Business Description
In this article we will talk about how retailers are using service-based extensions to extend brand conversations with the customers.
Rethinking how product aftercare can be better communicated can result in helping develop more committed fandoms as well as introduce more sustainable approaches to making products last longer. In the following examples we see how the ‘launderette’ is being used to gain traction.
HIT REFRESH
Hermes, Hermesmatic Pop Up, Various
Luxury label Hermès launched a travelling launderette called Hermèsmatic. Furnished in the brand’s signature orange hue (complete with branded detergents), the pop-up offers a complimentary wash and dip-dye service that takes a customer’s old scarf and reinvigorates it. It is still travelling today, and has popped up in locations from New York and Paris to LA and Manchester.
A LOAD OFF
Wash & Fold, various, Japan
Wash & Fold is a Japanese coin-operated launderette and laundry service. The slick looking launderette reflects a change in urban communities and inner-city spaces where apartments are becoming smaller and services and chores are outsourced. Most interestingly, is that the eco-friendly chain has a special machine just for laundering sneakers.
SPECIALLY DESIGNED
American Eagle, Launderette, NYC, US
Denim brand American Eagle has opened a launderette at its redesigned Union Square store in New York. It features a workshop that lets people customise their jeans, concierge iPads in every dressing room, an on-site social media team that creates content in real-time, a hangout space, and – of course – laundry facilities. The store, conveniently located next to a New York University dorm building, also offers students free laundry service and they can hang out and have a beer while they wait.
71% of the people think store staff should have more specialist knowledge.
Don’t use product care as an afterthought—rather, utilise it as a key tool to extend and continue the brand conversation with customers, and as a pull to encourage them to come back into the store.
