Consumers are drawn to retail concepts that replicate the fan experience
Implications - As skyrocketing ticket prices make attendance at large-scale sporting events inaccessible to the average consumer, many brands are investing in immersive retail concepts that replicate the stadium experience. A natural convergence of the push for experiential retail concepts and the interest in being part of something larger than themselves via professional sports, such retail concepts seek to fulfill the deep-rooted desires of fans unable to see their team play in person. Linked to the innately human pursuit of community, this progression brings experiences that carry meaning in the minds of consumers into the retail space for added engagement.
Workshop Question - How can your brand incorporate experiential marketing in order to better connect with consumers?
Trend Themes
1. Experiential Retail Concepts - Brands are investing in immersive retail concepts that replicate the stadium experience or the experience and passion of football.
2. Athletic Aesthetic - Sporty locker room interior designs and athletic aesthetics bring the feeling of professional sports into retail spaces.
3. Interactive Retail Hubs - Pop-up studios are being used as interactive retail hubs that feature key brand services along with previews of upcoming collections.
Industry Implications
1. Sports Merchandise - The sports merchandise industry can benefit from creating immersive retail concepts that replicate the stadium experience or the experience and passion of various sports.
2. Fashion Retail - Fashion retailers can boost their sales by creating sporty locker room interior designs and athletic aesthetics that bring the feeling of professional sports into retail spaces.
3. Technology - With interactive retail hubs becoming more popular, technology companies can provide innovative solutions to enhance the consumer experience in the retail industry.
