The development of omni-channel retailing and increasing rental costs are two significant factors that have been shaping bricks and mortar retail. Retailers are responding in very exciting ways, creating out of town, large format retail experiences with a strong curatorial emphasis that offer consumers a unique range of experiences and brands. Already acknowledging that the shopper will ultimately purchase through a range of available channels, bricks and mortar has to offer a less transactional, more experiential retail environment. We are seeing the emergence of the ‘Experiential Retail Precinct’.
Creating a new brand name or refreshing an existing one can be a complex and daunting exercise. Here’s a few simple pointers on getting it right – before you’ve printed those 5000 business cards…
It's all too easy to forget what fantastic history and ideas are right on your door step. This probably has as much to do with the distractions of busy day-to-day life as it does with the fact that the familiar sometimes disappears without pause for thought. It was with this in mind that the Melbourne e2 creative team ventured into the city to poke our noses into the new RMIT Academic building and the very old State Library of Victoria.
The luxury industry is at the heart of what retail is meant to be. It’s the benchmark for building rich, aspirational worlds through service, in-store environments, and campaign visuals. But as aspiration is redefined and luxury goods become more accessible, what will it cost an industry that’s founded on being exclusive?
The year 2012 went down as the year of omni-channel strategy. Nearly every brief we received last year included an objective to implement an omni-channel strategy. The challenge with most retailers was that they were still thinking in terms of multi-channel strategies. What’s the difference and why was this a challenge?
In a world full of colour, the science behind colour psychology has proven what we see often relates back to emotions and past experiences. This is used within the world of marketing to evoke particular feelings and reactions when consumers interact directly or indirectly with a brand.