{"id":2662,"date":"2016-07-19T02:48:10","date_gmt":"2016-07-19T02:48:10","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2662"},"modified":"2016-07-19T02:48:10","modified_gmt":"2016-07-19T02:48:10","slug":"dyson-new-uk-store-opening","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/07\/dyson-new-uk-store-opening\/","title":{"rendered":"Dyson Show Their Innovation in New UK Store Opening"},"content":{"rendered":"

Renowned for their innovative engineering, Dyson has now opened its first ever UK retail store.\u00a0 Located on London\u2019s Oxford Street, the brand aims to allow visitors the opportunity to ask questions, test the products and above all buy into not only their products but their brand.<\/strong><\/em><\/p>\n

Their aim – to bring \u201cengineering to life\u201d.<\/p>\n

1) Dyson- The new era<\/h1>\n

Opening their own retail store is a first for the Dyson brand, who have primarily sold their products through third party retailers.<\/p>\n

However, bringing their brand to life and for once showing what Dyson as a brand would look like \u2013 they\u2019ve now opened their first London store. \u00a0Consumers can now try out their products first hand and see the innovation and the engineering that is put into them.<\/p>\n

\"dyson_retail_store_the_branding_journal_2\"<\/a><\/p>\n

2) The store<\/h1>\n

The store itself will highlight major products and the stores design features will resemble some of the features within Dyson headquarters.<\/p>\n

What Dyson are showing is how they pull their brand through into everything they do and offer. \u00a0It shows unity and strength \u2013 again core for Dyson and something they have built their reputation on.<\/p>\n

The store also reminds me of the Apple store which recently opened in San Francisco.\u00a0 Clean, fresh, modern and allowing the consumer to try before they buy.\u00a0 Both innovative brands, both using the same methods, even in retail.<\/p>\n

\"dyson_retail_store_the_branding_journal_3\"<\/a><\/p>\n

3) Focus on the consumer experience<\/h1>\n

The layout of the store covers two floors, with a fresh look, showcasing some of their household products.\u00a0 What’s interesting is not just that they\u2019re showcasing their products differently but they\u2019re also allowing consumers to put them to the test.\u00a0 They have allowed for different types of dust, food and debris to be contained in pots, so consumers can use these to test the vacuums out!<\/p>\n

Of course due to the varied nature of their products and to ensure they target all of their audiences, it’s not just their cordless vacuums making their debut.\u00a0 Visitors to the store can also have their hair styled with their new supersonic hairdryer in one of their salon stations.<\/p>\n

What Dyson are aiming to achieve is for visitors to buy into their brand and not just one of their products.<\/p>\n

\"dyson_retail_store_the_branding_journal_4\"<\/a><\/p>\n

4) Bringing the brand to life<\/h1>\n

Dyson have modelled and built their brand on innovative engineering.\u00a0 They\u2019ve created such a strong brand loyalty and following that their stores can be seen as almost the icing on the cake.<\/p>\n

Bringing a brand to life can be hard and especially in the retail sector. \u00a0What Dyson and Apple have managed to achieve is their people also believe in the brand.\u00a0 For example, Dyson experts as well as engineers will also be working in the store. \u00a0Answering any visitor questions about the products but also being able to talk about the science behind the product.<\/p>\n

These Dyson \u201crepresentatives\u201d will be the ones who bring the brand to life. \u00a0As I\u2019ve mentioned in previous articles, your people can be your greatest asset when it comes to building your brand.\u00a0 It\u2019s also interesting to point out that the Dyson store has no visible tills.\u00a0 The Dyson representatives will be carrying handheld devices which will provide the sales function, if people wish to buy a product.<\/p>\n

5) It\u2019s about being different<\/h1>\n

It\u2019s an old clich\u00e9 but it\u2019s still an important one to remember \u2013 to stand out from the crowd, you have to tell your customers why you\u2019re different.\u00a0 That\u2019s exactly what Dyson are doing with their new stores.<\/p>\n

Yes they sell a range of products and all have a different purpose, but it\u2019s not necessarily that they are promoting.\u00a0 It\u2019s their name.\u00a0 Their technology.\u00a0 Their engineering.\u00a0 So when you see any Dyson product alongside a competitors it is a Dyson that you will be more inclined to buy.<\/p>\n

Of course just like Apple has seen, as well as building on the strength of your reputation, something as innovative, creative and brand secure as this, can only have positive effects on income.<\/p>\n

References: \u00a0<\/strong>Design Week<\/a>,\u00a0The Telegraph
\n<\/a><\/em>Pictures from: \u00a0<\/strong>This is Money<\/a>,\u00a0<\/em>The Telegraph<\/a>,\u00a0<\/em>Design Week<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Renowned for their innovative engineering, Dyson has now opened its first ever UK retail store.\u00a0 Located on London\u2019s…\n","protected":false},"author":15,"featured_media":2670,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Renowned for their innovative engineering, Dyson has now opened its first ever UK retail store, to allow visitors to experience the 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