News 18.10.2023

Need to Know

Burr Studio unveils modular retail concept in Spain, Walmart brings AR Bratz doll to stores and why fewer than 1% of models were plus-size during Fashion Month.

Burr Studio revolutionises retail design with TRG flagship concept

TRG by Burr, Spain
TRG by Burr, Spain
TRG by Burr, Spain

Spain – In the world of retail display, a new modular format quietly redefines the concept of a flagship clothing store. The modular format is known as TRG, as imagined by architecture practice Burr Studio and showcased in the bustling heart of Madrid. This innovation divides the project into two pivotal aspects: the background and the figure, promising a re-imagined shopping experience without altering the base spatial configuration of any store.

Consisting of a versatile and generic container space applicable to various locations, the background aspect discreetly conceals the original base beneath superficial coverings. Meanwhile, the figure aspect becomes a purpose-designed modular stainless steel structure featuring circular sections for product displays, hangers, mirrors and more, adding an unprecedented dimension to commercial spaces.

TRG’s production is more akin to craftsmanship than traditional retail displays. Stainless steel forms the backbone, reducing material waste and minimising the involvement of multiple professionals for execution. The design sets a new standard for flagship stores, where each element transforms retail into an immersive experience, from fitting rooms to hidden storage areas.

As explored in London Design Festival 2023: Designing for Longevity, retail professionals must think about making stores more adaptive with modular set designs ready to be packed up and moved to new locations.

Strategic opportunity

Consider creating modular and conscious store concepts like TRG that allow for easy transport and assembly, making it possible to adapt and relocate stores quickly – reducing the risk of long-term real estate commitments and carbon footprint simultaneously

Morrama launches eco-friendly smart glasses

Issé by Morrama, UK Issé by Morrama, UK
Issé by Morrama, UK Issé by Morrama, UK

UK – Morrama, an award-winning industrial design and innovation studio, has unveiled Issé, a concept for the future of smart glasses. This mixed-reality wearable combines technological advances with a focus on fashion and eco-consciousness.

While smartwatches have become ubiquitous for tracking and displaying health data, smart eyewear faces barriers to mainstream adoption largely due to the intimate nature of face-worn devices and current technological limitations. But emerging technologies such as micro-LED displays, retinal projection and solid-state batteries are expected to overcome these limitations in the next 5-10 years.

Morrama’s Issé aims to address these challenges by offering a fashionable and customisable solution. The concept features interchangeable frames for different occasions, accommodating both lifestyle and sport-orientated design. Most of the electronics are concentrated in the lenses, making the frames low-tech and easily upgradeable as more advanced sensors become available. The frames are also designed to be eco-friendly, breaking down quickly to reduce their environmental impact. Issé is a great example of how businesses can use immersive and virtual technologies to improve our wellbeing, as revealed in The Betterverse.

Strategic opportunity

As consumers continue to prioritise their health, businesses should look at investing in technologies that can gamify their diet and exercise experiences to help them achieve optimum results

Bratz World AR experience launched in Walmart stores

US – A Bratz World augmented reality (AR) experience has been rolled out in Walmart stores in a bid to drive footfall ahead of the festive season while cementing the idea of any retail outlet as a potential entertainment space.

Until the end of 2023, fans of the toy dolls will be able to scan a QR code on an in-store display to enter the virtual Bratz World on their mobile device.

Launched by parent company MGA Entertainment, the AR Bratz Doll experience brings shoppers into a 360-degree world where they can walk a virtual runway and view famous scenes and landmarks from the Bratz universe.

The QR code also allows shoppers to access a Bratz Doll filter that gives the appearance of enlarged eyes, lips and eyelashes, and to take pictures with animated Bratz characters, including Kylie Jenner, who was previously added to the Bratz Pack.

Following in the footsteps of Snapchat’s Retail Play, Walmart’s adoption of this AR technology exclusively in-store will drive consumers into bricks-and-mortar stores in time for the holiday shopping season.

Bratz and Kylie, US

Strategic opportunity

Embrace phygital retail activations by using augmented reality experiences to boost in-store traffic and keep children entertained while their parents shop

Stat: Fewer than 1% of models were plus-size at Fashion Weeks

Universal Standard, US Universal Standard, US

Global – The Vogue Business Spring/Summer 2024 Size Inclusivity Report released in October 2023 reveals how inclusivity is still the exception on the catwalk. Plus-size (UK 18+ or US 14+) representation made up just 0.9% of the spring/summer 2024 looks presented across New York, Milan, London and Paris Fashion Weeks.

Mid-size models (UK sizes 10–16 or US sizes 6–12) represented 3.9% of the overall looks presented in fashion shows or presentations as part of the official calendar. Vogue Business reports that these figures are slightly better, up by 0.4% compared with autumn/winter 2023 fashion month, where 95.6% of looks were straight-size, 3.8% were mid-size and 0.6% were plus-size.

The study calls for intervention from fashion councils to move things forward. Copenhagen Fashion Week, for instance, introduced the Danish Fashion Ethical Charter in 2007, which includes promoting and working towards greater diversity in the fashion industry in terms of ability, age, ethnicity, gender, race, religion, sexual orientation, size and socio-economic status.

As explored in our Inclusive Fashion Market report, consumers are waiting for bold innovators to close the inclusivity gap. To date, catwalks have not grasped the necessity of representing all bodies as not only a force for change but also offering a wealth of business opportunities.

Strategic opportunity

Independent brands are already developing innovative collections that address specialist needs. Larger players should consider collaborating with emerging brands to make inclusive fashion more accessible

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