“When you take a step back, Covid-19 has certainly been an accelerator ... forcing retailers to challenge the retail orthodoxy” (Chen, 2021). 

"The growth of e-commerce has meant that brick-and-mortar stores must provide additional value to their customers, whether that means incorporating on-site services like tailoring and dry cleaning or a cafe." (Chen, 2021). 

• Made from around 80-98% less material than the conventional display forms. 
• Redeployable display asset designed with the circular economy in mind. 
• Polypropylene is widely recycled and there is an extensive network to collect and reuse it 
• Used by Patagonia  

• A few issues have been noted regarding Brexit/customs issues and being able to receive stock on time. 
• Retailers have learnt from the numerous lockdowns that reopening stores in April doesn't mean the government will allow them to stay open if there is another Covid surge. 

'More than ever, physical retailers cannot simply depend on nicely curated and merchandised product selections. No longer a necessary stop on a Saturday afternoon, stores must instead learn to compete for precious leisure time with art galleries, restaurants, concerts and parks.' (Alexei Kansara, 2021)

‘cities around the world are experiencing outbound migration’s leading to a profound redistribution of population and wealth’ 00:03:40 (Amed, 2021)

• Covid-19 has forced the world to come into the digital age, even is some businesses weren’t ready for it. 
• If you have a retail brand you need to show a clear purpose, it is not just about brand identity anymore, your brand values need be aligned with consumers. 
• Experiences aren’t enough, you need to be experiential and offering something different for you customer.
• Physical stores are becoming content for our online presence, experiences in physical stores are becoming the content we promote online.
• There are 4 quadrants, culture, entertainment, expertise and product. 
• This podcast advises that every company (post-pandemic) should have a dominant position in one of these 4 areas. 

• City centre locations may not be the best place to open a store
• Make sure there is a strong omni-channel presence
• Experiential / USP’s are key and must be aligned with the consumers values
• Focus on one of the 4 quadrants, in this case, 'entertainment' by including an in-store bar

• Industrial style shelving - possibly repurposed materials. 
• Showcases a lot of merchandise but the clean lines draw the eye to each item individually. 
• It is a shopable window display, very functional.
  
  Inspiration for style/materials to be used in the Brewdog concept store. 

• Very clean and minimal - Pangaia vibes but at a lower price point 
• Clear messaging about their new campaign aided by the relevant icons 
• Faceless torso mannequins
• Layered styling - colour blocking. 

• Reversing one of the mannequins is eye catching and makes a front on window display somewhat 360
• White gender specific abstract mannequins 
• The use of a simple gridwall showcases an outfit well and avoids the need for another mannequin
• This display has a showroom feel to it with the use of the gridwall and mirror
• Layered styling, not overly accessorised
• Mixing prints and textures. 

• Mid-range price points (£45-50 for a hoody / £20-25 for  T).
• Some but not all of the apparel is made from organic cotton and recycled polyester.
• They utilise their manifesto for catchy slogans
• Unisex range
• Not seasonal specific
• More of a loungewear style

• Real living wage
• Private medical care
• Enhanced pension contributions
• Paid sabbaticals
• Extra holiday days
• Pawternity leave (for new dogs)
• Share of the 10% of the profit made

• London St Pancras Station
• Coal drops yard, London
• St Albans, Herts
• Berkhamsted
• Kingston upon Thames
• Hampstead
• Henley-on-Thames
• Sevenoaks
• Tenterden

'Collections are more seasonless than ever, as brands take more of a considered approach to the longevity of a collection. We have seen more classic silhouettes and less reliability on prints dominating the market. This is strongly resonating with our customers who seek pieces that they can keep in their wardrobe longer than a season.' (De Klerk, 2020)

'The modern woman now purchases to complement a capsule wardrobe' (De Klerk, 2020)

 “The days of retailers taking 10- to 20-year leases are few and far between. It doesn’t suit the new consumers. Millennials value experiences more, and so for landlords it should be about having a mix where there’s space for fresh ideas.” 

'On average retailers are typically seeking a 20–40% reduction in rent across their estates, or are seeking other rental adjustments such as rent-free periods, monthly payment of rent, turnover based rents only and shorter lease lengths.' (Mitsostergiou and Whittington, 2020)

Fashion’s sustainability promises and its growth ambitions are on a collision course. (Kent, 2021)

Sustainability marketing in many cases is feeding the issue, putting an eco-friendly wrapper on a call for consumers to buy more. (Kent, 2021)

• What people buy - Spender per head (Psyc/Behaviour)
• How people shop - who shops and where they are located? (Geographic)
• Market reports

• Generations tab

• People aged 25-29 years and 30-34 years are among the few groups that make up the highest number in the population (Millennial generation).
• The proportion of the entire UK population is currently 50.60% female and will stay the majority gender until at least 2026 (50.51%). In saying this, the population is pretty much equal in gender.

