Well­ness works out at shops

The National - News - Business - - The Life -

Kelli Kennedy ex­pands on the new well­ness trend in stores:

Why will it work?

The well­ness trend taps into what an­a­lysts say is peo­ple’s de­sire for ex­pe­ri­ences. Mag­dalena Kon­dej, head of ap­parel and footwear at Euromon­i­tor, de­scribed it as “the pri­ori­ti­sa­tion of do­ing, see­ing and feel­ing over hav­ing more stuff.” “No one comes to the store any­more to buy some­thing,” says Saks pres­i­dent Marc Met­ric. “They can do that on the phone, in the cab, at home at night. Our stores have to be­come more ex­pe­ri­en­tial.”

Are fit­ness re­tail­ers also cap­i­tal­is­ing on this trend?

Adi­das opened its Run­base store in Berlin last year, which in­cludes train­ing fa­cil­i­ties and a healthy restau­rant. At Nike’s SoHo store, con­sumers can test a pair of train­ers on the in-store basketball court, on a syn­thetic foot­ball field or on a tread­mill. Stores are also focusing on sell­ing non-toxic make-up, vi­ta­mins and pow­ders for skin and hair.

What about celebrity tie-ups?

Clean beauty queen and ac­tress Gwyneth Pal­trow had a part­ner­ship with Nord­strom this year for a se­ries of shops. And ABC Car­pet & Home has of­fered sem­i­nars with med­i­ta­tion guru Gabrielle Bern­stein.

So does all this re­ally re­sult in higher sales?

Bring­ing more con­sumers through the door can only help the stores, says NPD re­tail an­a­lyst Mar­shal Co­hen. “Im­pulse shop­ping hap­pens more than dou­ble the amount in-store than it does with an on­line pur­chase,” he says.

Newspapers in English

Newspapers from UAE

© PressReader. All rights reserved.