A cinema that doesn't want to be a coffee shop is not a good fashion store-New York

Source: new York Times

When Blake Mycoskie, founder of footwear brand Toms, talked with his executives about opening his first retail store a few years ago, he faced a stalemate from the start. This discussion concerns the definition of the word "store".

"I don't want to start as a retail store." "I don't feel that this will add any value to the brand," McCox said. "

He recalled the argument with his colleagues at that time. "I said,'We have to define the Toms store as an interest group outpost.' An outpost is more like a conference center, a place for information exchange, and almost a political gathering point. This is a place where things are constantly changing. "

In the end, McCox persuaded his colleagues. Three years ago, the first Toms outpost (Toms Outpost) opened in the Venice district of Los Angeles. Consumers can find a backyard with seats, free WiFi and activities such as morning yoga classes and evening movie shows. Recently, with the expansion of the brand business, the outpost began to offer Toms coffee.

Oh, by the way, traditional Toms goods such as shoes and glasses are classified and placed in different spaces of the outpost.

As McCox said, the idea is to "create a lifestyle for the brand."

Toms outposts (there are now seven, and Toms plans to open more stores) is a revision of the fashion retail shopping experience, which is in full swing. Standardised stores with fixed shelves, showcases and shopping guides can sometimes be unpopular and suddenly look lifeless. The quiet, gallery-like shopping experience of luxury boutiques has also kept many young consumers at a distance.

When TOMS OUTPOST's London store opened,

In contrast, the retail store model like the community center has a good momentum of development, which creates a friendly shopping environment that allows consumers to enjoy an excellent shopping experience while buying goods.

In recent years, brands like Club Monaco have begun to do this, planning things like coffee bars and reading spaces in stores. However, this new retail model-giving priority to the construction of scenic spots, while the goods sold have become a secondary foil-has almost subverted traditional perceptions.

This is the concept adopted by the the Store store, a retail store that opened in Soho House in Berlin last January. In the store are oversized cozy sofas designed by Asell Axel Vervoordt, green plants everywhere, and a restaurant that serves organic cuisine. A DJ is playing, and art exhibitions are held regularly here. It has become a daily picture for people to sit here for hours with their computers.

"this place has become a hub for creative inspiration." "A Fresh Juice is as important here as a Miyake sweater," said Alex Igor, creative director of the Store. "

The Store's store in Soho House, Berlin

In fact, of the 30000-square-foot stores, only nearly 1/5 of the space is used for traditional goods. This may seem like a dangerous business strategy, but Igor believes that even if all the space is filled with goods, the store will not have a competitive advantage.

"now anything can be bought with a single click on the Internet." She said, "you have to provide a shopping experience. What people want is worth the time they spend. "

Facts have proved that e-commerce has become an important driving force for these brands to create shopping spaces that focus on interest groups. If fashion goods can be delivered to your door, why do people go to stores?

"how to attract people to the store has become a huge challenge, because the e-commerce shopping experience is getting better and better." "the smartest thing you can do is to attract people to your store," said Kim Vernon, a senior consultant for fashion brands and industry. "

Different brands deal with it in different ways. Some brands like Toms have turned stores into coffee areas and event spaces. Kit & Ace, a trendy clothing brand with stores in Canada, the UK, Australia and the US, hosts a quarterly "Sunday dinner", which is cooked by local chefs and won praise by word of mouth.

Nina Garduno founded Free City Supershop in Los Angeles, which integrates retail stores and art space. She is currently working with record company Light in the Attic to launch a trendy record store in January. This is Garduno's latest idea for an annual redesign of the store. In the store space, Garduno and her team created a theme and asked artists to create products, decorations, art facilities and activities around the theme.

In many ways, Garduno is at the forefront. When she launched Free City Supershop in 2010, she said she envisioned the space as a self-service washing machine. "it binds your community together."

She added: "shops are not doing enough to find more ways to generate revenue and sell more clothes. Stores don't give enough to consumers either. People don't just want to buy it. "

Free City Supershop

This gives more way of thinking to attract millennial shoppers, most of whom show high enthusiasm for social issues such as the environment and philanthropy. They are happy to know that the money they spend has a positive effect. At the same time, fashion brands also hope to convey to consumers that enterprises have other pursuits in addition to their interests.

"We don't just want to be another retail brand." "We prefer to explore how we can influence the world in a positive way," said J J Wilson, one of the founders of Kit & Ace.

According to Wilson, at least 30 per cent of the content in each Kit & Ace store is built by creative people in nearby neighborhoods and, in many cases, even tables for dinner. Hiring local craftsmen makes each store unique, he says, and it's also "a way for us to blend in and excite the local community."

Philanthropy and thinking for the community are also good strategies to counter the retail pressures facing the industry. When the Toms post opened, Mr. McCox said his company had to learn to run new businesses such as food and beverages, and in some cities Toms posts even opened at 6 a.m. as never before to meet the morning rush.

But it was a worthwhile decision, he said. Just as he did when he started the company nine years ago-every pair of shoes sold by Toms gives away a pair of shoes to the poor in need-it is equally worthwhile.

"for companies that make beautiful products and sell them as their only goal, they still have a lot of room to operate." "but I really think that if you can make a good product and have a bigger goal to give consumers the opportunity to participate, then it will be a huge competitive advantage," McCox said. "