“A collab entre Isabela Capeto e Ceusa foi destaque na Revestir 2022”, Casa Vogue.
“A busca por ambientes que tragam aconchego e segurança é também um resquício das mudanças comportamentais causadas pela pandemia. Um dos artifícios para criar espaços que nos remetam a boas sensações é o resgate das memórias de infância. Neste ano, foi possível notar estampas, cores e texturas em revestimentos que criam uma estética de casa de vó“, Casa Vogue.
“Ao fundo, o arco é revestido com a linha Isabela composta por peças no formato 10×10 que evidenciam tons, relevos e desenhos em um mix de lembranças e resgate de memórias afetivas como: o tom terroso e relevo de passarinho de um dos primeiros azulejos feito pela Ceusa na década de 1970, nas rendas e relíquias passadas de mãe para filha, e as flores dos paninhos de bandeja da avó de Isabela.”
https://abest.com.br/wp-content/uploads/2022/03/image-3.jpg7001000abehttps://abest.com.br/wp-content/uploads/2024/06/abest-logo-300x227.pngabe2022-03-25 17:38:252022-03-25 17:38:25Isabela Capeto e Ceusa pela Casa Vogue
“With the acceleration of e-commerce, what will be the future of physical stores?” Think with Google.
In the article “Physical stores and the (re)connection of people and spaces”, we talk about the role of the physical store as a fundamental element for increasing online sales. Studies carried out by some brands clearly show that omnichannel strategies should become part of the strategy and that there is a direct relationship between the increase in online sales in the same region as the physical store.
“Physical stores will not disappear, but they will be transformed. In this context, the future of online stores is directly related to omnichannel (…) Omnichannel retailers will take the lead. Being omnichannel is no longer a differentiator, it is essential”, Think with Google.
The key is having omnichannel or phygital perspectives. Phygital is a new term that has been used to indicate the integration of physical and online experiences. The best medium takes the consumer’s needs into account.
Isabela Capeto + Melissa Exhibition and Experience
The Melissa Gallery at Oscar Freire Street in São Paulo has a new installation that explores the collab between the brand and the stylist Isabela Capeto and her daughter, Chica Capeto.
“To launch this collab, inspired by the PANCs, Studio Vingú proposes an installation/garden overflowing with sinuous shapes and volumes, from the atrium to the interior of the Gallery. Flowers and zodiac signs float over the exhibition space, creating a floral and luminous atmosphere. A green lounge was also placed in the installation, creating an area to experiment the products. The goal is to bring an urban touch, showing that nature and colors always persevere, even in unpredictable scenarios”, Finíssimo platform.
The installation presents elements that were inspired by PANCs (Non-Conventional Food Plants) and by Brazilian flora in general.
“Specialists and research institutes point out that the trend for physical stores is now to change concepts and become a space for experiences, a showroom to attract customers. In fact, before the pandemic, Melissa was already making investments to transform its physical stores into a provider of omnichannel experiences, connected to other mediums, including digital”, Fíníssimo.
Reversal of paths: digital brands invest in physical retail
This is a recurring theme in current days. The content platform FFW carried out research to understand how the market was behaving and interviewed brands that recently presented new addresses.
A study made by the National Confederation of Commerce of Goods, Services and Tourism (CNC) revealed that 75.2 thousand stores had closed their doors in Brazil in 2020.
Even though everything indicates the future of retail in e-commerce, the fashion market witnesses an opposite path: digital brands invested in opening new physical stores and flagships.
Why to invest in a physical store in current times?
“I think the physical store delivers an experience of immersion in the brand’s universe, which complements the online experience”, says Ana Luísa Fernandes, from Aluf.
“The creation of a new store represents the beginning of a new phase, in which we seek to expand our audience’s contact with the collective imagination of our universe. It is the beginning of the slow and hopeful walk back to physical spaces. After a period of introspection, new relationships with the environment are born”, says Marcella Franklin, from Haight.
“Although digital commerce has shown exponential growth in virtually all segments during this period, we believe that this resumption of commerce is now an opportune time for brands to explore what they really are, along with their values, their purposes, and their essence, through purchasing experiences, personalized service, a differentiated environment, connecting with your customers in every way. There is nothing more suitable for this dynamic of experimentation and engagement than a physical store”, says Gustavo Belloc, from Deus Ex Machina.
Therefore, the physical space is seen as an experience for the new way of consuming.
Is there a new role for physical stores at this point?
“The physical space allows for other layers of dialogue, bringing Haight closer to those who speak to the brand, while we understand the new dynamic of reopening the world together”, Marcella Franklin, from Haight.
“It is not a store, it is an experience”, says Airon Martin, from Misci.
“More than ever, we are talking about experience stores, which is much more than just another physical store”, Ana Luísa Fernandes, from Aluf.
#LojasFísicas #Pandemia #Covid-19 #LojasFísicasPósPandemia #Varejo #VarejoFísico #Omnichannel #Melissa #Isabela Capeto #Chica Capeto #Think with Google #Haight #Misci #Aluf #Deus Ex Machina #FFW #Finíssimo
https://abest.com.br/wp-content/uploads/2021/12/Capa-2.jpg7001000abehttps://abest.com.br/wp-content/uploads/2024/06/abest-logo-300x227.pngabe2021-12-21 13:33:202021-12-21 13:33:20THE AGE OF EXPERIENCE: what consumers look for in physical stores
“Fizemos uma releitura das plantas, misturamos a pétala de uma flor com o miolo de outra, numa espécie de colagem das espécies. A cartela de cores é a do meu dia a dia. Tirei de objetos da minha casa, do ambiente em que estou vivendo o tempo todo no início da pandemia, quando essa coleção começou a ser criada”, explica Isabela Capeto, que desenvolveu o tema Pancs da sua coleção para o São Paulo Fashion Week N51.
“As Plantas Alimentícias Não-Convencionais me inspiraram a pensar mais no que é da nossa terra e merece ser valorizado.”
Collab Isabela Capeto e Melissa
Collab Isabela Capeto e Melissa
Collab Isabela Capeto e Melissa
Collab Isabela Capeto e Melissa
A estilista Isabela Capeto, sua filha Chica e a Melissa representaram as Plantas Alimentícias Não-Convencionais, Pancs, na nova collab de calçados e acessórios criados em PVC tecnológico e 100% reciclável.
“Essa collab reforça a valorização que a Melissa sempre deu à moda brasileira, trazendo de volta uma parceria que marcou nossa trajetória”, afirma Raquel Scherer, gerente geral da Melissa, para a Fashion Network.
A coleção celebra uma criação 100% brasileira e artesanal em estampas e texturas que expressam a primavera, e ilustrações feitas pela Chica Capeto, que representam as flores, plantas e frutos tradicionais da flora brasileira.
“Fiquei muito feliz de ser convidada pela minha mãe para participar dessa coleção. Ela já tem uma história de longa data com a marca e foi demais ser “agregada”. Eu sempre amei Melissa, uso desde mini, as clássicas com meias coloridas, antes de me entender por gente. Estou muito orgulhosa, ainda mais de estar colaborando com a minha mãe”, Chica Capeto.