There was a time when a retailer’s storefront created the important first impression. Essential in attracting attention, it allowed the experience to begin outside, setting up the customer’s expectations of what was yet to come.
With e-commerce and social media channels becoming powerful initial brand touch points, the storefront’s role has evolved. It may not be the first impression, but it remains an important expression of a brand.
Abercrombie & Fitch use their storefronts to full effect, bending traditional rules of retail, concealing sightlines in to their space. The target demographic is not dissuaded by the uninviting statement while others are effectively discouraged. Apple stores are transparent glass boxes allowing the palpable energy within to spill out. Both expressions are true to their respective brands.
Lululemon, Yorkville, Toronto Lululemon, Yorkdale Shopping Centre
Lululemons’s storefront, on the other hand, at times are incongruent with their brand, feeling contrived rather than holistic to the experience. The Toronto Yorkville location with its colourful Mondrienesc façade is a prime example. While the retailer’s philosophy had been to localize each store by addressing location context, often commissioning local artists to contribute, the endeavor hasn’t always been successful. (Lululemon has not been hurt by the misstep, thanks to the strength of their product and customer engagement.)
In contrast Lululemon’s Toronto Yorkdale storefront, a mosaic of wood blocks by the Brothers Dressler, has been beautifully conceived and executed. It is simple, architectural and compelling: a clever and authentic continuation of the story telling that is part of the Lululemon culture.
For new or small retailers who are still establishing their brand voice and can’t rely on the strength of brand ambassadors, the storefront remains a critical brand expression that sets the stage for the retail experience. Don’t underestimate its power!
