What Makes A Fashion Store Stand Out?
June 28, 2011 by Arash Mazinani
Filed under All Content, Ladies, Readers Questions
I was checking the newspaper today when I noticed that fashion retailer Jane Norman fell into administration. I was thinking about the state of the high street and how particularly with online shopping becoming such a dominant force, what retailers can do differently to keep afloat. Now I obviously don’t have answers, if I did I wouldn’t be writing this blog post right now, instead I’d be making millions selling those ideas. So I thought it was time for another reader question. So I guess I want to know…
What Makes A Store Stand Out?
I talked in a previous post about customer service, which is still something that needs to be addressed with 90% of retailers on the high street.
But I was also thinking about other ways that can set stores apart in terms of changing how customers interact with the store and the clothes. A perfect example is by embracing technology. I recently saw a cool concept online in a Topshop store in Russia, they have used the Microsoft Kinect to allow the customer to try on clothes with out having to get changed. Now it looked a bit rough but was a pretty neat concept. Check it out below
I’m sure there are other ways that retailers can utilise technology better. Most people have smart phone where bluetooth/WiFi is quite common. Wouldn’t it be cool to have a feature where if you went into a store there was the possibility of getting some discount txt’d to you? I’m pretty sure you it would kill any hesitations you may have had to buy that new pair of shoes. I don’t know the legality of such a service but the possibility of being one of the luck few to be chosen that day to receive a discount would definitely encourage more people in the store. It would also add another element of fun to the whole ‘experience’ of shopping. Carrying on with the technology (in case you hadn’t guessed I’m s technogeek) for a moment, I’ve seen a service on a TV show before that allows you to take photos of your outfits in the dressing room and then tweet it. Yeah I know you can do that already with your phone. But the whole dressing room was like a runway with proper lighting and probably a better camera taking the photos as well.
I also think a lot can be learnt in terms of how clothes are presented to us. A great example is Net-A-Porter, before I knew anything about the site, other than it sold designer clothes, I knew that part of the experience of buying from there was their beautiful packaging. To this day I don’t know what their packaging looked like, what I do know is that it’s all everyone talked about. I think this idea needs to be taken and upscaled to stores on the high street. I don’t mean they all need to have fancy packaging, but I do think they should be far more creative and adventurous in how they present their products to us.
So those are my thoughts
As always I’d love to hear yours on
What Makes A Fashion Store Stand Out?
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I agree that technology and presentation can go far, but in the end, it’s all about customer service. If I feel like I’m treated well, you can bet I’ll be back.
Thanks for commenting.
Agreeing with Marissa I also really go for customer service. If I’m parting with my money I like to do so in a lovely environment that makes me feel good, and good customer service will always beat any technological “treat”.
Having said that, I do think that stores need to up their game, that the brands that stay ahead are offering an excellent shopping experience whether by an inspiring visual merchandise, or innovative in-store experiences like the video above.
Online stores are picking up such speed and are offering such mind-blowing concepts that these need to be used as a challenging element to offer a better overall product to the customer that still likes to leave his/her house to shop. Physical stores are still extremely relevant, but only the ones that play the game well will last.
Yeah I agree I just think brands should be a bit more innovative when it comes to store concepts with more and more dropping off the high street and going into administration.
Modern day technology is an extraordinary tool. The concept that was used in Russia for trying on clothes was cool, it really was, but ultimately, and especially in this case, I think it’s better to go the old fashion route– actually trying them on. lol!
Read my entry for round 2 of the elle + nokia style correspondent, I note modern technology and all its glory.
Thanks, I’ll be sure to check it out.
I think you’re right that customer service is important.
I hate it when stores have air con/heating blasting out and you end up freezing/sweating – it makes me leave quicker than I would if the shop was a more acceptable temperature.
Bad smells and loud music put me off, as does a messy store or fitting room.
One thing that really annoys me about shopping (in general) is that all of the sizes are different from store to store, especially in jeans. Vanity sizing is a really tacky ploy to get people to buy more and I don’t like it.
♥ http://www.blahblahbecky.co.uk
Yeah the temperature of a store is a big one. The topman in Leeds as no air conditioning making it unbearable in hot weather (not that we get much lol).
In marketing, I remember learning about the reasons why certain businesses do things, i.e. the air conditioning being turned up at full blast. In restaurants they would do it to rapidly get people in and out, the more people/traffic through the establishment the more profit. The same principle may apply to some retail stores.
When I’m shopping, I love viewing store layout. The merchandising is key, since i’m in design I look at how products are placed. In addition, to the lighting, it subtly affects your buying, the customer service as well as the ending experience when I’m making the transaction is also highly considered. There’s nothing like bad customer service.
I remember viewing this cool TopShop concept… from you tweeting it (I think) and I still feel that it’s such a fun & clever idea.
Yeah McDonald’s classically had awful, hard seating to get you out of there fast, but they have since changed their tune after the success of places like starbucks who encourage you to stay and relax with big comfy seats and sofas. I think a similar shift in how retailers view their world needs to happen.
As a minor technogeek, I’m all for your suggestions…especially if it means I don’t have to strip off in public changing rooms!! I’d add to that (although it’s not about stores per se): a more enjoyable shopping experience from smartphones – I get so frustrated buying things online in this way. I’d love to be able to read a magazine, scan the item, and it put me in touch with the relevant webpage or local supplier – I’d buy tons more then. Packaging, yes, and merchandising – I’m still shocked at the stores that have really poor displays. I also think that in this climate it’s essential for stores to have a really distinctive (and positive) ‘personality’ or brand – I always found Jane Norman a bit ‘meh’.
Definitely 100% agree about it being essential for stores to have a really strong personality or brand in this climate. I think that was the key thing I was trying to get across in the post. I mean look at a brand like Apple (I know not fashion related) but they don’t necessarily have the best products some would argue but the way they deliver and communicate their message encourages people to buy. I think a lot of retailers are shooting themselves in the foot by overlooking this and it wouldn’t surprise me if we see more disappear or go into administration.