Over the last two years, the retail industry has evolved faster than we could have imagined. E-commerce, along with social media, apps and digital channels escalated dramatically, while new shopping habits formed and consumer expectations drastically shifted.
Buzz words and innovative ideas that we trend forecasters and analysts have been talking about for a while – seamless customer experience, always online, omni channel engagement, phygital eco systems – became reality as retailers and brands attempted to navigate a new retail landscape. Tech innovation also escalated, with fit tech, data driven recommendations, AI and VR, gamers as influencers and virtual clothing, being called out as the way to shop in the future. And then of course there’s the Metaverse – which is a whole other world – literally.
Post pandemic, retailers and brands were warned that shoppers had higher expectations than ever before, with speedy delivery (two hours in some cases), virtual assistants and content driven commerce becoming ‘must haves’ for successful retail experiences. Meanwhile fast fashion brands were called out for greenwashing and the ‘lets slow down the fashion cycle and learn from the pandemic’ mantra seemed to get lost in the excitement of buying something to new to wear to go out and celebrate our new found freedom.
Of course sustainable fashion continues to be at the front of everyone’s mind, but let’s be honest, we all know there is no such thing, as truly sustainable fashion is no fashion at all. But reality check (and no-one wants to admit this), we are all in the business of selling things that no-one actually needs. So what really does make us tick when it comes to shopping? The USP team put their heads together to think about what we love and don’t love about retail in 2022 and beyond.
- EMOTION
So if we don’t actually need any more stuff in our lives, why do we continue to shop for pleasure? Research has shown that making shopping decisions can help reinforce a sense of personal control over our environment. It can also ease feelings of sadness and the anticipation of the eventual possibility of a reward or treat releases dopamine. So shopping is in fact good for us – not the planet obviously – but it can help our mental health, as long as we don’t get addicted or overspend.
Brands and retailers that tap into consumers emotions lead the way when it comes to providing reasons to shop. Social media offers ways to share production processes, the personalities of the team and BTS snippets that are engaging and inspire loyalty, meaning consumers develop a more emotional attachment to the brand and their products.
At USP we are all about the emotion and brands that share inspirational insights into their ethos and the lifestyles of their employees really resonate with us.
Jacquemus designer Simon Porte Jacquemus married his long-term partner Marco Maestri at an intimate outdoor ceremony in Charleval, in the south of France recently. Jacquemus wore a classic black suit, while Maestri was in crisp cream tailoring. The guests (including Dua Lipa) all wore white – by Jacquemus of course – and the grooms were given away by their grandmother and mother respectively.
Not only was the wedding stunningly beautiful, it was also heartwarming and the best way to emotionally engage with Jacquemus fans.
Bode founders Emily Adams Bode Aujla and Aaron Aujla also shared their traditional week-long Punjabi wedding on Instagram. Aaron wore a saffron suit completely covered in micro glass beads that is now part of Bode’s collection, while Emily made her own dress, with a drop waist, tulle skirt, and detachable train, for the western ceremony. Viewing their wedding as an extension of the Bode brand, they didn’t hire a wedding planner, instead enlisting the team at Bode.
“We knew we wanted it to have a personal touch. Like, do we want to work with a florist? No, we can just get the marigolds from where we got them for our last photo shoot. We knew that Eric Wrenn, who did our brand identity, was going to do the invites.”
The wedding became the inspiration for their upcoming pre-fall collection, as well as the setting for the lookbook shoot.
- EFFICIENCY
Apps, contactless payment and speedy delivery are all great – if they actually work and don’t end in a conversation with a robot, or your new trousers left outside in the rain under a bin. If tech is integrated into retail experiences, it needs to work efficiently and seamlessly and enhance the experience rather than add another level of admin. And is it just us, or are you not even remotely interested in trying something on virtually or buying a skin for your avatar in Roblox. No, we thought not – but maybe your son/nephew/brother/partner is, so let’s not dismiss virtual clothing entirely, as after all we are trend forecasters and it’s our job to keep an open mind and we LOVE our Meta take overs on Instagram!
- PRACTICALITY
William Morris said ‘Have nothing in your house that you do not know to be useful, or believe to be beautiful’ and we couldn’t agree more. Ideally we would like both, but that’s not always possible. Brands that mange to be practical and stylish, but are not about fashion or trend, are top of our list when it comes to homeware. USP’s creative director Jane loves a hardware store and has two long time favourites when it comes to useful fad-free homeware.
For over 20 years, Labour and Wait‘s co-founders Simon Watkins and Rachel Wythe-Moran have sourced a timeless collection of practical household, kitchen and garden goods and workwear from across the globe, selling them online and in London’s Shoreditch and Marylebone, as well as concessions in Japan. The couple rummage through stationery shops and hardware stores in lesser-known European cities for the perfect baking tin, hardback notebook or S-hook.
“They are tools that are designed to help you do a job, then appreciate the results of your labour. They are also products that improve over time,” says Rachel. “They eventually gain a personality of their own,”
Manufactum is a German chain of hardware stores whose philosophy is to offer reliable and practical everyday items that are built to last and are manufactured according to traditional methods. Their online shop offers around 500 quality items, some of which are true classics. Made from the highest quality materials, products are practical, functional and stylish and will outlive any trend or fashion. They are currently having problems shipping to the UK (damn Brexit) but are working on getting it up and running again soon.
- JOY OF THE UNEXPECTED
Like emotional retail, curated shopping is nothing new, but in an increasingly homogenised world, unexpected and unique combinations are what we are looking for. Hunting down something individual, be it new or vintage is a must for shoppers who want to be surprised. With that in mind, markets, outlet and vintage stores, as well as second-hand sites and apps are our go-to for the joy of the unexpected.
USP’s Fashion Director Jo loves Bicester Village for fashion shopping, where she tries to observe Vivienne Westwood’s famous phrase “Buy Less, Choose Well, Make it Last”.
‘When shopping and at 42 I feel like I really know my personal style. When I shop I look for pieces I’m going to love forever. I’m not really interested in what’s ‘on trend’ or current season. I enjoy the unexpected nature of shopping at designer outlets as well as the feeling that I’ve got a bit of a bargain. That really helps to justify dropping more cash on a single item for me. Quality clothes/bags/shoes are an investment and something I will look after and hope to pass down to my daughters when they are older. I also enjoy browsing resale sites like TheRealReal, as well as tracking down past season pieces on websites like The Outnet, eBay and using apps like Depop. I used to love a trip to Kempton pre-kids, so websites like Selency and Vinterior are now my go-to for pre-loved and vintage furniture and interior inspiration.
Colour editor Mary loves Retold Vintage, for its simple styling and modern take on vintage dressing.
Assistant Colour Editor Ella also loves eclectic combinations of new, second hand and vintage products.
“Dangerously close to where I live, T&SHOP sells beautiful homeware, fun jewellery and tasty coffees and treats. The best part though is the exclusive-feeling downstairs room, which stocks a whole host of vintage, second-hand pieces and designer samples, where my friends and I have spent hours trying on clothing and accessories, parading them around, and complimenting each others finds. The cosy, living room-like atmosphere doesn’t make you feel flustered and stressed like the white lights and sweaty changing rooms of high street stores.”
And on a recent trip to the South of France, Jane loved rummaging through the tiny backyard makeshift junk shops in the village she was staying in, as well as the perfectly/randomly curated Brocante in Montpelier.
