# Gradient Apparel Merchandising The Elgin Flagship Store is Organized by Color and Texture By Rebecca Byers | Published 2016-01-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/elgin-flagship References: [retaildesignblog.net](http://retaildesignblog.net/2016/01/13/elgin-flagship-store-by-checkland-kindleysides-london-uk/) Located on London's Bond Street, the stunning new Johnstons of Elgin [flagship boutique](https://www.trendhunter.com/trends/luxury-flagship-redesign) boasts prismatic, gradient merchandising that is delightful to the eye. The brand, which previously counted on passionate fans traveling far and wide to visit its Scotland factories as a means of viewing the full collection, tapped Checkland Kindleysides to create the new home base in London. The new Johnstons of Elgin flagship on Bond Street will serve as a space to showcase the full collection and is designed to give off a homey feel that helps puts shoppers at ease. The store is characterized by [elegant features](https://www.trendhunter.com/trends/globus-basel) such as its tiled mosaic floor, brand artifacts and an area to discover the brand's traditional machine processes of dying, blending and spinning. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 58% | Activity: 65% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Gradient Apparel Merchandising:** Creating gradient displays can be a disruptive innovation opportunity for apparel brands to enhance the shopping experience and draw attention to their products. - **Homey Retail Spaces:** Developing homey retail spaces can be a disruptive innovation opportunity for brands to create a welcoming and comfortable environment for shoppers. - **Brand Transparency:** Emphasizing brand processes and artifacts for shoppers can be a disruptive innovation opportunity for brands to build transparency and strengthen their customer loyalty. ### Industries Being Reshaped - **Apparel and Fashion:** Fashion retailers can implement gradient merchandising and homely retail spaces to create differentiated experiences for their customers. - **Retail Design and Marketing:** Retail design agencies can partner with brands to develop gradient and homey retail spaces that accommodate customers' changing expectations and preferences. - **Textile Industry:** The textile industry can showcase their traditional processes and artifacts to consumers to build transparency and trust in their brand. ## Related on Trend Hunter - [Scandinavian Aesthetics-Forward Shop Designs](https://www.trendhunter.com/trends/scandinavian-aesthetics.md) - [Curated Intimate Retail Experiences](https://www.trendhunter.com/trends/alaa-flagship-store.md) - [Immersive Flagship Tech Stores](https://www.trendhunter.com/trends/new-bond-street.md) - [Sustainable Retail Interiors](https://www.trendhunter.com/trends/sheep-inc-london.md) - [Minimally Designed Fashion Boutiques](https://www.trendhunter.com/trends/burberry-store.md) - [Museum-Inspired High-Fashion Stores](https://www.trendhunter.com/trends/museuminspired-highfashion.md) - [texturally artistic fashion stores](https://www.trendhunter.com/trends/acne-studios-flagship-stores.md) - [Calming Aesthetic Menswear Stores](https://www.trendhunter.com/trends/stffa.md) - [Scandinavian Textile Spaces](https://www.trendhunter.com/trends/tekla-london.md)