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: Why marble countertops are the right choice for your shop...
15.07.2019   #shop building #shopfitting

Why marble countertops are the right choice for your shop

A guest contribution by Emmy Noel

When you think of marble countertops, you probably think about the beautiful natural stone countertops adoring a kitchen or a bathroom.Time to change our perspective.Marble countertops are the perfect addition for any business. Whether you run a ...

Thumbnail-Photo: The 411 on point of sale systems
09.09.2019   #cashpoints #shopfitting

The 411 on point of sale systems

Beauty and intelligence combined: What the system looks like and what it can do

Checkout system, material, paint finish – apart from technology and design, today’s point of sale system must fulfill many different roles. Yet its most important function is and will always be the successful completion of the customer ...

Thumbnail-Photo: Of tables, counters and meeting places
03.09.2019   #shop building #shopfitting

Of tables, counters and meeting places

What must actually be taken into account in point of sale fitting?

Whether it's a supermarket, a fashion boutique or a DIY store – a variety of POS architectures and designs are required depending on the retail format. Lisa Beck of atelier 522 provides a few tips.Mrs Beck, not all materials are ...

Thumbnail-Photo: Green Room and PUMA kick off new City Store experience...
18.07.2019   #digital signage #shop design

Green Room and PUMA kick off new City Store experience

Digital experiential elements and features for new store in Manchester

As part of an ongoing relationship with Puma, Green Room has designed key digital and physical experiences within the new City Store experience, to coincide with Puma’s new partnership with Manchester City.The concept centres on bringing City ...

Thumbnail-Photo: Year after year: Christmas decoration
11.06.2019   #decorative lighting #trend research

Year after year: Christmas decoration

From classic to modern - four styles for 2019

Every year, Annetta Palmisano and her colleagues of Stilbüro bora.herke.palmisano compile the decoration trends for the coming Christmas season. Below we outline four styles for the 2019 season. ...

Thumbnail-Photo: Window Display Of The Year Frame Awards 2019...
21.06.2019   #displays #product presentation

'Window Display Of The Year' Frame Awards 2019

Window installation featuring the Ura raincoat

Fourteen waterproof raincoats are suspended from seven bicompartmental metallic structures strategically placed on the ceiling of the store simulating drops of water. The shoppers’ attention is therefore drawn directly upwards to the product ...

Thumbnail-Photo: What shop design can look like: Trait concept store in Barcelona...
11.07.2019   #shopfitting #shop decoration

What shop design can look like: Trait concept store in Barcelona

Character in store design and in all details

In the Sant Antoni district, which in recent decades has developed from a working-class district to a hip district with bars, cafés, bookshops and boutiques, there is a small boutique, the Trait Store, hidden in Calle Parliament 28. ...

Thumbnail-Photo: Round things in an angular environment
19.08.2019   #pos marketing #in-store marketing

Round things in an angular environment

POS TUNING develops flexible stackable channels for oral tobacco in round packaging

A real presentation problem has now been solved.The presentation of tobacco products can be a real challenge. In hardly any other area you find such a wide variety in packaging sizes. For instance, there are the classic cigarette pack, the tobacco ...

Thumbnail-Photo: Retail spaces are so yesterday. Long live brand experiences!...
27.06.2019   #online trading #shop building

Retail spaces are so yesterday. Long live brand experiences!

How can brick-and-mortar stores stay competitive? With continuing retail reinvention!

Shopfitting – it’s no longer about shelves, sales counters and cash registers. Silvio Kirchmair, CEO of umdasch The Store Makers, considers it a stage where brick-and-mortar retailers can and should showcase themselves – especially ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen