VMSD - June 2017 - 27

FR AN k O ud E M AN, NE w Y OR k

sPecial rePorT: fixtUrE trENds

No longer simply a place to
display product, fixtures are
becoming an integral part
of retailers' brand stories.

SÁN CH EZ Y MO NTO R O, S PAI N

By Steve Kaufman, Contributing Writer
Retailers today are defining themselves by
the history and values that help tell their brand stories.
And each story has its own unique delivery methods.
For John Hardy, the New York-based jewelry manufacturer founded in Bali, the story revolves around its
unique pieces, which are handcrafted using Indonesian techniques. For handmade-shoe brand Camper
(Majorca, Spain), it's the 140-year-old story of artisanal fabrication using locally sourced materials.
And for Detroit-based Shinola, which has revived the
age-old shoe polish brand to create a line of fine timepieces and premium leather goods, it's celebrating
American craftsmanship and industrial prowess.
"Today, retailing is all about branding, and branding is all about storytelling," says Danny Boddy, svp

of retail for St. Louis-based Soft Surroundings (whose
own story is about taking a relaxing, French-influenced journey through a calming, well-appointed
store). "If you want customers to even come into your
store, you'd better be able to tell your story. And you'd
better have a story to tell."
The challenge is to represent the brand story in
the physical context of the store - including the way
product is merchandised. In keeping with the trends,
fixtures are becoming less about merchandise density
and more about representing the brand.
Tales of The souTh Pacific
John Hardy took a "hands on" approach in its new
SoHo, New York, store so that its customers are trans-

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JUNE 2017

27

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

Vmsd - June 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Street Clothes
What’s the Story?
Special Report: State of the Industry
Totally Tubular!
Keep Calm and Carry on (Shopping)
Showroom
Ad Index
Checking Out
VMSD - June 2017 - Intro
VMSD - June 2017 - BB1
VMSD - June 2017 - BB2
VMSD - June 2017 - Vmsd - June 2017
VMSD - June 2017 - Cover2
VMSD - June 2017 - 1
VMSD - June 2017 - Contents
VMSD - June 2017 - 3
VMSD - June 2017 - From the Editor
VMSD - June 2017 - 5
VMSD - June 2017 - Vmsd Editorial Advisory Board
VMSD - June 2017 - 7
VMSD - June 2017 - The Goods
VMSD - June 2017 - T1
VMSD - June 2017 - T2
VMSD - June 2017 - T3
VMSD - June 2017 - T4
VMSD - June 2017 - T5
VMSD - June 2017 - T6
VMSD - June 2017 - T7
VMSD - June 2017 - T8
VMSD - June 2017 - T9
VMSD - June 2017 - T10
VMSD - June 2017 - T11
VMSD - June 2017 - T12
VMSD - June 2017 - 9
VMSD - June 2017 - 10
VMSD - June 2017 - 11
VMSD - June 2017 - 12
VMSD - June 2017 - 13
VMSD - June 2017 - 14
VMSD - June 2017 - 15
VMSD - June 2017 - Next Store
VMSD - June 2017 - 17
VMSD - June 2017 - Street Clothes
VMSD - June 2017 - 19
VMSD - June 2017 - 20
VMSD - June 2017 - 21
VMSD - June 2017 - 22
VMSD - June 2017 - 23
VMSD - June 2017 - 24
VMSD - June 2017 - 25
VMSD - June 2017 - What’s the Story?
VMSD - June 2017 - 27
VMSD - June 2017 - 28
VMSD - June 2017 - 29
VMSD - June 2017 - Special Report: State of the Industry
VMSD - June 2017 - 31
VMSD - June 2017 - 32
VMSD - June 2017 - 33
VMSD - June 2017 - 34
VMSD - June 2017 - 35
VMSD - June 2017 - 36
VMSD - June 2017 - 37
VMSD - June 2017 - 38
VMSD - June 2017 - Totally Tubular!
VMSD - June 2017 - 40
VMSD - June 2017 - 41
VMSD - June 2017 - 42
VMSD - June 2017 - Keep Calm and Carry on (Shopping)
VMSD - June 2017 - 44
VMSD - June 2017 - 45
VMSD - June 2017 - Showroom
VMSD - June 2017 - 47
VMSD - June 2017 - 48
VMSD - June 2017 - 49
VMSD - June 2017 - 50
VMSD - June 2017 - Ad Index
VMSD - June 2017 - 52
VMSD - June 2017 - 53
VMSD - June 2017 - 54
VMSD - June 2017 - 55
VMSD - June 2017 - Checking Out
VMSD - June 2017 - Cover3
VMSD - June 2017 - Cover4
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