London – A store should be a place where people find recognition and comfort, no matter what their state of mind, according to Jo Lavender, marketing director of Department Store for the Mind.
Lavender, who was a speaker at last week’s Backlash Culture Network Evening, spoke about the complexity of emotions, and the often mistaken assumption that people are in a happy mood when they shop. ‘The complexities of everybody’s mind should be a source of pride,’ she told LS:N Global senior journalist Daniela Walker. ‘It is about finding a place where everybody could find acceptance and recognition – no matter what their state of mind. When you are buying a gift, shouldn’t you buy something for who that person is, not just whether they are into gardening?’
Starting with this premise, Department Store for the Mind provides products for varying states of mind – no matter whether you are feeling muddled or serene.
LS:N Global will be exploring the range of emotions – beyond the typical happy and sad – that brands should be tapping into in our forthcoming Spring/Summer 2016 Trend Briefing, Backlash Culture. For tickets, click here.