design:retail - June 2017 - 53

"E- co m merce a nd
digital strategies are
values, crafted in new modern
ways. We see luxury retailers
respond by bringing in potent
cultural forces that have made
a name for themselves outside
of fashion.
So how do cherished luxury
brands find relevance within a new generation
of consumers? "Techniques such as storytelling
continue to be a great way to introduce the rich
maisons' histories and appreciation for craftsmanship to new generations," Bernal notes.
Helmut Lang recently hired Isabella Burley, editor in chief for Dazed & Confused, to act as "editor
in residence" and help manage the brand's creative
output. This type of innovative thinking will no
doubt result in palpable and intriguing content, as
it will be built through a cultural eye that spends its
days interacting with Millennials and members of
Generation D.
For the last two seasons, Gucci has welcomed
street artists like GucciGhost and Coco Capitan
into their design process and are co-opting culture in their final products and visual language.
This taps into Gucci's pioneering spirit of playfulness and experimentation by embracing the street
artists who love them. It also opens the brand up
to a new audience who speaks "culture" in its
many dimensions.
This meta-nod is a clear marker that we live
in disruptive times where luxury brands must
be agile and participate in the revolution, not
behave as though it doesn't affect their bottom
line. In a luxury retail environment where change
can be slow to occur, this is an imperative. It's
time to break through and move beyond the fantastical intangible luxury world of yesterday. To
succeed tomorrow, luxury brands must engage
in the fast-moving, game-changing cultural
realities that surround consumers where they
work, live and play. In order to innovate a way
forward, find inspiration in what Coco Capitan
wonders: "What are we going to do with all
this future?"
It is up to you to find out.
MEG ASARO HAS WORKED IN THE STRATEGIC AND DESIGN WORLDS
FOR ALMOST 20 YEARS, CODIFYING SEMIOTIC STORYTELLING AND
TREND FORESIGHT TO PREPARE HER CLIENTS FOR THE FUTURE.
USING BESPOKE AND UNCONVENTIONAL METHODOLOGIES TO

i mp ortant fo cu ses,
including how to interpret and implement
in the boutiques to
further support sales
staff and enhance client
servicing," says Diana
Bernal, store planning
and construction director, Richemont North

UNPACK HER THINKING, SHE REVEALS INNOVATIVE OPPORTUNITIES
TO HELP BRAND GROWTH AND RELEVANCE.

America Inc.



Table of Contents for the Digital Edition of design:retail - June 2017

design:retail - June 2017
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Perspectives
Have You Heard?
Visual Eye
Style Made Simple
Toy Kingdom
Bergdorf Goodman
Luxury Report
Products
Backstory
design:retail - June 2017 - Intro
design:retail - June 2017 - CT1
design:retail - June 2017 - CT2
design:retail - June 2017 - design:retail - June 2017
design:retail - June 2017 - Cover2
design:retail - June 2017 - 1
design:retail - June 2017 - Contents
design:retail - June 2017 - 3
design:retail - June 2017 - 4
design:retail - June 2017 - 5
design:retail - June 2017 - Editor’s Note
design:retail - June 2017 - 7
design:retail - June 2017 - On Trend
design:retail - June 2017 - 9
design:retail - June 2017 - 10
design:retail - June 2017 - 11
design:retail - June 2017 - 12
design:retail - June 2017 - 13
design:retail - June 2017 - We Love This!
design:retail - June 2017 - 15
design:retail - June 2017 - 16
design:retail - June 2017 - 17
design:retail - June 2017 - 18
design:retail - June 2017 - 19
design:retail - June 2017 - Designer Picks
design:retail - June 2017 - 21
design:retail - June 2017 - Clicks & Mortar
design:retail - June 2017 - 23
design:retail - June 2017 - 24
design:retail - June 2017 - 25
design:retail - June 2017 - Postcard
design:retail - June 2017 - 27
design:retail - June 2017 - Perspectives
design:retail - June 2017 - 29
design:retail - June 2017 - Have You Heard?
design:retail - June 2017 - 31
design:retail - June 2017 - Visual Eye
design:retail - June 2017 - 33
design:retail - June 2017 - Style Made Simple
design:retail - June 2017 - 35
design:retail - June 2017 - Toy Kingdom
design:retail - June 2017 - 37
design:retail - June 2017 - 38
design:retail - June 2017 - 39
design:retail - June 2017 - 40
design:retail - June 2017 - 41
design:retail - June 2017 - Bergdorf Goodman
design:retail - June 2017 - 43
design:retail - June 2017 - 44
design:retail - June 2017 - 45
design:retail - June 2017 - 46
design:retail - June 2017 - 47
design:retail - June 2017 - Luxury Report
design:retail - June 2017 - 49
design:retail - June 2017 - 50
design:retail - June 2017 - 51
design:retail - June 2017 - 52
design:retail - June 2017 - 53
design:retail - June 2017 - Products
design:retail - June 2017 - 55
design:retail - June 2017 - Backstory
design:retail - June 2017 - Cover3
design:retail - June 2017 - Cover4
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