Collective Belonging
Why fostering a sense of togetherness is key to adapting to the changing retail landscape.
Collectively, the pandemic has taught us the importance of community and belonging.
Reigniting our appreciation of local brands and retailers and reminding us just how much we value and cherish human connection.
The most influential brands are noting the positive health implications of human connectivity and fostering a sense of togetherness. Exploring ways to localise their global presence in ways that really count.
“There is a certain irony attached to the reality that during a time when we were forced to live in social isolation, we began to care about one another far more; our friends, our neighbours, our carers. There is a universal understanding and agreement that it is people who matter the most.”
Kate Shepherd, Co-Founder of The Future Collective
SUBURBAN RESURGENCE
Our towns and suburbs are poised for a revival as the pandemic has triggered new patterns of living and working for people of all ages.
Experts are predicting a ‘rural renaissance’ accelerating growth in suburban areas and second cities.
Reflecting the customers’ heightened desire to connect with and support the local communities they live within, brands of every size and scale are adopting new retail strategies and investing in new neighbourhood formats.
These new concepts act as local hubs, providing curated ranges that are tailored to the individual wants and needs of the people in the area.
One of the most notable examples of this is the latest retail strategy from John Lewis. Following in the wake of the announcement of multiple store closures and the transformation of over half of their flagship store on Oxford Street to offices, “mini-John Lewis” stores have begun to open within Waitrose stores throughout the UK.
Speaking with The Times, chairwoman Sharon White confirmed their plans to ensure that most of Waitrose’s 331 supermarkets have one in the next 12 to 18 months.
CASE STUDY: H BEAUTY BY HARRODS, LAKESIDE, ESSEX
Harrods, the figurehead of luxury British retailing, has taken the unexpected step of opening its first standalone beauty store at Lakeside, Essex.
Rather than venturing from the bustling capital to a similar retail environment in another UK city, they’ve opted to settle in suburbia.
The move has provided an opportunity for the retailer to innovate in a way that extends their current value proposition, attracts a younger consumer and creates a space with a unique competitive advantage. The store boasts an immersive beauty experience, featuring a ‘Playtable’ for make-up experimentation, designated skincare treatment areas and even a champagne bar for some post purchase relaxation.
Investment in suburbia, particularly in the case of Harrods, puts a stake in the ground marking a new territory for retail innovation.
“We are entering an era of true self expression, empowerment and celebration of identity, and I can’t wait for H beauty to be a destination for beauty lovers to play, explore and try.”
Annalise Fard, Director of Beauty, Harrods
HYPER LOCAL FORMATS
One of the core advantages of creating hyperlocal store formats is the opportunity to offer a curated range of products that is laser focused to the wants and needs of the local audience.
Perhaps the most renowned pioneer of this approach is Nike. The opening of Nike Live on Melrose Avenue in Los Angeles has sparked a new era for brands adopting this hyper-localised approach.
The concept is built for and inspired by local NikePlus members, offering city-specific styles,all of which is determined by Nike digital commerce data (buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want, when they want it.
Following in the footsteps of this concept, Nike has launched several other neighbourhood specific concepts in key cities around the globe.
CASE STUDY: NIKE RISE, CHINA
Nike’s new concept store in Guangzhou, China, is a digital hub led by the sporting community that engages in numerous activations within the city‘s sporting landscape.
The store is part of Nike’s House of Innovation which seeks to create a sense of community through an equally local and digital approach. Nike Rise creates personalised experiences by tapping into the ‘sport pulse’ in Guangzhou. They focus predominantly on basketball, football and running - the primary activities of the city‘s residents. ‘Nike Fit’ technology allows visitors to have their feet scanned with the help of a store assistant, with the results of the scansinforming customers of their size and the styles that will suit them best.
Their Personal information can be stored in the Nike app and referred to when making online purchases, promoting a true omni-channel experience.
CASE STUDY: NIKE UNITE
The Nike Unite concept has an even greater emphasis on localism than its other experiential counterparts.
The store design is imbued with localised touches; with reference to landmarks, tributes to homegrown talents and a community wall that boasts all of the partners Nike has in the area, from non-profits to community groups.
The product selection is also tailored to the store‘s location; the approach hopes to make the store a “community centrepiece” that encourages people to get moving and connect with oneanother through sport.
The experience has also been enriched with technology such as self-checkout for Nike members which allows the concept to operate very smoothly.
CASE STUDY: NIKE BY EUGENE, OREGON
Being the 4th of Nike’s Live stores, Nike By Eugene aims to bring the innovative DTC concept to the brands birthplace in Eugene, Oregon. The store utilises digitally enabled services to create a merchandising mix that is specific to the desires of the local community. With new drops every three weeks and a 1:1 SMS service that connects shoppers with employees to discuss product availability and new releases, the mega brand is doing all it can to give their customer what they want.
