Trends, Brands, and Inspiration from Outdoor Retailer 2024

Outdoor Retailer is the premier business-to-business event for the outdoor and adventure industry to showcase new gear, attend trainings, and connect with other industry professionals. As a retail design studio with a focus on the outdoor industry, it was important for us to get to Outdoor Retailer this year and see for ourselves what new brands are emerging, what stories they are telling, and what makes their product stand out in a market that can feel oversaturated at times.

What to expect when attending Outdoor Retailer?

Outdoor Retailer is not the same show it used to be. The big brands have decided to stop attending which has been a hot topic. Yes, we were disappointed that the bigger staples weren’t there with their latest and greatest product, but it allowed us to focus on the smaller brands that will pave the path for our future. Outdoor Retailer recently announced they will have one annual show instead of two. We expect this to be a positive shift as more companies will likely be in attendance. 

Trends We Spotted at Outdoor Retailer June 2024

The biggest trend we saw with these emerging brands is the huge focus on being purpose-driven. They had a clear definition of why they existed and what change they wanted to create in the industry. Unlike big brands that have been around for a long time, these emerging companies are doing the right thing from the very beginning by considering the lifecycle of their clothing, making the outdoors more accessible for underrepresented communities, and designing products with durability in mind for long-term use.

Emerging Brands We Are Excited About

SENIQ

SENIQ is changing the lifecycle that apparel typically goes through. This women-led brand is already thinking about the end game of products by creating a reroute program, where customers can sell their used apparel instead of having end up in landfills. Their brand’s purpose is to empower minds through the outdoors. What sets them apart is their technical gear is elegant and well made so it can stand the test of time and be worn by multiple users in its lifetime. They currently make their clothes up to an XL ( fingers crossed for expanded sizing in the future). Cofounders Valentina Thompson and Madison Poitinger were a joy to speak to and made us excited about this brand focused on empowering women, wellbeing, and sustainability.

Our favorite product from SENIQ

The Trailmix short immediately stole our hearts. Our principal designer now owns a pair in hazelnut and rocked them camping the weekend after the show!

GNARA

We don't often predict the future, but in the near future Gnara GoFly will be as synonymous in the outdoor industry as GoreTex. The brand was developed by a group of women who wanted more accessible apparel for their outdoor adventures. If you have ever attempted to pee while backpacking you know just how awkward it can be to remove all of your layers, the GoFly solves this dilemma. Their core values are to be brave, empower others, stay curious, show grit, have integrity, and encourage play. We had the pleasure of meeting co-founder Georgia Grace Edwards and had an insightful conversation about just how challenging it is for women-led businesses to get their footing.

Our favorite product from GNARA

Our principal designer is proud to be rocking the GoThere Shorts in Redwoods Rust, currently made up to a size 22. They are stretchy and went on every adventure with her this summer. 

LIVSN

LIVSN is committed to longevity, sustainability, and ultimately owning less clothing. They create multipurpose products by blurring the lines between workwear and outdoor gear. LIVSN started as a mens-only brand but in 2022 started making womens’ apparel as well and has collaborated with innovative brands like Gnara. I was able to catch an education talk from founder Andrew Gibbs-Dabney on the GearJunkie podcast speaking on putting your brands purpose first and having clarity on your principles and values before you even create your first product. 

Our favorite product from LIVSN

Our principal designer snagged their Ecotrek Overall through their Kickstarter Campaign, which are sourced from recycled fishing buoys. One of the best pasts is that they feature the GoFly! They look incredibly stretchy and she can’t wait to get them for winter!

Brands We Wish Were at Outdoor Retailer June 2024

While Outdoor Retailer June 2024 was packed with exciting brands and innovative products, there were a few names we were hoping to see but didn’t make an appearance. These brands included Shredly, Hilma, Youer, and Branwyn all of which have a strong presence in the outdoor market and could have contributed valuable insights or showcased cutting-edge ideas. Their absence was felt and we hope to catch them at future shows or see them represented in similar events.

The Future of Outdoor Gear & Apparel

From the long list of emerging brands we saw at Outdoor Retailer June 2024, it’s obvious that consumers want more from the companies they purchase from. This includes brands being more inclusive and sustainable, following fair trade and labor practices, and innovation. The problem for retailers to solve is how they tell this story to consumers in a way that makes them stand out in an oversaturated market. Seek out storytelling opportunities to tell consumers why your brand exists and why you do it better than anyone else. We plan on returning to Outdoor Retailer every few years to see the evolution of brands, trends, and products. 

Ready to Elevate Your Storytelling?

Feels on Brand is built around helping female-forward brands thrive in the ever-competitive retail space. If you are an emerging brand visit our Branded Experiences page to get our Branded Experience Toolkit and learn about services to elevate your branded experiences in retail, wholesale, tradeshows, and more. 

How to Create Engaging Window Displays for Any Retail Space

Imagine walking downtown on the hunt to purchase new hiking shoes. You walk past a store’s window display of casual dresses and large signs that read SALE!,  but it’s too dark to understand what else they sell. Then you see another shop with mannequins dressed in hiking clothes, shoes, backpacks, and hiking poles as props. Large photos of backpackers hiking in the mountains line the upper parts of the windows sharing their customers’ hobbies while allowing you to see their footwear wall inside. Which store do you choose to visit? 

Window displays are retail stores' “first impression” for customers. They make or break a customer’s decision to even look at your selection of merchandise. In this article, you will learn how to create an engaging window display for your retail shop, no matter the size or shape of your space. 

Identify the Story of the Display

Retail is competitive. You are actively losing sales if you don’t have window displays that draw people into your store. The best way to get people inside your space is by telling them a story with your window displays. Start with one focal point per display. This can be a message or a product, but everything else needs to revolve around that one point.

Patagonia Park City (June, 2024) created a minimalistic window display that speaks to their commitment to sustainability and quality gear.

Consider Placement and Scale

Window displays at street level are primarily directed at people on foot. Meaning your most important messages need to be put at eye level. Multi-level buildings with high windows need to be geared towards vehicle traffic or users walking from far away. These window displays need to be at a larger scale and simplified so users can understand the message from far away.

 In Arc'teryx Seattle (April, 2024), this window banner is easily readable, double-sided to create interest from both the inside and outside of the store, and has room for natural light to enter the store.

Add Intriguing Elements

Window displays are perfect for adding unexpected flair. Moving elements attract much more attention than static windows. This can be a digital display, a flip letter display, or interactive lighting. If you can’t figure out how to add physical movement, think of ways to draw the user's eye to specific parts of your window displays. Bright pops of colors create movement inside static displays and can get people’s attention from further away. For stores that are open later or want to show off their window displays into the evening hours, track lighting is essential and can help add movement. When adding intriguing elements, be mindful that less is more and the interior should look just as good as the exterior. Every detail needs to support the story, not overthrow it.

Coach Salt Lake City (June, 2024) added small text on the frames of their windows that draw the users in closer. This unexpected flair makes this store stand out and demands the user's attention.

Portland Leather Company (April, 2024) created simple yet dynamic window displays with interactive lighting and color, and layers to add depth and interest. We also love how amazing this display looks from all angles!

Use legible graphics on tinted windows

Stores with tinted windows can be difficult to create interesting window displays simply with merchandising alone due to visibility constraints at different times of the day. Adding legible graphics will help your store stand out amongst the crowd. 

