Company News • 10.12.2012

In-store shops are making a comeback

Bloomingdale's and JCPenney revive the trend

Bloomingdales has recently opened an in-store Gucci shop at its subsidiary on...
Bloomingdale's has recently opened an in-store Gucci shop at it's subsidiary on New York's 59th street.
Source: Bloomingdale's

Back in the 1980s and ’90s, Bloomingdale’s in New York had a Ralph Lauren shop and a Donna Karan shop. That old notion - of a store within a store - has been made new again, with JCPenney the most prominent example. In July, it unveiled the first three of its in-store shops and is adding two to three every month. Its goal: By 2015, each store will be a collection of 100 shops.

The idea of in-store designer shops when Ralph Lauren and Donna Karan were just cutting their teeth was born of necessity, said Deb Camarota, creative director at retail design firm Fitch. “These were young and up-and-coming designers at the time,” Camarota said. “They didn’t have the resources, being small and new, to take real estate. At the same time, the department stores wanted to be nimble and showcase new concepts. So it was a mutually beneficial endeavor.”

Turning away from "clean" store design

While the idea worked well, store design fashions changed, said retail consultant Aaron Spiess, co-CEO of branding consultancy Big Red Rooster. “Through the last decade, a lot of stores paid more attention to their host brands and really focused on in-store experience and cleaning up, simplifying their environment,” Spiess said. “  ‘ Clean store’ became the mantra.” Now, times have changed again, and the idea of multiple brands under one roof has returned with a slight twist.

Old ideas made new again

“What we’re seeing is a very prestige idea from 20 years ago at all levels now,” Camarota said, including the middle-range retailers and big-box chains.The idea is seemingly everywhere — including Macy’s and its Toys R Us and Finish Line shops, and Saks with its Chanel and Louis Vuitton shops — all the way to the other end of the spectrum, with Walmart and Target chiming in. Their Apple offerings are an example.

Maintaining a brand image

“It’s across a lot of different categories,” Spiess said. “You’re seeing stranger bedfellows coming together. ... They’re creating these oases inside of the environment that enables them to tell better stories.” “Telling stories” is retail jargon for creating or maintaining a brand image, and in-store shops are great ways for designers and manufacturers to do it. “Manufacturers love the idea,” Spiess said. “It gives them much better control of brand presentation.” For consumers, the in-store shops are a great thing, too, Camarota said.

Making good design available

“It’s actually a lot of fun as a consumer to shop these in-store shops,” Camarota said. “Now, you have certain retailers partnering with very high-end designers who have been in business 50, 60 years and they do a collection together. Maybe they’ll choose a more affordable fabric, but their good design suddenly becomes available to everyone.”

Re-emphasizing the total experience

How long will the in-store shop be around this time? Probably quite a while. Retailers who are concerned about “showrooming” - the practice of researching a product in a store and then using a smartphone or tablet to comparison shop for a better price - are focusing on giving their stores a unique flavor and re-emphasizing the total experience. And such uniqueness is something that in-store shops can offer in spades. “How do we surprise and delight our customers?” Camarota said. “These things really do that job."

related articles:

popular articles:

Thumbnail-Photo: Christmas gnomes on the loose: Christmas decorating tips, part 7...
16.11.2023   #shop decoration #seasonal business

Christmas gnomes on the loose: Christmas decorating tips, part 7

Playful: Ways to delight children - and adults alike

The Christmas season can be stressful for adults. Planning ahead for the holidays, getting ready for family visits, buying gifts and getting your house sparkling clean for your guests – all of this leaves little room for festive joy and ...

Thumbnail-Photo: Faux rust effect: Christmas decorating tips, part 6...
16.11.2023   #shop decoration #seasonal business

Faux rust effect: Christmas decorating tips, part 6

Make your customers feel cozy - just like in front of the fireplace

What looks good in the living room can also set the scene in a store, right? Accessories with a stainless steel look are very trendy at the moment. Metal is given a rust effect for this. ...

Thumbnail-Photo: Let it shine: Tips for Christmas decorations, part 3...
16.11.2023   #LED lighting #lights

Let it shine: Tips for Christmas decorations, part 3

Ambience for the shop window and the store

Light up the world! Luminous elements magically draw the eye to things and create a festive mood. If burning candles make you nervous, here are some other lighting ideas. ...

Thumbnail-Photo: Colorful shop windows: Christmas decorating tips, part 1...
16.11.2023   #shop decoration #seasonal business

Colorful shop windows: Christmas decorating tips, part 1

From lilac to orange: something different for a change

Christmas is just around the corner. Gingerbread houses greet you in every supermarket and the early birds already wonder about the gifts they should buy. It’s high time to inspire potential shoppers to start buying Christmas gifts. ...

Thumbnail-Photo: Back to nature: Christmas decorating tips, part 2...
16.11.2023   #shop decoration #seasonal business

Back to nature: Christmas decorating tips, part 2

It doesn't always have to be bought, you can also make it yourself

A wooden Christmas tree is unquestionably a classic among Christmas decorations. You can make your own beautiful and interesting decorative elements using some basic woodworking skills. ...

Thumbnail-Photo: Christmas tree alternatives: Christmas decorating tips, part 5...
16.11.2023   #shop decoration #seasonal business

Christmas tree alternatives: Christmas decorating tips, part 5

It doesn't always have to be the classic green evergreen!

In these parts, Christmas trees are the quintessential symbols of the Christmas season. They prompt children and adults to get into the Christmas spirit. Yet a live fir tree has two major disadvantages: it takes up a lot of space and drops its ...

Thumbnail-Photo: A story of ice and snow: Christmas decorating tips, part 4...
16.11.2023   #shop decoration #seasonal business

A story of ice and snow: Christmas decorating tips, part 4

Creating winter wonderlands and delighting customers

Though the temperatures outside might not always reflect it, in these parts, winter puts us in the Christmas spirit. This makes white decorations and decorative artificial snow perfect tools to set the scene. A winter landscape with snow-covered ...