With 2012 approaching, WGSN hosted their Global Retail Trends seminar at the California Market Center on Tuesday, September 13, 2011. They shared various insights and analysis on global consumer attitudes, retail trends and innovations that will impact businesses. Some of these insights include retailers to refine and refocus their efforts on customer service and develop sophisticated ways for a refined shopping experience. Through the use of social networking to creating a strategic visual presentation, here are the major tips retailers need to take heed for 2012:
1. Convenience
1. Convenience
For online retailers, making the shopping process convenient for their customers is extremely crucial and is a key factor in keeping their customers coming back.
For example, Zappos, the largest online shoe store, offers free shopping BOTH ways on their products including a 365-day return policy and 24/7 friendly customer service.
Another example is L.L. Bean. They offer a relaxed return policy and promise a lifetime guarantee in which if their customers are not satisfied, they can return anything purchased at any time.
Mobile shopping, aka “M-Commerce”, is also gaining relevance in the online shopping industry. For example, French Connection, Zara, Mulberry and Mark & Spencer all allow their Facebook fans to browse their products on their Facebook and mobile phone.
Additionally, Asos was the first online store to let their Facebook fans shop its entire collection via Facebook.
2. Brick and Mortar
WGSN says the trend for 2012 is to move towards the "white-box" look, which is a simpler decor and more efficient use of space. Here are some examples:
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| H&M, Amsterdam - the use of white in the decor and lights create a clean atmosphere and makes the clothes the center point |
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| Kochhaus, Berlin - they efficiently and strategically placed all the products needed to create a dish in one place so that customers can conveniently purchase the items |
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| Zara, Rome - a clean, no-fuss environment and with some sustainable features |
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| Shangxia, Shanghai |
3. Gender Neutrality
Not to be confused with cross-dressing, gender neutral is becoming prominent in the retail space, fashion and on the runway. For example, “femi-men” model Andrej Pejic has been receiving much attention due to his gender neutral look.
Manufacturers are also embracing this trend by producing gender neutral mannequins
Brands are using the unisex fashion/couple styling in their ads.
4. Transform
In visual merchandising, WGSN advises retailers to add features in the retail environment that will interest the customers and get them to stay awhile.
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| Chanel + Colette pop-up, Paris - the raised platform acts as an interesting feature in the store |
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| Chanel, Selfridge boutique - the Chanel section is fashioned like the perfume bottle |
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| Mulberry, London - the use of pods and huts make for an interesting use of space |
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| Oxygen Boutique - the triangular fixture brings the focus in on the rack of clothes |
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| Alter, Shanghai - the upside down mannequins give an interesting, skewed perspective |
5. Mood Retail/Heritage
Many designers are bringing their personal home comforts into their retail stores which makes their customers feel connected with the brand and also acts as a place of discovery.
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| Marc Jacobs created BookMarc, a bookshop dwelling space for his customers |
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| Jimmy Choo - the sofa and other accents are found in the designer's apartment |
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| Christian Louboutin, London - the staircase and other details are replicas of his apartment |
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| Louis Vuitton's new Bond Street Maison, London - the design brings together innovation, heritage and fashion |