Choose legible text in an easy-to-read color. White text has the best contrast on a typical tinted window. Note that UV rays will damage graphics over time and cause your window displays to look old and out of style. Opt for print materials with UV protection for graphics that won’t be changed out seasonally (these will have a lifespan of one to two years at the most).

When applying graphics:  Applying paint or vinyl graphics to the exterior provides the best visibility, but can weather over time or be damaged by passers-by. Window clings applied to the second surface (interior side) is the best compromise to guarantee longevity.

Patagonia London Pop-up hand painted their message on the exterior of the window in white for extra contrast.

Invest in Flexible Systems

When designing a new store or working on a refresh we suggest adding a ceiling grid or track systems to allow for flexibility for window displays. These systems allow you to hang banners, layer products at different depths, and switch out displays with ease.

KUHL Seattle (April, 2024) has a ceiling grid system that allows for hanging displays on multiple layers. Double-sided graphics allow you to look your best on the interior of the shop as well.

Consider Your Materials

Silicone Edge Graphic (SEG) Lightboxes are a great asset to have in your window displays and are often more visible both in the daytime and nighttime than other options as they are internally illuminated. If you want a less expensive solution, a simple canvas banner can be just as effective and can be layered behind vinyl window messaging to add depth and interest. There are also a variety of sustainable options available for window displays including rigid recycled cardboard materials that you may print on and recycle once they have hit the end of their lifespan.

Athleta University Village (April, 2024) has vinyl messaging on their window as the focal point, and then layers in behind a floating double-sided SEG lightbox in their window, hung from above.

Update Displays Often 

Changing out your window display every 4 weeks is a best practice for merchandise-driven window displays. Investing in long-term window displays with custom graphics can live as long as 6-12 weeks depending upon how impactful they are and if they continue to align with the season.

Cotopaxi Salt Lake City (June, 2024) utilizes a seasonal lightbox display to carry over for multiple months. Notice how they add propping with plants and equipment to add depth and interest.

Ready to Become Unforgettable? 

With over 15 years of architecture, in-house brand, and design agency experience for influential brands including Patagonia, Arc’teryx, Nike, Adidas, and Garmin, Feels on Brand is the go-to retail experience design studio for the outdoor industry. Our studio is built around helping purpose-driven, environmentally-minded, and inclusive brands thrive in the ever-competitive retail space. Together, we'll help navigate designing and implementing your next retail brand experience. Learn more about working with a Retail Designer or schedule a design consultation.

Behind the Aesop Aesthetic: A Retail Tour of 4 Unique Store Designs

Portland, Oregon and Seattle, Washington are some of the biggest retail experience hubs on the West Coast. Our principal designer packed her bags and went on a Retail Tour of the most iconic stores to see what makes these retail experiences successful. In this article, we will take you through a retail tour of 4 different Aesop stores and share what makes each location unique, yet similar. 

About Aesop Our Retail Tour

Aesop is an Australian luxury cosmetics brand specializing in skincare, haircare, and fragrance products. Each of Aesop’s stores is designed to be a unique celebration of the community where the store is located as well as the architects and the designers that worked on the space. With over 235 retail spaces globally, we thought it was only fit to explore the designs of four separate locations. On our retail tour, we visited the following locations: NW 23rd Avenue in Portland, West End Portland, Capital Hill Seattle, and University Village in Seattle. 

Retail Tour Continuity

Even though Aesop is known for its variable creative direction between stores, one thing that Aesop did not switch up was the luxury retail experience it offers to its customers. The care and attention that is given to each location is outstanding. 

The VIP Experience

Each location is well staffed with 2-3 people in a relatively small space, giving personalized attention to each customer who walks in. The first interaction that sales associates have with guests is offering them a hot tea or fruit-infused water specifically chosen for that location. This takes the edge off as the customer feels immediately at ease and the sales associates have a natural segway to sharing information about the store. 

Product Stroy-telling

Every Aesop location has a centralized island with a sink that invites users to engage with their products. Each product is displayed with plenty of room, not afraid to take up space, and is treated incredibly preciously to showcase its high value. Furthermore, each location’s exteriors are understated, while the interiors are immaculate, acting as a visual treat. This visual metaphor strengthens the story of the value of the product within each bottle. 

Location Individuality

Each store is incredibly localized to the community it is in. From the materials to specialized drinks, the details of localization are above and beyond any other shopping experience. Learn about what made each location stand apart from its sister stores.

Aesop West End Portland 

Aesop West End speaks to the industrial roots of the neighborhood this space is located from first impression due to the Shou-shugi ban Douglas fir interiors. The antique sink that is the hub of the space boasts the story of longevity and acts as the gathering point for customers to test products. One of the more fun aspects of this location is that it is on a busy corner and has some of the best people-watching in Portland. 

Aesop NW 23rd Avenue Portland

Aesop NW 23rd Avenue transports customers back in time with apothecary clinical finishes and soft touches. The intentional layout put the product testing vintage sink front and center, allowing users to try on products at their own pace. This was the one location our designer believed could benefit from a remodel, due to the nature of the materials - mostly cloth walls in a light cream finish - the space felt a little worn. 

Aesop Capitol Hill Seattle

Aesop Capitol Hill is intimate yet spacious enough to linger. The green granite sink for product testing is an absolute show-stopper and tells Aesop’s story of luxury. 

Aesop University Village Seattle 

Aesop University Village has centralized seating with beautiful greenery that would make you want to linger for hours if the space hadn’t been so packed. Due to the large amount of traffic, this location didn’t give the retreat feel Aesop locations usually exude. They could benefit from a larger space, which would give the same no-pressure, slow-pace experience that the other locations could provide. 

Final Thoughts on our Retail Tour of Aesop 

The continuity of each store mostly came from the mood the associates set. We can’t overstate how friendly the store staff was and how educated they were on the architecture and intention behind their spaces. Each associate’s goal was not to sell products but to make you feel comfortable and welcome inside the space. Design does a lot of the heavy lifting, but great customer service pulls it all together. 

As far as each retail space, it was interesting to see how the community was tied into each location through the chosen materials. We also enjoyed that even though every space had a central testing hub, each was unique and told its own story. Aesop does an incredible job backing the story of their products through each design choice in their spaces. 

More Retail Tours

If you enjoyed reading this retail tour of Aesop’s different locations, click the links below to learn more about other iconic spaces our principal designer has visited!

• On Portland

Ready to work with our trusted design team?

At Feels on Brand we create brand-driven, cohesive retail experiences that empower female-forward outdoor brands to flourish in the competitive retail space. Set up a consultation call to discuss your upcoming project!

Inside On Portland: an Immersive Footwear Retail Experience

Portland, Oregon and Seattle, Washington, are some of the biggest retail experience hubs on the West Coast. Our principal designer packed her bags and went on a Retail Tour of the most iconic stores to see what makes these retail experiences successful. This article will explore On Portland and what makes it a well-designed and unforgettable footwear experience. 

On Portland: The Basics

On is a Swiss running brand that started as a former athlete’s dream to create a better running shoe experience. On was officially incorporated in 2010 and quickly grew in popularity among athletes. As of the On Portland opening in February 2024, On has 32 stores globally, with plans to open at least 15 more by the end of the year. The 3,400-square-foot store in Northwest Portland is On’s largest retail space in the U.S. and showcases the latest footwear and apparel. 

