TRENDREPORT

INSIGHTS

Discover this year’s hottest innovation exhibition

NEW STORE

Dior brings its first standalone beauty store to Covent Garden

INSIGHTS

Explore the story of one of the UK’s greatest fashion muses and mentors: Isabella Blow

PROJECT

BeautyMART’s pop-up in Box Park Shoreditch

PROJECT

The Dressing Room’s brand refresh turns heads on the high street

INSIGHTS

What technology means for retail in 2014

PROJECT

The boutiquisation of shopping centres – Brent Cross Mall 5

OPULENT INTERIORS

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must-see stores, trends, insightsR E TA I L I N S I D E R

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Hointer is already flying ahead of the curve, and combining mobile and robot technology

to combat the old adage that “men don’t like to shop”. Indeed, their customers can now

use a mobile app to order items direct to the fitting room, speeding up the shopping

process and adding a little wow factor that turns shopping into a fun, engaging experience.

Robots get real

Honda’s Asimo has come a long way since

falling down stairs in 2006, and can now

be found working as a tour guide at Japan’s

National Museum of Emerging Science and

Innovation. Whilst he is still facing gesture

recognition problems, there is no denying

that robotics have advanced exponentially

over the last decade.

Robots are already being widely used in

retail to speed up the functional aspects of

shopping through automated checkouts and

the automated delivery of goods. However,

2014 is the year that robots will connect with

customers’ emotional needs too.

Big data, robotics, mobile & augmented reality to get ahead

I N S I G H T S

R E TA I L T EC H N O LO GY F O R 2014New technologies are shaping consumer behaviour more than ever

before, and retailers need to get up to speed to create compelling

brand experiences.

Here we look at key technology trends: big data, robotics, mobile and

augmented reality – looking at how retailers are harnessing these to stay

ahead of the game in 2014.

Conversation is king

Big data may hold the key to securing competitive advantage, but

only if it’s used to serve consumers better. Whether you’re sending

information or promotions, customers now expect these to be

accurate and relevant to their individual needs, creating a two-way

exchange and fostering brand loyalty.

Selfridges hits the spot by delivering customised content based on

purchases, but encouraging dialogue by asking consumers to further

personalise their preferences, delivering tailor-made information

straight to their inboxes. Delightful tone of voice touches such as

‘lust-have accessories’ helps customers get to know the brand, and

create an emotional connection.

Sources

Jobling, A. (2013) Retail Technology: ways to get ahead in 2014, WGSN Westlake, S. (2014) The year robots get real, Nesta

Jobling, A (2014) 2014: CES Innovations, WGSN Bacon, J (2014) Mobile microtargeting, Marketing Week

I N S I G H T S

R E TA I L T EC H N O LO GY F O R 2014

Mobile vs showrooming

We all know mobile is fast becoming customers’ device of choice along all points

of the shopping journey, and with UK retail sales via mobile devices reaching

£7.5bn last year, retailers need to respond with so much more than a

mobile-friendly website.

Apple has capitalised on this trend with the launch of IBeacon, a technology that

enables retailers to provide relevant offers and information to customers based on

their instore location. By turning a passive viewing experience into an information

exchange, IBeacon could be a powerful tool for retailers to capture customers’

attention and transform showrooming from a threat into a sales opportunity.

Augmented reality

Tesco has been quick to embrace augmented

reality, launching ‘Magic Mirrors’ and digital

mannequins for its F&F clothes store range, and

Debenhams is following closely behind with an

augmented reality app – both stores keen to

capitalise on the growing virtual changing room

trend. And Modiface’s beauty mirror means this

trend will be extending to beauty retailers too

– with customers being able to try on make-up

with minimal fuss and mess.

Innovate, smartly

The key to success for retailers is making sure

they balance low-tech and high-tech. In the

rush to go digital we could easily miss out on

how consumers actually want to engage. Take

make-up for example. Whilst it is fun to play

around with new looks in a digital world, this

is such a personal purchase that customers

will ultimately want to touch and play with the

product itself, and check it really works for

their skin.

Overall, technology does provide huge

opportunities, but flexibility is key when

embarking on a new venture. The buying

experience is changing so radically

year-on-year that new platforms need to

be readily extendable and updateable,

or retailers could find their investments

rapidly becoming out of date.

Apple has capitalised on this trend with the launch of IBeacon

Try on make-up with minimal fuss & mess

P R O J E C T S

B E AU T YM A R TThe pop-up concept has long since been employed in various

retail sectors to inject the shopping process with a sense of

exclusivity and excitement. Shoppers continue to seek fun and

new experiences from the typical shopping journey – this is

an opportunity upon which beauty brands can capitalise, by

bringing a sense of refreshing energy to their traditional in-store

retail.

Pop-ups can allow cosmetics brands to create new spatial

experiences in non-typical store venues and even allow cross-

brand collaboration.

Beyond has recently worked with Beauty Mart to develop the

Box Park Perma pop-up, which has proved a hit with a hip East

London audience.

P R O J E C T S

T H E D R E S S I N G R O O MThe Dressing Room has made its name by combining

handpicked brands from across the globe with a friendly and

expert service, both in its hometown of St Albans and reaching

a wider audience online.

The brand needed a lift to reflect this premium offer and stand

out against the high street competition.

Beyond worked with The Dressing Room to bring a

sophisticated touch to the store’s iconic pink bags, whilst

still maintaining its boutique personality.

