Me_tail: The Future of Retail

Me_tail: "The future is here, it's just not very well distributed" - William Gibson, Science fiction writer.

Me_tail is the future of retail, where stores are used between 60-100% as a marketing and experience function, not focussed on the the sell. The aim of these stores is to represent the brand in 3D form - where the consumer can physically engage and interact - of which is not so easily replicated online (for now!)

"I want to create a space where people can come and touch Nike" - Nehjat Ramoth, Manager 1948

These stores are currently at the vanguard of the retail function to solely create advocacy and loyalty since there is so much choice for consumers nowadays - why should a shopper consider entering your store? Why does that person even remember your store from the rest? Why wouldn't he or she just shop for your products online?

Me_tail stores: Acquaintances instead of Sales Assistants. Social instead of Sell.

Staff are crucial at Me_tail stores (if they are big enough to accommodate staff that is), the Acquaintances will be the link to help cement the loyalty and advocacy - through talking about

events and social gatherings coming up at the 'shop' and ways the consumer can interact online, offline and inline with the brand. A genuine, social service will be required, like in the good ol' days, no more of the fake smiles, "how's your day been?" and "the computer says noooooo."

Nehjat Ramoth, Manager 1948

Nike 1948, in Shoreditch, offer a FREE Running Club, meeting every Tuesday at the store for all levels of fitness because remember - 'If you have a body, you are an athlete' - Bill Bowerman, Nike Co-Founder. Also, as a an incentive to continue running, after a month or so of

meeting and using the club you will be given FREE Nike apparel and even footwear to keep you motivated and fall further in love with the Nike brand. The Nike 1948 store also offers an upper level which is like an office space of a cool creative agency with art, graphics, streetwear and

illustration books as well as iPads, large widescreen monitor and one of those super cool, low

back, leather sofas. This space can be used by people to go and study, chill out, or even arrange

meetings or presentations for FREE and the 1948 store will be closed whilst the space is booked!

When I was around in August, they also showed the first Arsenal game of the season with FREE refreshments - proper refreshments, not weak orange squash! - Beers, Rum, Gin, Vodka and Pims as well as a FREE Nando's BBQ! The store was also looking to start creating parties and events for Saturday nights - with Nike's budget and the unique, cool set up of the store imagine the line up of DJ's, artists and bands!

The latest arrival of a Me_tail store I have spotted is Aether Apparel's AETHERstream which has just set up in New York. Aether have collaborated with Thierry Gaugain to create the ultimate shop on wheels. The aesthetic of the store is crucial to Me_tail and this mobile shope has a flooring of 11" reclaimed oak and custom made table and sofa by Environment Furniture - who use sustainable harvested wood and reuse other discarded materials. Other props and furniture were purchased at the Paris flea market, automatically giving the store a social conscience.

WE not ME // Using touch points to LISTEN and talk

In these diagrams below I have tried to visualise the concept of ‘Brandtocracies’, taken from a Future Laboratory trend briefing. Since it’s never been easier to have a more direct relationship with the consumer it is fundamental for brands to be collaborative and conversational within their marketing – this picks up on the whole point of this brief in redirecting and emphasis touch points through digital marketing.

The big brand push is conversational rather than corporate and inclusive rather than exclusive – WE rather than ME. The old media/advertisement genres of 'Brought' and 'Owned' such as a TV ad or a brand website/campaign mean not merely as much as 'EARNT' which includes blog sites, fan pages and social media advocacy. Social media has changed marketing/branding forever. It is arguable that Marketing as a title is outdated since who is really putting products/brands into the market? The new name for marketing I suggest to be, quite simply, Consumer Engagement.

Since it's easier to buy online, the retail environment needs to become adaptable. Merely selling clothes is not enough – forget service with a smile! The new retail store needs to sell the heritage, identity and most of all, experience. Through offering the offline touch point as a physical store the interaction could potentially be transcended online to offline and vice versa. I feel that the current trend of creating branded experience and physical engagement from sports brand (i.e. Umbro and the Cosmo Collection Launch) can create significant, memorable experiences which would hopefully make the brand stick out in the consumers mind and go further through the consumer decision journey.

The old brand and consumer relationship doodled above (The Partnering Stance) where the brand dictates the marketing campaign and strategy to the consumer for the hard sell is outdated. Since there is so much choice nowadays for the consumer and consumers connect with ‘myriad brands – through new media channels beyond the manufacturers and retailers control/ knowledge’ (Branding in the Digital Age article) it is important to talk to and listen to the consumer and react accordingly (The Experiential Stance) below.

There is also a growth in the trend to buy local, stay local and be more engaged in community and civic participation. Brands should build awareness by increasing the brand advocates and ambassadors within the main target audience of influencers since their consumer range is so diverse, this will be more cost effective and efficient rather than aiming to target each and every consumer segment.

Touch points and consumer engagement to a brand needs to become 'Far Nearer'. << Listen

Conviviality Culture:// Nike Better World

Rather than viewed as good Samaritans with genuine sincerity, more often than not, corporation’s efforts to do good for the environment, society, and humanity in general are met with cynical critics and skeptics. The same goes for Nike when it announced its CONSIDERED DESIGN initiative 2 years ago or at last years Aids awareness program. A reason why Nike created Nike Better World website.

Part Public Service Announcement (PSA), but without the lengthy preaching, Nike Better World highlight all the initiatives Nike is implementing locally as well as globally which is a major trend for many businesses currently. The site, however, isn’t merely a corporate mouth piece but ask visitors to participate by redirecting them to different sites or simply address the issues publicly via Twitter and Facebook. From people close to the Better World project, the site is only the starting point with more to come later this year.

