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The Future of Craft in a Mass Retail World

It seems you can't buy anything these days without a carefully nurtured story reflecting the provenance, purity or purpose of the brand, replete with a hand-crafted booklet on the blood, sweat and tears it took to bring this product to you. And all you wanted was a coffee. On the surface, all this authenticity and effort is not a bad thing. Indeed, as the mass brands flail in the face of this hipster hurricane, it may be time to ask why we find ourselves drawn to this phenomenon that has created a bigger issue of parity in all corners of retail. Where did the trend of artisanal, bespoke brands come from, and why do they seem to be taking over every category of retail? FITCH unpacks this new direction of retail and share how brands can differentiate themselves in a world of hipster take-over.

The Future of Craft in a Mass Retail World

  1. 1. 1 THE FUTURE OF CRAFT IN MASS RETAIL
  2. 2. 2 Join The Conversation. @insightsgirl @FITCHdesign #GlobalShop2017 #FITCHFutureofCraft THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  3. 3. 3 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH — The Hipster Takeover Defining Craft Experience Signature What’s A Brand To Do 01 02 03 04
  4. 4. 4 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  5. 5. 5 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  6. 6. 6 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  7. 7. 7 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  8. 8. 8 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  9. 9. 9 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  10. 10. 10 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  11. 11. 11 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  12. 12. 12 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  13. 13. 13 Hipster Bingo FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  14. 14. 14 FITCH It’s a Hipster Takeover. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  15. 15. 15 FITCH And everyone is jumping on board. FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  16. 16. 16 FITCH This idea of being authentically “crafted” has quickly become a mainstream play. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  17. 17. 17 FITCHTHE FUTURE OF CRAFT2017 GLOBAL SHOP THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  18. 18. 18 FITCH But what does Craft really mean and how is it making its way into the world of mass retail? THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  19. 19. 19 FITCH Let’s start with the most basic definition of Craft. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  20. 20. 20 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH — Craft /kraft/ noun An activity involving skill in making things by hand. 01 Example: The “craft” of bookbinding.
  21. 21. 21 FITCH The rise of craft is not a new thing. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  22. 22. 22 FITCH In fact, it’s a movement we’ve seen before. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  23. 23. 23 FITCH Rejection of the Industrial Revolution… FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  24. 24. 24 FITCH led to the Arts & Crafts Movement. FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  25. 25. 25 FITCH Cultural movements are often cyclical. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  26. 26. 26 FITCH Rejection of Globalization… THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  27. 27. 27 FITCH led to the emergence of Localized Craft. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  28. 28. 28 FITCH The intent of a movement almost always gives rise to something else. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  29. 29. 29 FITCH Imperialism sparked the anti-war mentality and the rise of Hippies. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  30. 30. 30 FITCH What began as a political statement led to what we now remember as the Hippie Movement. FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  31. 31. 31 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH 1968 Hippie influence began taking off in fashion, music, movies, and all of popular culture.
  32. 32. 32 FITCH Fast Forward. FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  33. 33. 33 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH 2017 What began as a sociocultural idea has turned into what call the “Hipster” trend.
  34. 34. 34 FITCH Like the Hippies, Hipsters are often defined by what they wear and not always about what they think. FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  35. 35. 35 FITCH “Hipster” is no longer about what people stand for. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  36. 36. 36 FITCH It has morphed into a catchall phrase of defining trendy – “that’s so hipster.” THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  37. 37. 37 Hipsters have lost their story. FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  38. 38. 38 FITCH So, why should we care as brands and retailers? THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  39. 39. 39 FITCH Because everyone seems to be jumping on the Hipster bandwagon… THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  40. 40. 40 FITCH And essentially are taking the hip out of ster. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  41. 41. 41 FITCH Hip is all about being “in the know.” Perhaps it is time as brands and retailers to start “setting the know.” THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  42. 42. 42 FITCH Which leads us to our second, more widely referenced definition of Craft. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  43. 43. 43 — Craft /kraft/ noun Denoting or relating to food or drink made in a traditional or non-mechanized way by an individual/small company. 02 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  44. 44. 44 FITCH The rise of craft brewing. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  45. 45. 45 FITCH There is one thing that unites these smaller, “crafted” brands. