Caeurtd Retail


Retailers harness the opportunity to sell more with less inventory. Duffy C. Weir


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ust like fashion styles, the vocabulary of retail is constantly changing. While some consider the term “curated retail” to be a new concept, the fact is, curation


has existed for a long time. The terms refers to the concept that retailers deploy a strategy to minimize the number of choices a customer must make along with ensuring that the product lines they carry are unique and highly desirable to their target shopper. And, retail experts believe curated retail is here to stay. According to Craig Patterson, editor-in-chief of Retail Insider, “Curated retail involves a narrower product focus, which may lead to personalization and increased brand relevancy.” Patterson agrees, the idea of curated retail is not new, but, more recently feels we are


Specialty Retail Report n Winter 2017


seeing a higher focus on it, “Because consumers demand curated and personalized offerings and competition is so great, and offerings so broad, retailers are seeing opportunity to sell ‘better’ with ‘less’,” he said. Several smaller Canadian retailers have used curating


as a marketing strategy to differentiate their businesses alongside the big names of Kanye West and big retailers like Nordstrom who are doing curated pop-up shops.


Curated artisanal products “Curated retail is defined as having a deep point of view—even if it means we can’t be all things to all people,” said Jen Lee Koss, a Canadian retailer and co-founder of BRIKA, an online


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