Intimate. Emotive. Collaborative.
Welcome to Conviviality Culture.

"Survival of the Fittest" - BAPE X Stussy AW10

This winter sees the collaboration of two icons in streetwear, two labels which have proven to become cult brands and international influencers through, not only fashion, but design, communication, branding and generally staying fresh. BAPE and Stussy have merged their distinctive styles and iconography together with the skull and camo, specialized with the Stussy 'doodling handwriting' and the BAPE Ape, creating an extensive collection of apparel and footwear.

The collection can be divided into two styles, one which is more orthodox street wear with printed graphic t-shirts, shell jackets and embellished denim, and the other with a more subtle palette and follows a more mature cut-and-sew styling with oxford button downs, cardigans, and unadorned blues. The collection, aptly named, “Survival Of The Fittest”, is designed to celebrate Stussy’s 30th Anniversary, and points to the evolution of both brands through the years, and adapting to the market with incredible foresight and creativity for survival which I feel some brands should try and aspire to, not only in the realms of streetwear.

In any case, both labels have done way more than simply survive, and the collection is set to hit the racks very soon, on November 27th.

New Era XC – London Launch | Video

New Era has launched an interesting and collaborative way to celebrate their 90th anniversary by producing a special New Era XC Collection. It is a customizable blank New Era 59FIFTY cap and they have reached out to the cream of the crop of 90 graduate art students from all over Europe’s most prestigious art schools.

New Era XC has used the mould of the cult product as a platform for self-expression. Uniting nine decades of design and fashion experience with the creative minds of tomorrow. The international headwear and apparel brand welcomed a shortlist of 90 graduate artists from some of Europe’s most prestigious design schools to unleash their creativity on a New Era 59FIFTY, in celebration of the brand’s 90th anniversary. The artist who has displayed the most uniquely creative expression in headwear design will secure a £10,000 bursary, with the intent of assisting their launch into their chosen artistic career. The exhibition, will display the 90 works of art. The showcase will also play launch to the corresponding limited edition New Era XC collector’s book, highlighting images of the 90 works of art along with biographies of the gifted graduates, and a snapshot of the brand’s nine decades in fashion, design and sport.


View the short video and prepare to look out for exhibitions coming up:
_4-7 November - London
_11-13 November - Berlin
_18-20 November - Milan
_25-27 November - Barcelona
_2-4 December - Paris

Appealing to the Locals, Size? UK

De-branding your well known range appears to be a trend within 'brand management(?)' at the moment since the rise of the BIG society, Generation WE and the augmented, local loving culture. Generation 'WE' = Local. Micro. Niche.

Starbucks decision to remove all branding from one of its Seattle Coffee shops = an attempt to distance the outlet from the brand to rescue it from its ubiquity and is a prime example of brands adapting to suit a particular location, to enhance locality. Branding - the con of the 'brand' is everywhere which has created a loss of individuality. Consumers are looking more and more for a new, tactile and niche experience. They want Starbucks coffee products but in their warm, loving and local coffee 'boutique'. More personal. Niche and locality is fashionable.

What I have found from my own personal research within the UK retail environment and experiences when shopping is that the larger chain stores and MNC's (Multi-national corporations) want MASS custom, not MY custom. The service was less inviting and impersonal in comparison to a smaller, independant shop and even vintage/second hand shops. Smaller inde's are generally more welcoming and interesting in serving you personally I feel - probably because at this time more than ever, every sale counts! I think it is public perception that most local brands are synonymous with good quality and good service more than larger chain stores

Who prefers their local Tesco butchers to their local family butchers? (The latter championed by chefs and TV cookery programmes).

In the current economic struggle and cuts, customer service is more important than ever! If the customer isn't treated right then they will be reluctant to spend their money - they want to get the most from their spending, which includes the in-store experience.

YOUR LOCAL PUB HAS BEEN DOING IT FOR YEARS! I have noticed loads of pubs that have local artwork or memorabilia helping to furnish the interiors. It can help make a brand more collectible. Size? have taken this idea and now have an ethos of keeping the VM for their stores rooted within the local scene, playing off local history, geography and cultural puns. Stepping into a Size? store nowadays may as well have a 'Home Sweet Home' doormat on the entrance. There is a strong sense of respecting locality. I believe that once a brand is established and owned by the local, loyal consumers rather than by the company, as a brand manager, you should be able to just help 'guide' it. It is a lot easier (I imagine) for smaller, entreprenuerial retailers to direct this and tailor it more 'on their toes', so to speak. Can larger chain stores and high street giants be so nimble fingered in tailoring their brand to suit their neighbourhood?

INFLUENCERS:// How Trends & Creativity Become Contagious

INFLUENCERS_
a short documentary that explores what it means to be an influencer and how trends and creativity become contagious today in music, fashion and entertainment.


Arguably the center of the world, New York City, is perhaps one of the first cities in the world to experience a new trend or idea going from a single person or a small group of people, to becoming a full-fledged, mass market deal. In R+I Creative's new film, 'INFLUENCERS', the directors, Paul Rojanathra and Davis Johnson attempt to understand how trends and creativity become contagious; how influencers exert their influence, and how something grows from a happening into a phenomenon. The short documentary features interviews with New York City’s leading creatives from art & design to music, such as Jeff Staple, Dao Yi of Public School, and Rob Stone and Jon Cohen of Cornerstone. The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.

The documentary is also a part of an online experience which includes a special mixtape by Baptman to drop on November 10th, and an in-depth look into the cast.