Feb 06, 2019 | By Martina Rocca
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Dec 20, 2017
By WGSN Insider
It’s fair to say that accessories brand Skinnydip knows its consumer. The brand, which makes everything from shiny backpacks (that would look at home in the 90s movie Clueless) to the coolest phone cases has clearly done its research. Each product successfully appeals to its key Millennial and Gen Z audience. The products contain emojis, slogans from notable memes and bright colours to capture the teen set. The shelves are also stocked with styles that appeal to creative millennials, like this bag making a tongue-in-cheek reference to our rising internet addition, that says OFFLINE.
Skinnydip currently has over 70 stockists in the UK alone, along with 17 stand alone London stores, and e-commerce. Proving that the brand has gone from strength to strength, even just in the year since we interviewed the design manager.
Now, the brand is going one step further with the launch of a new in-store nail salon, called Nail Club, confirming its status as the perfect retail sanctuary for its consumers.
The Nail Club is located in the basement and former stock room of the Covent Garden street branch. The decor is an ode to the colour of the season, Millennial Pink, and there is a colour wheel of nail polishes on offer. In keeping with the brand’s affordable price point, the Skinnydip manicures and pedicures start at just £18. And the cool menu of nail services includes fun names like ‘Skinny Mini, Kitty Got Claws, and Shell Yeah’. Consumers can book an appointment through the website or they can join the Nail club for special membership discounts, like 20% off SkinnyDip styles. The nail salon costumer launch is happening today with in-store discounts, candy floss, glitter lipstick.
This new in-store nail salon reflects what we are seeing more and more across retail. Instead of being rather cold stores, brands are making the environment much more inviting for their consumers. “These curated spaces not only create a sense of intimacy, but they can also encourage community-building and drive brand loyalty,” explains WGSN’s Retail Business & Strategy Editor Laura Saunter. “Offering a programme of events within a home-like setting….will create deeper connections with customers.”
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