November 26, 2019 / Director's View

From Within

As 2020 draws near, Sheridan&Co insights articles reflect on wellness from both an environmental and a personal perspective. Perhaps we are feeling introspective as we enter into a new decade, but trends are instilled through human behaviour, and humans have a lot to think about. These are not your average retail insights, they are better. This month we aim to tempt you towards understanding your customer on a deeper level. To truly connect with people, we must consider their expectations, wants and needs. Only then can we deliver meaningful retail experiences.
Around the world, people are in protest. Not satisfied by the current state of affairs, the public is advocating, protesting and adjusting their spending habits to align with causes they believe in. This time last year we identified a new tribe – The Revolutionary Consumer – a consumer who values brands that build relationships based on their unique identity and empowering social change. This trend will continue to expand into the new year as consumers start to actively opt for brands that value an ethical approach. This trend will encompass more than just sustainability, as people are actively looking at ways to be more conscientious in all areas of life.
 
The rise of the gender-inclusive beauty brand is well documented. How to bring these values to life in-store becomes apparent, as brand store experiences are generally tailored towards women. Defining how to be inclusive of men and supporting equal exploration is an idea that the grooming, wellness and beauty sectors need to delve into, enticing these burgeoning new tribes.
 
Inclusivity is calling for every individual to be heard, represented and understood. Creating a retail atmosphere that breeds positivity and embodies diversity should be a fluid transition of touch-points, aesthetics and functions that are accessible to all. Pop-culture is starting to note how stores are largely unsuited for those with mobility needs, and inclusivity continues to create strides. Scars, acne, wrinkles, facial hair and all the other parts of a human that are seen as ‘flawed’ should be considered part of the normal, diminishing the stigma around what beauty means
In contrast to the immersive spaces flooding the retail landscape, brutalist-inspired stores are making their way into the luxury space. Coined from the term béton brut, French for “raw concrete”, stores are minimal, often grey-ish in tone, defined in texture and have a strikingly simple design. Linked with sustainability, stores are often reimagining waste reusing materials to create the desired minimal effect. Looking at raw forms and structures, designers are reevaluating the waste economy, experimenting with non-virgin materials, advocating for creating stone cycling.
 
Ready to place your customer at the centre of your retail strategy?