On Portland: An Unforgettable Retail Footwear Experience

From a consistent brand palette integrated throughout the entire space to huge custom displays that scream exceptional quality, On Portland creates an unforgettable experience for anyone shopping for footwear. Below are the most notable design elements from this retail location. 

Attention-Grabbing Exterior Presence

Street appeal is all about grasping attention and instilling curiosity, which this retail space does especially well. An illuminated digital sign announced the store's physical location from across the street, and easy-to-read blade signage alerted people approaching on foot from either side. 

Once directly in front of the store, the designers instilled curiosity by creating minimal branding on the windows leaving users' interest peaked and wanting more. The use of minimal window displays enhanced the user experience inside the store since the graphics were double-facing and allowed plenty of natural light to enter the store. 

Expansive Space Planning

On’s brand is all about comfort, and this location boasts the same story through its space planning. Each product has ample room on the sales floor, allowing customers a comfortable shopping experience and moments of rest in between moments of engagement. Highly customized elements, such as built-in benches and ramping, complement the architecture and help guide the user through the space. 

Engaging Custom Displays and Story-telling Elements

Custom displays are often used in retail design to wow the consumer and create new opportunities to present products. Each display is crafted with high-quality materials and finishes to help reinforce that On products are top-of-the-line. 

On’s origin story display is particularly note-worthy as it is an interactive display consisting of a dial that illuminates the display when turned, practically begging the customer to engage with it. This clever design creates movement inside the store and a strong sense of belonging.

The entry-facing side of the display serves as a branding opportunity with illuminated signage with transparency to showcase back-stocked out-of-the-box footwear. 

As users walk around the display, they can view each product in detail.

This interactive display practically begs the customer to engage with it.

The Cloudtech display showcases the unique technology in an easy-to-understand way without asking the customer to read in-depth information. 

Outside the entrance, a sandwich board shares information about the local On Run Club. This establishes On in the community and creates a welcoming environment. 

Final Thoughts about On Portland

The most pleasantly surprising element of this store design was how easy it was for the sales staff to access backstock, especially from the floating footwear display in the center of the space. The designers included concealed drawers that had full-size runs of each colorway. Not only did the hidden drawers act as a visual treat for anyone watching, but this approach was very customer-centric as the sales associates didn’t have to leave the floor to pull different sizes for customers. 

One opportunity we thought was missed in the space was the promotion of their community engagement. We loved the sandwich board on the sidewalk of local running events but were disappointed when we didn’t see more of the community woven throughout the store. 

Overall On Portland is an incredible example of a well-designed footwear experience and we enjoyed seeing how the designers brought this store to life through custom fabrication, story-telling elements, and extensive space planning. 

More Retail Tours

If you enjoyed reading this retail tour of On Portland, we have more for you! Visit the links below to read about the other iconic stores our principal designer has visited!

• The Aesop Aesthetic: A Retail Tour of 4 Unique Store Designs

Ready to create your own unforgettable retail space?

At Feels on Brand we create brand-driven, cohesive retail experiences that empower female-forward outdoor brands to flourish in the competitive retail space. Ready to make an unforgettable retail space? Set up a consultation call to get started!

From Concept to Reality: HOKA Melrose Retail Store Design Case Study

Initial Store Design Consultation 

Our Client’s Needs

HOKA came to us with the task of refreshing an existing retail store design in Melrose. Our role as the Retail Experience Designer was to successfully adapt the brand’s retail playbook to this location while staying on budget. The space was originally built out in 2021 and was in need of a facelift to align with the current brand aesthetics. The client wanted to salvage as much existing infrastructure as possible to minimize the construction budget. They also provided us with a Retail Design Playbook that served as a visual directive for the space. The playbook outlined strategies to execute a successful store design to create continuity from store to store. 

Existing Site Strengths: Tall ceilings with wood dropped finish that fit the material palette, open floor plan with excellent sightlines, and concrete flooring.

Existing Site Opportunities for improvement include an unsightly electrical closet, an excessive number of doors on the back wall, and poor space circulation.

Site Survey 

As with many of our projects, we were able to conduct our site survey off-site through photos, measurements, and construction drawings. From these documents, we were able to build our own 3D model to fully understand the space.

Before

After

Our Site Survey showed we needed to conceal the unsightly electrical closet. We did this by implementing storytelling elements and painting the entire wall with the brand color.

Space Planning Program 

From our client’s needs and the existing space, we were able to create a detailed space planning program that included two different budget vs. design options. Our client absolutely loved the visually preferred option even though the construction was slightly higher because it would provide the client with a design that would stand the test of time.

Our program outlined a space plan that defined clear passages along the perimeter to allow customers to circulate easily. This was achieved by densifying product on the wall, grouping floor futures together, adding a Brandwall, and repositioning the cash desk. We reduced the number of doors on the back wall. There were originally 6, and we brought it down to only 3 and disguised them with paint treatments. Lastly, we enhanced the shopfront by adding a wall and lightbox that created depth and made the window act as a portal into the store.

Existing Space Plan

New Space Plan

Conceptual Store Design & 3D Visualizations

Once the space planning had been approved by the client, it was time to really bring the store design to life. We strategically added storytelling elements by pacing out visual moments and messaging as well as considering seasonal storytelling such as window campaigns and in-store seasonal displays. We shared ideas of how we could layer in localized elements to make the store unique to their city, and by connecting with local photographers, we were able to guide them toward an impactful local image moment.

With all these elements in place in our 3D build, we shared them with our client to allow them to visualize how it would all come together in the space. 

The Cash Desk occupies a central position on the floor for visual security and queuing. We also guided the client on how to best layout their fixturing in the space. In this instance, HOKA had already chosen their preferred fixture vendor.

The Brandwall created a critical focal point for the store. We placed the Foot Scanner nearby so customers could find it easily. It was extremely important to include easy-to-access benches for convenient try-on areas.

Design Deliverables

Once all the conceptual designs and visualizations were approved, we moved on to creating the final design deliverables for our client. 

Design Details & Detailed Timeline

We created and provided our client with detailed drawings for demolition, new construction, reflected ceiling plans, paint plans, electrical coordination, and elevations of each wall to locate where fixtures and graphics would be installed. These drawings included a timeline and were used for the contractor's pricing and execution.

Custom Graphics and Signage

We provided the print vendor with a comprehensive package of sized art files, material specifications, and installation instructions.

Custom Fabrication Guides

This retail store design included 7 custom-fabricated pieces, each prototyped by the fabricator before being approved by our designers, to create a truly unique environment. 

We detailed out the cash desk design for the fabricator to convey dimensions, material choices, and necessary functionality for the store staff.

This footwear wall was sized uniquely to the space, working with an existing built-in bench that was repurposed as a try-on area.

Ongoing Support & Final Results

During the project, we asked the client to create a punch list of any outstanding needs. We addressed everything that still needed our attention to bring their store design to the finish line. We hope you enjoy looking at the final results!

Ready to Transform Your Retail Space?

