design:retail - October 2016 - 24
clicks & mortar
024
UNLIMITED POTENTIAL
H
OW TO COMPETE with the endless aisle?
Load up your physical aisles? Nope, not
The Limited. Try an edited assortment
and unexpected in-store amenities aimed at the
target fashionista.
The sleek new Limited concept at Tysons Corner
Center in Washington, D.C., designed with the assist of Columbus, Ohio-based FITCH, showcases
fashions for its core 30-something sophisticate,
who wants help in creating looks and is often sidestepping the fitting room.
Shoppers at the 4,216-sq.-ft. store will find fewer
fashions on hangrods. Instead, the store embraces
its inner e-commerce, with technology front and
center that saves time and enhances service. "We're
leveraging the strength of our digital business,
which accounts for 30 percent of our business,"
The Limited's CEO Diane Ellis told WWD. "A lot of
our clients do their browsing online."
Design is immersive and integrated. Take the
"Outfit Bar," where shoppers can hang their instore picks near a digital device offering ideas for
related goods. Suggestions include what's available
in-store alongside online options. The "Inspiration
Station" is a table equipped with touchscreen technology that customers can touch and swipe (with
or without sales assistance) to access informational
videos about its creations.
Capitalizing on its captive customer, fitting
rooms have been rebranded as "The Styling Salon,"
offering a spa-like spacious respite complete with
warm towels and bottled water.
A major statement-"The Coveted Closet"-
features a 10-ft.-tall digital mirror and houses a
curated seasonal capsule collection of 10 musthaves. The digital mirror (created with Spencer
Interactive) previews all possible combinations on a posing and turning model, allowing
the guest to see the different ways in which an
outfit can be worn, explains Joanne Putka, design
director at FITCH. A simple click of a button on the
iPad turns it back into a mirror.
"We are very happy with the results of the
Coveted Closet (digital mirror)," Ellis says.
Sales are higher than the old store, although The
Limited has yet to announce its expansion strategy
for the concept.
- Janet Groeber
OCTOBER 2016
DESIGNRETAILONLINE.COM
GLOBALSHOP.ORG
Photos by MARK STEELE PHOTOGRAPHY
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - October 2016
design:retail - October 2016
Contents
Editor’s Note
GlobalShop Talk
On Trend
We Love This!
Designer Picks
Clicks & mortar
Postcard
How’d They Do That?
Mingle
Have You Heard?
Perspectives
The Visual Eye
Searching for Steve Jobs
Vera Bradley
California Closets
Retail Design Industry 2016
Products
Backstory
design:retail - October 2016 - Intro
design:retail - October 2016 - design:retail - October 2016
design:retail - October 2016 - Cover2
design:retail - October 2016 - 1
design:retail - October 2016 - 2
design:retail - October 2016 - 3
design:retail - October 2016 - Contents
design:retail - October 2016 - 5
design:retail - October 2016 - 6
design:retail - October 2016 - 7
design:retail - October 2016 - Editor’s Note
design:retail - October 2016 - 9
design:retail - October 2016 - GlobalShop Talk
design:retail - October 2016 - 11
design:retail - October 2016 - On Trend
design:retail - October 2016 - 13
design:retail - October 2016 - 14
design:retail - October 2016 - 15
design:retail - October 2016 - 16
design:retail - October 2016 - 17
design:retail - October 2016 - We Love This!
design:retail - October 2016 - 19
design:retail - October 2016 - 20
design:retail - October 2016 - 21
design:retail - October 2016 - Designer Picks
design:retail - October 2016 - 23
design:retail - October 2016 - Clicks & mortar
design:retail - October 2016 - 25
design:retail - October 2016 - 26
design:retail - October 2016 - 27
design:retail - October 2016 - Postcard
design:retail - October 2016 - 29
design:retail - October 2016 - How’d They Do That?
design:retail - October 2016 - 31
design:retail - October 2016 - Mingle
design:retail - October 2016 - 33
design:retail - October 2016 - Have You Heard?
design:retail - October 2016 - 35
design:retail - October 2016 - Perspectives
design:retail - October 2016 - 37
design:retail - October 2016 - The Visual Eye
design:retail - October 2016 - 39
design:retail - October 2016 - Searching for Steve Jobs
design:retail - October 2016 - 41
design:retail - October 2016 - Vera Bradley
design:retail - October 2016 - 43
design:retail - October 2016 - 44
design:retail - October 2016 - 45
design:retail - October 2016 - 46
design:retail - October 2016 - 47
design:retail - October 2016 - 48
design:retail - October 2016 - 49
design:retail - October 2016 - California Closets
design:retail - October 2016 - 51
design:retail - October 2016 - 52
design:retail - October 2016 - 53
design:retail - October 2016 - 54
design:retail - October 2016 - 55
design:retail - October 2016 - Retail Design Industry 2016
design:retail - October 2016 - 57
design:retail - October 2016 - 58
design:retail - October 2016 - 59
design:retail - October 2016 - 60
design:retail - October 2016 - 61
design:retail - October 2016 - 62
design:retail - October 2016 - 63
design:retail - October 2016 - 64
design:retail - October 2016 - 65
design:retail - October 2016 - 66
design:retail - October 2016 - 67
design:retail - October 2016 - Products
design:retail - October 2016 - 69
design:retail - October 2016 - 70
design:retail - October 2016 - 71
design:retail - October 2016 - Backstory
design:retail - October 2016 - Cover3
design:retail - October 2016 - Cover4
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