As opposed to IGC whose business is run based on collaborations with independent cafes, Our Second Nature (OSN)—a local clothing brand that focuses on comfortable, everyday wear—houses their own in-house cafe within the boutique space, known as Our Second Home. As the name suggests, the design of the space was conceptualised to provide comfort like a home from home. Founded by Velda Tan, the brand breaks away from the mass-produced market by selling a particular lifestyle and a state of mind; their inspiration “comes from the sum of all the things [they] like, and all other things intangible” (Our Second Nature). Apart from their usual clothing line, they carry a menswear and childrenswear line to let parents indulge in their little ones whilst simultaneously shopping for themselves. Occasional workshops such as coffee-making, spoon-carving and calligraphy workshops are also organised for both adults and children as a targeted approach to cultivate a family-friendly environment. Recently, they launched a new store at Takashimaya Shopping Centre to offer a more desirable experience that draws traffic and engages the audience in a way that fits the brand. These offline spaces essentially serve as a platform for brands to deepen their understanding of their customers through physical interactions as well as an opportunity for shoppers to be cognitively, emotionally and physically engaged in an experience that no other media format can consistently promise. With their lifestyle-oriented offerings as well as the well-thought-out space to stimulate the senses and direct movement in the store, OSN has achieved a high level of experiential value that satisfies the psychological demands of consumers, therefore building a strong emotional connection between the brand and its consumers. 

 

Sensual experience is an area of added value where physical stores beat online counterparts and the five senses: sight, sound, smell, taste and feel are often used as a basis for making personal choices (Tongeren 181). Upon entering the Holland Village boutique, racks of pastel-hued apparel stood out against a neutral canvas of wooden furniture, white walls and concrete floors, accompanied by soft acoustic tunes and a light coffee aroma. With the presence of the cafe, OSN has made shopping in their store a social activity that allows customers to have a chat over coffee, get down to work, or simply take a break amidst shopping. Generally, the space is created to mimic a contemporary living space that evokes “the warmth of home and the things that we naturally are inclined to when we’re at home—like a cup of coffee, your living space, your dining area,” said Tan in the interview. It is apparent that IGC and OSN are implementing a lifestyle strategy altogether, however, there is a clear disparity in both their approaches and outcomes. As a result of their contrasting approaches as mentioned earlier, IGC presents itself as a centre of social transformation where consumers are convinced that they can enjoy a better standard of living should they be willing to purchase an affiliation with the brand and the lifestyle it promises, whereas OSN’s cosy, home-like setting promotes a relaxed mode of shopping as an activity that consumers can exercise as an everyday way of life. 

 

 

 

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References

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“About.” Our Second Nature. Our Second Nature. https://oursecondnature.com/content/4-about 

 

Tongeren, Michel. “One To One: The Essence of Retail Branding and Design.” Amsterdam. BIS Publishers and Michel van Tongeren. 2013.