VMSD - June 2012 - (Page 56)

CO CHECKING OUT Interview by Anne DiNardo Lee Svet Hershey’s manager of global retail design talks about immersing herself in the world of chocolate and selling small indulgences across the globe. How did you get into retail design? In college, I completed co-ops at traditional architectural firms when I got an opportunity to co-op at Federated Department Stores. The light went on and I knew this was what I wanted to do. What appealed to you? It was fast, it was about creating a great experience and it was a nice balance of business and design. Also, you know very quickly whether you were successful or not. What does the Hershey brand mean to American consumers? They think of something they’ve grown up with and something they want to share with their children. There aren’t many people who don’t love s’mores. What’s the biggest challenge in taking an iconic brand like Hershey overseas? It’s not having the history because there are some things that are intuitive to us. Personally, the Hershey brand reminds me of being a kid and campfires. And that doesn’t necessarily translate to Dubai. So it’s learning how to take those feelings and update them to a new market and a new customer base. For example, our China customer is a much younger demographic than a traditional Hershey, Pa., visitor. Can you give us an example of what’s working? In our Asian market, the Hershey’s Kisses brand is easier to communicate because it’s about sharing, which is a concept that’s universal. What’s new inside Hershey’s Chocolate World stores? Our Times Square location just celebrated its 10th anniversary and we’ve refreshed it around some new platforms called Taste Happiness, Wrap Happiness and Share Happiness. These give guests an opportunity to taste and compare different flavors and types of a product, customize bars with individual wrappers and share in new ways. So how are you updating the brand image in new markets? We have implemented a new visual identity system and we’re in the process of developing the 3-D components. Why is it important for a retail brand to have a global presence in the 21st Century? In many ways, the world is becoming smaller. Having that presence builds on some of those universal aspects of what those brand values can bring. What advice do have for a brand considering going global? Be a very careful listener to your international partners. Sometimes when you’re going 100 miles an hour, you go with what’s familiar and it’s not quite what you need to do. Sometimes you just need to pause momentarily and make sure it’s going to be effective. x 56 JUNE 2012 | vmsd.com Candy Coated Among the Hershey brands, which one is most popular abroad? Hershey’s and Kisses. In North America? Reese’s. What’s your favorite? Kisses because they have lots of different flavors. In the office, there are bowls in every conference room. It’s a wonderful job perk. MELISSA REED, LANCASTER, PA http://www.irdconline.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - June 2012

VMSD - June 2012
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Zara goes Global in Manhattan
Problem Solved
The Walking Mannequin Man
Changing Gears
Showroom
Ad Index
Checking Out

VMSD - June 2012