Follow het Leaders
1. Walmart: It’s Personal Who: Walmart What: Virtual Make-Up Kiosks
An IBM kiosk with a built-in camera allows Walmart shoppers to upload their images and then scan the barcodes of cosmetics products to see how the products will look on their individual skin tone.
Why: In an age of fast fashion and short attention spans, initiatives that can both engage a consumer and do so in a personal way are the holy grail of retail. In addition to driving sales, Walmart’s initiative packs an ROI punch as well. Virtual try-on means that stores no longer need to toss samples or returned merchandise.
Lesson Learned: You don’t have to be a billion dollar retailer or have to buy expensive technology to give your customers a personal and engaging experience. In fact, the personal touch is one of the great advantages of specialty retail.
Evaluate your selling space from a consumer’s point of view. Do you have comfortable and inviting areas for consumers to try on before they buy? How about stocking accessories near the changing rooms so customers can see a customized finished look?
2. Burberry: A Bright Idea Who: Burberry What: Burberry Brights
As its name suggests, Burberry’s S/S 2011 handbag collection is comprised of shoulder bags and clutches in vibrant hues. The bright palette, which borders on neon, gets an additional pop via the use of high-polish patent leather and gold hardware.
Why: Bright color was one of the biggest trend messages from the Spring 2011 runways and is poised to drive sales well into Fall 2011. Whether bold and solid (as shown at Prada) or unexpected and color-blocked (as shown at Jil Sander), bright, saturated color can inject your assortment with excitement and give your customer a reason to buy.
Lesson Learned: While color is exciting, especially after several seasons of restrained palettes, head-to-toe exuberant color is not for the faint of heart. To test your consumer’s receptivity to color, follow Burberry’s lead and offer it in accessories first. Introducing the trend message via accessories is a smart way to register color without building a potential ocean of brightly colored apparel markdowns.
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specialtyinsider.com
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