Opinion / Jamie Waters
Hooked on a feeling
Already this month two bits of news hinting at the future of retail have snagged headlines. Rent the Runway, the innovative luxury clothing rental company, opened a flagship in San Francisco earlier this week, while department store Nordstrom announced it will unveil a pair of Nordstrom Local outposts in Manhattan in September.
The most interesting thing is the fact that none of these “shops” sell clothes. Instead, all are premises where customers can collect online purchases or rentals, drop off returns and try things on for size (Nordstrom Local also offers a tailoring service). They feel somewhat prescient. Bricks-and-mortar locations won’t disappear but will shops become mere showrooms? Nicely branded spaces where we try on samples but need to follow up with an online order?
Not selling things in-store means fewer shop-floor staff are required and brands don’t need to have inventory on-site, which saves precious space. But it’s a troubling notion too: part of the joy of shopping is the immediacy of the purchase, of taking the item home with you in a natty bag; having to wait to place an order on your laptop removes that pleasure. The format works for niche players such as Rent the Runway but more conventional retailers should realise it’s worth appealing to shoppers’ emotions – spontaneous sales are not something to be sneezed at.