We’ve featured photos from A&F’s Hollister before on IF!, now the NY Times takes a look at a trend in retail for less windows, more secrecy. They say:
The trend toward shades and shutters, however, flies in the face of more than a century of architectural history… Retailers said the mysterious storefronts — and the members-only, clubby environment they generate — create a powerful identity that eventually reaches their desired customers, one way or another.
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Piers: One of my vps was in this article (I helped arrange the interview as part of my day job http://www.frch.com).
The other reason I see behind this trend is an attempt by retailers to differentiate themselves from competitors via exclusivity.
Nike offers Nike ID so customers can create a sneaker all their own. Zara and American Apparel have limited-run clothing, creating an element of exclusivity. The opaque, members-only storefront tries to bring exclusivity to customers in lieu of limited runs or customized products.
It’s not as effective, and counterintuitive, but it breaks up the vista of sameness you’re confonted with at the mall.
November 3rd, 2006 at 1:26 pm