There is an interesting trend occurring with online brands seeking a high street presence. Were one to read the headlines, it might seem counterintuitive to pursue such an endeavour of physical retail, especially with the future of brick and mortar retail being questioned regularly. However, despite this supposed gloom, there continue to be exciting developments and events taking place across the high street.
Depop, for example, a second-hand clothing platform that has found considerable success online, hosted a number of pop-up events across the country in 2022, reaching cities like London and Edinburgh. Other fashion brands, such as Shein and Asos are following suit and are developing retail strategies of their own. Even eBay has become an exciting brand presence on the streets of London, hosting a number of highly successful footwear events, including a takeover of the infamous chicken shop, Morley’s.
These limited-time events demonstrate a continued interest in high street retail and the potential cultural impact available to those who bring value and experience to the area. What is also being demonstrated is the versatility of the high street. Whereas once it may have been seen as a rigid platform that required ongoing commitment to a venue, shopping areas are now being utilised for events and collaborations with a great amount of flexibility.
For new businesses, especially those that have developed in e-commerce. It means that there is a greater potential for a creative and fresh presence on the high street, with more opportunities for businesses to find their feet.
In addition to greater opportunity for businesses to get established on the high street, there is also a growing demand for it, with interest in smaller and more locally minded businesses growing among communities. This trend is being referred to as place personality, with areas championing a smaller high street, one that feels unique and compliments a local identity. For online businesses looking to reach the high street, this is another positive development.
Nationwide and well-established brands are already identifying these trends as they collectively demonstrate a preference toward the lower-risk, flexible, and more targeted presence of slimline retail. In previous Crown Display articles, we’ve discussed the brands making these decisions, such as John Lewis, and how steps are being taken to move away from expansive (and expensive) spaces toward smaller and more localised high street ventures.
For first-time retailers, this makes it easier than ever to enter the high street. Pop-up events can be used to scope local interest, collaborations can generate regional buzz, and then a new shop can be established in one of the many new smaller high streets among place personality communities.
There is still a degree of jumping into the unknown when moving into the high street, which is where our team can help. With our expertise and shop furniture catalogue, we can help to get your business started, whether with a new high street venture or an exciting pop-up retail event. To speak to our team about our catalogue or enquire about our custom and bespoke retail furniture services, please email us at sales@crowndisplay.co.uk or, alternatively, call 0880 587 5880.
