| Department: | Fashion&Branding |
| Project title: | Localisation of retail; a creative retail strategy for H&M |
| Website: | http://cargocollective.com/katebraybrooke |
| Email: | katebraybrooke@gmail.com |
We are shopping in a ‘sea of sameness’, shopping has become generic when we desire the unique. But how can diversity be brought back to our high streets? One solution is localisation. Although this is normally associated with smaller independent retailers, this graduation project outlines how a global brand like H&M can embrace this thinking.
‘H&M rediscovers’ is a concept that enables H&M to open up new retail stores in cities that they are already located in. The creative product of this graduation project takes the city of Amsterdam as an example. ‘H&M rediscovers Amsterdam’ incorporates the unique characteristics of the city and shows how they can be translated into place, people and product. For example, visual merchandising inspired by rummaging at Amsterdam markets and Queens Day, and store display is made from found furniture collected from the streets on Amsterdam