The new look was so enthusiastically received that it sparked

a refresh for the entire shop interior, exterior and website

– all celebrated at a fantastic re-launch party.

With five drapers awards now firmly under its belt (including

‘Inspiring independents 2013’), The Dressing Room is without

a doubt one of the biggest success stories of UK boutiques.

WINNERInspiring independents 2013

P R O J E C T S

T H E B O U T I Q U I S AT I O N O F S H O P P I N G C EN T R E SMall 5 at Brent Cross has been given a sparkling

transformation through a rich and contemporary

makeover by Beyond.

Four spectacular chandeliers, each with 7500 hand

polished crystals, now hang above luxurious seating.

Walnut veneer adorns the walls and bulkheads, whilst

further contemporary ceilings with multiple circular

illuminated discs mark the entrances to this plush

relaxation area.

The old 1970’s floor patterns have been stripped away

to be replaced with cool white marble and the previously

oppressive car park lobbies have been lightened with

white tiles and white columns.

We wanted to give customers a place to slow down and

relax, and we felt this boutique-style, indulgent makeover

would be a perfect fit for the newly upgraded premium

Mall 5. Customer experience drives footfall after all.

P R O J E C T S

D I O R B E AU T Y B O U T I Q U EIt seems Covent Garden is set to be London’s new luxury beauty

destination – joining the likes of Chanel and Aesop is the brand new

Dior beauty boutique, the fashion house’s first standalone beauty

store in Britain.

The store boasts exclusive products including the limited edition

Covent Garden houndstooth eyeshadow palette alongside its standard,

world-renowned make up, beauty and fragrance ranges. Make up services

and lash/nail bars up the ante, making the boutique as much a salon

as it is a shop.

The store’s interior is a luxurious journey through the cool sensual finishes

of the fragrance bar to the opulent dark make-up bars – both of which

offer full consultation services. Worth a visit, if only to marvel at the handbag

display made of hundreds of Dior’s best-selling lipstick: Darling.

I N S I G H T S

FE S T I VA L O F I M AG I N AT I O N S EL FR I D G E S 16 T H JA N UA RY – F O R 6 W EEK S Selfridges kick-started 2014 with the launch of the ‘Festival of Imagination’

– a series of events, lectures, installations and projects showcasing the role of

imagination in creativity. We couldn’t wait to head down, and here’s what we saw:

I N S I G H T S

I M M ER S I V E R E TA I LTo celebrate the first appearance of

his collection at London Collections:

Men, Gareth Pugh teamed Inition, to

create a virtual reality, multi-sensory

experience where customers can explore

the inspiration for the collection, all from

the comfort of a changing room-style

cubical. The user puts on an angular head

dress and is immediately submerged into

a 3D experience; fast moving shapes,

landscapes and walls complete with

a soundtrack. This installation is a great

example of the current shift towards a

more immersive experience design

and retail experience driven by

customer expectations.

N E W S T O R E S

N E X T- G EN R E TA I LThe Imagine Shop combines a collection of 3D printed work with augmented reality in

a hands-on customer experience all about technology. We loved the Dezeen Watchstore

where customers can try on watches from the collection using just a paper wristband

and augmented reality technology. The complete range of real watches is also on display

to buy after you ‘try’. Other items on sale range from 3D glasses, to a headband allowing

you to control games through thought alone. If that wasn’t enough there are 3D printed

high heels and even a 3D printed full size ping-pong table. Although the latter will set

you back £20,000, the £300 million Blohm + Voss Jazz superyacht steals the show

– it is the biggest and most expensive item ever sold at Selfridges. By pointing a device

at a marker the size of a dining table, customers can explore the 90m yacht in the palm

of their hand. Complete with people on board, the yacht bobs up and down in the

augmented reality sea, making the mind wonder what further technological advances

2014 holds.

Store images: Gareth Pugh by WGSN, Imagine shop by Andrew Meredith

Store images: BFC Shop by Storey studio / Selfridges London Source: Andrew Meredith via WGSN

T R E N D

O P U L EN T I N T ER I O R SWe continue into winter 2014 with a colour trend of dark

opulent tones, flaunting black mattes and glosses. It is a

colour story that fuses rich luxury with fantasy and nature

and is consistently popping up in and around the retail

and beauty industries. Rich blacks and charcoal greys

bring textural and surface interest to products, and are

complimented by pops of colour such as shades of plum,

blues, and violet. Classically romantic themes surrounding

craftsmanship, luxury and the pursuit of beauty are updated

with a contemporary sharpness enabled by technology.

It’s a modern take on artistic and emotional fantasy.

dark opulent tones, flaunting black mattes and glosses

TREND

I N S I G H T

I S A B EL L A B LOW: FA S H I O N G A LO R E! S O M ER S E T H O U S E 20 November 2013 – 2 March 2014

This month we went to Somerset House to explore the story of one of the UK’s

greatest fashion muses and mentors: Isabella Blow.

The exhibition is a biography in clothes: with 100 outfits from the Blow archive,

charting her success in turning young designers Alexander McQueen

and Philip Treacy into global fashion phenomena.

Fashion was quite clearly a tempestuous love affair for Isabella Blow, reminding

us that it is an art form in itself – and that most importantly, as her used Givenchy

mules will attest – it is made to be enjoyed and worn.

A tempestuous love affair