Make Marketing History

The views of a marketing deviant.

Thursday, August 28, 2008

Nike's Retail ID.

This is the interior of Nike's 1948 pop-up store in London. It's one of five aroud the world that will exist for the next couple of months. Hidden away in a side street far from the regular retail haunts, it is fiendishly difficult to find and relies solely on word of mouth for traffic. So it's no surprise that it was empty when I arrived mid-afternoon on a weekday. There, however, the similarities with Nokia's flagship store ended.

Physically interesting, it's a mix of footwear gallery and specialist retailer, but the thing that really marked it out were the staff. All of them interested and interesting. Excited by the design and technology that surrounded them. Keen to inform, explain and opine.

I was sorry to have to leave. I will return. The whole thing made me think about Nike more than ever before and in different ways than perhaps was intended. But that's what retail spaces should do. Isn't it?


Blogger Robert said...

Excellent point Doddsy ... so many companies think the only time their brand should/can come to life is in an ad or if they embark on some 'experential marketing' but the fact is you can/should forumlate a positive brand impression with every aspect of your relationship with the public - from retail stores to packaging to customer service - which is why companies need to stop thinking interms of one-off brand experiences and embrace a philosophy of 'brand belief'.

PS: Nice to see NIKE have broken through your cynical, Puma obsessed side - they deserve a medal.

9:10 PM, August 28, 2008  
Anonymous Anonymous said...

What's it for though ? What do you do there ?

If it helps me to get a pair of Nikes that I'm looking for that I can't get anywhere:

...(can't even get a RESPONSE from Nike customer service on it, never mind a positive one)then I'm up for going.

Where is it ?

5:01 AM, August 29, 2008  
Anonymous Anonymous said...

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8:03 PM, August 31, 2008  

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