Retail Concessions
Left: Umbrella Design understands that the huge competition at cosmetic concessions means a need to create imaginative spaces.
Below: The concession that Checkland Kindleysides put together for Converse encourages customer interaction that will help the brand to engage with its fans.
Bottom of Page: Equinox Design helped to create the perfect units for British brand Montane.
more engaging customer experience and conversation where products, promotion, trial and engagement are key”. Checkland Kindleysides have worked
with a real range of different brands, from Sony Computer Entertainment to Converse, and so has a real understanding of the different needs of brands when putting a concession together. One of their main ideas is that customers should be able to get involved, and the company seems to be in agreement with Fanthorpe in the sense that customers should be invited to get to know and play with the products on offer. This can be anything from providing space for customers to trial products, to more adventurous processes. “The role of customisation is also becoming more achievable for concession brands in delivering unique experiences that inspire and get people involved,” Gray explains. “For example, tying in with our design for Converse’s Boston store, we created a customisation and lace counter in Schuh’s Oxford Street store that allowed customers to ‘Represent themselves’ and demonstrate their individuality by customising their Converse shoes, in conjunction with the brand’s ‘Represent’ campaign sponsoring associated music events in London”. This concession created for Converse provided a wonderful platform for Converse fans to experience the brand in a new way, and for Schuh customers who might not be familiar with the Converse brand to engage with what is on offer.
Campaigns such as this reveal how
concessions can be used in a real partnership effort, bringing new experiences to a store and new customers to a brand. Concessions can be large or small, and single units can be more than
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enough for many brands. Leedsbased Equinox Design created a retail display system for Montane, a British company that creates technical clothing and equipment. The units have been installed into Gaynor Sports' flagship store in Ambleside, Cumbria. These Equinox designed units are the first to be deployed by Montane in any location, and as a result of their positive reception and an increase in sales at Gaynor Sports, Montane are anticipating rolling the units out to other retail locations. Small concession spaces are ideal for
retailers looking to test the reception they receive in new areas, or to provide a selling space in a key location without the huge burden of soaring rents.
Contacts
Umbrella Design Ltd. T: +44 (0) 20 7833 4032
www.umbrelladesign.co.uk
Checkland Kindleysides T: +44 (0) 116 2644 700
www.checklandkindleysides.com
Equinox Design T: + 44 (0) 113 244 1300
www.equinox-design.com
www.a1retailmagazine.com
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