With over 15 years of architecture, in-house brand, and design agency experience, we have worked with a number of influential brands such as Patagonia, Arc’teryx, Nike, Adidas, and Garmin. We are trusted in the outdoor industry to craft Retail, Wholesale, and Tradeshow environments. Our studio is built around helping female-forward brands thrive in the ever-competitive retail space. Together, we'll help navigate designing and implementing your next retail brand experience. Schedule a design consultation today!

5 Reasons Your Retail Store Should Add a Community Space.

In today's competitive retail landscape, consumers are seeking more than just products to spend their money on. They want to support socially responsible companies that give back, make eco-conscious efforts, and have fair-trade production, just to name a few. If your retail space is not sharing how your brand is making an impact, you are losing potential customers. One way retailers have found success in connecting with today’s consumers is by adding community spaces inside their shops and spaces. Below are the 5 reasons why adding a community space to your retail store is a necessity in today’s competitive retail landscape. 

1. Retail Community Spaces increase time spent inside shops.

Community spaces have the power to extend the amount of time customers spend inside your retail space. Whether attending a yoga class, participating in a gear swap, or simply enjoying a cup of coffee with fellow outdoor enthusiasts, customers linger longer when there's a welcoming space to relax and connect. Increased time inside retail spaces always leads to more significant sales. 

Patagonia Kids at Vail Village. (2022).

In this Vail Kids Patagonia store, we added a space for kids to play. This design choice makes it more enjoyable for parents to spend time shopping while giving their children a positive experience inside the retailer. 

Backcountry at the Grove in LA. (2023) Fashion Network. https://ww.fashionnetwork.com/news/Backcountry-to-open-first-california-flagship-at-the-grove-los-angeles,1539313.html

The flagship Backcountry store at the Grove in LA includes an inviting seating area for customers to hang out and relax. This design choice lets customers take a break to consider product decisions while staying inside the Backcountry retail space. 

2. Retail Community Spaces help build Brand Identity. 

Community spaces serve as a physical manifestation of your brand's values and identity through the ability to host events. Whether it's holding workshops, exercise classes, or simply a place to meet up, a retailer's community space communicates what your brand stands for to create lasting impressions on customers. 

Patagonia Chicago, Worn Wear Event. (2022). Photographer: Shawn M. Pridgen.

Patagonia holds events to help and encourage customers to fix worn-down gear instead of purchasing new. This shows customers that their brand encourages sustainability and environmental health over profits. 

Patagonia London Pop-up. (2019) Edie.net. https://www.edie.net/action-works-patagonia-opens-pop-up-activist-cafe-in-london/

Patagonia London ran a popup cafe for just a few weeks in 2019 for local non-profit groups to use for meetings, cementing that Patagonia supports community-centric giving.

3. Retail Community Spaces cultivate Brand Loyalty by Creating a Sense of Belonging.

While the primary goal of a community space isn’t tied directly to sales, they do influence purchasing decisions through cultivating brand loyalty. Retailers that have community spaces foster a greater sense of belonging. This leads to customers leaving reviews, sharing recommendations with others, and making specific retailers their go-to for all related products.

Gymshark London Flagship. (2022) Women’s Health. https://www.womenshealthmag.com/uk/gym-wear/a41766701/gymshark-store

Much more than a seating area, Gymshark built dedicated spaces for their customers to take workout classes in their store. This creates a place for their target audience to connect with others who share similar passions inside their retail space. 

Rapha Copenhagen Clubhouse. Rapha.cc. https://content.rapha.cc/us/en/clubhouses

Rapha created cafe community spaces as a place for people with similar interests to gather, as a priority over selling products. This fosters brand loyalty through belonging. 

4. Community Spaces solidify Retailers in the Community. 

Community spaces allow retailers dedicated areas to showcase local artisans, have custom murals, and contribute to the vibrancy of the community as a whole. Local art solidifies retailers' dedication to certain neighborhoods giving them a competitive edge over other brick-and-mortar locations in the area. 

Patagonia Charlotte. (2024). Mural created by local artist Kathryn Crawford. https://www.kathryncrawfordart.com/

In Patagonia Charlotte, we worked with local artist, Kathryn Crawford, to help bring the beauty of the Blue Ridge mountains inside the store.

Snowpeak Portland Flagship. (2020) Snowpeak.com https://www.snowpeak.com/blogs/explore/inside-hq4-flagship-retail

The Snowpeak flagship store in Portland was designed with “pieces of Portland” placed throughout the entire store. From having literal wood that was sourced from buildings being demolished in Portland to lighting fixtures created by the Portland Garment factory, this store is the essence of Portland. Every detail shows customers that this Snowpeak store is dedicated to making Portland its home. 

5. Community Spaces give Retailers Memorable Opportunities for Storytelling.

Every retailer needs to include storytelling aspects in their store design, but community spaces give storytelling aspects a place to shine. Since people are already lingering, community spaces are the perfect environment to engage in longer-format storytelling to share your brand’s identity. 

Patagonia Chicago. (2022. Photographer: Shawn M. Pridgen.

In Patagonia Chicago, we highlighted local groups on the columns in this space and had a coffee table installation that spoke about the brand’s history and identity.

Wilson NYC. (2023) Retail Design Institute. https://www.retaildesigninstitute.org/post/wilson-new-york-city-51st-international-design-competition-winner

In Wilson’s NYC Pop-up instead of using their wall space in their community area for product, they shared the history of tennis and Wilson’s involvement in the sport. This helped solidify Wilson and the sport of Tennis as one in the consumer's mind. 

Ready to add a Community Space inside your Store?

At Feels on Brand we specialize in helping emerging outdoor brands share their mission with their community through retail experience design. Our offerings range from full-service retail design for retailers with or wanting to open a physical location to branded experience for companies looking to elevate their branded experiences in retail, wholesale, tradeshows, and more.

What to expect when working with a Retail Designer for the first time.

Whether it’s your first time opening a retail location or you feel like a seasoned pro, working with a retail designer is an exciting process! It means that you are ready to take your retail space, profits, and brand to the next level. Suppose you have never had the opportunity to work with a retail experience designer. In that case, you might be wondering what the process is and why hiring a retail designer is necessary in the first place. You’ve come to the right place! This article will guide you through the entire process of collaborating with a retail designer, from start to finish, and answer some of the most commonly asked questions.

Is a Retail Designer different from an Interior Designer?

This is a question designers get asked a lot and the answer is yes! Retail Experience Designers specialize in crafting a holistic customer journey. Your designer will consider the physical layout, branding, customer interaction points, signage and graphics, plus all of the aesthetics an Interior Designer considers. Their approach encompasses a wider range of factors to optimize the entire customer experience. If you have ever worked with an Interior Designer before, you will recognize a similar process, but the focus will be on your brand, customers, and products.

When does a Retail Designer get involved?

There are many possibilities when it comes to working with a Retail Designer. Someone might engage with a retail designer before they have a traditional retail store because they need help creating designs for their trade show booths, pop-up stores, or retail displays when selling in wholesale. It is wise to seek the help of a designer at the early stages of your retail business, if you want advice on what space to lease, you are considering relocating your shop, or are looking to give your store a fresh look. In essence, anyone who has a physical space to sell their products can benefit from working with a Retail Experience Designer.

Do I really need a Retail Designer?