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  46. 46. 46 FITCH They were all born as the result of a great story. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  47. 47. 47 FITCH And as humans, there is nothing more powerful to create a memorable connection than through a good story. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  48. 48. 48 FITCH Stories help “set the know” but it’s definitely more prevalent in smaller brands than in mass retail. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  49. 49. 49 FITCH But even in the smaller craft brewing world there’s a big problem. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  50. 50. 50 Many of these stories are sounding the same. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  51. 51. 51 FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  52. 52. 52 And sometimes the stories aren’t even real. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  53. 53. 53 FITCH So, what’s a mass brand and retailer to do? THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  54. 54. 54 FITCH We see evidence that the only option for many was to turn to our final definition of Craft. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  55. 55. 55 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH — Craft /kraft/ noun Skill used in deceiving others. 03 Synonyms: Cunning, Crafty, Guile, Wiliness, Artfulness, Deviousness
  56. 56. 56 FITCH “Crafty” is definitely different than being uniquely “crafted.” THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  57. 57. 57 FITCH So in this sea of crafted sameness, is anyone standing out? FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  58. 58. 58 FITCHTHE FUTURE OF CRAFT2017 GLOBAL SHOP
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  60. 60. 60 FITCHTHE FUTURE OF CRAFT2017 GLOBAL SHOP
  61. 61. 61 FITCH What do Trader Joe’s, Shinola and Lush have in common? They have “crafted” experiences that are authentic and true to their brands. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  62. 62. 62 FITCH They have created what we call an Experience Signature FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  63. 63. 63 FITCH An Experience Signature is a higher order, unifying principle of retail branding. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  64. 64. 64 FITCH It informs, rationalizes and influences the ways in which a retail business presents itself to the world. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  65. 65. 65 FITCH A unique combination of brand-led touchpoints that exist between a retailer and the people that shop its stores. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  66. 66. 66 FITCH Literally any point that shoppers touch the retailer, whether through physical, digital, or human interactions. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  67. 67. 67 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  68. 68. 68 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH *Hipster
  69. 69. 69 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH Duplication
  70. 70. 70 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  71. 71. 71 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH Differentiation
  72. 72. 72 FITCH Only with touchpoints working in harmony, and infused with the brand’s DNA can be said to have achieved an Experience Signature. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  73. 73. 73 FITCH A way to express yourself to the world that both feels intuitively right and which simple could not be someone else’s. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  74. 74. 74 FITCH If your brand is your essence, your Experience Signature is your presence. FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  75. 75. 75 FITCH Most of all, an Experience Signature creates retail that is truly defensible over a lasting period of time. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  76. 76. 76 FITCH To achieve an Experience Signature you literally have to activate every touchpoint and infuse it with purpose, meaning, and character. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  77. 77. 77 FITCH But it has to be “crafted,” because shoppers today will see right through the “crafty.” THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  78. 78. 78 FITCH And while your brand is the hero, we can’t ignore the shopper. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  79. 79. 79 FITCH However our focus needs to be on their mind states, not demographics. THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  80. 80. 80 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH 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.
  81. 81. 81 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH And mapped against physical, human, and digital experiences. P H D Human Empathetic Approachable Kind Physical Immersive Immediate Tactile Digital Infinite Interactive Storytelling
  82. 82. 82 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 FITCH
  83. 83. 83 FITCH So what is the future of craft in a mass retail world? THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  84. 84. 84 FITCH What can we do as brands and retailers to create true relevancy and differentiation in an ever increasing sea of sameness? THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  85. 85. 85 FITCH THE FUTURE OF CRAFT | GLOBAL SHOP | 2017 1 Don’t underestimate the power of the right story that “sets the know” for your brand.
  86. 86. 86 FITCH Examine all of your customer touchpoints and put them through your brand filter. Remember, not all touchpoints are created equal. Harmony is our goal. 2 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  87. 87. 87 FITCH Recognize authenticity comes from crafting unique experiences rather than being “crafty” in an execution based on the latest customer and retail trend(s). 3 THE FUTURE OF CRAFT | GLOBAL SHOP | 2017
  88. 88. 88 FITCH So what’s your “crafted” Experience Signature going to be in this Mass Retail world? THE FUTURE OF CRAFT | GLOBAL SHOP | 2017

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