"as retail localization trends evolve, we're likely to see increasing numbers of small stores, enhanced with hand-picked inventories, and neighborhood stores designed to forge local connections. The relative importance of these new formats compared to large downtown stores will be a factor of how long the health crisis continues to restrict movement and of how long consumer preferences for local retail endures after that.
Barron was admittedly not sure how much business Redone would be able to do within the glass-walled Malibu shop's 200 square feet, especially during the colder fall and winter months. But he figured, worst case scenario, it would serve as advertising. It's a logical approach: Increasingly, as online sales command a bigger share of retailers' bottom lines, brick-and-mortar is seen more as a vehicle for marketing and customer acquisition, versus purely as a distribution channel.
Fleur du Mal's Zuccarini took this into consideration with her seductive Perron-Roettinger-designed store in West Hollywood. A press release described the aesthetic direction as "'70s Italian meets Studio 54, with a dash of Parisian sensuality." While I haven't yet been there in person, photos suggest it's unlike any lingerie store I've ever seen — and a prime example of using physical space to do more than sell merchandise.
Anderson's T.A. also embodies that one-of-a-kind feel, from the space itself to the curation of hard-to-find-brands. She also developed an in-store artist-in-residency program, committing to showcasing work by a new Black visual artist each season.After signing a lease in January 2020, Zuccarini was forced to postpone the opening of Fleur du Mal's L.A. store from last June to this April.
"In an odd way, sometimes the best thing to happen to any business is finding a new and improved way of operating," Anderson adds.
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