The Bath & Body Works Gingham+ store design has been debuted by the personal care product brand as an update for its brick-and-mortar locations both in the US and around the globe. The store design has made its debut at 15 locations in Los Angeles, Texas, South Korea and beyond where shoppers can enjoy a wide range of elevated experiences alongside tech features. The retail design also boasts a more open floor plan and redesigned fixtures that contribute towards the brand's commitment to evolving to meet customer needs.
Group Vice President of Store Design Eduardo Tonietto spoke on the new Bath & Body Works Gingham+ store design saying, "We’ve heard from this demographic that many of their purchase decisions are rooted in their ability to try a product first, and while we’ve previously offered this, our new design is more intentional with specific destinations in store to test and learn. Our team also knows that Gen Z is looking for a more relaxing and toned down in-store experience, so we’ve brought in a softer color palette for our fixtures and finishings and incorporated a more neutral palette.”
Key Themes Behind This Trend
- Immersive Retail Experiences
- Innovative store designs are transforming retail spaces into interactive environments where consumers can explore products in a relaxed setting.
- Tech-enhanced Shopping
- The integration of technology within physical stores enhances customer engagement by providing interactive and personalized shopping experiences.
- Aesthetic-driven Retail Design
- Retailers are increasingly adopting aesthetically pleasing store designs with soothing color palettes to attract and retain discerning consumers like Gen Z.
Where This Applies
- Retail Design
- Retail design is evolving to incorporate elements that create immersive and aesthetically pleasing consumer experiences, attracting a new generation of shoppers.
- Personal Care
- The personal care industry is leveraging innovative store layouts to emphasize experiential shopping, creating opportunities for enhanced customer engagement.
- Tech-infused Retail
- The fusion of technology and retail is reshaping traditional shopping formats, allowing for new kinds of customer interactions within physical stores.
