Brands were out in force capitalising on Mother’s Day over the weekend. Mother’s Day represents one of the biggest events in the retail calendar. According to IBIS World, last year the average Aussie spent around $61 on their mum in the lead up to the day (double what they spend on dad). This equates to around $1.4B in sales. This year, experience retail and personalisation were the key themes to win mums heart.
Jo Malone via David Jones commissioned artists at a pop-up station at both Elizabeth Street and Bourke Street, hand painting 1 of 3 bespoke designs to purchased perfume packaging.
The designs celebrated the heritage of the brand, London Tower Bridge, Piccadilly Fountain or Trafalgar Square.
In both the lead up to Mothers day and the weekend of Oroton’s QVB flagship hosted an onsite artist offering bespoke personalisation illustrations to leather purchases.
These brands demonstrate the trend we are continuing to see, a move towards theatre within the retail offering. More than that a move to personalisation, taking something that’s mass manufactured and making it feel intimate.