• Nearly 50/50 split of males and females
• Majority aged 30-44 years (Millennial generation
• 64% being living in a couple with half of this number being married
• 72% own a house 
• The majority are in a professional occupation
• 74% are economically active and 69% are in employment
• The median weekly earning is 30% above that in the East of England and 33% above GB

• Creating tone of voice
• Talking to your customer
• Personalising the store experience 
• Localising the brand
• Omni-channel approach included

• Average age: 26-35 years (Millennial generation)
• Gender: Two thirds surveyed were women
• Relationship status: 68% married with the remainder in a relationship
• Children: 81% have children
• 100% drink beer and have heard of BrewDog
• 50% do not go to London for fashion retail shopping
• 75% have an income over the national average (£40K pa)
• 68% have an office based occupation
• Majority surveyed choose BrewDog 25% of the time when buying beer/beer related products, 37% of those surveyed choose BrewDog 75% of the time - This shows loyalty to the brand
• The main reasons those surveyed started to buy BrewDog were because of their clever marketing campaigns with sustainability ethics coming second
• When those surveyed purchase BrewDog products, the main personal responses they feel are a sense of pride and a sense of safety
• If BrewDog introduced a larger range of unisex apparel, the majority would purchase casual/lounge wear with seasonless style - research these trends for range planning
• 50% of those surveyed would pay 10% more for a clothing item that was sustainable/ ethical with only 6% stating they would not pay more
• Of those surveyed, the main drivers to make non-essential purchases were physiological needs and self-actualised needs like fulfilment and achievements

A 2018 study by The Advocate found that 33 percent of those in Gen-Z identify as something other than exclusively heterosexual (Yu, 2021)

 "The mainstream supply of clothes marketed as gender-neutral can definitely be really boring," she says. "I've gone into the men's to find more gender-neutral clothes to skate in before [because] I know that staple items are usually better made in menswear." (Craig, 2021)

• Dog dwell area - knee height picket fence 'park your pooch'
• Grid mesh to hang merch on the customisation wall

• The positive impact of the proposal in attracting visitors
• The positive impact on enhancing the attractiveness of the wider area 
• The jobs created

• All caps sans serif headings overlayed on semi transparent images
• Sentence case used in body text
• Simple and direct CTA's 
• Fun and snappy tone of voice
• Use of punctuation '!' '...'
• No use of the logo except for the banner

• Reduce amount of text, be more concise
• Remove the 'Shop Now' banner, it doesn't seem necessary 
• Play around with the Grand Opening text, maybe change it to black

• Change the heading to black rather than blue
• Change some of the blue banners to black as BrewDog is more monochromatic in their style
• Include more shopable items and add a description and CTA beneath each product
• Adjust how the product sit next to each other on the page

• French Row has a parade of medieval shops leading to the high street with boutiques, antique shops and restaurants.
• The city reportedly has more pubs per square mile than anywhere else in the UK, including Ye Olde Fighting Cocks, which claims to be Britain’s oldest. The Campaign for Real Ale has its HQ here

1. Would you more likely visit a store that you can bring your dog?
2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop? 
3. If a public place is not dog friendly, would you think twice about visiting?

1. Would you more likely visit a store that you can bring your dog? Yes
2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?  No (actually exclaimed slightly!) 
3. If a public place is not dog friendly, would you think twice about visiting? Yes

1. Would you more likely visit a store that you can bring your dog? Not necessarily 
2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?  No 
3. If a public place is not dog friendly, would you think twice about visiting? No

1. Would you more likely visit a store that you can bring your dog? Yes
2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?  No 
3. If a public place is not dog friendly, would you think twice about visiting? Yes

1. Would you more likely visit a store that you can bring your dog? No
2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?  Yes
3. If a public place is not dog friendly, would you think twice about visiting? No

• The majority of these dog owners would NOT leave their dog outside of a store whilst they shopped.
• The younger aged people make choices based on if a place is dog friendly
• Again the younger age group make decisions based on if an area is dog friendly or not.

• Large primary image
• All caps snappy heading 
• Various CTA’s
• Personalised copy ‘inviting’ me to ‘join them’ by making a purchase 
• Using the end of lockdown as a marketing tool (I knew they would!) 
• A list of their top products including CTA’s

• 23.3% are aged 25-34 years
• 33.19% are aged 35-49 years

• Consuming 70-90% less energy than traditional neon lighting
• Uses LED neon which uses less power and has a much longer lifespan (approx 30,000 hours)
• Running costs are much cheaper which means the lights can stay on 24/7.

1. Push for progress
2. Embracing frugality
3. Mastering wellbeing
4. Tech-ceptance
5. Intentional communities