Future
Trend Trek: Exploring Trends and Collecting Insights in Chicago
By: Stephan Paschalides
As part of OmniShopper, Stephan Paschalides from Now Plus
One, led a group of conference attendees on a 3.5-hour Retail Trend Trek
through Chicago. The fundamental goal of this inspirational immersion was to
explore current marketplace trends and collect valuable insights that are
relevant to participants, no matter their brand or agency affiliation.
One, led a group of conference attendees on a 3.5-hour Retail Trend Trek
through Chicago. The fundamental goal of this inspirational immersion was to
explore current marketplace trends and collect valuable insights that are
relevant to participants, no matter their brand or agency affiliation.
We visited several retail locations of new and established
brands, including Bonobos, Shinola, TOMS, Warby Parker, The Tie Bar, DAVIDsTEA
and BucketFeet. At each stop, a brand associate shared thoughts about the brand
and specific retail location, and then we had the opportunity to ask questions
and explore the store space and products. We were very impressed at the high
level of engagement by the group, and at the sheer amount of insights we uncovered
in such a short time!
brands, including Bonobos, Shinola, TOMS, Warby Parker, The Tie Bar, DAVIDsTEA
and BucketFeet. At each stop, a brand associate shared thoughts about the brand
and specific retail location, and then we had the opportunity to ask questions
and explore the store space and products. We were very impressed at the high
level of engagement by the group, and at the sheer amount of insights we uncovered
in such a short time!
We'd love to share some of the highlights of our Trend Trek
in terms of insights:
in terms of insights:
The brands we visited actively encourage
employee participation by inviting them to share feedback, incorporating their
ideas into the brand or store, and allowing them to make changes to the retail
space. Because of this two-way relationship, employees act as enthusiastic and
powerful brand representatives, rather than mere retail workers.
Each of the individual retail establishments we
visited takes pride in participating in the larger community. They hold events
for the neighborhood, share products with other stores, and give back to local
Chicago communities. This allows even the bigger and global brands to feel
authentic within the local community.
The brands we encountered are transcending the
retail experience by creating a movement for change. Shopping at many of these
store locations is more than just a transaction; instead it feels like a way to
participate in the brand's movement whose goals included issues like
eradicating poverty, connecting people to artists, and revitalizing craft in
America.
Despite the current industry obsession with
having digital presence, there remains a strong consumer desire to offer
tactile, sensory and emotional experiences in physical retail environments.
The Trend Trek participants reported than they felt
invigorated by getting out of the building and exploring Chicago. We
consistently find that there is a lot of power in exploring parallel
categories, as it helps participants think more conceptually, and allows them
to translate fresh insights to their own category.
invigorated by getting out of the building and exploring Chicago. We
consistently find that there is a lot of power in exploring parallel
categories, as it helps participants think more conceptually, and allows them
to translate fresh insights to their own category.
Stephan Paschalides is
the Principal of Now Plus One, a
cultural insights agency specializing in market immersions. He will be leading
a Trend Trek at Foresight & Trends 2015 in Los Angeles.
the Principal of Now Plus One, a
cultural insights agency specializing in market immersions. He will be leading
a Trend Trek at Foresight & Trends 2015 in Los Angeles.