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THE FUTURE
OF CRAFT
IN MASS RETAIL

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Join The Conversation.
@insightsgirl
@FITCHdesign
#GlobalShop2017
#FITCHFutureofCraft
THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
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—
The Hipster Takeover
Defining Craft
Experience Signature
What’s A Brand To Do
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Hipster Bingo
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Hipster Bingo
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Hipster Bingo
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Hipster Bingo
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Hipster Bingo
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Hipster Bingo
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Hipster Bingo
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Hipster Bingo
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Hipster Bingo
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Hipster Bingo
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It’s a Hipster Takeover.
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And everyone is
jumping on board.
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This idea of being
authentically “crafted”
has quickly become a
mainstream play.
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But what does Craft really
mean and how is it making
its way into the world of
mass retail?
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Let’s start with the most
basic definition of Craft.
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Craft /kraft/ noun
An activity involving skill in
making things by hand.
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Example: The “craft” of bookbinding.

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The rise of craft is
not a new thing.
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In fact, it’s a movement
we’ve seen before.
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Rejection of the
Industrial Revolution…
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led to the Arts & Crafts
Movement.
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Cultural movements are
often cyclical.
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Rejection of
Globalization…
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led to the emergence
of Localized Craft.
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The intent of a
movement almost
always gives rise
to something else.
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Imperialism sparked
the anti-war mentality
and the rise of Hippies.
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What began as a political
statement led to what we
now remember as the
Hippie Movement.
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1968
Hippie influence began taking
off in fashion, music, movies,
and all of popular culture.

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Fast Forward.
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What began as a sociocultural
idea has turned into what call
the “Hipster” trend.

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Like the Hippies, Hipsters
are often defined by what they
wear and not always about
what they think.
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“Hipster” is no longer about
what people stand for.
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It has morphed into a catchall
phrase of defining trendy –
“that’s so hipster.”
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Hipsters have
lost their story.
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So, why should we care as
brands and retailers?
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Because everyone seems to
be jumping on the Hipster
bandwagon…
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And essentially are taking
the hip out of ster.
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Hip is all about being “in the
know.” Perhaps it is time as
brands and retailers to start
“setting the know.”
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Which leads us to our
second, more widely
referenced definition
of Craft.
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—
Craft /kraft/ noun
Denoting or relating to food or
drink made in a traditional or
non-mechanized way by an
individual/small company.
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The rise of craft brewing.
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There is one thing that
unites these smaller,
“crafted” brands.
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They were all born as the
result of a great story.
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And as humans, there is nothing
more powerful to create a
memorable connection than
through a good story.
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Stories help “set the know”
but it’s definitely more
prevalent in smaller brands
than in mass retail.
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But even in the smaller
craft brewing world
there’s a big problem.
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Many of these stories are
sounding the same.
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And sometimes
the stories aren’t
even real.
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So, what’s a mass brand
and retailer to do?
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We see evidence that the only
option for many was to turn to
our final definition of Craft.
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—
Craft /kraft/ noun
Skill used in
deceiving others.
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Synonyms: Cunning, Crafty, Guile, Wiliness, Artfulness, Deviousness

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“Crafty” is definitely different
than being uniquely “crafted.”
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So in this sea of crafted
sameness, is anyone
standing out?
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What do Trader Joe’s, Shinola
and Lush have in common?
They have “crafted”
experiences that are authentic
and true to their brands.
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They have created what we
call an Experience Signature
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An Experience Signature is
a higher order, unifying
principle of retail branding.
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It informs, rationalizes and
influences the ways in which
a retail business presents
itself to the world.
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A unique combination of
brand-led touchpoints that
exist between a retailer
and the people that shop
its stores.
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Literally any point that
shoppers touch the retailer,
whether through physical,
digital, or human interactions.
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*Hipster

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Duplication

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Differentiation

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Only with touchpoints
working in harmony, and
infused with the brand’s DNA
can be said to have achieved
an Experience Signature.
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A way to express yourself to the
world that both feels intuitively
right and which simple could not
be someone else’s.
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If your brand is your essence,
your Experience Signature
is your presence.
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Most of all, an Experience
Signature creates retail that is
truly defensible over a lasting
period of time.
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To achieve an Experience
Signature you literally have to
activate every touchpoint and
infuse it with purpose, meaning,
and character.
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But it has to be “crafted,”
because shoppers today will see
right through the “crafty.”
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And while your brand is
the hero, we can’t ignore
the shopper.
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However our focus needs
to be on their mind states,
not demographics.
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D E L A
Dreaming Exploring Locating Achieving
No specific
purchase intent.
Purchase intent
in the category.
Post-purchasing
product or service.
No specific
purchase intent.

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And mapped against
physical, human, and
digital experiences.
P
H
D
Human
Empathetic
Approachable
Kind
Physical
Immersive
Immediate
Tactile
Digital
Infinite
Interactive
Storytelling

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So what is the future of craft
in a mass retail world?
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What can we do as brands and
retailers to create true relevancy
and differentiation in an ever
increasing sea of sameness?
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Don’t underestimate the
power of the right story
that “sets the know” for
your brand.

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Examine all of your customer
touchpoints and put them
through your brand filter.
Remember, not all touchpoints
are created equal. Harmony is
our goal.
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Recognize authenticity comes
from crafting unique experiences
rather than being “crafty” in an
execution based on the latest
customer and retail trend(s).
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So what’s your “crafted”
Experience Signature going to
be in this Mass Retail world?
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