THE LASTING LEGACY OF HERITAGE DESIGN ELEMENTS IN CONTEMPORARY RETAIL CONCEPTS

CLASSIC DESIGN ELEMENTS ARE CORE ESSENTIAL IN RETAIL DESIGN CONCEPTS WHEN IT COMES TO LUXURY BRANDS AND THEIR HERITAGE IMAGE. THERE IS NO SUCCESSFUL CONTEMPORARY LUXURY BRAND NOT RELAYING ITS IMAGE ON A GROWN HERITAGE STORY OF ITS BRAND OR A DNA RELATED TO THE NAME- DERIVATE OF A FOUNDER IN HISTORY AS A POINT OF EVER LASTING REFERENCE VISIBLE IN A COHERENT CI AND WITHIN EACH AND ANY PRODUCT SUBSTITUTED WITHIN THE BRANDS PORTFOLIO. BY CHANCE, NEARLY ALL TOP LUXURY BRANDS ARE HERITAGE IMAGE BRANDS AND IN THE CASE OF FASHION BUSINESS NEARLY ALL OF FRENCH PARISIAN ORIGIN. ONCE THESE REPUTED HOUSES WERE THE SYNONYM OF A SINGLE PERSON OR CREATOR, A INDIVIDUAL DESIGNER OR PRODUCER, A COUTURIER OR ARTIST, AND THE PERSON AND THE CREATIVE OUTPUT OF THIS PERSON ONLY WERE RELEVANT TO A CERTAIN GROUP OF CLIENTS, WHO AGAIN GAINED ATTENTION AND ATTRACTIVENESS BY THE ADAPTED PRODUCTS AND BECAME RELEVANT INFLUENCE PERSONS FOR A BRAND TO GROW ITS RANKS OF A-C CLIENTS. CONTEMPORARY DESIGN BRANDS AND THEIR CREATIVE CORPORATE IDENTITY DESIGN TEAMS TAKE UP THESE IMAGES AND COMMISSION ARCHITECTS AND INTERIOR DECORATOR ALONGSIDE ARTISTS AND GALLERIES TO STAFFAGE THEIR POINT OF SALES AND RETAIL STORES AND TO FOCUS MORE OR LESS ON A IMAGINED STORY OF THE BRANDS NAMES PATRON. AS THESE TEAMS AND DESIGNER ARE UNKNOWN IN MOST CASES TO THE PUBLIC, THE LEGACY REFERENCE POINT IS THE NON-PERSONAL BRAND ITSEL, GIVING LIFE TO A ARTIFICIAL IMAGINED IDENTY.

