Through the years, the amount of natural health and beauty products has exploded. And what was once a health-food store class is currently universally appealing, with premium-quality offerings. Perhaps 10-15 years back, natural beauty products in a mainstream store was practically unheard of. But all that changed from the mid-2010s: in 2015 the worldwide wellness sector saw extreme growth, with gains increasing 12.8percent by 2017.
Therefore,”clean beauty” moved from being a fringe category to one that’s not just mainstream, but necessary. Discerning skincare, beauty and health customers are now the standard, and retail is adapting. Specialty shops and big-box retailers are displaying natural, organic, additive-free and”health-conscious” products front and center–and they are demonstrating the advantages through strategic storytelling.
This storytelling is vital to help educate shoppers ingredients, to give transparency and–most importantly–to build trust.
Make”clean” simple to understand
What exactly makes a product clean? That is what customers want to know, and it is also the origin of shopper confusion. “Clean” or natural beauty products generally avoid chemical additives and specific ingredients proven to be harmful. Due to the FDA’s stringent product labeling guidelines, many brands elect to highlight what they do not include to avoid making unauthorized claims–turning instead to things such as”non-GMO” or”no sulfites”. Educational signage and displays should use the same approach: weave together a story of what goods are”free of” to assist shoppers quickly comprehend the importance of a wholesome beauty choice as they navigate the aisles.
Inspire with signage
Use visuals to tell a persuasive story about fresh, healthy ingredients. Advertisers are relying on signage and displays to portray fruit extracts, by way of instance, in a skin care serum or nutritional supplement. Customers are not going to read the ingredient listing of each and every solution, but a fruit- and veggie-filled screen conveys a message with colour, odor, and texture.
Digital and augmented reality (AR)-enriched screens further extend in-aisle educational opportunities–without taking more shelf space. To adapt to a changing landscape, retailers will need to make customers feel secure and illustrate the value of the buy –seeing where a product”came from” helps build customer confidence.
With a QR code beside each screen, clients can simply point their phone and get a visual breakdown of a product’s components, videos which explain how to use unique remedies, or an inside look at the area where product ingredients have been grown. L’Occitane implemented this brightly in their new New York City shop , treating the consumer to a virtual reality (VR) hot-air balloon ride at sunset over their Provence lavender fields, harvested for their luxurious lotions and scents.
Focus on healthy products
Sephora’s Clean at Sephora section, which started as an online-only category, today has a large part of dedicated space in shop. Sephora stores use visually inspiring and educational signage and exhibits –improving the retail space with pictures of greenery and fresh ingredients to fortify their commitment.
Target’s foray into organic beauty was introduced using a enormous advertising effort and suburban elements that demonstrate their commitment to ingredient transparency. The big-box giant curated a range of primarily digital native manufacturers, and made the attention of the attractiveness sections–subsequently enhanced the existence of each with on-shelf signage depicting ingredients. For customers who may be familiar with natural offerings, Target introduced a low-priced natural beauty box using a sampling of products, like Birchbox.
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With competition from other big retailers, Whole Foods–that has provided clean beauty for over 30 years–needed to rethink its approach and update its appeal to a wider consumer base. The merchant raised their in-store approach and introduced special elements such as a product trade-in and sampling opportunities.
Bicoastal natural beauty and health retailer The Detox Market weaves in organic, homey touches such as plants throughout its shops; before customers even approach a merchandise screen, they feel at ease browsing the shelves.
Let Ingredients Tell the Story
To Make Sure that your store environment instills this assurance and empowers your viewers with valued information, ask yourself these questions:
- Are you communication transparency via your signage and exhibits?
- Are you using your screens as an opportunity to teach?
- Can you use AR-enhanced signage to broaden your story beyond the four walls of your shop?
- Are you currently infusing beauty to the shopping environment–and making your shoppers’ experience a memorable one?
Medallion Retail includes a history of helping retailers build customer confidence through evocative, information storytelling.
While fashion retail may now be taking a hit, there is a bright spot: secondhand fashion and accessories. From denim to luxury goods, the resale market is ramping up in prime locations and premier department stores, in addition to having a massive presence online. Providing a sustainable style option to customers who seek it. While electronic brands such as The RealReal (that has also grown into retail shops ) and Rebag are leaders in the class, brick-and-mortar retailers are creating their own brand extensions and tapping into Gen Y & Z’s desire to reduce their carbon and landfill footprint on Earth, beginning with their closets.
The resale market realizes gains
Fashion is one of the most polluting industries in the world. With social media consciousness and events such as the highly visible UN Climate Change Summit this past September (which attracted tens of thousands of protestors), customers are more and more concerned with a cupboard clean-out or shopping spree has on Earth. Because of this, shoppers are turning to secondhand–also called recycled, resale, pre-worn, pre-owned–accessories and clothing in pursuit of encouraging the reason for sustainability. And that translates into sales. The investment management company Cowen estimates that secondhand style is a $7 billion market.
At the joint McKinsey and Business of Fashion 2019 Shape of Fashion Report, respondents noted that pre-owned products will be more applicable in the next year. And it is no wonder–based on research from GlobalData, more than one in three Gen Z shoppers will purchase sustainable style in 2019–that is almost twice the amount for boomers.
The listing of brick-and-mortar retailers offering secondhand clothing and accessories appears to expand weekly. Firms making space in their stores for pre-owned products include:
- Macy’s, Stage Stores, and JCPenney: Dealing with ThredUp
- Urban Outfitters: supplying pre-worn garments under its Urban Renewal Vintage banner
- Patagonia: recycling the brand’s clothes below the Patagonia Worn Wear banneropening a test store in Colorado dedicated to selling pre owned products
- Eileen Fisher: giving new life to the brand’s garments below the Eileen Fisher Renew banner
- H&M: testing a resale program in Sweden for”pre-loved” pieces from its own collection, also in the & Other Stories brand
- Adidas and Nike: reports of those brands entering the highly rewarding, limited-edition sneaker resale marketplace
The sustainable secondhand version can take different forms. Some retailers, such as JCPenney, Macy’s and Stage Stores are seeking to a third party to supply secondhand fashion. And when products via an online service such as ThredUp are finished on consignment, that business model is low-risk: there is no inventory to carry, or a purchasing department to staff. Others, such as Urban Outfitters, are choosing a more curated encounter with technical teams scouring the world for unique finds–the better to remain true to their iconic brand image. And a few, such as Patagonia and Eileen Fisher, are creating marketplaces where pre-worn can get a house.
There is also one more version: recycling materials that go toward an entirely new procedure. Fashion manufacturers from Stella McCartney to Everlane are making garments from recycled materials, such as rubber and plastic bottles. Recycling materials are also being remade into something apart from clothes. Madewell, in partnership with Cotton’s Blue Jeans Go Green™ program and Habitat for Humanity, invites customers to bring in any pre-owned jeans for credit. The business then shreds these jeans and utilizes them for house insulation. The end result: Madewell rewards loyal shoppers, earns new company, receives a PR win, and its clients believe they’ve done something good.
Brick-and-mortar vs. digitally native manufacturers
Retailers also compete with digitally native manufacturers which are opening brick-and-mortar shops –the better to lure their customers with the ability to touch and try on. The RealReal has shops on Wooster Street in New York and on Melrose Avenue in Los Angeles. Rebag received funding to start 30 retail stores and has two stores in New York City–on Madison Ave and West Broadway. Their renewable messaging is already known to their faithful e-commerce clients, and easily understood by new ones.
To entice shoppers to search for secondhand products, shops typically associated with”new” should make certain their pre-owned or recycled offerings are becoming noticed in store windows and in point-of-purchase. To Ensure That Your stores getting all the mileage you can from your secondhand initiatives, consider these strategies:
- On the retail floor, use signage to tell your story about your secondhand style initiative–and how it ties into your overall mission.
- Let your screens highlight your secondhand fashions and identify clearly with signage.
- Use a store-within-store notion to create a distinctive retail environment for your offerings that are sustainable.
- Show shoppers how they can creatively combine new and pre-owned to make a personalized fashion statement.
- Design your point-of-purchase signage to promote loyalty or rewards program discounts for bringing in clothing which may be recycled or resold.
The movement toward greater sustainability through secondhand sales is very good for brand image and for the ground. To make an effect on sales takes tactical retail display design. And like sustainable products, you will want to inspire well-being and customers’ confidence in making the perfect option.
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