The theme of creative inspiration continues to round out the agenda at the International Retail Design Conference, Oct. 9-10 – with a unique difference that sets IRDC apart from other conferences. Our intimate, boutique-style conference is designed to help attendees learn from the most innovative thought leaders in the retail industry in a comfortable and collaborative environment.
Collaboration held particular weight in the work of Walmart Beauty when, in 2023, they partnered with the art, fashion and community non-profit Interform to create an extraordinary brand activation. How did they do it? You’ll learn the inside story from Sonia Spinks, Retail Industry Expert and Community Leader, Senior Director, Merchandise Operations – Beauty, Walmart and Dayton Castleman, Director of Creative Placemaking + Artist Lead, Verdant Studios, in their general session at IRDC.
But don’t wait to begin exploring partnering with local creatives to bring your brand to life in your store! These three tips can get you started.
- Set clear goals
Before you start your journey on the path of brand activation, identify what you want to accomplish. You’ll need to know the project’s scope, timeline, and budget to have a solid basis for working with the artist you choose – even though you can (and should!) leave space for their creative input as you convey your brand’s message through their work.
- Find the perfect match
Take the time to identify an artist whose style and vision align perfectly with your brand, your store’s aesthetic, and your audience. Consider making the search part of the adventure by attending community events or hosting local art shows to develop relationships with local artists!
- Leverage each other’s networks
Use your network and your artist partner’s networks to promote the shared work you are doing. Together, create promotional materials and social media content to highlight the partnership – drawing the artist’s fans into your store while introducing your brand to their followers. It’s a win-win!
Every brand interaction is a story – collaborating with a creative artist is a fresh, vibrant technique that nearly any retail store can use. Be sure to attend the general session at IRDC 2024 to learn even more about this exciting brand activation technique. We’ll see you there!
Walmart Beauty Pop-Up Event
Photography: Courtesy of Walmart Beauty