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Washington DC - your kind of town?
In the first of a series of articles looking at the retail scene in cities around the globe Karl McKeever, brand director at visual merchandising consultancy Visual Thinking, visited the US capital to see how and where those in Barack Obama's new back yard spend their hard-earned cash.
Washington DC is an unexpected and surprisingly good retail destination. More famously recognised for its impressive national monuments and lively political scene, it has a vibrant and varied retail landscape to enjoy. Beyond the allure of historic monuments, the nation's capital also provides extensive shopping opportunities at boutiques, antique shops, outdoor markets and outlet malls, often just minutes from the seats of power at The White House.
The city's demographics are predominantly white-collar; middle-to-higher income workers make it an ideal location for retailers to experiment with new formats. And, with a whole variety of shopping locations, both in urban and out-of-town locations, there's little excuse not to go shopping!
Washington DC's most elegant shopping experience and one of the most visited locations in the state can be found in the grand and historic Union Station. With over 100 shops, this mall is nearly 1.5 times larger than the Vatican City, so pack some comfortable walking shoes!
Malls and other shops can be found in Washington DC's suburban Maryland - many can be accessed by the stylish and efficient 1970s underground Metro system. Across the Potomac River, a huge variety of shopping awaits in Virginia's Alexandria, Arlington and elsewhere. Here, the biggest mall is the famous Tysons Corner Centre, (1961 Chain Bridge Road, Arlington, Virginia).
Tysons Corner was one of the first super-regional malls in the US and is eleventh in overall size across the country, drawing customers from a multi-state area. The mall's department store anchors are Nordstrom, Bloomingdale's, Lord & Taylor and Macy's, and a recent expansion is secured by a major Barnes and Noble bookstore and the eponymous Old Navy. It's a short taxi ride from Downtown DC, and, inside, the selection is strong and recent brand additions, and redevelopment within the building have served to strengthen the mall's impressive credentials.
The picturesque Georgetown area was once a separate town. Now merged as part of the DC Metro area, its quaint weatherboard and pitched roof stores are an attractive reminder of old-time America. Here, many smaller boutique brands can be found - among them the popular Abercrombie and Fitch. Famed for impactful product statements in 'key basics', the brand understands how to use bold colours to their best advantage, using simple shop fittings and high volume products.
Also in Georgetown is the two-floor DC outpost of the legendary department store, Barneys NY, featuring the edgier, Coop format, which stocks the chic fashion and accessory collections from leading European and worldwide brands. As you'd expect, the visual merchandising (VM) and displays are stylishly carried out using quirky propping and individual presentation techniques. It's pricey but well worth the kudos of being seen in there.
In Downtown DC, one of the most recent additions is West Elm, the trendier home furnishings brand from the people at Pottery Barn. Located in the old department store building, much of the interior relates to its historic past - preserved murals, floors and panelled wood line the store. Brilliantly executed product areas and striking displays make this brand the hottest store in the sector.
The mall setting enables retailers to be adventurous with shop fronts, adding colour and variety to the 'mallscape'. Three notable stores with original and distinctive exteriors include Garage (think of TopShop), Tree People, a store for ethically-minded young women, and Reuhl, perhaps one of the most intriguing retail executions ever.
This store from the A&F brand stable has an innovative shop front made to resemble a residential house in Old Brooklyn NYC. It's where Disneyland meets retail full on! Whilst the concept sounds tasteless, (and looks anything but authentic) it certainly has a real 'pulling power'. The sheer fact it is so different creates a genuine 'people magnet' effect for the target audience - even if the product range inside is very similar to what's on offer from A&F and Hollister brands alike, the innovative presentation methods in the tiny, cottage-like rooms is notable.
The main department stores present few surprises, except for the recently upgraded men's denim area in Bloomingdales. A 'no cost' VM project has transformed the area using paint, imagination and creativity. It's a good example of what can be achieved to lift sales in an area without major capital investment.
Restoration Hardware is also worth a look. Elegant, sophisticated and smart, it has all the essential ingredients of great VM. And don't miss the recently-opened Pottery Barn concept store. This, along with a new standalone version of its 'kids format', helps confirm the group as one of America's most innovative and experienced retail groups.
So while the exchange rate isn't quite where it was a few months ago, if you're after a trip to the US that doesn't begin and end in NYC, Washington DC could prove the new place to visit.