a ‘refresh culture’, craving and consuming constant updates about the world and the people around us. Our urge to post something as soon as our contribution is buried under the newsfeed snowfall has become an almost physical twitch; and just as this is changing the way we interact with each other, it is changing the way we interact with brands.
Two growing digital tribes are emerging: the Keepers and the Fleeters.
Christened The F Shop and boasting the necessities you never knew you needed, the French Connection pop up in Old Street tube station is a lesson in responsive retail. Offering Click and Collect and a Quick Fix service, the store opens early enough for commuters to place orders on their way into work that they can pick up on the way home (or, more likely, out).
We live in an age where the role of ‘mum’ is drastically changing. As a brand, it’s easy to forget that ‘mum’ isn’t a job role; it’s a relationship that makes up one part of a woman’s identity. Mums are still women whose choices, views and shopping behaviour aren’t solely based on their children; there is no doubt that their priorities have changed after having a child but they still want to feel good about themselves.
As a high-concept store, Story has had a lot of attention since its launch in 2011; every trend presentation on the future of retail seems to have featured the New York store at some point. There are always new concepts and new retailers doing things slightly differently but this one really grabbed the headlines and I was keen to see what the fuss was about when I visited NYC in March. The reason for much of this attention is that they change their theme (story!) every 6 weeks or so.