Regent Street campaign promotes well-being
Shopping may not seem to be the most relaxing activity but London’s Regent Street has been trying to make it feel that way this month. Landlord The Crown Estate has launched a campaign to position it as “a destination for tranquillity, wellbeing and zen, with moments designed to create a sense of calm and relaxation for consumers.”
Many of the large and small retailers located on Regent Street have also been taking part with special events.
As part of the campaign, and in the bigger discussion around tech and is impact on mental health, The Crown Estate is also aiming to “inspire a sense of calm and serenity through our owned digital channels by applying colour psychology to our web design.”
Working with The Communications Store, the property giant said that it studied wellbeing and mental health apps and noticed they all have something in common, colours.
The ‘colour-lift’ on Regent Street Online uses lilac, pale pink and blue “to ensure that a visit, whether it’s to the digital channels or the street, provides mindful moments for consumers,” it said. “The digital experience is designed to complement the wellness-focused experiences created by retailers across the street in January, encouraging consumers to start 2018 mindfully.”
It added that studies have shown blue is a “cool, calming colour that shows creativity and intelligence and has a reassuring effect on the psyche. While lilac combines the stability of blue and the energy of red.”
The Crown Estate also cited an earlier Xerox study that showed 90% of businesses believe customers remember presentations and documents better when colour is used, while 83% believe colour makes them appear more successful.
As mentioned, number of key Regent Street names are taking part. Examples include Liberty London running two weeks of mindfulness activities throughout the store, including Yoga Brunch sessions. Anthropologie has been championing wellness and contemplation all month. Jo Malone is offering hand and arm massages that include an introduction to the art of fragrance combining, while Kiehl’s has been offering Healthy Skin and Hydration Checks.
January is a key month for innovative marketing concepts as, despite the appeal of the clearance sales, it can be a tough time to get consumers to open their purses after overspending at Christmas. Combined with the move to greater online shopping, footfall to stores often struggles in late January, but big flagship destinations are likely to remain the winners when it comes to attracting visitor traffic. As this initiative shows, they have the resources to co-ordinate major campaigns and offer more compelling reasons to set foot in-store.
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