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.
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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.
01
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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2017
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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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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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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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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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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