Why the fear factor is the biggest trend in retail right now

According to global trends analyst WGSN, ‘the fear factor’ is a defining trend that will impact the mood and shopping habits of consumers around the world this year.

In RWRC’s new report The Retail Year, WGSN’s insight retail editor Laura Saunter says: “Fear is rising globally, driven by violence, political corruption, government uncertainty and climate concerns.

“With rates of depression and anxiety at crisis levels, consumer mindsets are shifting to prioritise physical and emotional safety. This will require brands and retailers to reinforce a sense of security and calm.”

While the marketing power of fear is not a new concept, in 2020 this trend is expected to intensify thanks to the sheer number of anxieties mounting on a global scale.

Safe spaces

As tensions rise, business can buck the fear factor trend by creating safe spaces that enable community connections and problem-solving.

Marks & Spencer is one retailer that has embraced such thinking. It partnered with comedian and mental health campaigner Ruby Wax in 2017 to open Frazzled Cafes in 11 of its stores. The cafés host fortnightly community meetings where people who are feeling ‘frazzled’ can meet in what M&S describes as a “safe, anonymous and non-judgemental environment”.

The meetings, which take place after hours and are led by trained volunteer facilitators, are not therapy but a space where people can talk openly with others who understand how they are feeling. As M&S puts it: “A place where it’s OK, to not be OK.”

When the initiative launched, M&S retail, operations and property director Sacha Berendji said: “Ruby’s Frazzled Cafe is a simple, pressure-free way of tackling what can be a taboo subject – feeling stressed.

“We hope that by providing free and calm venues after the cafe has closed, we can help any members of the community who simply need to talk about things and what’s happening in their lives.”

M&S is not alone in promoting self-care. Topshop and Topman have partnered with mental health charity Campaign Against Living Miserably (CALM) to launch a clothing collection that encourages people to share their problems and to call CALM’s helpline if they’re “feeling completely spun out”.

Meanwhile, in the US, Walgreens Boots Alliance introduced mental health first aid training for its pharmacists in 2019 in collaboration with the National Council for Behavioural Health and the American Pharmacists Association.

Stress-free shopping

With anxiety and mental health problems at crisis levels, Saunter believes the biggest business opportunity for retailers lies in shopping environs: “As we start to embrace fear, emerging strategies towards fear-factor engagement will uptick. Stress-free shopping environments will remain a consumer priority.”

For retailers to achieve stress-free shopping, she suggests the following:

Leverage the health benefits of mindfulness through multi-sensory experiences

Take Topshop for example. In September 2019, the struggling fashion retailer launched an immersive store experience at its Oxford Street branch to encourage customers to do more than just look at its window displays. Elements of the window display can be found inside the store over 800 sq ft of prime ground-floor selling space and encourages people to touch the displays, take pictures and relax on the soft furnishings.

Celebrate time affluence by providing safe spaces for people to pause

Morrisons, Asda and The Entertainer are among the businesses that have prioritised creating a calm environment for shoppers, particularly those who suffer from autism, offering “quiet hours” on a regular basis. Morrisons, for instance, dims its lights, turns off music, avoids using the tannoy system and turns checkout beeps down across its UK stores every Saturday from 9am to 10am. 

Design in-store experiences to encourage introspection, providing respite from daily stresses and anxieties

Skincare brand Aesop has set its new store in Sydney slightly back from the pavement to give shoppers a “moment to decompress” and, according to Saunter, to acknowledge their transition into a calmer space”.

Go beyond temporary experiences by creating meaningful relationships and fostering engagement

In LA, for example, “optimistic lifestyle” fashion brand Madhappy fosters an inclusive local community by hosting what it calls impactful experiences and providing a platform for conversations around mental health. The brand’s new flagship in SoHo, New York, debuted in October 2019, with an open floor plan and a colourful interior that reflect the retailer’s mission of optimism and positivity.