South Korea – Recognising the growing importance of localism and community-building in many global regions, sportswear giant Nike has unveiled a neighbourhood-retail concept in South Korea’s Hongdae region. The concept, Nike Style, is the first of its kind and will be followed by more across multiple international markets.
In the inaugural store, visitors can make use of a content studio with customisable backdrops, and experience augmented reality (AR) content relating to product innovations and in-store art installations. It will also host workshops and events for its members. Here, the retail concept allows Nike to fine-tune its international appeal in a way that reflects the interests of a local subset of consumers.
‘The Hongdae neighbourhood holds a strong relationship with the sneaker and neighbourhood-retail community,’ the company said in a statement. ‘With the Style retail concept, Nike helps broaden the aperture of sports retail culture by continuing to blend physical and digital experiences.’ Elsewhere, we’ve previously explored the Studio Stores that have allowed retailers to become multimedia hubs for content creation.
Brands and retailers with global recognition must adapt their strategies to appeal to local markets. Consider collaborating with independent creators and marketers to bolster brand awareness in specific regions