Summary: Retail And Branding

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  • What are the 3 main challenges facing retail in terms of strategy and design?

    1. Innovation (company/brand)
    2. Customer relationship (target group) 
    3. Competitive differentiation (competition) 
  • What are the 3 retail archetypes?

    1. Market
    2. Museum
    3. Warehouse 
  • What are the characteristics of the archetype 1: Market?

    - Diversity
    - Little structure
    - Variety of suppliers offering different product ranges
    - Surprising unplanned product offerings 
  • What are the characteristics of the archetype 2: museum?

    - Selectivity
    - flagship stores
    - Scarcity
    - Highly curated and exclusive merchandise 
    - Special places designed by architects and designers
  • What are the characteristics of the archetype 3: Warehouse?

    - Transparency
    - Very structured broad and deep assortment
    - Structured presentation
    - Targeted shopping
    - Information supplied 
    - Often look the same everywhere 
  • Why is the warehouse archetype under pressure?

    Because of the internet, which is superior in accessibility, comparability and price.
  • Give a few macro level trends?

    - disconnection versus connection
    - a world of chaos and confusion > polarization 
    - social and environmental consciousness 
    - celebrating diversity
  • What are the 7 p's of retail?

    p1: product
    p2: price
    p3: place
    p4: promotion or presentation
    p5: physical environment
    p6: process
    p7: personel 
  • Explain p5: physical environment?

    - store design
    - ambiance
    - mood
  • Give some current successful value propositions?

    - Authenticity
    - contextualization
    - convenience
    - curation
    - exclusivity 
    - fusion
    - news value
    - online profiling 
    - participation and sharing
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