In a commerce climate brimming with options, brands and retailers can no longer afford to live by the mantra: “Be everything for everyone.”
Even big-box retailers and warehouse clubs are starting to carve their distinct places in consumers’ lives by creating experiences that serve more granular markets and more nuanced behaviors. Department stores have arguably struggled the most to adapt and complete their evolution. While the Macy’s and JCPenney’s of the world say they have a specific target market, even a particular customer archetype in mind, their store designs, services, and assortments fail to authentically resonate and serve their wants and needs.
With this Member Brief, we will explore the visual marvel that is the Printemps New York City flagship, which will also serve as a backdrop for a much bigger story focused on the current state, and future, of the modern department store. We will assess:
