STORES Magazine -August 2017 - 14

n

TRENDS

HISTORY-WISE, THEY'VE GOT YOUR BACK
A single piece of clothing can transport us to another memory, another
time, another place. Spreadshirt, the "print on-demand e-commerce platform
for spreading ideas on something tangible," blogged recently about the
top-selling T-shirt designs from the past 15 years. The company hit the vault
to find designs highlighting important events in history, trending topics and
noteworthy people.
On the list: a peace dove in 2003, the year the war in Iraq started; a drawing
of Chuck Norris, gun in hand, in 2006; Barack Obama in 2008; a "Tebowing"
pose in 2011; Boston Strong in 2013; and Black Lives Matter in 2014.

ACE CAFE REVS UP
IN ORLANDO
The early 1990s brought a
veritable buffet of themed
restaurants - Planet Hollywood,
Rainforest Café and House of
Blues among them. Could a
new spot signal a return trip?
Ace Cafe Orlando became
the sixth location of the
London-based "motor diner"
in May. Expected to draw
more than 400,000 visitors
each year to its dining,
entertainment and retail
options, the 35,000-square-foot
destination highlights the car, bike and rock 'n' roll culture.
The first opened in 1938 in the United Kingdom as a roadside café for
truckers. Things certainly have changed with the times: The new location
covers two floors and includes a full-service restaurant, two kitchens,
four bars, a coffee bar, communal counter, an overlooking mezzanine,
private and semi-private spaces and special menu items like "Bat Outta
Hell Meatloaf."
There's also a shop for Ace gear and apparel; a BMW motorcycle
dealer; EagleRider motorcycle rental; Dainese D-Store with high-tech
Italian riding gear and accessories; and artwork, memorabilia and more
in the Stonebridge Motor Gallery.
The latest Ace Cafe marks its first North American venue; others are in the
United Kingdom, Finland, China, Switzerland and Spain. The Orlando choice
proves it's still a small world after all - and the theme shows it's a fast one.

IN REALITY, NOTHING'S
PICTURE-PERFECT
Wait: Your house and doesn't look as tidy and sparse as
those in TV ads? Nah, ours doesn't either.
Rather than making consumers feel bad about that
fact, Havertys is championing normalcy with its "Havertys
Can Make Your Home Look Perfect, Even When Life
Isn't" campaign. Directed by Oscar nominee Ted Melfi,
director/screenwriter of "Hidden Figures," the series of
spots was created in conjunction with the Kansas Citybased Unbound agency. The idea is to drive "an authentic
connection with consumers who ultimately seek comfort
at home to escape the outside world."
Melfi describes the collaboration as being comfortable
with "celebrating the unvarnished truth of real life."
The furniture campaign includes five 30-second spots.
Two debuted last fall, and the remaining three began
airing in May. In one, the family deals with raccoons in the
attic. In another, nobody wants to answer the door - and
there's a sweepstakes check waiting on the other side. In
yet another, an Alexa-like virtual assistant gives away a
little too much information.
"The spots are forward-looking and almost irreverent,"
Melfi says. "They're relatable because they're us."
Three cheers for a fresh look at truth in advertising - as
humorous as that truth can be.

KFC PUFFS OUT ITS FEATHERED CHEST
It's called "Re-Colonelization," and it's no bull. KFC is in the midst
of state-of-the-art equipment upgrades and restaurant remodels; by
the end of 2017, 70 percent of the fast food chicken restaurants will
have new branded touches.
Particularly of note is the grand re-opening of The Big Chicken
in Marietta, Ga., long recognized as an area landmark due to its
56-foot-tall steel structure resembling, well, a big chicken. The
$2.2 million renovation at that site - complete with unique drinks,
expanded dining room, retail store and its own AM radio station -
would make the Colonel proud.
14

STORES August 2017

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Table of Contents for the Digital Edition of STORES Magazine -August 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
Hot 100 Retailers
Forward Thinkers
Personalized Pricing
C2W
Q&A
Store Operations
Omnichannel
Marketing
Online
Finance
Business Operations
Startup Spotlight
Security
Fraud
STORES at 100
NRF Communities Update
End Cap
STORES Magazine -August 2017 - intro
STORES Magazine -August 2017 - cover1
STORES Magazine -August 2017 - cover2
STORES Magazine -August 2017 - 3
STORES Magazine -August 2017 - 4
STORES Magazine -August 2017 - 5
STORES Magazine -August 2017 - Editor’s Page
STORES Magazine -August 2017 - 7
STORES Magazine -August 2017 - President’s Page
STORES Magazine -August 2017 - 9
STORES Magazine -August 2017 - Retail Politics
STORES Magazine -August 2017 - NRF News
STORES Magazine -August 2017 - Trends
STORES Magazine -August 2017 - 13
STORES Magazine -August 2017 - 14
STORES Magazine -August 2017 - 15
STORES Magazine -August 2017 - Retail People
STORES Magazine -August 2017 - 17
STORES Magazine -August 2017 - 18
STORES Magazine -August 2017 - Hot 100 Retailers
STORES Magazine -August 2017 - 20
STORES Magazine -August 2017 - 21
STORES Magazine -August 2017 - 22
STORES Magazine -August 2017 - 23
STORES Magazine -August 2017 - 24
STORES Magazine -August 2017 - 25
STORES Magazine -August 2017 - 26
STORES Magazine -August 2017 - 27
STORES Magazine -August 2017 - 28
STORES Magazine -August 2017 - 29
STORES Magazine -August 2017 - 30
STORES Magazine -August 2017 - 31
STORES Magazine -August 2017 - 32
STORES Magazine -August 2017 - 33
STORES Magazine -August 2017 - 34
STORES Magazine -August 2017 - 35
STORES Magazine -August 2017 - Forward Thinkers
STORES Magazine -August 2017 - 37
STORES Magazine -August 2017 - 38
STORES Magazine -August 2017 - 39
STORES Magazine -August 2017 - Personalized Pricing
STORES Magazine -August 2017 - 41
STORES Magazine -August 2017 - 42
STORES Magazine -August 2017 - C2W
STORES Magazine -August 2017 - Q&A
STORES Magazine -August 2017 - 45
STORES Magazine -August 2017 - Store Operations
STORES Magazine -August 2017 - 47
STORES Magazine -August 2017 - Omnichannel
STORES Magazine -August 2017 - 49
STORES Magazine -August 2017 - Marketing
STORES Magazine -August 2017 - 51
STORES Magazine -August 2017 - Online
STORES Magazine -August 2017 - 53
STORES Magazine -August 2017 - Finance
STORES Magazine -August 2017 - 55
STORES Magazine -August 2017 - Business Operations
STORES Magazine -August 2017 - Startup Spotlight
STORES Magazine -August 2017 - 58
STORES Magazine -August 2017 - Security
STORES Magazine -August 2017 - 60
STORES Magazine -August 2017 - Fraud
STORES Magazine -August 2017 - 62
STORES Magazine -August 2017 - 63
STORES Magazine -August 2017 - STORES at 100
STORES Magazine -August 2017 - NRF Communities Update
STORES Magazine -August 2017 - End Cap
STORES Magazine -August 2017 - cover3
STORES Magazine -August 2017 - cover4
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