Retail Trends Prepared by FITCH 2014
Retail Trends Prepared by FITCH 2014
Insights Processes
The FITCH Insights team constantly monitor and analyse trends in consumer behaviour
By working across the FITCH global network we observe these patterns in markets worldwide
We interpret these trends to provide clients with relevant insights
The priority of these insights is to inspire tangible improvements to the customer experience
Applied solutions are guided by best-practice examples from around the world
TRUST WORTHYMARVELISM
CREATOR CULTURE SENSORIAL
MOBILE MINUTE
4
NEW BEHAVIOUR
To stand out and resonate with increasingly connected, transmedia-savvy shoppers, brands are beginning to mix facts with playful storytelling to emotionally engage with their customers and entertain them with compelling experiences.
Marvelism
Yayoi Kusama & Louis Vuitton - Selfridges, London
5
Retailer responses
Blurring Physical &
Digital
Power of Play
Fantasy Aesthetics
Surreal Environments
Crowded marketplace
Need for escapism
Seamless technology
6
Blurring of Physical & Digital
Nike FuelFest, London
7
The Power of Play
Globetrotter rain room, Munich
8
Fantasy Aesthetics
Tesco Online Viking
9
Surreal Environments
Target Dolls House Grand Central Station, New York
10SK Telecom Smart Cart, South Korea
Mobile Minute
NEW BEHAVIOUR:
Shoppers are increasingly not prepared to wait. They have a world of digital choice at their fingertips and want to conveniently locate and explore products and services whenever and wherever they happen to be.
11
Retailer responses
Stolen Moments
Time & Place Specific
Promotions
Seamless Experiences
Instant Information
Everywhere connectivity
Convenience
Digital layers
12
Stolen Moments
Tesco Homeplus, Seoul
13
Time & Location Specific Promotions
Meat Pack Shoes, Guatemala CIty
14
Seamless Experiences
Kate Spade Saturday storefronts, New York
15
Instant Information
Casino supermarket NFC, France
16
NEW BEHAVIOUR:
News and views are shared faster each day and trust has become a key currency. Brands must be more than open; they must be transparent, even to the point of sharing their imperfections, because deception is quickly exposed.
Trust Worthy
Dominos Tracker Billboard, Times Square, NYC
17
Retailer responses
Brand Transparency
Let Them Speak
Encourage Open Dialogue
Power of Influencers
Sharing culture
Two-way dialogue
Sceptical consumers
18
Brand Transparency
Dominos Pizza, Salt Lake City, US
19
Topshop, London Fashion Week
Let Them Speak
20
Encourage Open Dialogue
Jyske Bank, Copenhagen, Denmark
21
Power of Influencers
Purex Insider
22
NEW BEHAVIOUR
Companies are collaborating with consumers, enabling them to create the items they desire, to realize their individual creative ideas and to interweave their own unique stories with those of their favorite brands.
Creator Culture
Bite Lip Lab, New York
23
Retailer responses
Share Your Tools
Short-cut Learning
Reward Experiments
Use Experts to Guide
Taste democracy
Projects, not campaigns
Belief in Change
24
Share your tools
Audi City showroom, London
25
Short-cut Learning
Bilder & de Clerq grocery, Amsterdam
26
Reward Experiments
LEGO Cuusoo crowd-sourced innovation
27
Use Experts to Guide
Taylor Stitch, San Francisco
28
NEW BEHAVIOUR:
As consumers’ lifestyles become ever more pressured and hyper-connected, many are seeking a moment of repose. They are looking to cut through the noise and to achieve balance and focus.
Sensorial
Selfridges, No Noise, London
29
Quiet Brands Serene Spaces
Digital Downtime
Curated Choices
Retailer responses
Information overload
Living publicly
Urbanisation
30
Quiet Branding
Aesop, Sydney
31
Serene Spaces
New York Times, US
32
Curated Choices
Pave Bicycles, Barcelona
33
Digital Downtime
KitKat No Wifi, Netherlands
Thank you