VMSD - November 2015 - (Page 32)

Special report: Green Trends A Lighter Shade of Green ❷ Most retailers still want to build responsibly, but LEED may no longer be the standard. W hat happened to the green movement in retail? Is concern for the environment yesterday's news? Actually, there are probably more green retail initiatives than there were 10 or 15 years ago. But they don't seem to get discussed or debated as much, and seem to have become a lower-priority item on retailers' agendas. "Retailers suffer from a form of attention deficit disorder," says Kevin O'Donnell, founder of North Hollywood, 32 NOVEMBER 2015 | VMsd.cOM ❶ Calif.-based design firm, Thread Collaborative. "Every year, there has been a new hot topic - clicks to bricks, omnichannel, redefining the wallet, digital integration, understanding the millennials and, of course, the recession - another set of challenges to make retailers feel they're falling further behind." David Milne, director of design, North America, for The Wendy's Co. (Dublin, Ohio), agrees. "Currently, I think, the uppermost talking points in design are how to connect with millennials and Gen Z, how to leverage technology, and how to manage online orders and in-store pickups. I think brands and their customers still care about sustainability in the store, but they're too distracted by technological and cultural changes." While in the past, many retailers jumped through hoops to get some form of green accreditation - such as LEED certification from the U.S. Green Building Council (Washington, D.C.) - they seem more concerned these days with implementing only those environmental initiatives that will ultimately save money. Ke vin F. O' D O nn el l, l O s Ang e le s By Steve Kaufman, Contributing Writer http://www.VMsd.cOM

Table of Contents for the Digital Edition of VMSD - November 2015

VMSD - November 2015
Contents
Guest Editorial
VMSD Editorial Advisory Board
The Goods
Next Store
Everyone’s Eyes on You
Suit Up
A Lighter Shade of Green
Design in the Heart of Texas
Showroom
Ad Index
Checking Out

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