Two different trends are emerging in retail: experiential retailing is a focus on merchandising, while e-commerce is a distribution strategy
" You walk into a retail store, whatever it is, and if there's a sense of entertainment and excitement and electricity, you wanna be there"
Throughout Dissertation research a clear trend emerged that the sales and footfall had declined on the high street. To encourage consumers back to the high street retailers need to focus on experiential retailing instore.
This research followed onto Final Major Project, where a new business idea was created.
Next Escapes is a new business idea that will run alongside the current business Next Plc. The business idea is to redesign the current coffee shops within Next to offer a new community hub where Next homeware products are the focus within the space. The main objective of the business is to increase sales within the homeware department. The Next Escapes fills a gap within the market as it creates multi-channel retailing easily by using technology tags that will be used within the physical products in the space, to allow one phone tap to transfer the physical product onto your mobile app, linking the two worlds of retailing together. There will be one main consumer that will be targeted through this new business idea, the core consumer will be aged between 22-37 as they are the generation that are likely to make purchases through online and most likely to be moving into their first property and beginning to purchase homeware products. This Next Escapes business will start within the Birmingham branch of Next but will expand out to more stores over the following years.
The videos show the app created for the concept, 3D mock-up of what the space would look like and the business plan for the concept.
I am a recent graduate from BA(HONS) in Fashion, Business and Promotion at Birmingham City University. On completion of this course I have gained skills in the adobe creative package and Sketch up.
I am now looking for a career in Visual Merchandising. Modules throughout my degree have assisted in this decision, such as visual merchandising, where a visual merchandising strategy was created for Selfridge and throughout my third year where I have participated in extensive research into new VM strategy.