Concept store
A concept store is a store where the focus is not just on selling products. The layout and assortment of the store are tailored to a central theme or a particular lifestyle. The concept store responds to a broad need of the intended audience, where there is not necessarily a direct connection between the product groups sold there.
The rise of concept stores is partly a result of industry blurring within the retail sector. They also respond to a stronger need for experience while shopping among consumers and making fundamental choices about how we arrange our own lives. What we eat, what we wear, where we live, our tastes, values and norms and our favorite brands make us who we are.
Concept stores can be set up around any theme imaginable. To give an example: a store that sells sustainable shoes. By choosing a niche and continuing this theme, this shoe store can mean more to the target audience interested in such specific products. In addition to shoes, one also offers accessories such as bags, belts and hats.
The entire décor in this example is also tailored to the theme of sustainability. This is evident in the colors, materials, presentation and background music used. Parts of the assortment can just as well be found in traditional stores, however an attractive new combination is created by bringing them together within one concept. Due to its originality, the concept will be appreciated both by fun shoppers and shoppers specifically interested in the theme of this store.
Concept stores can be set up around one brand or celebrity. For example, clothing, perfume, clothing accessories and sunglasses of one brand are then available. The design and experience in such a store seamlessly matches the brand's corporate identity and desired image. The Apple Stores of electronics giant Apple are also the epitome of a concept store: here, store and brand reinforce each other.
Sometimes the distinctive look of a store is itself part of the product offering. Like a clothing store where the art on the wall and the furniture and interior accessories in the store are also for sale.
