ANALYSIS & COMMENT
I believe that, with only a few exceptions, the era of the one-genre boutique is gone – but variety must be done right.
Operators must adapt to shifting expectations among the workforce
#6 Variety, done right I believe that, with only a few exceptions, the era of the one-genre boutique is gone. There’s been a natural swing towards diversification, with consumers seeking variety and boutique business owners wanting to meet customer needs and capture more of the wallet-share. However, variety must be done right – and right will depend on your offering, your model, and likely location by location. Let’s take Barry’s as an example of best practice. Adored by its customers, the brand has taken its time to understand its market deeply and has not been side-tracked. It has introduced Lift and Ride, but these both uphold the Red Room vibe, are based on clear customer needs and were piloted extensively for proof of concept. Everything has been done uniquely in Barry’s way, with products introduced only in response to proven local needs.
Diversification hasn’t always worked this way at other boutique operations, where a set of programmes have sometimes come out under one brand, seemingly more in response to trends than to a long-term view of customer needs, brand authenticity and the ability to deliver a consistently fantastic experience. Diversification can work within one brand, but make sure it’s authentic, based on a deep analysis of customer needs – location by location – and tested to ensure people actually come and are therefore happy to pay. An alternative approach can be to bring separate boutique brands together behind the scenes, as UFB has done in London (see page 66), allowing each to retain a clear, authentic brand and product.
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LONDON BOUTIQUE STUDIO REPORT 2023
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