Dec 06, 2018 | By Jane Boddy
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Jul 30, 2018
In an era of nomadic workforces and lifestyles, the new consumer is on-the-go – and convenience is key.
But, particularly when it comes to hair and the wider beauty industry, why should ease and convenience compromise on aesthetics and experience?
Striking the balance between the two is at the heart of hair salon Chop Chop’s ethos.
WGSN first picked up on the hair industry disruptor at it’s launch back in January. In the six, short months that have followed, Chop Chop has scaled its business to three salons across key London locations; Old Street in the east, Westfield in the west and, most recently, a brand new, permanent pop up in the St Pancras Eurostar departures lounge.
The premise is simple, but it signals a bigger shift in the future of hair care, where overspend and hair salon marathons are replaced with a £20, 20 minute cut and style. Crucially, it’s designed to suit anyone, regardless of gender or hair type.
“The Chop-Chop consumer is anyone who’s time poor,” says Director and Co-Founder Kaye Sotomi. “The socially conscious consumer who cares where their products come from and the message their choices say about them. Our consumer is everyone looking for quality at an affordable rate. Our message is one of inclusion and fair pricing whilst retaining the outmost quality”.
It’s this understanding of consumer need and shifting spending priorities that has placed Chop Chop in a position to truly disrupt the industry – and, still in its infancy, there are still plenty of plans to innovate further.
As Chop Chop expands, some of the wider trends reported on WGSN are beginning to appear, with tech being used to enhance the consumer experience.
“Tech is a very important part of our service offering. We use to help customers better manage their time when they needs to see you. With virtual queuing capability, our platform allows customers to see what availability we have and how long it would take before we can see them. They are able to collect loyalty points online, pay online, choose their preferred stylist etc. In the very near future we would be able to use customer data to offer our customers, a stylist agnostic service”.
For more on hair care innovation, read WGSN’s report, Beauty Innovations: Hair – Summer 2018.
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