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.
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.
For multi channel retailers, customer facing products and services have historically existed in two very separate worlds, offline or online.
For the most part, traditional stores allow actual products to be presented, and experienced by the consumer prior to purchase. The same products cannot be experienced or explained in the same way online, which instead allows for endless pages of combinations, and increased relevance through data driven personalisation.