Dept. Stores Tap Jan Wellness Surge with Events & Editorial
With consumer appetite for wellness still booming (see The Business of Wellbeing) and global athleisure sales predicted to rise by 30%+ to $350bn in 2020 (Morgan Stanley, 2015), it’s little surprise that most US and UK department stores’ new year-based initiatives focused overwhelmingly on fitness and health. But there was also an interesting eco-ethical nod, trading on a resolve to consume more ‘consciously’.
Initiatives were largely split into two camps – editorialised, largely video-based content, and in-store events. We highlight the best:
- Nordstrom’s Athleisure Fashion Film: US-based Nordstrom’s What Moves You fashion film, which appears on its website and social media channels, serves as an editorialised shopping guide to its female athleisure trends for 2017. While the video itself isn’t directly shoppable, the website version lists all items featured in a dedicated shopping section below.
- Barneys Blog Gives Guidance from NY Wellness Big Guns: American chain Barneys has tapped three NY-based wellness experts for professional advice: Sam Yearsley – an instructor at spinning community SoulCycle; Jerrelle Guy – the chef and food blogger behind Chocolate For Basil; and Krissy Jones and Chloe Kernaghan – founders of dance-inspired yoga studio Sky Ting Yoga. Every piece of guidance, published as blogs on The Window – Barney’s digital content hub within its e-commerce site – is accompanied by a curated edit of athleisure pieces.
- Liberty’s Boutique Wellbeing Programme Champions Fellow Brits: Following its 2016 Be Well initiative (see Department Stores: Wellness Drives), London store Libertyhas dedicated part of its fourth floor to a boutique wellbeing programme titled Reset. The space, which spotlights British wellness leaders, is being used for workouts and post-session brunches by yoga and breakfast pop-up brand Yoga Brunch Club; barre, dance and cardio classes by fitness club Frame; readings by astrologer Jessica Adams; and product demos by sustainable water bottle brand S’well. It also features pop-ups by online fitness publication and athleisure retailer Hip & Healthy and clean eating brand The Detox Kitchen.
- Selfridges Shines Spotlight on Conscious Consumption: Following the launch of its female-celebrating Body Studio in 2016, British retailer Selfridges kicked off this year with a spotlight on the conscious consumption of both food and fashion. Under the title Thoughtful Foodies, clean eating restaurant Hemsley + Hemsley (founded by the super-blogger Hemsley sisters) is hosting a month-long pop-up in the food hall. A nearby product demo space hosts edited product ranges representing ‘conscious alternatives’ (gluten free, organic, superfood, waste free and vegan) to highlight issues surrounding plastic and meat consumption, mass-production and the need to seek more sustainable food sources.
The Material World fashion component sees eight of the store’s famous windows hosting a different material used in the apparel industry (leather, cotton, wool, plastic, denim, linen, viscose, yak) alongside products from eight brands innovating with them to push their sustainability credentials. Selfridges is also publishing online shopping guides featuring these sustainable brands, encouraging customers to question the provenance of products and their impact on the world. See also Retail: The Eco-Ethical Upsell, Eco-Ethical-Sustainable and Positive Provenance.