design:retail - February 2014 - (Page 8)
editor's note
008
Great Expectation
"'So!' she said, without being
startled or surprised; 'the days have
worn away, have they?'"
I
S IT JUST ME, or do the years
continue to grow shorter and
shorter, and time goes by ever
faster? I blinked, and 2013
was a blip on the map. Now,
here we are, only a month
into year 2014-and 2015 already seems
dauntingly close. I don't know about
you, but I've been inadvertently signing
checks with a 2014 date since last September. Ask my staff how many times
a week I ask, "What day is it?" This is
how we planners operate. Our heads
always stuck in the future, while time
serendipitously ticks and glosses over
the present. It's a vicious cycle.
You may or may not be a fan of
Charles Dickens, and you may or may
not have read "Great Expectations"-
perhaps it was also on your ninth grade
required summer reading list? I recently
revisited the tale, as I've been downloading classic novels to my iPad and like to
read them for a mental refresh after a
reality TV marathon. In the book, Miss Havisham
lives in a house with no working clocks, yet she has
an impeccable sense of time. (She's also a bit of a
nutbag who won't take her wedding dress off after
decades of decay-but I digress.) The story presents
an interesting takeaway about the fluctuating and
crushing concept of time-and of course, the omnipresent life expectations that come with it.
So, it got me thinking: why is there just never
enough time? Part of this obsessive, future-forward
planning cycle-whether for the 400-store retail
chain or the magazine editorial calendar-is in the
conception, attainment and ultimate delivery of
expectation. You are expected to hit your quota.
FEBRUARY 2014
DESIGNRETAILONLINE.COM
MISS HAVISHAM, FROM CHARLES DICKENS'
"GREAT EXPECTATIONS"
Your bottom line. Your store count. Your unattainable goal. Your revised goal. And your final, only
slightly less unattainable, revised goal. Expectation
is the driver of all things retail.
Let's talk about the consumer's perception of
time. There is an expectation of convenience and efficiency in the retail store that a consumer has come
to demand of their beloved brands. And each and
every store in the retailer's fleet is expected to deliver.
When you operate stores by the hundreds, or even
thousands, that can be quite a tough pill to swallow.
We cover so many beautiful, exciting and fantastic new prototypes and flagship designs from
around the world in the pages of this magazine.
ALISON EMBREY MEDINA
EXECUTIVE EDITOR
alison.medina@emeraldexpo.com
@dretaileditor
But have you ever read about a new
prototype and gotten inspired, only to
the very next day walk into one of the
brand's older, untouched and unloved
stores and felt instantly and utterly deflated? You see, expectation moves a bit
faster than reality can handle much of
the time. The typical retailer's response:
Well, it takes time to roll these things
out. Well yes, of course it does. But what
does that perception of time mean to
the consumer? Time is only going to
continue to feel shorter and shorter, and
deadlines/projects/pressures (i.e. EXPECTATION) will continue to become a
bigger and bigger load to bear. What's a
retailer to do?
Now let's flip that thought on its
head for a moment. Rather than what
is expected of you, what are your expectations for 2014? In our obsessive
hunt for future success, what are we
expecting from the present? What do
you expect to find at EuroShop later
this month-or GlobalShop in March? What can
you clear off your desk this week that has been
sitting there piled up for months? What will you
say to your spouse before you fall asleep tonight?
WHAT DOES YOUR OUTGOING VOICEMAIL
CURRENTLY SAY?
We can't slow down our clocks. But, we can
attempt to be more present in the present. Or at
least know what freaking day it is. (Hey, I'm working on it...at least I'm not wearing a decrepit old
wedding dress.)
Illustration by JESSE LEFKOWITZ
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - February 2014
design:retail - February 2014
Contents
Editor's Note
Show Talk
On Trend
We Love This!
Design Picks
Innovation
Postcard
Inspirations
How'd They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
Food Fabulous Food
Caché
Galeries Lafayette
GlobalShop Show Preview
POP Supplier Listing
Products
Backstory
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