Word: chain
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...group. With constraints on both time and money in mind, Petrich heads to Dickson Brothers. She hopes to find components of a look that she describes as “cool, classy, hip.” She walks out with contact grip liner and three feet of gold jack chain for the price...
Nevertheless, even a multibillion-dollar chain like Zara needs ideas. And a designer like Nicolas Ghesquire, who has been in fashion's driving seat of late with his razor-sharp focus on silhouette and tailoring, can still turn the business on its head. His buglike silhouette of skinny black legs and poufy miniskirts, first shown last February, has resurfaced on countless other runways this season. Fashion insiders--the people who determine which trends will make it onto department-store shelves or fashion-magazine covers and, eventually, to Zara--need a bad boy to shock them into a new look...
...might call it muzak for the nose. The latest technique for putting consumers in a spending mood is to fill the air with a seductive scent. That's why Select Comfort, a nationwide chain of 400 bedding stores, is in the market for one that will soothe shoppers browsing for bedding. ScentAir, one of several firms that design scents for retail settings, has suggested a mix of cashmere wood, amber, cardamom, cinnamon and bergamot. The blend, it says, will convey quiet repose...
Coming up with just the right aroma is a complex process. For the Westin hotels, ScentAir created a fragrance that melds green tea, geranium, green ivy, black cedar and freesia to evoke a peaceful aura in the chain's lobbies. "Tea, the ascendant note, suggests serenity and tranquillity," says ScentAir CEO David Van Epps. "Black cedar adds body, fullness to the aroma. As for the rest of the tones, each has its own characteristics, and it's as much an art as a science...
...intimate-apparel and swimsuit displays. One of ScentAir's most popular aromas, freshly baked chocolate-chip cookies, has been adopted widely by sellers of model houses and real estate agents in North Carolina to make prospective buyers feel at home the instant they walk in. Upscale ice cream chain Emack & Bolio's recently adopted a waffle-cone smell to attract patrons to the scoop shop within the Orlando, Fla., Hard Rock Hotel, where sales had been flagging. The effect? Ice cream sales shot up more than a third. To stave off olfactory fatigue--customers typically stop noticing a smell after...