Yes, you really do! A well-planned store means you attract more customers who want to visit and stay longer. People are finicky and small factors such as poor wayfinding or inconsistent branding can reduce their willingness to return. You need the expertise of a professional to navigate all of these nuances and ensure you get it right the first time around.

The process of working with a Retail Designer from start to finish

Now that you understand exactly what a Retail Experience Designer does and the importance of hiring one, it’s time to lay out what to expect during the process. Remember every designer will have different offers and packages, but these steps will be unanimous with little tweaks here and there.

The Initial Consultation

Once you find a designer that fits your needs and officially hire them, it’s time for the initial consultation. During this meeting, you will share your needs, wants, and all existing assets. You will be asked to share visualizations of your space including floorplans, elevations, videos, and photographs as well as inspiration photos. Inspiration images can include colors, Pinterest boards, moods, and other retail spaces. Expect the designer to take a holistic approach by asking questions that will help set you up for success in the long run. 

One of the wonderful things about working with a Retail Designer is they will always be thinking about growth, flexibility, ideas for future improvements, and phased approaches toward your long-term visions. Be ready to answer deep questions about your brand currently and where you see your company growing in the next 3, 5, 10, and even 20 years.

Space Planning

After your initial consultation, your Retail Designer will have all the information they need to create a space plan. From the visualization you provided, they will strategically layout your space with careful consideration of how your audience will experience it. Your designer will strategically consider the best places to add storytelling opportunities and how to weave in the community. This is unique to every retail space due to your customer habits, product line, and location.

Conceptual Designs

After getting the space planning approved, the next step is to focus on the aesthetics and strategy behind each design choice. This phase involves selecting design options, color palettes, materials, and more that are specific to your project requirements. The entire space will be visualized using 3D renders to ensure that all design choices and existing elements complement each other and that the designer and you share the same vision.

During this phase, you will work collaboratively with your designer, who will provide you with multiple design options, color palettes, and material palettes that align well with your brand story and overall strategy.

Once all design decisions have been approved it’s time for your designer to get to work creating your deliverables for your retail space!

Complete Design Deliverables

Depending on the scope of your project, you may have more (or less) deliverables. Below are the most common deliverables for a retail store design.

Space Planning Program & Visualizations

Your designer will create a complete store layout for you that is guided by your customer journey. You will receive a detailed floor plan that explains where product and signage will be placed as well as user movement patterns. In addition to floor plans, you will receive realistic 3D visualization to ensure everyone is working towards the same final product. You, your team, and any contractors you need to hire will be able to use these plans to execute your retail space with precision.

Design Details

The design details include everything your contractors need to build your space. The following list is an example of what may be included in a given project’s design details: a material palette, fixture layouts, detailed floor plans & elevations, demolition plans, lighting plans, finish plan, paint finish schedule, and shoppable hardware & finish schedule with links to purchase. 

Custom Graphics and Signage

Your designer will create all the graphics and signage for your retail space to create a cohesive story from the moment your customer sees the outside of your store to the second they leave your space. They will provide you with evergreen graphic displays that will stay relevant year-round as well as options for seasonal promotions. After all graphics have your stamp of approval, your designer will prepare all of your artwork for easy handoff to the printers for a seamless production process. 

Custom Fabrication Guides

If you want a truly unique environment or have a product that calls for a custom display, such as a footwear wall, your designer will help you create it through custom fabrication guides. This deliverable will come in the form of detailed drawings and documentation for your contractors, fabricators, and vendors. In the case of larger fabrications, your designer will work closely with your architect and coordinate any retrofits to the space. 

Detailed Timeline

Your designer will create a detailed timeline for the entire project based on priorities, order of operations, and your budget. You will know exactly when decisions need to be made, contractors need to be hired, and when everything is expected to be completed. 

Ongoing Support

Once you have received your deliverables, your designer will be available to address any questions contractors may have during the installation phase of your retail build so that everything is executed correctly. After your project is complete, your designer will provide ongoing needs as your brand grows and expands. They are available for simple refreshes like seasonal displays, new lighting fixtures, or fitting room updates so that you always have someone in your corner who knows your brand and how to present it to your customers. 

Next Steps for Business Owners

Now that you understand what a retail experience design does, why you need one, and the entire process, it’s time to find the perfect designer for you and your brand. At Feels on Brand we especially love working with women-owned emerging businesses that are purpose-driven, environmentally-minded, inclusive, and inspire their community to spend time outdoors. We’re also stoked to work with anyone striving to create an unforgettable retail experience while doing some good for the world.  Our offerings range from full-service retail design for retailers with or wanting to open a physical location to branded experience for companies looking to elevate their branded experiences in retail, wholesale, tradeshows, and more.

7 Creative Ideas for Retail Stores that won’t break the bank.

Opening a new retail space or deciding to do an entire store refresh can easily become a large investment. Contractors will be hired, associates may put in overtime, and the store will not be making revenue during construction days. But when it’s finished, your customers will purchase more high-ticket items, come back more often, and recommend your shop to others. The investment will be worth every penny, that is if you spend your pennies wisely. We have compiled our best creative ideas for retail stores that won’t break the bank for your next store opening or refresh.

1. Level Up your Street Appeal

Every store owner knows half the battle is getting customers to walk in the door. Street appeal refers to how likely someone passing by will come into your shop. Street appeal is all about telling a compelling story about your shop to get people interested enough to come inside. To level up your street appeal make all signage easy to read and update window displays to tell a seasonally appropriate story. Signage and displays should be intuitive to what is being sold inside. If someone is confused about what is being sold inside a store, they will likely pass it up. Potential customers are also more likely to enter stores that have in-season displays as it shows there is fresh inventory and items that they need right now.

2. Be Mindful that Less is Always More

People love having options until they have too many options. Too much product creates an unpleasant shopping experience and overwhelms customers. Many retailers make the mistake of thinking that they have to be constantly selling and pushing products, but this leads to an excessive amount of decision-making and fatigue. 

Instead of stuffing products everywhere, allow for moments of pause and storytelling in your space. This will help your customers focus on one item at a time and feel a sense of calm while inside your retail space. Your store will transform from overwhelming to a story your customer can connect with.

3. Make your Small Space Feel Bigger

It can be hard to make your retail store welcoming when you are working with smaller or awkward spaces. Luckily our designers have some tricks up our sleeves. Does your store lack physical space? Use large mirrors to create the illusion of more space. Do customers never make it past the front half of the store? Add color at the back of your store to elongate the space and pull users further in. Do you have low ceilings? Use low-height floor fixtures and concentrate your product on the perimeter walls.

4. Create an Easy to Follow Journey

If your store doesn’t have intuitive movement users may feel awkward and leave before finding something they would like to purchase. One of the easiest ways to have an intuitive journey is by keeping circulation paths clear and open. Then break up long rows of fixtures or overwhelming amounts of product with bright colors, graphics, and imagery. Lastly, group floor fixtures into islands to create intentional product stories with cross-merchandising.

5. Maximize your natural light

Natural light makes spaces feel inviting and pleasant to the user. Customers will linger longer and make more purchases in stores that maximize natural light. Take advantage of light by moving tall fixtures to the back of the store to not block any windows.

6. Save Space for Seating

More retailers are adding community and seating spaces to their stores. This encourages people to hang out in your space which gives them a moment of pause. Many brands use seating spaces as an opportunity to share a story about the company making the brand more authentic. Seating spaces allow retailers space to host events which brings us to our next point.  

