VMSD - September 2017 - 4

FROM THE EDITOR

Against the Grain

Forward-thinking retailers are using stores
as incubators for innovation.

It's no secret that today's merchants, whether they're department, big box or specialty, have
been challenged to adapt to a rapidly changing marketplace that questions the very definition
of what it means to be a retailer.
Consumers, particularly millennials, have made it abundantly clear that, in the face of growing options, they want more than a transaction. They want experiences, and they're willing to
pay for them in loyalty and more. They value these experiences, and - this is key given what
social media has done for "word of mouth" - they are willing to share them.
Enter Timberland's newest experiential concept store, The Tree Lab, in Pennsylvania's King
of Prussia Mall, which features a design and merchandising strategy that will change every six
weeks according to three themes. The first, "Streetology," debuted last month and is a nod to
the "urban nomad" consumer, who explores his or her environment on foot. The next concept,
"SHEvolution," is specifically geared toward women, and the final iteration will be holidaythemed and opens in early November.
Says Bevan Bloemendaal, vp of global environments and creative services at Timberland, of the initiative: "This is something completely new for us. No more are [consumers] interested in transactional retail. They're telling us that we need to give
them some type of experience that's sharable, memorable - that they will come
back to more often."
The effort will serve not only as a new way for the brand to engage its customers on a different stage, it also offers the internal design organization an opportunity to establish future best practices based on lessons learned in a creatively
charged, quick-changeover environment. In a landscape where innovation
means survival, retailers that are willing to take a chance and try something different will reap the rewards of the insights gleaned during the process.
Be sure to keep an eye out for the exclusive peek inside Timberland's Tree
Lab in an upcoming issue.

Jennifer Acevedo
Editor-in-Chief, VMSD magazine



Table of Contents for the Digital Edition of VMSD - September 2017

VMSD - September 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
New Beginnings
Tearing Down Walls
Car Talk
Special Report: Retail Lighting Design
Showroom
Ad Index
Checking Out
VMSD - September 2017 - Intro
VMSD - September 2017 - VMSD - September 2017
VMSD - September 2017 - Cover2
VMSD - September 2017 - 1
VMSD - September 2017 - Contents
VMSD - September 2017 - 3
VMSD - September 2017 - From the Editor
VMSD - September 2017 - 5
VMSD - September 2017 - Vmsd Editorial Advisory Board
VMSD - September 2017 - 7
VMSD - September 2017 - The Goods
VMSD - September 2017 - BI1
VMSD - September 2017 - BI2
VMSD - September 2017 - T1
VMSD - September 2017 - T2
VMSD - September 2017 - T3
VMSD - September 2017 - T4
VMSD - September 2017 - T5
VMSD - September 2017 - T6
VMSD - September 2017 - T7
VMSD - September 2017 - T8
VMSD - September 2017 - T9
VMSD - September 2017 - T10
VMSD - September 2017 - T11
VMSD - September 2017 - T12
VMSD - September 2017 - T13
VMSD - September 2017 - T14
VMSD - September 2017 - T15
VMSD - September 2017 - T16
VMSD - September 2017 - 9
VMSD - September 2017 - 10
VMSD - September 2017 - 11
VMSD - September 2017 - 12
VMSD - September 2017 - 13
VMSD - September 2017 - Design Detail
VMSD - September 2017 - 15
VMSD - September 2017 - 16
VMSD - September 2017 - 17
VMSD - September 2017 - New Beginnings
VMSD - September 2017 - 19
VMSD - September 2017 - 20
VMSD - September 2017 - 21
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VMSD - September 2017 - 37
VMSD - September 2017 - Tearing Down Walls
VMSD - September 2017 - 39
VMSD - September 2017 - 40
VMSD - September 2017 - 41
VMSD - September 2017 - 42
VMSD - September 2017 - 43
VMSD - September 2017 - Car Talk
VMSD - September 2017 - 45
VMSD - September 2017 - 46
VMSD - September 2017 - Special Report: Retail Lighting Design
VMSD - September 2017 - 48
VMSD - September 2017 - 49
VMSD - September 2017 - 50
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VMSD - September 2017 - 60
VMSD - September 2017 - Showroom
VMSD - September 2017 - 62
VMSD - September 2017 - 63
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VMSD - September 2017 - 65
VMSD - September 2017 - 66
VMSD - September 2017 - Ad Index
VMSD - September 2017 - 68
VMSD - September 2017 - 69
VMSD - September 2017 - 70
VMSD - September 2017 - 71
VMSD - September 2017 - Checking Out
VMSD - September 2017 - Cover3
VMSD - September 2017 - Cover4
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