We want to be cool and innovative, but a more or less spiritless surge around Children’s Day or Halloween is not enough to turn the tide. Others have the same idea. You need to do something different if you’re going to stand out. Take the Carnival industry. The companies in this sector have genuinely succeeded in establishing not only a fifth, but also a sixth and seventh “season”, to the great joy of retailers. Bachelor parties, Oktoberfest, themed parties, fan fests – these get people buying, all year round! And then there’s the textile industry. Concepts relating to cruise collections, sixties’ retro, “let’s party” and “veni, vidi, vintage” as well as fast-changing product lines generate excitement for “more”, thereby increasing the number of shopping trips and occasions to buy.
Today’s shoppers always want to be surprised, in a positive sense. With the constant availability of goods, you can only counter oversaturation when you understand how to create a story around a product and focus on presenting this. Content is the “open sesame” element with which you too can “play”. You will find what works for you. After all, if I may be so bold as to paraphrase Galileo Galilei: and yet the goods move!
Take a leaf out of the book of other industries and cultures. Mango, Zara and the like have long targeted young women with a different religious or cultural background, who have their own dress code and do not wish to go out in a short skirt or with their midriffs exposed. Look at an Islamic calendar and study the feast days and you will find that, for example, Eid al-Fitr (15 to 17 June), which marks the end of Ramadan, a month of fasting, is as major an event in Islam as Christmas for us. People come together to eat and then give each other gifts. Children, in particular, never leave empty handed. What does this tell us? In our multicultural society, retailers have long had numerous opportunities for expanding their horizons.