Amidst announced store closings by GAP and news of faltering sales for once untouchable middle market retailers Abercrombie & Fitch and J Crew, one of the hot topics of the moment is the questionable future of the middle market. But is it really the end for the middle market? Or simply time for a reset? Off-and-on for well over fifteen years, there have been many, both within and outside the retail industry, that have predicted the death of the middle market. Sure, the middle market has been and remains a tough market. With savvy middle-class consumers simultaneously trading-down on commodities[…]
Can a storefront make or break the brand experience?
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[…]