Bodega is pleased to announce SERIES (184 Massachusetts Avenue Boston, MA) – a new retail concept which examines the intersection of art & design, sports, c
Bodega has always been a cultural hub, instead of a retail space. In the new retail environment when stores are falling/failing, this concept space from Bodega: SERIES is a perfect representation of the new store environment that will be required to drive foot traffic and recreate the connection needed to make a retail outlet a destination.
A few days ago someone asked me about the sneaker industry and sneaker stores. Their question was if all of these stores are closing which stores will be next? I was prepared for the question because I’ve been writing on the site, but I said without hesitation that City Gear stores could be next in line for failing on the sneaker side of things. While I hate to say that because City Gear is based here in Memphis and a lot of people work for the company, when I look at their multichannel experience it has problems that are basically created by merchandising.
City Gear is the smaller store chain where I see this issue. Hibbett Sports is the larger store chain that I see this problem in. When you walk into the stores they are so loaded with product that there isn’t any beauty associated with the spaces.
Foot Locker can get away with this because they have the product and fully integrated omnichannel setup that is efficient and supported by a strong infrastructure. City Gear and Hibbett Sports however feel cluttered and confining.
Bodega with Series has created an experience. Bodega is pleased to announce SERIES (184 Massachusetts Avenue Boston, MA) – a new retail concept which examines the intersection of art & design, sports, culture, and fashion, as revolving exhibitions. Recognizing the need for an elevated editorialized space to serve as a launch pad for high-energy and limited launches, SERIES is a collaborative space that focuses on one brand’s capsule collection per exhibition.
Consider this, when you walk into a store and the footwear and apparel is presented in a more artistic manner, you can interact with the pieces and take into consideration the narrative behind the concept. This is something Foot Locker does very well in a more commercial setting. This is something City Gear could really do very well with their Premium and Boutique stores. It’s not something that could happen in Hibbetts and that is a problem.
SERIES is the future of brick and mortar. Retail is going to have to become interactive, digital, and about the consumer experience to increase activity. Bodega just created a platform. I expect to see others follow.
Use the Source Link to read more and visit the Series website which is currently featuring Alexander Wang’s adidas collection.