Telfar and Clare V get it. Casper and many don’t.

Hi all,

We’re back! Aiming to get back to a regular cadence again. While we were in LA and NYC together, we did a LOT of retail and brand touring. And it became pretty obvious that many of the retail 101 basics are missed by most. We’ve worked with dozens of retail brands over our careers, and too often, we also end up fixing the fundamentals. We love a great big campaign, and brave brand moves, but if you’re not getting the simple things right, it might be for nothing.

But before you think ‘retail’s not my thing’, this episode is not-so-secretly all about brand as experience. As we know, human IRL experiences are increasingly important today. Doing them well is often in the details.

Let’s dive in!

Hit the timestamp to skip to the bits you fancy

00:01 — RETAIL 101 // Why even the best brands forget the basics. And why this series exists.

03:30 — POSITIONING IS LOGOLESS // From Brandy Melville’s single-minded energy to Telfar and Clare V’s spot-on perspective, your positioning working can be summed up with one simple rule: if we wiped all the logos away, would we know it’s you?

08:00 — SERVICE SELLS // What Nordstrom taught the industry, how Bombas done oh-so-right, and why good service still shapes memory.

12:15 — STAFF MATTERS // Uniforms that hit (Massimo Dutti), attitude that fits (Aime Leon Dore), and when it feels like a mismatch (Psycho Bunny).

15:15 — SHOPPABILITY = SANITY // Why Sezanne’s sweater wall fails and what Gymshark, Alo, and COS nail re: flow, sizing, and color logic.

20:20 — DON’T MISS YOUR MOMENT // If you get them into the fitting room, you’re 80% of the way to purchase. We chat Kith’s missed moment, Everlane’s “find-my-size” screen, and Printemps’ fitting zones.

24:57 — PRETTY PACKAGING // Why Corso Como’s bags and packaging walls are so great, what’s smart about Marimekko’s graphic totes, what Clare V’s duster does, and why Officine Universelle Buly wrapping feels like part of the product itself.

27:31 — STORE DESIGN 101 // Doors, light, flow. From Alo’s “portal” entrance to Casper’s “prison-gate” mistake and Bon Marché’s zoning perfection.

33:37 — MERCH MAGIC // How Wilson and Buck Mason use storytelling, mannequins, and props to make you buy more, and why Gap still hasn’t quite nailed it.

39:17 — STREET VIEWS // Alex Mill and Anthropologie, and Reformation prove the little things still pull people in.

And yes, this episode is all physical experiences. We’ll get into digital and the cross-over/360 experience in another episode! We’re doing a few more as part of this retail series. Next up is a chat with Michael Abata about his favorite retail observations and what brands are getting right. After that, a look at the future of retail and an experiential deep dive. Stay tuned and tell us what you want covered next.

That’s all, folx.

– Chris

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