Fashion retailer '47 recently put together an exclusive Super Bowl 50 shop in collaboration with Benny Gold and Black Scale that conveys a locker room style interior design and a distinctively athletic aesthetic. The store matches the fashionable content sold inside, with a sophisticated sporty appeal that pays tribute to football culture.
The store, located in San Fransisco, carries the custom SB50 Boutique Collection that offers sportswear at a more elevated and street style design. The shop features hip and tailored shirts designed to look like jerseys, baseball caps and letterman jackets in a casual environment that mirrors a sport locker room. The store has benches and tarmac floor with sport branding plastered across the walls in an elegant and minimalist style.
Key Themes Behind This Trend
- Athletic Aesthetic Shops
- Creating brick-and-mortar shops that reflect an athletic aesthetic infused with street style and sophistication presents a disruptive innovation opportunity in the fashion retail industry.
- Sportswear Boutique Collections
- Offering custom collections of sportswear with elevated and trendy designs can disrupt the traditional sportswear market and appeal to a wider range of consumers.
- Fashion in Sports Culture
- Fusing fashion and sports culture together creates a disruptive innovation opportunity to cater to a growing demand for sportswear with fashionable designs.
Where This Applies
- Fashion Retail
- Incorporating athletic aesthetics and sportswear-inspired designs into traditional fashion retail stores creates an opportunity to attract a wider range of customers.
- Sportswear
- Creating street-style-inspired sportswear that appeals to consumers who are looking for more fashionable options can disrupt the traditional sportswear industry.
- Athletic Equipment Retail
- Providing an in-store shopping experience that mimics a sport locker room can attract consumers who are looking for unique and immersive shopping experiences when purchasing athletic equipment.
