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BooK-Er

"Where are we going?"
Our experience in projects concerning the retail sector

Date of release: November 2011
Pages: 300

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Summary

This book represents ER Spa’s first publication, and gathers the best planned and developed case histories, as well as presenting the most significant international case studies.

To give you the chance of sampling the book’s content, the preface is reported below.

"What is this book?"

BooK-Er

This book is a trip. A trip inside the contemporary retail world and the dynamics, the challenges, the trends which animate and characterise it. A trip that doesn’t aim to give answers, rules you should adhere to or the perfect recipe. This book wants to sttimulate some considerations in the readers; it aims to provide the ingredients, so that everyone can form their recipe, build their interpretation and, as a consequence, find appropriate solutions.

The trip you will venture into starts with a quick slide show of international reference cases of the retail sector; such as Starbucks Coffee, Eataly or Ferrari, each of whom is the exemplification of the essential milestones you need to be successful and to build physical worlds which are full of meaning and creators of new experiences for those who live them.

The second part of this trip will take you to London, where new trends arise and develop, and from where they are exported worldwide. This "one day trip" will lead you, shop after shop, experience after experience, to the discovery of those dynamics that result in the birth – and afterwards the development – of new trends, both in fashion and food retail. Starting from new models, the so-called New Comers such as Monmouth e FARM:shop, and proceeding with the New Concepts such as The shop at Bluebird, Liberty o Ottolenghi, we will then conclude with the Consolidated, ones, which represent the application of the new trends created by New Comers and based on successful models. This is why our trip will take us to Abercrombie & Fitch, Apple, Whole Foods Market, Anthropologie and Westfield Shopping Centre.

How should these international cases be interpreted to understand which is the right direction to take? And how can they be used as reference models to develop personalised solutions which are at the same time in line with the brand equity policy? The second part of the book will answer these questions, presenting some of ER’s case histories, classified using five strategical drivers: Be Smart, Be Engineered, Be Fast, Be International, Be Emotional. The actual context, indeed, not only requires you to be smart in order to understand the new trends (Be Smart), but also to develop a methodology that allows the production engineering of the process (Be Engineered), as well as its fast and widespread replicability (Be Fast) and the ability of adapting the model to international contexts while seizing the ideas and the indications coming from abroad (Be International). Of course, the fundamental premise for all this, is the creation of an emotionally engaging experience (Be Emotional).

Naturally, the projects development requires the implementation of a solid methodological approach, which will be presented in the second chapter of the book (Ask ER!). This methodology considers the overall enhancement of skills in the store strategy, store planning and store management areas. The approach used to develop innovative solutions considers, as a starting point, the analysis of the trends, the competitive context you will move in and of the brand equity. In addition, both the new strategies development and the realisation of successful stores need the collaboration of a cross-functional team.

Only those who will be able to effectively understand the contemporary retail’s complexity, also resorting to some advice given in this publication, will manage to successfully answer the question: "Where are we going?"

"Have a good trip!"

For more information: marketing@erspa.com