Retail Trends 2019: Discourse through Design

Retail Trends 2019: Discourse through Design

Brands have long understood the need to localize their offer, even those for whom their position as global status symbols is central to their appeal. But localization strategies have often lacked true cultural nuance or taken into account the specific context of each store. Instead of aiming for deeper forms of engagement between a foreign brand and its overseas audience, stores have tended to lightly camouflage their look and feel in the hope that they won’t appear out of place. But today’s consumers are the most educated and enfranchised generation we’ve ever seen, and demand that brands engage them […]

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