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How to redesign your multi-brand sports shop to become a benchmark in the sector.

  • Sportswear shops are one of the most profitable retail sectors of the last decade.
  • The high demand for urban fashion, low product storage cost and low entry costs have led to a proliferation of openings.
  • We present the insights for a successful sports concept store design.

Sportswear shops have been booming for several years now. In 2019 they already reported 8.4% growth in sales, more than 7 points higher than their nearest sector, fashion.

Not surprisingly, with these figures, sector brands and distributors have taken the opportunity to push ahead with their expansion plans.

Another interesting fact for 2019 is that the sportswear sector already occupies 5% of retail space in most shopping centres. This suggests that we are approaching supply saturation and begs the question: What is the next step for sportswear retail? The struggle for differentiation. And that leads us to talk about redesigning points-of-sale.

What is the process of (re)designing a sports or sportswear shop?

Redesigning the concept of a sportswear shop is a process that incorporates methodology and creativity in equal parts, with the added freedom of being in a sector that can be as formal and informal as the brand wants and needs.

Furthermore, if we talk about redesign, we will also have a starting point for the project.

There are 5 stages involved in the redesign of a brand’s retail concept:

  1. Analysis of the brand, the environment and its audiences. Something that will give us insights through a series of tools to look for inspiration in the right places and begin to outline the experience that the new design will offer consumers.
  2. Brainstorming, ideas and inspiration. With what we learnt in the previous phase we start to define the general ideas on which the new concept will be based. Now is the time for a large number of proposals to emerge, many of which will be discarded and others will only partially fit but will serve as a basis for the work that follows.
  3. Definition of the experience. After sharing an initial list of ideas and inspirations with the brand and establishing a road map, we finish profiling the experience that consumers will have in their interaction with the points-of-sale. Where we want them to stop, what content each point along the route will contain and how it will help them understand the brand and the products. Above all, how it will make them fall in love with it.
  4. Choice of materials. It’s time to start materialising all of the above. Understanding the new concept and what it wants to transmit will allow us to create a “mood board” or table of materials. It is important not to digress too much, create hierarchies and give the brand personality. Each material transmits a series of values that will in turn be the values that the shop and, therefore, the brand will transmit.
  5. Creative proposal. Now we finally “put pen to paper”. The shapes appear and we define the furniture, technology and type of lighting. All the elements that will give body and presence to the brand in the physical space. We establish various options for ordering the planogram according to the flow of customers that we have defined and the importance that each point of the route will have.

What aspects make sportswear retail shop design unique?

All retail sectors have something that makes them unique and, as mentioned at the beginning of the post, creative flexibility is one of the characteristics of design applied to sportswear retail.

Nowadays, sportswear is synonymous with urban culture, so it is expected to be transgressive and daring. It doesn’t have to fit into any moulds, but rather break them.

It also has a primarily young and digitally native consumer base, so in-store technology experiences can help make the point-of-sale much more attractive and strengthen its conversion capacity.

What materials and textures are trending in sportswear retail in 2022?

Summarising all of the above, we can say that sportswear consumers are urban, young, digital consumers, increasingly concerned about sustainability and with a strong focus on culture.

This basic definition of the most common purchasing profile in the sportswear sector is reflected in the choice of materials and textures that are trending in this type of shop today:

  1. Brushed metal and mesh. In different tones, from golden varnishes for a touch of luxury to transparent varnishes to show the rawness of the material. Something that reflects one of the most basic materials in cities.
  2. Cement and concretes. The most characteristic texture of the urban environment. Mainly used as a base for floors, walls and ceilings.
  3. Light and saturated colours. They reinforce the feeling of technology and artificial materials. This trend can be at odds with the value of sustainability, so integrate it carefully.
  4. Smooth lacquers. In order not to fall into the saturation of textures, the best option to complete the list of materials is single-colour woods, either in white or black tones, which leave the protagonist role to RGB light or in saturated tones, which energise the whole.

Technology and sustainability as part of the brand language

When we seek to differentiate a retail space, we want it to appeal to consumers and convey the messages that make up the brand’s identity.

For that we must go beyond materials and textures, so we will end the post talking about two key points that cannot be missing in our redesign: channel and content.

The urban language is digital and technology is its channel. Audiovisual formats and interactive experiences are becoming increasingly important as the channel of choice for the target audience in this sector.

Furthermore, be capable of demonstrating that, despite the brand’s urban style, it is a sustainable style that aligns the retail space with the values consumers want to display as their own.

6 tips to increase visual impact in health and beauty shops

  • How to make a cosmetics section or shop more attractive from the outside.
  • Practical tips for attracting consumers more effectively.

The health and beauty industry is, along with fashion, the industry in which image matters most.

Your products are bought to enhance the user’s appearance and presence, make them feel better and present the best version of themselves. And that’s why the point-of-sale must achieve the same aspiration in order to attract customers.

Furthermore, visual impact is something that cosmetic brands have always pursued. They have created spectacular graphics, aware of the presence of their competitors in most of the environments where they sell their product.

This has led many health and beauty industry retailers to entrust the visual communication of their spaces to the merchandising that brands send out for self-promotion. This is not a bad practice, but it makes them a point of convenience with no differentiation of their own.

That’s why today we bring you 6 tips to increase the visual impact of a Health and Beauty shop that will also help multi-brand retailers to reinforce their positioning.

1.Discover what makes you stand out from the competition

And design your space around that positioning. Take the spaces of large multi-brand retailers with unique ambiences in which the consumer perceives real differentiation as an example.

To give a few examples: Primor’s use of nature and light to appeal to a more environmental positioning. Douglas’s Flagship shops appeal to the premium consumer and Séphora’s Beauty Hubs are the clearest example of their positioning as expert advisors.

