special new york
"Je n'ai jamais rien vu d'aussi haut" - Serge Gainsbourg
For this newsletter, I’m happy to take you on a tour of New York! 🗽
Why New York? Because it’s THE CITY to go to for inspiration in innovative retail concepts, because January with the NRF trade show is the time when New York retailers know that the whole world will come to discover their stores… And as Gainsbourg tells us in his song “New York USA”, “je n’ai jamais vu rien d’aussi haut” (I’ve never seen anything from so high up) in reference to the magical side offered by the city that never sleeps!
I would add that the New York retail landscape is fertile ground, and the city a veritable laboratory for experiences of all kinds, immersive, playful and omnichannel… What we see in New York has a strong influence on our practices, and we’re way ahead of the game!
Appuntamento’s international expertise stems from a life lived through travel, and the open-mindedness of those who seek to confront what’s happening elsewhere…
I love to travel, especially if I come back loaded with new experiences about brands and their places… which serve as the basis for inspiring the sensitive fashion, beauty and lifestyle brand founders I accompany.
What’s happened in the 3 years since my last trip in February 2020?
Signs are changing, neighborhoods like Williamsburg, for example, are no longer concentrated on the same streets, so much so that I thought I was somewhere else… I looked for my old landmarks but for many, they were gone….
Williamsburg remains the place to be question coolitude 😎 :
– The Hoxton (https://thehoxton.com/williamsburg), in its first US location, with its Israeli café K’Far is the place to go for brunch on Saturdays.
– Showfields (http://showfields.com/pages/brooklyn) has set up its second spot here.
– Glossier (https://www.glossier.com/pages/locations) has chosen Williamsburg as the location for its new iconic physical outlet, very different from but at the same time in continuity with its first Manhattan boutique.
– Also in Williamsburg, Apple (https://www.apple.com/retail/williamsburg/) set up shop in a former Kings Pharmacy warehouse, where the brand tested out its brand-new concept. Sephora (https://www.sephora.com/happening/stores/brooklyn-williamsburg), next door, remains one of the most attractive brands in a new district. As is the new Google store, which offers its customers immersive activities in the neighborhood…
– In Manhattan, Madison Avenue, deserted by luxury brands after Covid, has not regained its former grandeur, and it’s sad to see all these empty stores for rent…
– The Hudson Yards shopping center has lost Nieman Marcus but has found a new type of store, Solana Spaces (https://solanaspaces.com), where cryptocurrency is the norm for shopping at this new type of retailer.
– Around Rockfeller Center and Fifth Avenue, it’s always the same effervescence with a mix of luxury brands, Louis Vuitton, Bucherer and more mainstream Lego, Nike Innovation, Lululemon.
– New “preppy” brands like Kule (https://www.kule.com) are appearing, offering simple, resolutely East-Coast fashion that’s also loaded with humor.
All this to make your mouths water, on the many subjects I’d like to talk about in my future monthly newsletters! 💗
But today, let’s discover 3 places/brands/artists whose common denominator is joy, color and love:
– My positive experience at New York’s Color Factory (https://colorfactory.co).
– A girly address Little Words Projects (http://www.littlewordsproject.com), located in Nolita on Elisabeth Street, sells little bracelets filled with words of love and tender messages to give as gifts.
– Ben Lenovitz (https://benlenovitz.com) at one of my favorite tableware stores Fishs Eddy (https://fishseddynyc.com), who portrays pets.
And finally… A few quotes with commentary from the manuscript “A fashion retailer’s guide to thriving in turbulent times” that I co-authored with academic researcher Ghalia Boustani, which I’m still promoting with a link to order it.
Winter and the gentle exit from 3 years of Covid mean that we’re all looking for happy, reassuring moments that make us feel good… so make way for color and happiness, excellent therapies against the gloom of this cold season.
Appuntamento wishes you happy reading and wonderful discoveries.
With Love,
Daniela 💗
Color factory
My New York retail tour led me to discover a surprising place that transported me into a playful and regressive sensory experience! 🙃
I experienced a timeless, completely immersive moment in this brightly colored museum! Along the way, I completed fun and engaging activities on the theme of colors. There were smiles on the faces of young and old alike.
The QR CODE identification concept, which gives access to all the exhibits offered by the museum, and the photos that are sent personally complete this experience perfectly! 💚
Highlights:
– A fluid path, no waiting despite the number of people, organization aiming for excellence remains mandatory in a venue receiving the public.
