STORES Magazine - April 2018 - 6
rendwatching sent out a blurb
a few weeks back about a
company called Tuxe, a U.S.-based
retailer that produces luxury
women's bodysuits. The product is
beautiful, yet what caught my eye
was the news that Tuxe recently
began offering free coaching
sessions to shoppers who made
a purchase. The company learned
that customers were wearing Tuxe
bodysuits during key moments in
their professional lives and decided
to capitalize on that by launching online
sessions focusing on career issues with business
and life coach Ianna Raim.
Trendwatching cited the move as "part of
the wider trend toward turning products into
services, keeping consumers engaged long
after they make a purchase." And it pointed
out that being a lifestyle brand today requires
paying close attention to what a product does
for a customer's higher order needs.
Hyperbole? I really don't think so. While it
may be impossible to apply this to every item
one buys, I'm finding that the purchases I make
these days are not just about satisfying an
immediate need; they reflect what's important
to me on a much broader level.
After hearing a colleague share her
experience with Beautycounter and learning
that products I once trusted contained harmful
ingredients, my thinking shifted. Listening to
company founder Gregg Renfrew speak at
NRF's Shop.org conference this fall sealed the
deal. I began replacing once-favorite skin care
items with products that align with what's
far more important to me: Making sure I'm
not putting harmful chemicals on my skin.
Like many online companies, Beautycounter
routinely sends emails with product alerts and
special offers, yet the chance to connect with
a consultant for more precise guidance goes
a long way toward keeping me engaged and
providing a service that sets it
apart from other brands.
Too many of us have
watched how cancer can
ravage those we love. With
that foremost in my mind, I've
begun a personal quest to
reduce mine and my family's
exposure to toxic chemicals -
whether it's the products I use
for cleaning, the water I drink
or the suntan lotion I apply at
the beach. Any company that
pays attention to that objective is winning my
Brandless is a retailer that pays close attention
to how the products they sell reflect customers'
higher order needs. The words "certified
organic," "non-GMO" and "vegan" resonate.
Until just a few years ago, I didn't read labels
very closely and I was somewhat convinced
that "organic" was a soft excuse to pay more.
Those days are behind me and since discovering
Brandless, my devotion to healthier choices has
become easier and cost effective; this company
understands the new ethos that rules my world.
Brands need to pay attention to not only
how a product satisfies a customer's need
but also how it connects with the shopper
on a personal and emotional level. Buying for
the sake of buying is a trend that went out of
style a long time ago. It's not all about health
and wellness: Maybe the relationship is about
delivering exclusive digital content, a la the
NBA's Connected Jersey.
Consumers are choosing to associate with
brands that build the strongest personal and
emotional connections because it matters.
Dedicated to my mom, Nancy DeStefano,
whose selfless and graceful nature taught me
all I need to know about making good choices.
STORES Digital Edition
STORES Mobile Edition
1101 New York Avenue, NW
Washington, D.C. 20005
Editor, STORES Media
NAYLOR ASSOCIATION SOLUTIONS
5950 NW 1st Place
Gainesville, FL 32607
Layout and Design
For article reprints, contact
PUBLISHED MARCH 2018/NRF-K0318/8012
Follow @Susan_Reda and #STORESMag on Twitter for retail news and trends.
STORES (ISSN 0039-1867) is published nine times per year by the National Retail Federation Inc. 1101 New York Avenue NW, Suite
1200, Washington, D.C. 20005. Periodical postage paid at Washington, D.C. and additional mailing office. POSTMASTER: Send
address change to STORES, 1101 New York Avenue NW, Suite 1200, Washington, D.C. 20005. Vol. 100 No. 3, APRIL 2018. ©2018,
National Retail Federation Inc. All rights reserved. Publications Agreement No. 40609151. CANADA POSTMASTER: Forward returned
copies to Station A, PO Box 54, Windsor ON N9A 6J5.
STORES April 2018