Photo: Warby Parker
According to Lee Peterson, EVP brand, strategy & design, WD Partners, a "Third Wave" of hybrid retail is arriving in 2016.
"Whether they started in e-com or simply with the omni-shopper in mind, they're winning due to their focus on quality, simplicity and connectivity," added Mr. Peterson. "Warby Parker, Shake Shack, Blue Bottle and Bonobos may seem like strange bedfellows, but all are in line for a fantastic year."
At the same time, WD Partners' studies find that the closer a retailer is to operating like a warehouse, the closer they are to getting crushed by Amazon. Said Mr. Peterson, "This puts the 'stack it high - let it fly' category of retail in real jeopardy to us. Whether it's this coming year or they get thrown into the death-by-a-thousand-cuts future, the writing's on the wall."
A poll of RetailWire BrainTrust panelists exploring 2016 predictions highlighted a number of other niche specialists.
Patricia Waldron, global marketing director, retail, consumer products, IBM Corp, believes Eataly will continue to benefit by customizing its food emporiums by market and capitalizing on the trend for social spaces and cuisine.
"They provide a wide range of beautifully curated products. It's an immersive experience that is conducive for social or solo shopping and learning, drinking and dining," said Ms. Waldron. "And I heard founder Oscar Farinetti speak at the World Retail Congress in 2015, where he discussed his philosophy on quality, sustainability and ethical conditions. All these factors contribute to their on-going success."
Debbie Hauss, editor-in-chief, Retail TouchPoints, is impressed with Kate Spade New York, which has launched interactive, shoppable barricades to introduce shoppers to the brand at locations that are still under construction. Added Ms. Hauss, "Touchscreens allow consumers to shop the location before the doors open. The interactions are personalized via quick quizzes that access personality traits and style preferences."
She also believes REI's #OptOutside campaign during Thanksgiving and Black Friday demonstrated the outdoor retailer's forward-thinking philosophy. She added, "By embracing a mobile-first mentality, REI is ensuring that its shoppers get the information and products they desire, whether they are shopping online or in the store."
Karen Herman CEO, Gustie Creative LLC, has been impressed with the interactive digital signage systems at Gucci's flagship as well as Kiehl's broad reach in the luxury channel. Ms. Herman said, "Kiehl's offers true authenticity with its unique products using high quality ingredients and has excellent brand recognition and brand affinity, which should resonate with Millennials nicely."