Fashion Start-Up SPSR Uses Fluid Concepts and Brand Radio to Revive Retail in the Community
There is no new normal in fashion retail. While established brands are busy refining their brick-and-mortar stores and online engagement with consumers, others adapt a new thinking altogether. Stuttgart-based SPSR.Studio is a fashion start-up that offers bespoke streetwear for men. Its marketing strategy is refreshing and disruptive, yet simple: to go where people are and to entertain rather than to sell - just picture a modern, street smart vendor.
The attractive Dorotheen Quartier with its green oasis - DOQU Garden - in the heart of Stuttgart offered SPSR a unique and ideal space to directly interact with passersby in an inviting and unconventional way. The retail newcomer set up a pop-up event featuring a chill-out area, bar and live DJ-sets by HearDis! as core elements of its presence.
My brand doesn’t work without music. Music helps me to connect with people, to tell my story around street culture and to bring my streetwear collection to life. I have partnered with HearDis! because they know how to attract people, create an experience and generate positive emotions. Their audio branding solution for this set-up was great - a combination of live DJ-sets and a customised SPSR radio. The curated hip hop and urban sound was a magnet for people and I enjoyed the casual chats while talking about my products. Now that I have my own brand radio, I can take that soundtrack with me everywhere I go.Daniel Samy El Menshawi, Founder / SPSR.Studio
Dorotheen Quartier, as many other shopping destinations across the globe, felt the aftermath of the COVID-19 pandemic.
Reviving our district, making it safe and inviting at the same time is crucial for our city and our partner stores. Our aim is to rebuild a post-covid community feeling by supporting small, local fashion brands and creating an urban vibe where people feel welcome and inspired. That’s what it’s all about nowadays. Music becomes a cornerstone in this strategy. That’s why we have partnered with HearDis! once again. Their sound curation for the DOQU Garden keeps creating the atmosphere we envision for our customers.Kemal Düzel, Quartiers Manager / Dorotheen Quartier Stuttgart
Retail and branding concepts such as the one by the outfitter SPSR show where the fashion industry could be heading next. Adapting to customer needs means that brands have to become versatile and entertaining. The product sometimes fades into the background while storytelling becomes the hero. A store on-the-go with its own soundtrack on-the-go in the form of a brand radio can tap into a novel storytelling - one where the customer goes home with a tailored streetwear outfit and an exciting music stream. Welcome to the new retail experience!