7. Connect with your Local Community

Make your store a part of the community through connections to foster customer loyalty and repeat business. Having a seating area allows spaces to expand to holding community engagement events after hours. Add photographs of the surrounding landscape and support local photographers. Sell art from local artists to show you care about putting money back into the community. Hire a local artist to decorate your storefront during holidays and local events.

Looking for more Creative Ideas for Retail Stores?

Feels on Brand is a boutique, women-owned retail experience studio, that is passionate about interior design and authentic brand-driven storytelling. We have been trusted by big brands including Patagonia, Arc’teryx, Adidas, Garmin, and Nike to create unforgettable retail spaces. If you are ready to elevate your retail experience for your customers, you’ve come to the right place. Follow us on Instagram and Facebook for more tips and tricks.

How these 9 Women in the outdoor industry are Challenging Norms

Norms and Women in the Outdoor Industry

Climbing, mountain biking, skiing, backpacking, surfing, and even hiking are all examples of outdoor sports that are dominated by male-centric product design, marketing, and leadership even though women enjoy and make up a large percentage of the people who take part in these outdoor activities. The term “shrink-it-and-pink-it” refers to outdoor companies ignoring the fact that women are part of the outdoor industry and that their bodies are different from men's. Instead of creating gear specifically for women, brands will create the same gear for women’s lines, just in different colors and a bit smaller sizes. 

Not only do brands neglect to make gear tailored to women, but many outdoor brands also ignore making inclusive sizing for women. The average-sized woman in the United States is a size 18, and have larger hips, breasts, and legs than their male counterparts. This makes enjoying outdoor activities harder for women as the gear they purchase is not made for their bodies. Footwear is notorious for being uncomfortable for women as it has been historically designed for men’s feet. Ski boots are one of the most common examples of footwear not being designed with room for women’s calves, especially plus-sized women. Even wetsuits made by the biggest brand in the industry only go up to a size 16. Backpacks are commonly not designed to fit comfortably around women’s breasts and hips. 

Many brands don’t even bother to attempt to make a women's line, forcing women to purchase men’s gear to enjoy their sport of choice. Even women in the outdoor industry report they are intimidated to walk into retail stores that only cater to men's apparel making sports feel out of reach.

Why the outdoor industry needs to include women

Although we love the idea of equality for equality's sake, there is a huge monetary reason outdoor brands should care about leaving women out. According to Bridget Brennan’s research,  women make 70% of purchasing decisions for the household. This means where women spend their money is where the households’ money is getting spent and their hobbies are getting passed down to their children. By not making outdoor gear for women’s bodies, the outdoor industry as a whole is missing huge opportunities to get the next generation excited and lifelong customers in their sport. 

9 Women in the Outdoor Industry that are Challenging Norms

Fortunately, many people who have put up with the lack of representation in the outdoor industry for years are working on making changes to include women and other under-represented groups in the conversation. Although there are a bunch of incredible women and men working to make the outdoor space more inclusive, we wanted to highlight these 9 women in the outdoor industry who are currently making moves to change the industry for good!

Make it stand out

Annette Diggs - Skier, Instructor, Founder

Annette Diggs is the founder of EDGE Cycle, a program that helps cultivate inclusivity in the world of snow sports for Black, Indigenous, Women of Color (cis, trans, queer) in the world of snow sports. During her first ski lesson she noticed how exclusive the entire ski industry was and vowed to make a change. Her first goal was to become an instructor, but quickly realized there was more work to do. Through EDGE Cycle she has worked to not only introduce people to the world of snow sports, but help them become leaders that pave the way for future generations. 

Learn more by about Annette Diggs and EDGE Cycle by visiting  edgeoutdoors.org and following along on Instagram @edge_pnw.

Make it stand out

Andrea Kelly - Advocate, Educator, Founder/CEO of Make Plus Equal

Andrea Kelly worked as a product developer, merchandiser, and more in the outdoor industry for over two decades creating gear for the “regular-sized” person. In 2015, she read an article that shared that 69% of women in North America are plus-sized. Right then and there she had an aha-moment and decided to fight for inclusive sizing for men and women in the outdoor industry. Andrea now works with outdoor brands as a consultant to help them create their gear in sizes for all bodies. Some of her most influential work includes the expansion of the size-inclusive line at Columbia. They now have one of the most comprehensive size-inclusive offerings in the outdoor industry!

Learn more about Andrea Kelly by visiting makeplusequal.com and following along on social media @makeplusequal.

Make it stand out

Brittany Coleman - Founder, CEO & a Tough Cutie

Brittany Coleman is founder and CEO of Tough Cutie, a women’s hiking sock company. With a background in the outdoor industry, Brittany learned first hand that the outdoor industry didn’t include women in the conversation. She recalls being in countless meetings where brands simply made women’s gear so that they could “tag along” with the outdoorsy men in their life. Brittany decided she wanted to make a brand where women were the stars of the story. All her designs are of the utmost quality and made to last so that women can have the same access to the outdoors as men. 

Learn more about Brittany Coleman and Tough Cutie by visiting toughcutie.com and following along on social media at @toughcutiebrand

Make it stand out

Cassie Abel - CEO, Founder & Inspiration

Cassie Abel is the founder and CEO of Wild Rye, a company that makes gear for women that want to spend more time in the mountains. Her products are geared towards women who mountain bike and enjoy winter activities. Like Brittany Coleman, she was tired of the inequality of representation women in the outdoor industry were given and was ready to do something about it!

Learn more by about Cassie Abel and Wild Rye by visiting wild-rye.com and following along on social media @wild_rye_

Jenny Bruso - Founder & Body Liberation Activist

Jenny Bruso was tired of the marketing that only represented an outdoorsy person being a toned, straight, white guy. Jenny created Unlikely Hikers for adventures who are anything but the stereotype most companies display. From plus-sized, people of color, disabled persons and beyond, Unlikely Hikers has created a community to celebrate everyone enjoying the outdoors.

Learn more about Jenny Bruso and Unlikely Hikers by visiting unlikelyhikers.org and following along on Instagram at @unlikelyhikers.

Jessica Boynton - Founder, Designer & Surfer

After a tropical trip, Jessica Boynton was frustrated with her swimwear. From falling off to the lack of being able to carry anything with her, she knew there had to be a better way so Hakuna Wear was born. Made with sustainable fabrics and in inclusive sizing that goes up to 6x in certain styles, Hakuna Wear is designed to empower men and women. In the name of empowerment, one thing Jessica wouldn’t stand for was unrealistic models wearing her suits. Instead, she decided her models would be real people with real bodies. She took empowerment even further when she launched Hakuna Labs, a way for her community to submit suit designs. 

Learn more about Jessica Boynton and Hakuna Wear by visiting hakunawear.com and following along on social media @hakunawear

Make it stand out

Jen Gurecki - Founder, CEO & Adventurer

An adventurer at heart, Jen Gurecki quickly fell in love with sliding on the snow. Unfortunately, the world of snowsports isn’t the most accepting space. From toxic bro culture on the slopes to shrink-it-and-pink-it gear, Jen wanted more from the industry she loved so much. Coalition Snow started as an experiment that has quickly grown into a platform of inclusion for women in the outdoor industry.

