24Seven hosted the “How to Drive Brand Awareness in the Retail Industry” seminar this summer at the California Market Center for retailers to gain insight on the importance of a retail space. The guest speakers were Danny Gonzales and Ari Bloom, the creative and brand management experts behind Alternative Apparel’s newest flagship store in Venice, CA. Gonzales and Bloom talked about the concept behind Alternative Apparel’s newest brick and mortar retail store, described the design process and explained why the store is a vital extension of the brand.
Arguably one of Los Angeles’s most popular destinations for shopping, dining and nightlife, Venice’s Abbot Kinney Boulevard embodies the diverse, high-low culture and casual, laidback lifestyle that drive people in droves to the West Coast. Moreover, its eclectic hippie-meets-hipster personality is parallel to Alternative Apparel’s brand. Alternative Apparel produces comfortable clothing using alternative materials safe to the environment and is a strong advocate of these social causes. So, Venice was the perfect community for Alternative’s first flagship retail store.
In a shaky economy and a competitive retail market, Alternative Apparel may seemed to be taking a risk. But Bloom, Vice President of Retail and Consumer Strategy and an MBA Harvard Business School graduate, said otherwise. “The economy is on shaky ground, but having a physical store is a sure way to give a personalized experience to our customers,” said Bloom. “It’s really hard to present your look and feel without a store and if you’re not in control of it. And it helps that real estate is cheap right now.”
With a lot of real estate available, it was important for Alternative Apparel to be selective. “No street is created equally,” Bloom further stated. To find the right one, Gonzales, Bloom and their team researched the old fashioned way. They staked out at the Venice location for hours watching people. Some of the information they recorded were what time was foot traffic the highest? Which direction did people walk in? And what was their median age? These were pertinent information that helped the team decide if the location would be profitable.
In the end, the brand chose an abandoned 1,700-square foot, 1920s Craftsman-style home in which Gonzales, a 20-year interior design veteran who has worked for Giorgio Armani and Henri Bendel, refashioned the interior with mixed materials, recycled fixtures and reclaimed surfaces to capture Alternative’s vintage-inspired vibe and hand-crafted touch.
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| Before |
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| After |
“The look is sophisticated and urban with subtle details in the fabrics, painted treatments and materials used throughout the space,” Gonzales describes, adding that his favorite elements include vintage doorknobs, used shipping crates and recycled wood panels.
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| Eco-friendly Characterists: the tree branches hung are real trees that were naturally fallen. The floors are made from reclaimed wood. |
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| Recycled materials: Reused headboards hang at the top far right |
The visual team also included a newly remodeled exterior that was consistent with the environmental, social aspect of the brand. Gonzales landscaped a beautiful garden inspired by New York City’s High Line Park where customers can sit and connect with nature, which is a unique aspect in a retail setting.