– The importance of engaging the visitor: a natural and systematic mutual aid was established with the participants who were around me. I went alone to visit COLOR FACTORY, an experience that tends to be enjoyed in groups. I didn’t feel any “loneliness” because the team members accompanied me when the activities were done in pairs. And I can say that I had a lot of fun….
– The route is dotted with “threats” and little gifts: sweets, colorful macaroons, ice creams and sorbets, little bills exchanged: a real return to childhood for everyone.
– Photos are sent to the app at the end of the visit.
What I liked:
– The pool of blue balls into which you plunge thanks to a slide.
– The therapeutic rejuvenation bath we all need.
LITTLE WORDS PROJECT
Little Words Project is much more than a bracelet… 💕
This girly boutique sells bracelets that are unique thanks to their personalization with little words of love and tender messages to offer. Little Words Project conveys positivity and love through a single word written on a bracelet.
“We believe that one kind word can change everything” – Little Words Project ☺️
Things to remember:
– A feel-good business.
– The saleswomen are particularly kind and welcoming, with a maternal touch. They call their customers “my sweetie”, “my love”, totally in line with the brand’s raison d’être. Let’s not forget that retail is all about PEOPLE.
– I was attracted by the flashy pink facade, the turquoise fire hydrant and the bike filled with flowers: a model to remember for a new brand that wants to emerge.
What I liked:
– Giving a bracelet to someone I like because I wanted to make them happy.
– Since then, I’ve worn my bracelet with my personalized mantra every day, and this little daily nod gives me confidence and serenity.
Ben lenovitz & fishs eddy
Do you know the story of Fishs Eddy? 🤫
In the 1990s, the Bowery district of NYC, known as the place where restaurateurs stocked up on dinnerware, was home to all those unwanted mismatched pieces.
More than just crockery: these historic pieces influenced the collections created and sold at Fishs Eddy. That’s how, for over 36 years, this store has become a mainstay for lovers of the “enlightened table”.
And Ben Lenovitz? An American artist who paints unique portraits of pets, finds himself the special guest, though not physically present, amidst all those stacks of historic tableware. An exhibition of primary-colored drawings of pets surprised me on my last visit.
A QR code allows direct contact with the artist, who can then order a drawing or painting personalized with the animal’s first name by sending a photo.
This is how, in an engaging way, it’s possible to create an event while giving customers a nice surprise.
Organizing strong, unexpected moments has become indispensable in stores, making customers want to be influencers with that extra something that will speak to their emotions !!!!
Creating while having fun, there are only positive repercussions to organizing “unusual” mini events in stores…
Things to remember:
– It’s very easy to create an “event”, a news item in a store, even a small one. With good communication: explanations, business cards, QR codes, the event sells itself without a salesperson.
– Choose subjects in line with the store’s or brand’s DNA.
– The execution is important, the graphic and neat side making visitors want to share it on their Instagram, thus becoming ambassadors.
– Create intimate moments with the artist or craftsman with appointments planned in advance; today a store can no longer do without curation and programming.
What I liked:
– The surprise: I go in for crockery and come out with a personalized portrait of my cat with its first name…
– Pets, an evolving market. The portraits complement all the products that can be dedicated to them.
– This provides inspiration for many other subjects, and the opportunity to showcase other talented artists.
a fashion retailers guide to thriving in turbulent times
The “turbulent times” as we describe them with Ghalia Boustani now have one certainty: they’re here to stay. Our book gives a new perspective on the (fashion) retail environment.
“The retail environment and its players have been exposed to many changes over the past two decades. These challenges have been stimulating for some brands, sedative for others. They have contributed to the evolution of processes and concepts long adopted by retail players. These changes have greatly affected customers and consumption patterns; moreover, they have contributed to modifying the role and dynamics of relationships between individuals, customers and brands.”
We therefore felt that a survival guide was essential. Its purpose is to offer potential avenues and scenarios for better adapting to today’s ecosystem and making the necessary decisions. The important thing is for each brand to stand out in its own singularity and uniqueness.
To order your copy, click here: https://www.routledge.com/A-Fashion-Retailers-Guide-to-Thriving-in-Turbulent-Times/Boustani-Leonini/p/book/9781032002255
Please feel free to share this newsletter with others if you like it, and give me your feedback so that I can suggest topics that speak to you ….
Appuntamento helps founders of fashion, beauty and lifestyle brands design their smart experience, a dynamic and creative retail experience tailored to their needs.
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