Rising to the Challenge

It’s always refreshing to see which retailers, when push comes to shove, rise to the challenge. The national economy is still stiff, and the retail landscape is, for the most past, still static. There's just not an awful lot to celebrate about, but there are several retailers not playing possum--they have taken the bull by the horns, and each has come up with a unique way to lure shoppers back into their stores.
 
Banana Republic has partnered with the successful and award-wining (everyone loves a winner) series “Mad Men.” A series noted for its effect on the revivalist movement in men’s suits. Think Thom Browne, only the clothing actually fits. The windows feature smart and sexy suits that looked good in ’61, and great in ’09, conveying the message that style is timeless (whereas fashion gets dated). Besides, who wouldn’t want to look like John Hamm? Not only can you pick up a whole suit for a song, but you can enter Banana Republic’s contest for a walk-on role in the show. Acting ability not required--okay, you might need to pick up smoking, but you’ll look great! P.S. the suits come with white pocket squares ala Don Draper. For real fun, take a fantasy trip with a not to be missed avatar on this site, where you can dress yourself virtually, and even place yourself in the glamorous world of Sterling Enterprises instead of your cruddy job. You can save it as your desktop wallpaper!
 

Nordstrom abandoned their classical pianists long ago amidst cries of foul play, but Diesel, which like many teen retailers is known for its loud piped in music and indie playlist, has converted their toney Fifth Avenue front windows into a tricked out DJ booth worthy of a hole in the wall night club in the East Village. Live guest DJs cater to the crowds outside and inside the store, “interactivity” being the watchword for Diesel. That in and of itself is clever, but Diesel has invited a slew of relatively unknown, but emerging bands to play live in the store--it’s just like YouTube, but live. Getting a gig and finding a venue for bands in NYC is nearly impossible, but Diesel has welcomed the fold, and cult-like fans are charging up a storm in the store in appreciation just to have the opportunity to see their favorite bands--like Zoe Kravitz and her band Elevator Fight; Anti Pop Consortium; Hundred in the Hands and Throne of the Blood--for FREE. (Even the band names sound loud, I sound like my father!). It’s a total win-win for all. FYI: Diesel does not sell denim covered earplugs for those of us who are over 35. 

 
Okay, Daffy’s, which is a mostly NY retailer famous for its great discounted designer duds, captured the interest of all the major networks and print media with its ingenious marketing campaign. Last week when the housing market reports came out and showed that real estate remains as flat as a polyester T-shirt, Daffy’s tied into the depressing economic news. It may seem counter intuitive, but wait, like its discounted clothing, Daffy’s is offering a designer apartment in one of New York’s trendiest neighborhoods. It's a fully furnished 2 bedroom, 2 bath, with floor-to-ceiling windows in an architectural landmark for just $700 a month, and the lease is good for a year. The apartment usually rents for $7,000 a month (unfurnished). Mind you, a studio apartment in a lousy section of the Bronx rents for $1,500 a month easy. No purchase is required, all you need to do is go into the store at selected times and fill out an online video essay (30 second minimum) on why you deserve the apartment. The lucky winner will not only have the grooviest apartment in New York City, but celebrity neighbors. I would be happy to lend Gwyneth Paltrow Coldplay a cup of sugar.
 
Ricky’s, the trashy trampy cosmetics store, has the most implausible, albeit attention-grabbing, gimmick going. They have a live drag queen in the window walking on a treadmill all day in high heels (like obscene stiletto heels) with the wry equal rights comment, “Help! I have a blister. Ricky’s endorses men in heels.” Okay, I didn’t buy any Band-Aids, let alone Ricky’s “Help! I Have A Blister Kit,” but I did stop…

--Ron Knoth, Guest Blogger

 

Comments

[Ron Knoth]

Dear Custologix,

I'm glad you enjoyed the blog. What would we do without our daily dose of the Diva?

It really is affirming to see retailers come up with all sorts of ways to engage the "new" consumer. These were just a handful.

Today Kenneth Cole launched his 9 to 5 women's shoe collection with state of the art technology for comfortable high heels. That always seems like an oxymoron.

Check it out. And please visit my site, www.thebespokenfor.net

Regards!

Ron

[Retail Strategy]

This is some very good information, please keep me updated as much as possible.

Regard,
Custologix
http://www.custologix.com