Adding a social element to the retail environment creates an opportunity to develop a deeper, more personal relationship with consumers. One category that we’re seeing make great strides in this approach is the sports apparel and footwear category. We’ve watched brands evolve from just selling products to supporting a lifestyle. Lululemon, a pioneer in the yoga lifestyle category, has paved the way for many to follow.

Image via Reebok

Reebok recently made the move to capitalize on one of the hottest fittest trends of the moment, CrossFit. For those not familiar with CrossFit, it’s a high-intensity workout that incorporates such activities as weightlifting, powerlifting, kettlebells, medicine balls and box jumps. You can check out this Reebok CrossFit video to see more of what it’s all about.

Image via psfk.com

As the title sponsor for the annual CrossFit Games, it makes sense why Reebok would want to bring that energy into a retail space. The Reebok CrossFit store on Fifth Avenue combines the retail and gym experience. The main level, referred to as the “Fit Hub,” offers product for every skill level and expert staff to help you find the product right for you.

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Image property of Chute Gerdeman

Image property of Chute Gerdeman

I’ve noticed more brands that offer distinctively different storefront exteriors that feel unique and one-of-a-kind. And then, once you step inside, you feel and see that the brand is familiar and consistent from location to location. Examples I’ve seen include brands like Lululemon and Aritzia, where customers are identifying with an exterior design that feels customized, “it’s my neighborhood store…it’s special and just for me!” But the brand’s iconic environmental and visual cues are quickly recognizable, and instantly you know what store you are in.

Image property of Chute Gerdeman

Lululemon has consistent interior visual cues like the power pant and bra wall; the branded Lululemon shopping bag hanging behind the side-located cash desk and the unisex fitting room lounge at the back. Inside Aritzia, they consistently use very low tables piled with folded merchandise and ethereal, fantasy-like murals along the perimeter walls. Creating a one-of-a kind exterior with a consistent, familiar interior creates a special, personal shopping destination; I think we’ll see more and more of this.

Image property of Chute Gerdeman

In 2014, millennials will become the largest generation on the planet. Unlike the generations that came before them, millennials are truly a worldwide phenomenon. They’re more diverse than any previous cohort and have global reach, thanks to the Internet. Multi-cultural is the norm for this bunch.

They are confident, self-expressive and upbeat. Raised hearing “You can be anything you want to be,” and “You can do it!” from their baby boomer parents, they’re optimistic but not foolish. In fact, they’re very much realists. (You can thank gen X for that element of wisdom!)

Brands matter greatly to this group. They take time choosing their personal favorites, landing on brands that align with their attitudes, beliefs and even personal quirks. Luxury or commodity, they’re a fickle bunch but, believe me, you want to make the cut.

While millennials may not have the deepest pockets or strongest cash flow, they topple other generations in terms of influence. They have high expectations and are full of opinions. They say their piece and say it loudly; more importantly, others actually listen. For those looking to sell to them, it would be wise to consider what they have to say.

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