This morning four speakers from the retail sector addressed an industry audience at Federation Square, exploring the topic of Temptation and Seduction in the retail field.
Director and principal designer of Insite Design Daniel Seyd explained the benefit of creating statement store interiors that are true to a brand image. Seyd has created store spaces for accessories label Mimco and street labels including Carhartt, Grab, M One 11 and Mooks. He outlined the need to create interior design that accurately reflected product offer and price point, with spaces suitable to highlight both large and small goods.
"Customers are increasingly particular and discerning and the result of that is that interior retail design requires authenticity of brand," he said.
"It is important for retailers to present who you are, now what you want to be."
Kit Cosmetics marketing and communications manager Sophie Hopkins emphasised the need for brands to have a coherent message, from store image, to product design, logos, packaging, sales staff image and promotions. Hopkins explained that participating in collaborations with like-minded identities, businesses and events was key to reaching out to a broader, yet appropriate audience.
"Customers react well to our real and different approach," she said. "The media have responded very well. We are receiving credible editorial support as editors are looking for something new and different rather than more ‘me too' concepts."
Haul founder and director Scott Kilmartin revealed that online marketing and online social networking had proven the ideal way to build a two-way rapport with customers. Haul is a vertically integrated retailer that sources recycled materials makes accessories and sells the products online. Kilmartin explained that having an online transactional website was ideal for the brand, as it provided "unlimited shelf space" for its vast array of unqiue products.
Social sites such as Facebook, Twitter and blogging had enabled customer feedback and relationship building, so customers can become involved with feedback on product ideas and the brand.
"I would advocate any brand to find a strategy to communicate with customers that is not just marketing newsletters that say ‘hey buy this.'"
Finally, founder and director of Love Me & Leave Me Simonne Santana said having a personal voice behind an online transactional website was key to customer satisfaction. Being available to answer queries, offer advice and handle any issues was very important.
Love Me & Leave me is an online site that leases luxury accessories to customers. Santana also said understanding the importance of business to business partnerships was essential. Outsourcing work to skilled professionals, such as public relations, graphic design and marketing was a good business move. Being wary of web developers promising too much of a good thing, keeping track of finances, seeking reliable courier services and taking precautions to protect against online fraud were essential to success.
The breakfast was the first of four to be held during Melbourne Spring Fashion Week. This consumer driven event also features evening catwalk parades open to the public and many free events. It runs until September 6.