Personality retailing is a trend that we have seen increase as the economic climate has changed. Retail stores are realizing that in order to stand out they need to have a strong personality that engages their customers. White Stuff, a 56-store chain in Europe just had its latest opening in York which is one of the best examples of personality retailing we have seen to date. Their store is laid out like a house to make people feel more comfortable while inside shopping for clothing.

Our favorite part of the store is the boutique cinema, which screens old films all day and is even available after hours for private screenings for up to 10 people. White Stuff’s creative director, Lee Cooper, spoke about the cinema, saying: “this service is free as we wanted to give something back to our customers, and it has been very successful.”

“I think the best way to be successful during the economic downturn is to make a stand and come out fighting. We want to be careful with money but also to push boundaries. We believe that people need cheering up and that’s what we aim to do. Our brand motto is ‘Local shops for local people’ and we want to be a part of the area each store is situated in and give something back to that area. At the moment we are opening a new store every five weeks,” explained Cooper.

To reinforce being part of the local community and giving something back, White Stuff encourages each store to choose a local charity that is important to them and fundraise in-store. At the end of the year all funds raised go directly to the charity.

We can’t wait for the day a White Stuff opens in the good ole US of A and in the meantime, retailers, take heed!