Tag Archives: london

DESITA slogan

Facts & figures about Retail, Franchising and …

What’s a concept?

Retail design is a creative and commercial discipline that combines several different areas of expertise together in the design and construction of retail space. Retail design is primarily a specialized practice of architecture and interior design, however it also incorporates elements of interior decoration, industrial design, graphic design, ergonomics, and advertising. Read more

How big is Christmas for Retail?

Christmas is big, no doubt about it. How big depends on what type of retail. Highest honors for big holiday volume goes to sporting goods, electronics, and clothing, but general merchandise and non-store retailers (like Amazon) are close behind. Lower holiday season sales occur at car dealers, building materials stores and gas stations. Read more

MENA: Franchise scenario

The total population of MENA region is 320 Million – 60% > 25 years. Regions population growth rate is 3-5% per year. One of the highest worldwide. In the next 3 years 500.000+sqm of new Retail will enter the Dubai’s market. Read more

What a brand today?

Are you aware of this?

DESITA slogan

Waiting for the International Green Awards – Green Sheikh Exclusive

Launched in 2006 to critical acclaim, the INTERNATIONAL GREEN AWARDS™ were set up to recognise strategies that use creativity in an engaging and effective manner, leading to more sustainable outcomes. 

The event became more and more important and widely recognized, so that in 2010 it went completely global and this year it has expanded again and reorganized its categories by looking to support sustainable achievement right across Business, Government & Citizen initiatives that influence change to encompass 360° sustainability projects as well as encompassing it’s heritage to identify best practice with sustainability communications.

As we are demonstrating with this blog, sustainability has become more and more important for Business, and the International Green Awards will showcase the excellence in this field, awarding the Best Green International Business, the Best Green Entrepreneur, the Best Green Product Innovation.

The upcoming event will also see the presentation of the first ‘Green Celebrity Award’ recognizing the efforts of one global media figure to promote sustainability through their public profile.

The celebrity that will receive this award will become a reference for all those who want to actively live and act green. It would be interesting to know how the awarded nominee would like to see people inspired by his or her behavior: different consumer habits,  a come back to old traditional farming methods, recycling and upcycling as part of the daily consumer activities?

We asked this question to our ECOFFEE ambassador, the Green Sheikh, one of the Green  Celebrity Award nominees-and we would like to thank him publicly for his always being prompt to support our project.

“ Celebrities,  famous people and stars are citizen of the World, a world to love, to share and to fight for, no matter who you are or where you are from! Living as “down-to-earth” human beings is the truly and unique way to have a positive impact on people. We are all going set to go back to earth and to become part of it, therefore we should all be respectful to the real wealth and to the blessings from God.

Climate and environmental challenges are very important issues, and their importance should be especially addressed to our younger generations, raising their attention and bringing them into action thanks to more “down-to-earth” role models, whose footsteps can be easily followed.

We need to sustain and to inspire youths, so that they embrace sustainability in their present life style, and responsibility in their future jobs.  

Expeditions to the Antarctica or to the Amazon Forest or to the Grand Sahara or to any other harsh places in the world that had an environmental degradation which can affect us on the shorter or longer terms,  confirmed us the importance of being beyond just green. To witness the damages that had affected the natural resources such as habitats or wildlife areas means to learn, to explore and to appreciate more.

In my humble opinion,  celebrities’ sustainable leadership can influence the mega circle of world communities leaving a footprint – our “legacy” –  encouraging our young leaders/heroes/champions of tomorrow to transform the knowledge and practice they learn today into their future across many fields, thus continuing to pave the road to sustainability and contributing to a better peaceful and living world.”

You might find a little bit of ECOFFEE’s mission in what the Green Sheikh just stated above. That is that even small daily gestures can help spreading the importance of sustainability from the smaller community to a worldwide audience, no matter whether you are a celebrity or a young citizen.

The People’s Supermarket

Located in the heart of London this cooperative non-profit is unique. Managed and owned by the members, the shop operates on a membership system, it offers local and seasonal products for the lowest prices possible.

Design agency Unreal was responsible for developing its branding, with in mind the low budget constraint of the cooperative. For the people, by the people.

Set up in Spring 2010 by chef Arthur Potts-Dawson, retailer Kate Wickes-Bull and an army of others, The People’s Supermarket is a community-based shop that’s managed and owned by members and open to all. It’s based just around the corner from Unreal’s studio, on Lamb’s Conduit St, London WC1 and takes its format from the popular co-operative ‘Park Slope’ in Brooklyn, NYC.

In addition to the membership scheme, much of the produce in the shop is locally sourced, seasonal and sustainable, meaning they stock the best food at the lowest possible prices. The story of the supermarket will be broadcast in its own Channel 4 documentary, due to air in early 2011.

The People’s BrandAfter approaching the Supermarket to design some launch posters, we were tasked with developing the brand, which needed to reflect the co-op’s core values of being communal, affordable and democratic without appearing too virtuous or elitist. A full identity program was required including logo, stationery suite, advertising, packaging and brand guidelines.

(All photography shot on location at The People’s Supermarket by supermarket members Liz and Max of Haarala Hamilton photography. More information at http://www.thepeoplessupermarket.org & http://www.unreal-uk.com)

via The People’s Supermarket [Branding] | Trendland: Fashion Blog & Trend Magazine.

A Pop-up revival in retail marketing

Over the past 12 months, a growing number of brands has turned to pop-up activity to provide a burst of PR activity and another reason for consumers to interact with their brand – hopefully ensuring that the effect of these events are going to last even after the shutters come down. The last news about a pop-up store is related to Marni, the Italian fashion brand, located at the Ocean Centre in Hong Kong and featuring the whole Marni Edition.

The pop-up phenomenon dates back 2004, when fashion brand Comme des Garcons opened a guerrilla store in Berlin, followed by a long list of known brands, such as ony Ericksson, Levi’s, Breil, Uniqlo or the most recent ones of Apple, Nokia, and Adidas Originals.

The pop-up strategy allows brands to tap into new markets at low cost, as rents are cheap and the ‘concept store’ strategy creates a buzz without investing in advertising.

Even thought they are an excellent way to deliver a brand experience there is a question over their reach, as they engage only those consumers who actually visit. Jeremy Rucker, head of Hotel Retail, experiential agency RPM’s pop-up and retail division, says the growth of pop-up activity is partly in response to the levels of empty retail space on high streets. ‘With so many brands turning to online-only channels, pop-up activity helps bring excitement back to the high street,’ he adds.

The big question for brands is how to drive investment beyond the life span of the pop-up store and the PR generated at that time. ‘Data capture is fundamental, but creating engaging ways for the brand to interact with the consumer that can a develop a life of their own should be considered,’ says Owen Cato, creative director of retail agency Live & Breathe. ‘Extending activity in the pop-up store online and into social-media activity would work well.’

Claire Stokes, managing director of experiential agency The Circle Agency, adds: ‘Previously, when brands have talked about experiential, it has been all about being in the live space. Now it is about building new digital layers to ensure the halo effect of any given event stretches beyond just one single event.’ For example, when EA Games promoted its key Christmas video-game releases in shopping centres, it encouraged consumers to ‘check in’ to win titles. More than 3000 consumers took part, promoting the event far beyond the boundaries of the event venue.

However, industry experts warn against investing in digital at the expense of the core event. Trevor Hardy, founder of creative agency The Assembly, contends that pop-up activity should be viewed as another marketing channel. ‘The more sensory and multichannel the experience, the better it becomes,’ he adds. ‘The risk is that interactive and social media may dilute the experience – 100% of the efforts should be dedicated to ensuring the experience is the best it can be.’

However, the fact that even retail brands with a consistent high-street presence are turning to pop-up activity perhaps suggests that brands should be creating the excitement of a pop-up shop in their existing retail space every day. Hardy argues that this is not possible, as the ‘focus is on getting the maximum return per square foot’.

Caroline Wurfbain, client services director at experiential agency Jack Morton Worldwide, predicts that more brands will launch pop-up activity over the next 12 months. ‘The challenge is that if ideas don’t change, there is a risk that the market will become saturated and consumers will get bored,’ she adds.

Many of the most successful pop-up launches and events of recent years have not been the work of commercial brands, but independent chefs and artists. As a result, a raft of brands has attempted to mimic the halo effect of organic movements such as Hidden Kitchen, a private supper club that serves 16 people a seasonal 10-course tasting menu paired with wines. However, if these brands fail to offer consumers a compelling reason to interact with them, their experiential strategy risks being dangerously insubstantial (Source: Marketing Magazine)

Business Retail: a global view

Retail is big, but how big it is and is it equally distributed worldwide or are there countries where retail is at its best?  

The last CB Richard Ellis Survey  about the business of Retail, reveals how fluctuating this market is, measuring how the most important 323 retailers changed their strategies in 73 countries during the last year.

The survey findings are very interesting, showing us that Dubai is the most favorite city for both American (61%) and European (63%) retailers, while only 23% of retailers from the Asia-Pacific area are present in that city – not because of lack of interest, but just because the Asia-Pacific consumer market is the fastest growing, therefore retailers from those countries do not need to branch out abroad.

Retail expansion rate saw a decrease during 2010, only a 2%, compared with 4% in 2009 and 12% in 2008, with new target countries being India (8 new retailers) and Turkey (7). United Arab Emirates (UAE), Kuwait, Ireland, Romania, and Belgium all attracted six new retailers.

Online retail is becoming more and more important for retailers: 82% of the brands in the survey do have an online catalogue, even though only a smaller percentage (46%) offers to consumers the chance to purchase goods online, with Value&Denim being the most active (43%) followed by mid-range fashion  (26%) and Luxury & Business Fashion (32%). To have an online retail shop is the favored choice by those brands who already have a physical store (46%), while in more advanced market such as the U.S.A., there is a slight percentage of online seller (24%) who do not have a physical store, and that are using online sales platform to test the market before opening a physical point of sale.

Innovative communication or design innovation: eyewear

Italy is famous for its eyewear giants, Luxottica first. If you have ever visited an eyewear retail store in Italy, you would have noticed that more or less they all look the same: neon lights, mirrors, traditional displays, sales people wearing a white coat.
Today we would like to show you two very different approach to this kind of point of sale: Salmoiraghi & Viganò at Piazza San Babila, Milan and Kirk Originals in London.

The first looks like a “traditional Italian” eyewear store, we might say the “deluxe” version of it but from the design point of view, nothing extremely different from the typical layout, displays included. What is “unusual” in this point of sales is the concept and the services offered: a very fast service for those who need new spectacles, culture, events and corners managed by several fashion brands.

Kirk Originals flagship store, on the opposite, looks very unusual, and the only one eyewear wall with 187 “heads” for frames, and practically no furnishings ensure that customers will focus on the eyewear, not the trappings. Eye examinations and fitting take place in the basement, away from the main display space.

Two different, opposite concepts for the same product. Which one do you think will sell most? (Photo: courtesy of Salmoiraghi&Viganò, Luca Oliverio and TheCoolHunter).