Which leads us to the next tip.

2.Leverage technology to connect with consumers

Today’s consumer has a strong digital component. Often, the fact that there is technology at the point-of-sale connects with them because of its proximity to their lifestyle.

When referring to “pure and simple” visual impact, we cannot fail to mention digital signage. The effect on the consumer is instantaneous and unavoidable. In the same way that a television captures our attention in the living room, the brightness of the screens and audiovisual content attract consumers to the point-of-sale.

Furthermore, the multitude of possible formats means that digital signage can be adapted to almost any space without too much effort. We can see it at the top of murals, integrated into columns, on the gondolas themselves…

But best of all, this technology is not only a visual lure, but one of the most effective mechanisms for communicating promotions, discounts and other messages that make up the marketing strategy to consumers.

3. Brands provide the content – you provide the format

If we consider that screens are no longer novel enough, retailers have even more innovative options to highlight products, such as holograms.

Devices that are an experience in their own right, with the ability to differentiate the point-of-sale and attract consumers in equal parts.

4. Increases ease of product testing

One of the most enriching experiences for cosmetics consumers is testing the products. However, the whole process is too time-consuming and limits the number of cosmetics they discover. And even more so after the preventive measures adopted due to Covid-19.

In this regard, technology helps shops offer customers enriched experiences and make them see that the space they are in is much more than just a point-of-sale.

If we combine the two concepts, we find interesting technological experiences, such as augmented reality Makeup Testers. This is a fast-growing technology that facilitates product testing for consumers.

In addition, by personalising the filters, the retailer increases the association of the experience with the shop. Through it, they gain access to this novel product trial, and not only to the products used in the shop.

Undoubtedly a point that, properly promoted and positioned, will make a cosmetics shop stand out from the rest.

If you are interested in the digital transformation of your points-of-sale, be sure to download our guide to The Keys to Omnichannel in Retail.

5.Light is always your ally

On the more economical side of digital signage is visual communication using conventional lightboxes and, above all, dynamic lightboxes.

Lightboxes are already widely known and their use is widespread in all industries, especially in fashion and cosmetics. Dynamic lightboxes, however, add dynamism to the striking brightness of this format.

This means that, although it is not a screen and the number of messages that we can convey is somewhat more limited, we can still use the changes and fluctuations of light to attract consumers.

They are especially designed for those points where our content is not going to change very much. In addition, in those points where we want to maintain a very high visual impact, such as the different section headers in the shop or the shop window.

6.Helps consumers to navigate between multiple fragrances

Another negative consumer experience in health and beauty shops is being confronted with a myriad of scents without knowing beforehand whether they are their style or not.

Enhancing that experience and promoting the most profitable fragrances for the shop may have the same solution. This would also draw the consumer’s attention from any area, even from the street.

We are referring to the perfume recommendation wall, which is easy to install and very effective. It uses light pulses to attract consumers and a touch screen to understand what kind of fragrances they like the most. Accordingly, it recommends that closest to the user’s taste.

As you can see, technology is at your fingertips to increase the visual impact of your point-of-sale and improve the consumer experience in health and beauty shops.

3 keys to creating an efficient and sustainable environment with lighting

  • Inefficient lighting not only produces a higher electricity bill. Its impact on the consumer experience and on the environment can also affect the cost-effectiveness of maintenance and installation costs.
  • We give you 3 keys to prevent this from happening and to turn your shop lighting into a differential value for consumers.

The importance of good lighting

Historically, few sectors have considered light a strategic element of Shopfitting. The premise was: illuminate the product at the lowest possible cost.

This is an understandable position given the limited variety of solutions available, where durability and price were the only variables in the equation.

But today, Shopfitting has the options, the knowledge and the tools to propose real lighting projects focused on improving the visual of the space, the customer relationship and environmental respect as a basic element of the shop rather than a premium bet.

Why should we think of lighting in terms of efficiency and sustainability?

There are 6 types of costs associated with the lighting of Retail spaces (apart from acquisition cost). With an eco-efficient lighting project, we automatically reduce all of them.

 Direct costs: infrastructure, installation, maintenance and electricity bill

Undertaking a lighting project from the perspective of “quantity and unit cost” always results in oversized projects. Consequently, infrastructure, labour, installation and maintenance hours will increase over time.

 Indirect costs: environmental impact and labour costs

Naturally, the higher the electricity bill, the higher the energy consumption. And although a few kilowatts may not mean much to the profitability of our commercial spaces, they do to the planet when we all neglect them in the same way.

The point is to find out how to create an eco-efficient lighting project in a retail space.

What are the keys to creating an eco-efficient lighting project?

1. Limit light barriers in your layout

Something that great Retail designs have in common is that they play not only with the distribution of furniture but also with the distribution of light. Something to which more traditional shops give less importance, erring on the side of excessive zeal for the amount of product on display, which results in narrow aisles where not even the product itself is clearly visible.

Fortunately, this way of conceiving retail spaces is becoming more and more obsolete, and even supermarkets are opting for more open designs that create squares instead of aisles, where people and light flow naturally.

 2. Think before acting: the lighting study

Measuring the layout of the space and calculating the amount and type of light we need will help us choose the most suitable elements to strike the best balance between cost, visual and experience. We will be getting the right amount of lux (lumens per square metre) at all points of the shop.

3. Quality over quantity equals savings

Usually, quality goes hand in hand with versatility and options. Choosing higher quality spotlights brings many benefits, but in this case, we will focus on three: greater durability, better light distribution depending on the type of beam we are looking for and, of course, lower energy consumption.

Now that you know the keys to creating an eco-efficient and sustainable environment with your shop lighting, contact us and take your point-of-sale to the next level.