Experiential Retail Collaborations

I’ve thought a lot about what makes good retail recently. How do you persuade customers to keep coming back and feel part of something deeper than just buying stuff? The best example I've seen recently is the way Fanatics is building an obsessive cult following the opening of their store in London last year. Anyone walking through Central London this weekend will have seen the prevalence of National Football League (NFL) jerseys ahead of a double-header of American Football over consecutive Sundays at the Tottenham Hotspur Stadium. These fixtures are part of a growing international schedule, with games being played in Spain, Brazil, Germany and Ireland building the global NFL fanbase. Of course, merch sales are a critical part, and Fanatics are the exclusive partner at the heart of this, opening an NFL shop pop-up store on Carnaby Street. This is in addition to their flagship that was opened by Lewis Hamilton to street-closing fanfare last year, and is a supreme example of experience‑led retail, with every display, event, interaction, and touchpoint brilliantly choreographed. It is reminder how immersive retail can deepen consumer connection, especially in a passion‑driven category such as sports memorabilia and licensed merchandise. When the flagship opened, it was anchored by spectacle: a circular LED display suspended over a central card tower, live break tables, a “swap wall,” streaming studios, and micro‑events scheduled throughout each week. Fashion brands could learn a lot from how Fanatics prioritise needs of the customer and create the desire for regular return visits. The schedule of events in-store is extensive. Fanatics show that retail as theatre works best when it’s tied to core culture. Their events (grab bag breaks, swap nights, signing lines) are coherent with what collectors and superfans really care about. Secondly, in new markets they act as an educator and community builder. In regions where trading cards or memorabilia are niche, Fanatics are simultaneously a retailer and evangelist: hosting workshops, grading drop‑offs, drop culture education. Thirdly, the stores have become a content and amplification engine. The in‑house streaming studio, podcast recording, athlete appearances, and social content all feed their digital channels. Footage of signing sessions becomes content for fans who can’t visit the physical store, extending the reach and reinforcing brand equity. The moments that matter are often small, cumulative, and emotional. A collector arriving early for a signing, a parent bringing a child to witness a break, a fan returning to trade cards. These micro‑moments are what convert casual buyers into real advocates. Online can never match the power of great physical stores. How do another brands and sectors rip up their playbook and create their own retail fanaticism? DHR Global #courageousleadership

Ok, so not all store walks are sunshine and roses....although it's not snow and freezing temperatures :-). As I walked Target stores recently, I was particularly interested in their store-within-store concepts with brands like Ulta Beauty and CVS Pharmacy and how its impacting the shopping experience. And, looking as a comparison verses the Kohl's-SEPHORA partnership. Since its start in 2020, the Target and Ulta Beauty collaboration has proven to be impactful for both companies. By January 2025, Ulta Beauty has expanded to 541 shop-in-shops within Target stores, with plans to reach 800 locations. This strategy has not only broadened Ulta's customer base but also enhanced Target's beauty offerings with prestige brands. The partnership has shown impressive results, with linked loyalty members spending twice as much as average members, demonstrating the power of strategic alliances in driving customer engagement and sales. However, the store-within-a-store model is not without its challenges. While it offers brands expanded reach and retailers a more diverse product range, it also requires careful management of logistics, staffing, and brand identity. For Ulta, there's a risk of cannibalizing sales from its standalone stores or diluting its brand image. Target, on the other hand, must balance the integration of Ulta's offerings with its own beauty products. And, as we see elsewhere in the store, Target still needs to address their "in stock/out of stock" issues with improved inventory management and replenishment execution. Despite these potential drawbacks, the overall success of this partnership suggests that when executed well, such collaborations can create significant value for retailers, brands, and consumers alike. #RetailInnovation #BeautyPartnership #TargetUlta #OmniChannelRetail #CustomerExperience #RetailStrategy

