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Brand Evolution


are not afraid of embracing change and create a forum where ideas are openly expressed. Great ideas, after all, don’t just come from the top but are present at every level of the business. You also need to give it time. Time is one


of those essential elements that people rarely get. You need it because even the best ideas have to be trialled and tested to find out what works and what doesn’t. Accept that you’re not going to get it right


first time. This requires a culture that understands getting it wrong, forgiving getting it wrong and then the resolve to work on getting it right. One industry that has become expert at


embracing consistent change is cosmetics. Its ability to evolve has been acquired through necessity. Beauty is like a microcosm of the whole


Below: Cosmetic brand benefit in 2007.


retail world. It’s the most competitive of market places. When you walk into a department store you’ve got 20, 30, 40,


brands thrown together in 10,000 ­ 15,000 square feet. It’s like a squashed up high street, except here everyone’s selling the same sort of product in the same area. The need to be sharper and smarter is magnified. It’s a battleground. You have to fight to catch and keep your customer. For these reasons beauty concessions are


the most finely honed of retail environments. Cosmetics companies are continually revisiting their brand look and feel to ensure it stands out. Function is also very important. Beauty brands are always thinking about how to increase the interaction between customer and product as well as customer and consultant. It’s a bit like the Forth Bridge. You never


finish painting it. Once the painting is done, you start all over again. Keep questioning how and why you are


doing things. Never be satisfied with what you’re doing.


It pays off too. We’ve found when a client


refurbishes a site in a beauty department they can see a sales uplift of around 25%. So don’t wait until you’re behind. Complacency is the number one killer of successful businesses. Never think because you’ve got a shop fit that works that its future proofed for the next 10 years. Before you know it, your competitors will be closing in and you’ll have no option but to consider something big, expensive and risky to catch up.


Contact “ 40


Umbrella Design T: +44 (0) 20 7697 3400 W: www.umbrelladesign.co.uk


When a client refurbishes a site in a beauty department they can see a sales uplift of around 25%.


www.a1retailmagazine.com


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