IN SITU is a platform dedicated to the intersection between culture, brand strategy and music. Sometimes the focus will be on one strand more than another, but always sitting in that sweet spot.
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RECAPPING IN SITU LIVE: VOLUME 002: NOT FOR SALE - REFRAMING RETAIL
IN SITU LIVE VOL 002 was a joy. If you were there in person, then you know! It was so important to bring back IN SITU LIVE for a second time, offering an independent space for discovery, thought and socialising around a shared topic of interest.
We talked about how physical and online retail interacted with each other, the role of physical stores, why retail is growing as a third space, and what makes a good retail activation. Below are key learnings and quotes to give you a sense of the full conversation.
LEARNING 1: PHYSICAL RETAIL IS ALL ABOUT HUMAN CONNECTION
“People are searching for more of a human touch with things. Regardless of whether ecomm is booming or not, I still think that’s very important for brands going forward.” - Jayda Deans
“They remember your name, they remember what you’re doing, you talk to them. You end up turning up, not just for the clothes, but because they’re your friend. What they do is they kind of break that third wall and allow you to feel like you’re meeting your friend to buy clothes, rather than buying from a retail space.” - Taro Ray
Clothes are clothes, and if that’s all we wanted, we wouldn’t have much need for physical stores. But the human connections with store members, especially at independent locations or curated boutiques, makes it worthwhile just to pop in as you would a friend’s house. It becomes much more than a place to buy product, and more a hub for socialising and community.
LEARNING 2: BRAND IDENTITY MUST CARRY ACROSS ALL TOUCHPOINTS
“It boils back down to having an ethos of the brand, knowing what you’re trying to get across with your brand, even if it’s just really minute.” - Pierre Rolle
“You have to zoom out and say, okay, how can this work in a campaign, or a lookbook, or products. How can it live as a whole?” - Jayda Deans
It’s not enough to just re-post campaign imagery on your website or in store and think that consumers have a) seen it or b) understood it. Retail contains many touchpoints such as areas in and outside of a store, staff conversations, ecomm and activations. No matter the footprint of a brand, consumers should understand the ethos and essence at any moment, in any of these places, and not rely on product to carry the brand proposition.
LEARNING 3: THE BUSINESS OF RETAIL IS ALTERING CONSUMER EXPECTATIONS
“Due to the amount of sample sales happening, different web stores are accelerating the period in which they do their sales, and it’s really impacted the way that people treat product. People are expecting to buy product at sale prices, so they don’t really expect to buy it at full price.” - Taro Ray
“If you pitch your brand to younger audiences, I don’t know where they’re getting the money from to buy a lot of stuff. So places like Vinted are lifelines to an extent.” - Pierre Rolle
Although there is a lot of good to come out of sales and the second-hand market, it’s hard to argue that retailers benefit as much as consumers. With sales of pre-owned clothing rising a massive 15% in 2024, and this upward trend set to continue with pace, it’s becoming easier for consumers to avoid full price altogether. Although, this effects the luxury market far less than premium to mainstream brands.
LEARNING 4: BRAND ACTIVATIONS NEED TO GET CREATIVE
“An activation is a way to activate your emotions and your excitement for a project, and that doesn’t have to just be something that works in a pitch or on social media.” - Taro Ray
“There’s a nod to people who are trying to do stuff that’s actually a bit different, and trying to do stuff that’s going to connect with people in different ways. Rather than just the same old, we’re going to do a party, we’re going to do a store launch, and we’re going to give out some free tees.” - Pierre Rolle
“The days of seeding to influencers and your brand’s going to explode are over.” - Jayda Deans
Sometimes a party is a party, and that’s fine. But when we want retailers to step it up, what can they do? Perhaps create a one-off experience that consumers can capture and say there were there for. Maybe it’s about personalisation of key products on the day, or learning something new from experts they wouldn’t otherwise have access to. It doesn’t have to be complicated or expensive, just something unique and relevant to both the brand and their audience.
LEARNING 5: THE FUTURE OF RETAIL IS COMPLICATED
“That’s something humanity is craving; the physical experience, the human experience, the personalised experience.” - Jayda Deans
“There’s space for everything, but if you are a brand, be smart about buying a store front if you don’t have the money.” - Pierre Rolle
“It needs a rejig in terms of understanding how retail spaces work. Maybe it’s more about being in the form of a showroom where you can have an experience of the brand.” - Taro Ray
Especially today with unpredictable markets and global trade agreements going up in smoke, retailers are dealing with precarious conditions. We will undoubtedly keep seeing a rise of ecomm usage, but whether this cannibalises or supports physical retail is up to individual brands when it comes to providing worthwhile experiences across the spectrum.
IN SITU LIVE - VOLUME 002 TEAM
PANEL GUEST: Taro Ray - Co-Founder of AFFXWRKS
PANEL GUEST: Jayda Deans - Graphic Designer & Art Director
PANEL GUEST: Pierre Rolle - Marketing Strategist at Gimme Five, DJ + A&R
MODERATOR: Nicola J Davies - Founder of IN SITU, Cultural Strategist & Music Journalist
DJ: AKAY - Resident DJ for Love At First Vibe
PHOTO: PATRICK
VIDEO: Ramone Anderson
ART DIRECTION: Carole-Anne Dos Santos
VENUE: Upstairs @ The Haggerston
We hope you enjoy this short video of retail examples that played at IN SITU LIVE before the discussion began:
We can’t wait to host the next IN SITU LIVE! Keep up to date with all IN SITU announcements here and on IG @insitu.njd.