Retail Strategy Brief: The Poolside Playbook – Why Luxury Brands Are Betting on Travel Takeovers Luxury brands (and it’s not just luxury) are no longer waiting for customers to walk into stores—they’re meeting them where they vacation. High-end fashion, beauty, and lifestyle labels are increasingly embedding themselves in elite travel destinations, taking over pool decks, cabanas, spas, and beach clubs at the world’s most exclusive hotels and resorts. Why? Because that’s where the money is. The Opportunity: • Luxury travel generated $440B globally in 2024, fueled by HNW and UHNW consumers prioritizing immersive, experience-driven escapes over material accumulation. • Today’s luxury customer doesn’t just shop—they travel to live their brand. And they expect brands to show up accordingly. • These activations—whether #Dior-branded parasols at the Beverly Hills Hotel or a pop-up #Loewe boutique in Mallorca—aren’t just pretty backdrops. They’re #immersive, high-touch retail experiences designed to drive brand equity, clienteling, and conversion. Strategic Takeaways: • #Experience is the new flagship. Poolside is now a point-of-sale. Think hospitality x retail x lifestyle. • Client capture > foot traffic. These activations allow brands to reach top clients in high-spend, low-distraction environments—with built-in exclusivity. • Soft power, hard sales. These setups deepen emotional brand engagement, drive social visibility, and can support capsule collection drops or localized SKUs. What Smart Brands Know: “Snarky or not, brands go where their clients go to play.” In a world where traditional retail is being redefined, the most powerful storefront might just be a cabana with champagne service—and a waiting list. Source Tattler DOLCE&GABBANA James Perse Enterprises Alo Yoga Christian Dior Couture JACQUEMUS #missioni Loro Piana

Is THIS the future of retail?? 🤩 I worked on retail store concepts during my time at Gymshark and Lounge Underwear. Gotta be honest, it’s not as easy as it looks 😅 Countless times, us creatives would sit in a room wondering how to showcase products creatively AND turn heads on the high street AND be more memorable. We’d always came back to the same idea: → Experience To me, the brands that are winning in retail are the ones who use creativity and technology to blend physical and digital experiences. I think it’s because we consume SO much digital content in a day, we really need to see brands tell stories in new ways. And that really doesn’t need to mean ‘complicated’. For example, Foot Locker collaborated with HYPERVSN to create this pretty slick holographic window display for their Paris flagship. Here’s why I like it: → The high-quality dynamic 3D visuals easily catch attention from a distance → The modular technology means artwork can be scaled up or down depending on where the promotion is placed in-store → The content can be easily managed by the store team (great for keeping visuals new and exciting!) And my favourite element: → Advanced sensors in the holograph allow users to interact with it in real-time, creating that real immersive experience I’ll be honest, I think some brands get too excited by new technology and end up overdoing it. (A bit like when a movie has no plot so they go HAM on computer graphics to compensate.) But when designed with intention and executed well, creativity and tech can work together as the MOST perfect pair 👟 (Pun intended, you’re welcome.) I think they call it ‘phygital’ (physical and digital), which I kinda love as a word so I’m gonna start saying it more. What do you think of the HYPERVSN x Foot Locker phygital displays? [AD]

Strategically implementing experiential rituals at the retail level can directly impact consumer loyalty and your bottom line. How?  By intentionally curating immersive, impactful touchpoints to increase customer dwell time. The longer people interact with your product and brand, the more likely they are to purchase. This is not just confined to online spaces, measuring the length of time a visitor spent on your webpage. IRL experiences, like content playgrounds and in-store pop-ups, offer greater opportunities to appeal to all the senses. This rationale informs every experience GRADIENT’s team of visionaries curates for our brands. When we partnered with Urban Decay Cosmetics’ incredible team to launch their Vice Lip Bond lipstick line, we strategically leveraged a range of components to increase guest dwell time: ◆ Eye-catching fluorescent and vintage TV installations created an exciting, nostalgic mood for visitors. ◆ The attendance of content creators, influencers, and public figures, like Euphoria’s Chloe Cherry, generated social buzz around the experience, enticing guests to stay at the same venue as other high-profile attendees. ◆ The latest tech tools allowed us to create unique content-capture opportunities for attendees integrating branded filters, retro Polaroids, and compelling teasers. Immersive touch points equal profound and personal bonds between you and your audience. The clock is ticking with each moment a person engages with you. As time passes, they become primed for loyalty through positive associations, personalization, and emotional connection. Optimizing customer dwell time through captivating touchpoints is just one of many elements Gradient’s team considers before launching an activation. 𝐁𝐞 𝐢𝐧𝐭𝐞𝐧𝐭𝐢𝐨𝐧𝐚𝐥 𝐚𝐛𝐨𝐮𝐭 𝐢𝐦𝐦𝐞𝐫𝐬𝐢𝐨𝐧. Maximize every dollar against each touchpoint to strategically drive brand loyalty and ROI. What strategies have you found most effective at garnering customer loyalty and conversions? #ROI #experience #brands #marketing #innovation