THIS ROMANTIC APPROACH OF PERSONALITIES AND THEIR BRAND LEGACY PROVED TO BE SUCCESSFUL IN REANIMATING SOME FORMERLY LOST NAMES AND BRANDS, BUT NOT ALL STRATEGIES AND EFFORTS ARE SUCCESSFUL, AS A STORY OR GOOD CI – DESIGN ITSELF IS NOT DRIVING SALES, THE SALES PRODUCTS HAVE TO BE OF A SIGNIFICANT VALUE TO THE COSTUMERS AND HAVE TO BE SOUGHT AFTER IN A COMPETING MARKET OF BRANDS AND IMAGED COMMUNICATION FORMS. THESE PRODUCTS ARE CARRIED BY THE COSTUMER BOTH IN SALES ACTIVITY AND ON PERSON. THE REPUTATION OF TODAYS HERITAGE BRANDS WERE BUILD UP BY CORE COMPETENCES WITHIN A PRODUCT CIRCLE, BE IT AS A COUTURIER ATELIER FOR ROBES, BE IT FOR LEATHER GOODS, BE IT FOR JUWELS OR BE IT FOR TECHNICAL INNOVATIONS LIKE CARS, A HOTEL OR RESTAURANT AND CLUB EXPERIENCE OR ELSE. TODAY BRANDS TEND TO OVERSTRETCH THEIR PORTFOLIO AND IMAGE BY OFFERING EVERYTHING, BE IT CAR BRANDS ENTERING THE FASHION AND HOME SECTOR, BE IT PORCELAIN MANUFACTORIES DOING COUTURE CLOTHING AND HANDBAGS, BE IT TEXTILE PRODUCERS ENTERING THE FURNITURE SECTOR AND SO ON, ALL HAVE EVIDENCE RISK TO LOSING TRACK ON THE CORE COMPETENCE THE PRODUCT FUNDAMENT OF THE BRANDS REPUTATION HAS BUILD UP ON. SELDOM A BRAND OR COMPANY OWNS ALL PRODUCTION FACILITIES OR HAS HANDS ON THE LICENSE TAKER TO PRODUCE ONLY FOR ITS PURPOSES, THEREFOR QUANTITY AND OFTEN LESS QUALITY WILL BE THE RESULT RATHER THAN EXCELLENCE IN EACH AND ANY PRODUCT. IMPORTANT IN ANY EXPANSION CASE AND WITHIN ANY PRODUCT EXPERIMENT IS TO KEEP THE RED-RIBBON IN A STRATEGIC OUTREACH OF THE BRAND AND PROTECT THE HOUSES DNA BY QUALITY ONLY POLICY, AND KEEP AS CLOSE TO THE STORY AND THE WORLD OF THE BRAND AS POSSIBLE. DESPITE ANY ONLINE DRIVEN FUTURE FOR RETAIL PREDICTIONS, CURRENT RETAIL EXPERIENCES RELAY ON THE LIVE- EXPERIENCE STORE CONCEPTS, FEEDING THE SENSES AND INSPIRATION AT THE POINT OF SALES AND DRIVING SALES BY THE EMOTION OF THE MOMENT AND SETTING. IN ORDER TO PRODUCE  A REAL LIVE SHOPPING EXPERIENCE, THE SHOWROOMS AND RETAIL STORES ARE BECOMING INCREASINGLY SPECTACULAR AND THE TOP SECTOR LUXURY FLAGSHIP-STORES ARE BOTH ARTISTICALLY AND BY ARCHITECTURE SOPHISTICATED AND OF MUSEUM- ALIKE ARTISTIC QUALITY.

IN ORDER TO COMPETE WITH THESE CATHEDRALS OF LUXURY, SMALL AND INTERMEDIATE BUSINESSES WILL HAVE TO INCREASE THEIR QUALITY OF STORE AND RETAIL DESIGN, AS THE PRODUCT ITSELF IS NOT DRIVING IN CLIENTS IF THE SETTING IS NOT ATTRACTIVE IN RELATION TO THE RETAILED PRODUCTS. THESE CHALLENGES WILL DRIVE SMALLER BUSINESSES TO INVEST INTO INDIVIDUAL ARTFUL NISCHE CONCEPT STORES. THE GOOD NEWS: THE LARGE LUXRY BRANDS ALLOW THEIR CI TEAMS TO EXACTLY DO THIS: INDIVIDUAL ARTISTIC STORE EXPERIENCES, OFTEN COMBINED WITH ART AND VINTAGE OR DESIGN ICON FURNITURE. SO ADAPTING IN ORDER TO IMPROVE AT REASONABLE PRICE POINTS IS POSSIBLE WHEN LIAISING WITH A DESIGN CONSULTANCY OFFICE LIKE US, AS WE KNOW AND CAN DELIVER A PERFECT MATCH EQUAL CONCEPT AND MATERIALS OF QUALITY TO GIVE A SINGLE INDIVIDUAL BUSINESS AND PRODUCT A REFERENCE QUALITY POINT OF SALES. AT LEAST, THIS IS EXACTLY HOW THE GREATES LUXURY BRANDS STARTED ONCE, BE IT PIERRE BALMAIN, CHRISTIAN DIOR, BALENCIAGA, DE GIVENCHY,  THEY STARTED WITH A GOOD IDEA, RENTED OUT A SMALL ATELIERS OR RETAIL SHOP, PUT THEIR INSPIRATION AND PRODUCTS ON OFFER AND THE STORY BEGAN. THESE SMALL INNOVATIVE BUSINESSES CAN BECOME THE FUTURE GIANTS, WHO KNOWS WHAT FUTURE WILL BRING?! INDIVIDUALITY AND A CLASSICAL DESIGN MATRIX WILL AT LEAST BE A PERFECT REFERENCE POINT TO START FROM. AND BY FACT, FRAGRANCES PROVED TO BE THE MOST IMPORTANT SALES DRIVER AND CASH COWS OF ANY LUXURY BRAND ON THE MARKET, BY THE WAY IN THE CASE OF ALL COUTURIER HOUSES FROM THE EARLY DAYS ONWARDS.

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