From J.C. Penney to Target to Selfridges, retailers across the spectrum are giving over valuable floor space to in-store shops. Here are some interesting observations on the phenomenon from Joanna Felder, VP intelligence and brand strategy at Chute Gerdeman, Columbus, Ohio.
Shop-in-shops offer retailers the magic formula of flexibility, brand-enhancing cachet and the ability to attract new customer segments. The opportunity has never been better for young, entrepreneurial hip brands to find a mainstream home.
