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.
Balancing brand heritage with industry innovation is a challenge we often embrace here at 20.20. So, as the oldest bookshop in London opens its doors anew in St Pancras, we wonder how this retailer has learned from experience to move with the times.
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.
A new book, Generation Y and Luxury, by Brione & Casper, asserts Gen Y as passionate connoisseurs of high-end products and services, but claims this demographic are cautious with the word ‘luxury,’ demanding value for money and prizing branded products more for a sense of personal satisfaction and promise of superior quality than for the name stamped on the front.
This week, we went on an Oxford St retail safari to seek inspiration from the latest high street offerings. What we discovered were a number of retailers that forgot their customers as soon as they got big screens in their sights. Rather than enhancing the in-store experience, when can technology become a hindrance to customers?