Fashion

How Japan mastered the art of experiential retailing


Experiential retailing, a marketer’s term for brick-and mortar-companies
creating in-store buzzes to attract shoppers, is part of an ongoing
conversation about technology-enhanced, omni-channel, immersive retailing.
It is also a subject of intense research, with some ‘experts’ offering
formulas to create out-of-the-box retail experiences that will make any
boutique, retail chain, pop-up or even kiosk stand out from the crowd.
These one size fits all formulas, of course, are doomed to fail. Hence the
dying high street, struggling department stores and soulless malls.

How Japan mastered the art of experiential retailing

Retail with a soul

Retail executives say the future of shopping is for stores to embrace
experiential concepts and meaningful experiences. On a recent trip to
Tokyo, Japan, I witnessed firsthand retail with a soul. Inspiration and
innovation could be seen everywhere, in tiny boutiques in out of the way
locations, to large retailers with budgets to truly innovate and surprise.
Unlike any other major fashion and shopping mecca, the Japanese live and
breathe experiential retailing.

How Japan mastered the art of experiential retailing

Attention to detailing, consideration for all aspects of the retail
experience, from the product and brand mix to the interior are the three
key points consistent across the multitude of stores I visited. But what
really stood out was authenticity, and this is what gives retail its soul.

Take a skate wear store (not Supreme), where a carefully curated brand mix
leads the shopper to areas of discovery: a rail of fine jersey and graphic
hoodies in one section; a cabinet with horn crafted eyewear next to a shelf
featuring under the radar beauty brands. A vintage table displays small
leather goods and a basket filled with Japanese-made blankets sits next to
a record player and crate of vintage vinyl. On the wall hangs a minimal
display for bags and fanny packs. Expensive merino wool socks are laid out
by a window amongst copious plants and ornaments. Its furniture is for
sale, too.

How Japan mastered the art of experiential retailing

The end of boring shop in shops

At department stores, fashion is celebrated and displayed beyond the
Western standard of shop in shops. At Beams the merchandising is expertly
curated by colour and looks, not solely separated by brand. More in line
with how consumers prefer to shop and purchase. And while you can still
find the same brands in different stores, if the Prada mono brand store is
just down the road, you don’t see it displayed as a single brand a few
doors down. Instead, retailers take pride to thoughtfully and considerately
create unique stories, weaving together possibilities by displaying product
as a means to discovery and making those displays look yummy and shoppable.

Location in Tokyo isn’t of primary importance. Even in the most out of the
way unlikely places you can chance upon the coolest store. A Goop pop-up in
a small park away from the malls and retail streets attests to that. Yet
even said malls are carefully curated, like a top floor dedicated to
homeware and interiors. A few levels down men’s and women’s wear each have
their separate domains, but unisex product is everywhere. A large bookstore
spanning three floors has architecturally wood crafted walls, sumptuous
seating and a cafe to sit, browse, read and drink. This is immersive
retailing at its best.

How Japan mastered the art of experiential retailing

The only shopping experience I disliked was the obligatory visit to the
Uniqlo flagship in Ginza. Here, housed on umpteenth floors, you can
discover the entire world of Uniqlo and then some, though at close scrutiny
you often find the same product in different sections on separate floors,
most of which are a challenge to navigate. The buzz killer? Loudspeakers
repeating annoying ads with a musical ditty so aurally painful I suffered a
near breakdown. To spend more than five minutes here you need noise
canceling headphones.

As is often the case, the soulless high street behemoths could take
inspiration and cues from smaller brands and lesser known retailers. When
every square meter in a retail space is authentically considered – and not
necessarily filled to the brim with product as space itself can be curated
– it makes shopping a true pleasure and more likely to entice one to buy.

Images by FashionUnited



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