On a recent trip to New York it struck me that we have a lot to learn about effective retailing in Australia. While we make good efforts to cater for the mass market here, our biggest issue is that we are just saturated with generic brands that have no point of view- both through product and experience. It’s during tough times like these that we must stand out, be brave and most of all, stand for something. While times are equally tough in the U.S. (perhaps even tougher) there are many brands that are really pushing boundaries, going out on a limb to cut through the clutter and offer a unique experience to their customers... all to stay alive.I just wanted to highlight a few examples that really stood out to me and perhaps Australian retailers should look to for some influence.
Jeffreys- New York’s answer to Collette in Paris, this store is all about the buyers edit. The pick of all the collections are available here for men and women including apparel, shoes, accessories, cosmetics and fragrances. It’s not about an abundance of choice but a very clear point of view of what the absolute picks of the season are. They also do their own house brand which is more affordable but still great quality and style. It’s located in a very ‘low key’ building in the Meatpacking district and was one of the first stores to move into this area. With no advertising, a very minimal website and no windows to showcase the latest trends, this store is a destination for those in the know.
J. Crew- Whether it’s the mens, womens, or kids store, or their new brand ‘Madewell’ this is ‘mass market’ done amazingly well. Gone are the days of cheap piles of polos, racks of chinos and endless rows of canvas espedrills presented in a bland, uninspiring space. J.Crew has reinvented and evolved to present itself as the ultimate affordable American brand that embodies all the values and aspirations of the American dream.Visual merchandising is simple and presented in clear stories. While the stores house a lot of product like most mass market brands, it’s still engaging and incredibly appealing - at no point do you feel overwhelmed by too much ‘stuff’. Books about the American way of life, travel and classic American albums adorn the wooden clad walls making them feel homely and comfortable. The new creative director, Jenna, has really managed to transform J.Crew into a remarkable shopping destination.

MiN New York- Situated in Crosby Street, Soho, this store is a modern day apothecary with fragrances, candles, oils, room sprays, mens grooming products and so on. Showcased in a beautiful building, stepping through the doors is like stepping back in time to when buying perfumes was a real art and a pleasure. Nowadays, the cosmetic floors of department stores are frantic places full of people shoving different smells under your nose trying their hardest to get that commission from your sale. At MiN, its all about personalised service where selecting a frangrance or cream is all about what’s right for you. With some of the most beautiful brands in the world available here, the consultants never overwhelm you with choice but hone in on what they believe is right for you, based on what ‘you’ like. Service like this is a rare thing these days and when you come across it, you want to embrace it, bottle it and spread the word to as many people as possible.
I could have written about hundreds of stores but these are a few that really stood out for various reasons.
Safe travels and happy shopping!
Andrew Majzner - Creative Director