What: Small “Showroom” stores to reinvent retail.

Why it is important: The exemplification chosen by WWD is less important than its implication: if small “showroom stores” are performing well, how could they be articulated into a department store offers, instead of renting street shops?

WWD points out that Nike, Comme des Garçons, Arc’teryx are planning to open a series of smaller, digitally-enabled stores, across Europe, instead of pursuing a flagship strategy.

With the example of Norwegian Rain, WWD is going a bit further by explaining that the “showroom store” (where customers can only find samples to try and then order online, therefore reducing the need for retail space) is a good alternative to traditional models of retail.

For us at IADS, the main question is to know if this kind of model could be attractive to both these brands (to be located into the main department store) and stores (to have a one of a kind offer without the logistic hurdles going along with it)? If so, what would be the financial mechanisms to make it profitable to both?

This Norwegian Rainwear Brand Is Testing Compact Stores