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Glossier displays
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Glossier, Charlotte Tilbury and Awe Inspired Bet on Los Angeles with Brand Building In-Store Experiences

Los Angeles has become a go-to city to visit outstanding retail concepts. McMillanDoolittle designs and leads immersive and inspirational retail study tours to help our clients stay on top of global retail innovation. (To learn more about how our team of retail experts can help your business stay ahead, simply contact us.)

Here we highlight three mono-brand concepts that we saw during our most recent LA area tour: Glossier, Charlotte Tilbury and Awe Inspired. These companies have created unique, digitally enabled experiences to showcase their brands, build market awareness and consumer engagement.

Glossier may have been our favorite. The store’s museum-like displays and interactive product testing areas foster a memorable experience. The space clearly targets Millennial and Gen Z consumers – the beautiful store design creates the perfect back drop for capturing social media content.

Charlotte Tilbury’s US flagship (and the brand’s only North American store) also wowed us. The design of the store celebrates the Charlotte Tilbury brand and its customers, driving excitement through engaging offerings like its ‘red-carpet’ beauty services and a beauty wardrobe featuring 10 different makeup looks. In-store stylists are readily available to assist customers in finding the products that meet their beauty needs.

Charlotte Tilbury’s US flagship

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Awe Inspired Jewelry opened its first brick-and-mortar store in Los Angeles just last month, making it a must-see on our tour. During our visit to the new store, we had the opportunity to take the brand’s in-store quiz that matches customers with products that may be right for them. The consultative environment eliminates steps in the path to purchase, guiding customers through the discovery phase and to a purchase decision. QR codes are also available throughout the store, enabling a seamless transition between in-store and online shopping and product discovery.

Awe Inspired Jewelry in-store quiz and product selection

Photo Credit: McMillanDoolittle

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Ava Buechel

Ava provides market and consumer research, planning, and analysis support for McMillanDoolittle retail consulting projects. Her experience in marketing, digital transformation, brand strategy, and retail innovation brings an updated perspective in the fast-paced business climate of today.

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