Future Trends: Retail
This is a selection from Humanly, Issue 02, which focuses on Generation Z and teen culture.
Given the barrage of the information age, the ultimate luxury is top-notch curation—which is why we’re seeing the rise of restaurants and retailers that offer just one thing.
Issue 02 • 2016 Get Issue 02
Paris has a number of new restaurants dedicated to a single humble ingredient: among them the egg, the oyster, and the apple. In London, 1 in 10 restaurants opened between April and November 2015 focuses on a single dish (like the meatball shop Balls & Company), according to restaurant app Zomato. And stateside, Pepsi’s first foray into the restaurant business will be Kola House, a restaurant-bar-event space centered entirely around the kola nut, the bitter fruit that gives cola its name. Retail is edging towards one-off apparel as well, with a focus on sizing rather than material. Italian retailer Brandy Melville has a cult following among teen girls for its festival-inspired crop tops and short shorts, but it’s gotten the most press for its one-size-fits-all sizing. The brand says that this makes shopping “easy,” but it’s not exactly a model of inclusivity: Many garments best suit girls who fit into sizes 00 to 2. Eyeing Brandy Melville’s success, American Eagle Outfitters recently launched its own one-size line, called Don’t Ask Why, saying that single sizing allows it to get trendy silhouettes to market quicker. In the future, we could see brick-and-mortar go the way of online shopping, so that each of us can drill down to hyper-customize: It’s imaginable that one Manhattan store, for example, could be known just for their specialty of serving up the perfect medium-with-extra-long-torso T-shirt.
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