Trends and Insights
In December 2017, our in-house team amalgamated extensive research from seven cities across the globe with intensive scoping of various retail shops and experiences to produce a detailed analysis of the execution in retail of winter 2017 and what we could have expected to see in 2018.
Our aim was to uncover the brand strategies that resonate with a consumer and align them with how retail is shifting. As a team of trend strategists, we travelled across the UK, Europe, and the US to scope out the retail landscape over the winter and festive period of 2017.
The decline in physical stores in the experience economy does not come as a surprise to many, but there’s still something that, as consumers, we enjoy about being on foot and experiencing Christmas shopping in a physical store. Christmas is one of the most influential and lucrative periods in retail and 2017 was no different. Brands have to work harder than ever before throughout the festive period to create seamless transitions from online to offline, with physical and experience led activations taking more of a front seat. We saw the inclusion and addition of AI, AR, and VR, as methods appealing to the digitisation, however, there was a huge push on human connectivity.
In December 2017, we launched our retail trends and insights site, an insightful and informative guide to the Christmas trends of 2017. Including brands within beauty, fashion, and technology, we compared a range of retail stores and shortlisted the best. We discussed the themes, trends and cultural impacts these campaigns had in their flagship cities, compiling a detailed report of Christmas 2017, demonstrating how retail was interpreting the events of the year. We wanted to make our Trends and Insights site as much of an experience as the stores we visited, reflecting the most unique and engaging campaigns in our findings. Adopting the latest technology, embedding digital imagery, and symbolising the changing landscape of retail, we created a site that engages users and still brings value in their customer journey with us. Take a look around!