Consumers respond to exoticism in retail efforts
Implications - Alcohol merchandising has taken a turn for the exotic as brands and retailers make an effort to entice consumers. As cross-culturalism and flavor fusion become more commonplace in the food and beverage industry, North American consumers are increasingly intrigued by different places. By referencing bright colors, tropical fruit and far-away destinations, merchandisers play upon a growing consumer curiosity for other cultures.
Trend Themes
1. Cross-cultural Merchandising - Brands and retailers are using exoticism in alcohol merchandising to entice consumers to try different cultures.
2. Experiential Pop-up Events - The popularity of pop-up bars, retail fixtures and dining events enables businesses to offer unique and novel experiences for a temporary period of time.
3. Bespoke Retail Spaces - Collaboration between brands and retail spaces allows for the creation of unique and bespoke shopping experiences like the Gucci Cruise Display exclusive to Milan's Antonia Boutique.
Industry Implications
1. Food and Beverage - Cross-culturalism and flavor fusion is becoming more common in the food and beverage industry, leading to an increase in consumer curiosity for other cultures.
2. Retail - Exoticism in merchandising and the popularity of pop-up events provides retail businesses an avenue to offer unique shopping experiences to consumers.
3. Fashion - Bespoke retail spaces like the Gucci Cruise Display are helping brands to create a strong identity and exclusivity for their products.