Learn more about Jen Gurecki and Coalition Snow by visiting coalitionsnow.com and following along on social media @coalitionsnow

Lauren Fleshman - Athlete, Coach & Author

As a collegiate athlete Lauren Fleshman experienced first hand how not only products are designed for men and boys, but also coaching tactics. She dove into researching how puberty and monthly cycles affect women’s performance and injury rate. Lauren discovered young women drop sports, develop mental health disorders, and routinely fall victim to injury because their bodies were ignored. Through her work, Lauren’s aim is to to rebuild the system of sports to create an inclusive and safe environment for female competitors and women in the outdoor industry.

Learn more about Lauren Fleshman by visiting her website laurenfleshman.com, following along on social media @fleshmanflyer, and picking up a copy of her book, Good for a Girl.

Lestarya Tuadi Molloy - CEO & Outdoor Lover

Lestarya didn’t grow up as an outdoorsy person because she didn’t know anyone who enjoyed outdoor activities. In college, she started exploring the outdoors with friends who knew where to go and what they needed and quickly fell in love with spending time in nature. She came up with the idea of Fridie Outdoors as a way to empower everyone and anyone to get outdoors and go camping. 

Learn more about Lestarya Tuadi Molloy and Fridie Outdoors by visiting fridieoutdoors.com and following on social media @fridieoutdoors.

Final Thoughts on the norms of excluding Women in the Outdoor Industry

Although the outdoor industry has been and still is predominantly homogeneous, there are a lot more people than just the few incredible women on this list working to change it. From product developers like Andrea Kelly to former athletes like Lauren Fleshmen, the outdoor industry is becoming more inclusive for all. The best way for you to get behind the mission of these amazing women is to join and support their communities.

How we are fighting for inclusion

Our purpose at Feels on Brand is to help support women-owned emerging businesses that are environmentally-minded, inclusive, and inspire their community to spend time outdoors. Through creating unforgettable retail spaces, we can help purpose-driven companies succeed in the competitive space of retail.

6 Ways a Retail Store Designer will Save you Money on your Next Store Opening

1. A Retail Store Designer works with the Current Architecture

Most retailers don’t have the option of building a brand new store from the ground up with their brand and vision being the driving force behind the entire build. Instead brands find a space that fits other parameters such as location or price, and have to make the space work for them. In many cases owners will find themselves dreaming of costly remodels to make the space fit their vision. Retail store designers do the opposite. We find inspiration in the current architecture to create your dream space, saving you from costly and unnecessary remodels.

2. Designers are Trained Resource and Material Experts

There are hundreds of thousands of different options for anything a new retail space might need. From flooring to light fixtures, just trying to decide on one item will make your head spin. Retail store designers are versed in these materials and can quickly guide you towards durable materials that can withstand the normal wear and tear of a retail store.

Not only do designers understand which materials to pick, they also know how to stay on budget throughout the entire project. Designers know where to cut costs and when to spend a little extra to get the best quality. Staying on budget also has a lot of due with the contractors and fabricators you will need to hire to finish your project. We will help you communicate designs clearly so that you aren’t stuck with the bill of fixing mistakes that are often costly and will destroy any budget.

3. Your Products will Sell at a Higher Price Point

Did you know a poorly designed space negatively impacts sales? Unlike traditional interior designers, a retail store designer is trained in sales psychology, the customer journey, and how people interact with products. Designers will take into account your highest and lowest performing items and showcase them in a way that will help increase sales. Retail spaces that lack well executed designs struggle selling quality products as customers will not believe products are high-end or worth the price-point. Simply hiring a retail store designer to help you create your retail space will help you achieve sales goals and foster customer loyalty.

4. Designers Plan for the Future

Retail store designers are not just creating a plan that will work for the day your store opens, but for the entire life of the store. We will help you choose a fixture system that is interchangeable for changing seasons and merchandise. Designers not only look at the products you are currently selling, but ahead to what you may want to add to your product line in the future making sure you won’t have to spend money on a whole new system every time you want to carry new products. This way your store is flexible for any changes in customer preferences and will always maintain relevance.

5. Retail Store Designers Help Reduce Operating Costs

When you hire a retail store designer, they will create a store layout with maximum efficiency in mind. Sales staff, product, and the customer journey are all taken into account. Your design will come with a plan on how to best station sales associates for maximum visibility of fitting rooms, cash desk, entrance, etc. You will also receive plans on where to place specific products and best practices for rotating inventory giving your staff a clear direction every time you want to display something new or switch things up!

6. You Won’t Have to Hire an Outside Graphic Designer

Along with being an interior designer, retail store designers are also versed in custom signage creation. This usually includes storefront signage, branded graphic displays, product wayfinding, window displays, and anything else your store might need. Since designers look to the future, they will help you create a plan for signage changes for each season to keep your store always fresh and exciting for new and repeat customers alike.

Ready to Become Unforgettable?

Feels on Brand is a boutique, women-owned retail experience studio, that is passionate about interior design and authentic brand-driven storytelling. We have been trusted by big brands including Patagonia, Arc’teryx, Adidas, Garmin, and Nike to create unforgettable retail spaces. If you are ready to elevate your retail experience for your customers, you’ve come to the right place. Schedule a call or send us a note to start the process of becoming unforgettable.

5 Essential Strategies to Foster Customer Loyalty and Repeat Business for Small Retailers

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In the competitive world of retail, small businesses often find that their physical retail stores' survival hinges on their capacity to establish a loyal customer base. 

The secret to cultivating this kind of loyalty lies in creating shopping experiences that are truly representative of your brand and leave lasting impressions that build trust and entice customers to keep coming back.

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1. Creating an Authentic Retail Experience

Creating an authentic customer experience for your small business means keeping things real at every touchpoint. Store materials, storytelling, everything should speak to your brand and appeal to your audience. Take, for example, a brand with a focus on sustainability. Using eco-friendly materials and showcasing your commitment to the planet will give your customers a genuinely authentic experience. 

A great example of this is Patagonia. This brand is all about environmental sustainability, and it shows. With initiatives like their Worn Wear program, they make their dedication to minimizing their impact on the environment present in their customer's shopping experience. 

When you walk into a Patagonia store, their commitment to the environment is immediately apparent. From the construction of the store to the product displays, everything is made from recycled and sustainably sourced materials. When shopping becomes a chance to make an impact, it resonates with their customers. 

Authenticity doesn't just make your brand feel trustworthy; it sets the stage for a long-term relationship with your customers. 

2. Building a Community Around Your Brand

Taking a community-centric approach, hosting localized events, exhibiting local artists' works, and tailoring your brand's message to the local audience can immensely boost your brand's significance. Actively engaging with the community not only cultivates trust and respect but also provides your brand with a unique identity that resonates with your audience. 

Consider Oiselle, the women’s outdoor clothing brand, known for its commitment to make great product, improve the sport, and build the sisterhood. The brand lives this out through its Seattle Flagship store where they invite the local community to join in a weekly run through the “Thursday Night Flight Club”. Far from only being a place to purchase gear, this store functions as a community hub.

How else might a small business owner easily introduce community engagement? Never underestimate the power of imagery and messaging that is catered to your local audience. 

