Historical Context in Retail Branding

Louis Vuitton wrapping its flagship in branded LV boxes, opening an in-store restaurant. Got my inner history buff thinking… What’s the history of retail store restaurants and dining? Key moments in this evolution: 1. The Birth of In-Store Dining ↳ In 1890, Marshall Field & Company in Chicago opened the first tea room. ↳ This move was revolutionary, allowing women to dine while shopping. 2. The Golden Age of Department Store Dining ↳ Throughout the early to mid-20th century, these restaurants became very popular. ↳ Famous examples included Marshall Field's in Chicago and Wanamaker's Grand Crystal Tea Room. 3. Multiple Dining Venues ↳ Many stores operated multiple dining venues, catering to different tastes. ↳ These restaurants became known for high-quality, home-style cooking. 4. The Decline in the Late 1960s ↳ Changing lifestyles led to a shift towards quicker dining options. ↳ Many stores closed or revamped their elegant tea rooms. 5. The Rise of "Bite Bars" ↳ Faster dining options replaced traditional department store restaurants. ↳ Cafeterias became more common. 6. The Modern Revival ↳ Recently, there's been a resurgence of interest in retail-restaurant partnerships. ↳ Brands like Crate & Barrel introduced full-service restaurants to enhance the shopping experience. 7. Luxury Brand Experiences ↳ High-end retailers embraced the concept to create immersive brand experiences. ↳ Lexus partnered with restaurateur Danny Meyer to open "Intersect by Lexus" in New York City. 8. Athleisure Brands Enter the Scene ↳ Companies like Lululemon have entered the food service space. ↳ In 2019, Lululemon opened its first "experiential store" in Chicago, including a restaurant called "Fuel Space." 9. Grocery Stores Join the Trend ↳ Supermarkets have also incorporated in-store restaurants. ↳ Hy-Vee partnered with Wahlburgers to open in-store restaurant locations. 10. Benefits and Strategies ↳ Retailers leverage in-store restaurants to increase dwell time and enhance the overall brand experience. ↳ Success requires alignment between the restaurant concept and the brand's identity, thorough market research, and operational efficiency.

Heritage brands often struggle with evolution and consistent, contemporary relevance. Those with rich histories, strong archival product and once iconic storytelling can be challenged in engaging with today’s Gen Z & Gen Alpha consumers. Extracting the values and persona of a brand’s prominent history, and conveying these characteristics in a culturally relevant manner to today’s consumer can be challenging. In order to know where you’re going, you must have an intricate understanding of where you’re from. Iconic moments in a brand’s cultural history are timeless memories, preserved within the fabric of your DNA. They are part of your existence and traits within your identity. More importantly, these special and slightly serendipitous moments can chart a path forward. Authentic adoption by notable figures in history can create a red thread between your past, present and future. This can quite literally personify the ethos of your brand’s characteristics and values. (Remember there was no social media 25 years ago 😎).   In the case of New Balance, it was all about design and performance innovation as the common denominator between the individual and the brand itself. Innovators defining themselves by wearing innovative product, creators admiring creation.    In the 1970s New Balance’s mission was to make the most technically advanced footwear for the emerging running boom. In parallel an unexpected fan base emerged: individuals like Steve Jobs, Bob Marley and Susan Sarandon saw New Balance as a kindred spirit and adopted NB’s performance footwear into their personal style.  Today we take this for granted but at the time it was a provocative and trend-setting move that defined a brand, shaped an era and informed modern trends.        New Balance has always been a brand worn by innovators, revolutionaries and tastemakers. The values that drew these individuals to NB 50+ years ago hold true today.  Remembering why these individuals wore our brand is a constant reminder of what to prioritize and celebrate as an organization moving forward.    For all of the creators out there, remember that part of developing a great brand is understanding how & WHY the best moments in your history occurred. It is up to you to identify these values, celebrate them, and ensure that they are realized in your current design, brand and communication strategies.   This is how you attain the notion of being a brand WITH heritage, not a heritage brand.   Featuring: Susan Sarandon, Bob Marley, Steve Jobs, Andy Warhol & Wes Anderson #branding • #marketing • #photography

I love it when brands use their stores to dig deep into their own history. A great example was Fjällräven in Stockholm. This brand home was a treasure trove for fans, and almost doubled as a brand museum. Advertising campaigns from the last 60 years were shared, a beautiful timeline explained how the company had evolved, and some of its oldest products were on display. Obviously this works particularly well for the outdoor category because quality and longevity are so important in the customer’s mind. But for that 10-20% of your customers who are your most loyal and most engaged, the most effective marketing is probably your own history. It’s effective for the uninitiated too. History gives an immediate sense of quality. A brand that’s stood the test of time. It also doesn’t require great creative leaps or branding trickery. This space was alive and colourful simply by displaying what came before. I’m surprised more retailers - even mass market ones - don’t push this harder. After all, it’s never been easier to create a new brand. The impressive bit is surviving.