The store will also serve as a meeting point for running groups that operate through the Nike App which is a really strong touchpoint for the brand. The app also features exclusive content and information such as the ‘unlock box’, a digital vending machine that releases gifts and products to app members, for free. The move also helps Nike kickback against their wholesale market by creating their standalone offer as a true destination.
GRASSROOTS CULTURE
While global issues are of concern to consumers, there is equal merit in embracing localised concerns that are much closer to home.
Appealing to Generation Z’s brand activist mindset, many of the most conscious brands and retailers are taking a far more localised approach.
From collaborations that improve local economic recovery, to flagships serving previously underserved communities or filling the gaps in cultural programming left by government cutbacks, these initiatives bolster big brand profiles on a grassroots level.
Building trust, credibility and authenticity and gaining invaluable on-the-ground insights.
CASE STUDY: VANS DOWNTOWN LA STORE
The Vans Downtown LA store is an LA cultural immersion, returning to the brand’s roots with heavy skateboarding influencers, intertwined with art and pop culture. The second floor houses ‘studio 808’ which is a hub for art and design, offering classes to local members of the community. There aren’t any fees attached to these offers, placing emphasis on authentic localism rather than commercial value.
There’s a real uplifting spirit here. The experiential space is truly community led, the workforce is to be partially made up of previously homeless and at risk youth who are part of initiatives with non-profits such as Goodwill and Chrysalis.
The space is a real signifier of the shift in the location of purpose within the retail environment, the singularity of solely aiming to maximise sales has been replaced with emotional concepts of community, localism and understanding.
“The store, by nature, is one of a brand’s most decentralised and localised assets. Stores provide a home base - for global brands - within a multitude of communities. Through this lens there are limitless opportunities for brands to tap into the theme of ‘community and collective’ belonging.”
Worth Darling, Director of Retail Innovation, Vans
BROADCASTING STUDIOS
Extending the cultural influence of the store way beyond the physical four walls of the space, innovative brands are taking to the airwaves and creating broadcasting stations, transmission zones and content hubs to amplify their brand influence on a global scale. Transforming stores into stages for livestreaming, podcasting, fashion catwalks and more.
Vans, the brand and global icon renowned for championing self-expression and sparking creativity, has taken their “Off The Wall & On The Air” initiative and officially launched Channel 66.
Described by the brand as “community radio meets the best of public access TV”. They’re planning to broadcast from New York City, Chicago, Mexico City, and Los Angeles to audiences everywhere with DJ sets, curated radio shows, talks, workshops and musical performances across music, art, action sports and community. Seeking to spotlight each city’s unique heritage and subcultures through the lens of the people who really live it.
CULTURAL CONVERSATIONS
The intersection of art, music, fashion and culture provides a wealth of inspiration for everyone. Thought-provoking brand experiences geared towards sparking cultural conversations and debate are on the rise.
Progressive brands are appealing to people’s growing desire for knowledge and education by hosting talks, workshops and symposiums and facilitating networks that are designed to stretch our thinking and champion innovation and change.
These events offer learning and advancement and naturally create a community of kindred spirits; connecting people with others who share their passions, values and beliefs.
The value of this kind of meaningful human connection goes far deeper than anything they could buy, prompting a genuine connection with the brand that is memorable and enduring.
This approach is particularly relevant in the world of luxury, where the whole concept of ‘experience’ is evolving.
The most effective new luxury brand experiences focus on personal transformation. Inspiring and empowering people to see and do something unique, to push themselves further and to acquire a whole new mindset.
CASE STUDY: PRADA MODE, PARIS
In tandem with the launch of Paris Haute Couture week, Prada held the fourth instalment of its travelling private club, ‘Prada Mode’.
The event took place in the city‘s famous Maxim’s, where the 19thcentury restaurant immersed members in an exhibit themed around data collection and identity creation as well as featured live performances and talks, plus fine dining.
Prada Mode Paris was designed to give invited members a unique way to experience a particular theme or facet within contemporary creative culture, as well as connect in real life over an ephemeral, unrepeatable experience.
“My interests often lead me to think about projects beyond fashion. Mode is one of these events, offering a familiar place to extend the art experience into the social; a place where people are welcome to think freely and discuss, not forget to have fun.”
Miuccia Prada, Founder
PARKS AND RECREATION
“Our Yokohama Bayside store functions as a park. While many Uniqlo stores are located in the commercial centres of large cities or in residential areas for easy access, we positioned the Yokohama Bayside outlet as a ‘destination store’.
Situated in front of Tokyo Bay, it’s conceived as a place for families to go to relax and have fun for an entire day, rather than somewhere solely for shopping.”
Takahiro Kinoshita, group executive vice president
Our article was also published in Frame magazine.
