Wellness works out at shops
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.