Innovation

Offline Retail: Get Out of the Comfort Zone!

An open letter to all offline retailers on how to attract new customers in the face of online competition (if you’re not too tired for a pillow fight).

It’s a sunny afternoon and I’m on a business trip somewhere in Bavaria. As the phone rings, a local German radio station wants a short interview. ‘Tomorrow is the Day of Online Shopping …’, they say. ‘Did you proclaim it?’ I ask.  ‘No, it is a conference in Berlin. We want to report on it and would like to get a statement from you on what e-commerce means for physical retailers and how they can attract new customers’, explains the editor, and we arrange a second call later that day.

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Burberry: Classic Design with a Future-proof Retail Strategy?

An inside report by Cate Trotter on the strengths of Burberry’s retail operations.

Burberry made headlines when Marco Gobbetti replaced Christopher Bailey at the head of the company, and when Riccardo Tisci was named as Burberry’s new designer. In the context of the management change, the question whether the successors can fill the shoes left for them has been raised time and again. Cate Trotter believes they can, as the brand’s strength extends beyond fashion statement or management and lies in Burberry’s retail strategy.

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Art Sells!

To store and offer goods is no longer the main task of stores. Innovative retailers need to reinvent themselves – and for some, that’s like curating an art gallery.

While online shopping is growing and retailers mutate into logistics experts, the question of sense or nonsense of brick and mortar stores remains pending. Some innovative retailers respond by regularly questioning their own perceptions. They have realized that, to many people, high streets have become sources of inspiration rather than just stockrooms to satisfy their needs.

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