1. In-Store Branding Concepts In-Store Branding Concepts
Week 6

2. But first…
The Mid-Term

3. MID-TERM Case Study DUE: by SUNDAY, FEB. 19th by 11:59 pm!
Pick your own brand to analyze for the mid-term
Organize into either:
Word Doc of a Summary of 2-4 pages, double-spaced, Times New Roman
PowerPoint Presentation
DUE: by SUNDAY, FEB. 19th by 11:59 pm!

4. Rubric Include: Your name and date
The brand you’re analyzing & why you chose that brand
Images—of the brand label, ads, products, etc. (anything that helps showcase the brand)
The information you found about the brand, formatted into either:
2-4 page summary via Word Doc (see previous)
PowerPoint presentation
Resources
DUE WEEK 7

5. When analyzing your brand, consider:
Who, What, When and Where the brand began
Type of brand
Marketing strategies (including advertising, and social media channels)
Distribution channels (i.e. how can you purchase their product)
Range of products/divisions
Licensing agreements (refer to Vera Wang case study)
Factors of success
Target markets—demographics/psychographics
Brand story/message (hook or draw of the brand)
Brand challenges
Is the brand relatable
Strides in the industry—what was/is their impact?
Anything else you believe is an important aspect of the brand’s history

6. In- Store Branding Concepts
Now…
In- Store Branding Concepts

7. To Break it Down: In-Store Branding
Includes:
Type of store
Type of product
Store layout
Space size
Bare bones: Is the space rustic? Industrial? Contemporary?
Visual Merchandising & Display
Fixtures (how is product displayed?) & props (e.g. Plants)
color stories
Arrangement of merch
Windows
Signage
All components that shape the entire “experience”

8. In-Store Branding Concepts: 3 Types
Concept Store
Store within store
i.e. Retailer/Brand Collaboration
Sensory Branding
Experiencing the brand by stimulating the senses
Note: In-store branding concepts are not limited to these 3 types. These 3 are most common.

9. Concept Store Oldest concept, most traditional
A concept store offers customers a variety of products that fit one specific theme
All the products add to that theme
EX. = Lighting store—offer a variety of lighting options; Fair Trade shops—products are all considered fair trade; Sustainable/Eco-friendly—everything offered is sustainably produced
Articles>> The Concept Store & Evolution of Concept Store
Examples>> Coolest Concept Stores

10. Store within a Store Retailer/Brand collaboration
Retailer sublets space within their store to another brand
EX.= Sephora within J.C. Penney; BCBG within variety of department stories; Louis Vuitton & other major designers who have their own ‘salons’ in department stores
Gives customers opportunity for multitude of shopping experiences
Drive growth for retailer and the separate brand
Articles>> Shop-in-shops & Retail’s Inward Expansion

12. Sensory Branding Newest concept
Appeals to any or all of the five senses to connect to your customers on emotional level
Is about “selling the experience”
A way to make your customers “Feel at home” in the retail store
Article>> Sensory marketing (How different types of brands appeal to the different senses)
Short Video>> Sensory Branding, Connecting to the Emotions

13. Anthropologie Uses sensory branding Intriguing visual displays
Burn candles in the store
Allow customers to try lotions/perfumes/cosmetics
Use “elements of surprise”—ex. They’ll tie poms or something of interest to hangers
Events for customers that include food and drink while shopping
Events that involve customer participation (like display workshops)

14. Watch this!
Ted Talk about Branding to the Senses (about 13 min) and why it’s important

15. If this Sparks Your Interest…
Brand Sense is a book you might like.

16. Weekly Attendance Questions
What components are involved with in-store branding?
Why should more brands use sensory branding?
For a brand or retailer, what do you think is beneficial about using a concept store concept, store within a store, or sensory branding concept?