3. Nurturing a Purpose-driven Audience

Having a clearly communicated purpose creates a compelling story that resonates with customers, demonstrating that your business isn’t solely about making profits, but making a positive impact. This might involve supporting environmental sustainability, championing social causes, or advocating for meaningful change in your industry. 

Title Nine sets itself apart with its dedication to living its purpose of women being” Fit to run, fit to lead, fit to win” by uplifting small businesses run by women in its T9 Movers & Makers program, and providing financial support through its T9 Fund.

REI, the renowned outdoor and recreational gear supplier, emphasizes its commitment to environmental conservation through many different outlets. One of their prominent initiatives, the OptOutside campaign, encourages customers to avoid the consumerist Black Friday rush, and instead immerse themselves in nature during this day. This step not only solidifies REI's brand authenticity but also aligns with the values of its customer base.

Your purpose is an integral part of your retail journey and often a missed educational opportunity. Your customers want to hear why you are in business and the positive impact you are making in the world. This makes them feel emotionally invested in your journey and become loyal advocates for your brand, compelling them to return again and again.

4. Crafting Unexpected Retail Moments

Enhancing the customer journey with unexpected visual elements can lead to deep and memorable experiences. These aspects could be as straightforward as unique visuals in uncommon places or as detailed as interactive installations, all building joyful associations with your brand. 

Arc'teryx, the premium outdoor brand has mastered the art of the 'unexpected retail experience'. Everywhere you look, their ethos of 'Design with intent, and build for purpose' is vibrantly exhibited. From avant-garde designs reflecting their futuristic products to displays demonstrating their love of nature, it's full of striking and unexpected elements.

Not all retailers are are bold as Arc'teryx, but this strategy can still be used at a smaller scale and speak to your audience. Remember that an unexpected splash of creativity can go a very long way in impressing your customers. Surprising elements that spark joy and intrigue can build positive associations with your brand, providing a compelling reason for them to return. 

5. Implementing Intuitive Wayfinding 

Finally, an intuitive layout in a retail store enhances the customer experience. Navigating your store should never be a hassle for your customers. Aim for an intuitive, easy-to-use layout that allows them to find what they're looking for quickly and efficiently. This not only makes the buying process more seamless but also emphasizes a sense of customer care and attention to detail. 

Backcountry, an outdoor retailer that was once online only, has recently expanded to nine brick-and-mortar locations, including their first California flagship store where they use intuitive wayfinding to guide visitors through their large 23,000 sqft space with minimal signage.

Guiding your customers intuitively through their shopping can drastically enhance their retail experience without excessive signage. This strategy not only controls their ride but also nudges them subtly toward purchasing decisions

Building Trust and Loyalty in Retail

When searching for a retail experience design specialist, inquire about their strategies for fostering customer loyalty and encouraging repeated business.

Understanding the Role of Retail Experience Designers

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While the job of an interior designer might be familiar to most, in the context of retail design, there exist specialized professionals known as Retail Experience Designers.

As you weigh the decision of whether to enlist the services of a retail experience designer for your company, it's crucial to recognize that their responsibilities extend far beyond simply crafting visual appeal. Their primary role is to curate an unforgettable, engaging customer journey by aligning every aspect of your store, be it the store layout, signage, or storytelling, to reflect your distinctive brand identity.

A crucial part of the retail experience designer's role is leveraging consumer psychology and strategy and understanding how different design elements can influence shopping behavior. For instance, the right storytelling can evoke certain emotions, thoughtful product placement can encourage sales, and intuitive navigation can make shopping a more enjoyable experience. 

Collaborating with a retail experience designer will allow you to capitalize on these insights, helping you design a store that doesn't just attract shoppers but also engages them, retains them, and encourages them to advocate for your brand. 

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Choosing Between an Interior Designer and a Retail Experience Designer

Now that you have a solid understanding of the roles a retail experience designer can fulfill, you may wonder: What separates an interior designer from a retail experience designer? Is one more suitable for your business than the other? 

Ultimately, the choice between these designers will depend heavily on the specific requirements of your retail environment. Both professions bring unique perspectives and skills to the table that can elevate a retail space, yet they have distinct areas of focus and expertise. 

Interior Designers prioritize aesthetics and spatial functionality. They consider factors such as color schemes, lighting design, choice of materials, and placement of furniture. These professionals take a particular interest in the form and visual appeal of a space. However, their approach may not always delve into the strategy and brand-driven aspects of retail experience design. 

On the other hand, Retail Experience Designers specialize in crafting a holistic customer journey. They consider the physical layout, branding, customer interaction points, plus all of the aesthetics an Interior Designer considers. This means their approach is more comprehensive, encompassing a wider range of factors to optimize the entire customer experience. 

Creating Emotional Connections in Retail Design

Your retail space effectively serves as a 3D embodiment of your brand identity. It is a tangible representation of your business ethos and is formed by a delicate balance of visual aesthetics, functionality, and optimal space utilization.

Research indicates that the store environment influences up to 50% of the overall retail encounter, affecting customer satisfaction, purchasing behavior, and brand loyalty. Engaging a retail experience designer can guarantee that your store design is not a mere afterthought but, instead, plays a strategic role in your overall business success. They excel in creating an atmosphere that builds emotional connections, prompting customers not just to buy, but to buy into your brand story. 

The Impact of a Retail Specialist on Your Brand's Identity

Creating a cohesive retail environment extends beyond choosing the right color scheme, selecting appropriate furniture, and organizing products effectively. Your storefront is, in essence, a material embodiment of your brand's narrative and character. If done correctly, it can be targeted marketing that builds brand loyalty, encourages repeat visits, and triggers consumer engagement. 

That's where a Retail Experience Designer, who fuses the strategic understanding of a brand storyteller with the technical skills of an interior designer, comes into play. These professionals pull together multifaceted aspects of your retail space—visual aesthetics, sensory elements, spatial flow, and merchandise presentation—to create a unified, innovative, and inviting commercial environment that reflects your brand identity and core values. 

Retail experience designers start by immersing themselves in your brand narrative. As great storytellers, they capture your business’s essence, understanding how to manifest it tangibly within a physical retail environment. They will use your branding materials, including logos, colors, typography, and images, in combination with space design and product display, to provide customers with a seamless and consistent brand experience. 

Exploring the benefits of collaboration

Small businesses should also consider the level of collaboration and involvement they desire in the design process. Retail Experience Designers often take a more holistic approach, working closely with the business owners to understand their brand, target audience, and goals. They may involve the business owners in the creativity and decision-making process, ensuring that the final design reflects the business's unique identity. On the other hand, Interior Designers may focus more on executing the design based on the provided specifications. Depending on the business's preference for involvement, they can choose the designer who aligns best with their desired level of collaboration.

Finding the Right Designer for Your Retail Space

If the business aims to create a unique and memorable shopping experience that goes beyond just the physical space, a Retail Experience Designer may be the better choice. Retail experience designers specialize in creating environments that engage customers on multiple levels and often have a broader skill set that extends beyond interior design. They can be particularly beneficial for small businesses needing assistance creating effective product displays, maximizing space utilization, and enhancing the overall customer journey. On the other hand, if the business primarily needs assistance with selecting furniture, lighting, and color schemes, an Interior Designer may be a more suitable choice.