Nobis: The flagship that isn’t

Nobis: The flagship that isn’t

Recently, Toronto-based brand, Nobis, opened their first North American store on trendy Queen St. West in Toronto. In fact, for the hot outerwear brand that sells primarily through wholesale, it is their only branded store, outside of a stand-alone in the Marais area of Paris. Yet, what could have been and should have been an ultimate flagship, one that was unique and proprietary to Nobis and launch them as a bona fide retailer, fails to deliver! 

The power of a flagship

Nobis storefront - Queen St West, TorontoRegardless of the sector, successful retailers know that their retail locations need to be anything but ordinary. And that goes doubly for their flagships. In a competitive market, savvy retailers understand that customers are no longer satisfied with predictable shopping experiences, but instead choose to support retailers that deliver far more than great product and a pleasant environment. Flagships, whether fledgling retail outlets new to the market and needing to make an all-important first impression; or brand superstores, occupying prime shopping real estate, need to deliver an experience; one that brings the brand to life, and engages, entertains and educates customers; one that is engaging and social media sharable; and one that is refreshingly unique. When done well a flagship allows a retailer to launch themselves into the market and set itself apart from the competition – even allowing them to take ownership of the market. Apple has done it with their multi-storey glass boxes, Eataly has done it with their food emporiums and even new retailer, Kit and Ace (from the same family that brought Lululemon to market), is doing it with their flagships which feature a coffee shop and in-house tailor.

Nobis – a hot commodity in a cold climate

interior of Nobis flagship on Queen St West, TorontoIn its relatively short 8-year life, Nobis has been gradually gaining momentum in the outerwear market, putting itself in contention with power house brand, Canada Goose, and stalwarts, North Face and Columbia. In a world where the ubiquitous and functional down parka has become stylish and desirable, Nobis has managed to up the ante, making a name for itself for their mix of first-rate quality, great styling and easy-care practicality. Not only can their coats keep you both warm and on-trend in the depths of winter but, unlike some of the competition. their coats can be machine washed – a huge selling feature for busy parents and those wishing to avoid the chemicals used in dry cleaning.

So far, success has come to Nobis by simply selling through select distributors – particularly those with reputations as taste makers; from small, trendy boutiques liked Good Neighbour in Leslieville, to leading-edge major retailers like Holt Renfrew and Neiman Marcus.

Flagship or not?

Nobis flagship - Queen St. West TorontoFor a brand such as Nobis, who have relied on other retailers to build their brand and flog their product, a flagship is the perfect opportunity to not only have complete control over their brand expression but also to engage and connect directly with customers. However, the Toronto flagship just doesn’t cut it.

At 3,000 sq. feet, rather than the paltry 900 sq. ft. of the Paris store, the Toronto location delivers on size, but it misses on so many levels to give customers a flagship experience.  Sure, the eclectic décor and display propping makes for a pleasant and inviting space but they say little about the brand or what sets Nobis apart from the competition.

graphics - Nobis flagship on Queen St. WestThe very things that can differentiate Nobis from the pack and connect with customers are what get lost here – and what could have made for a great customer experience befitting a flagship. Overly dark and dimly lit, considering that the product is mostly dark, the space fails to highlight the great styling and subtle detailing of the various styles. In fact, the light level and flat merchandising make it nearly impossible to discern one parka from the next in a sea of dark coats. And the technical details that are so well articulated on product tags are virtually non-existent within the space, save for one large wall graphic. For customers there is no educational or entertainment component; no opportunity to be engaged; no interactivity. What about a match-making kiosk to match customers to coats based on their lifestyles? What about a ‘care bar’ where customers could learn how to care for their coats? What about a runway show to reinforce the brand’s fashion positioning? So many opportunities to make a memorable flagship experience missed.

With plans to open stores in Milan, New York and Stockholm as well, Nobis has a chance to kick it up a few notches, but in Toronto the opportunity to make the first impression is gone. Here, the only reason for customers to shop the Nobis store, rather than a distributor’s store, is perhaps a wider selection.

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