I had a brand experience today on my third day of SXSW that really punctuates everything a great brand should be. At the recommendation of my good friend, Chris Bell, I stopped by the Billy Reid store on my way to a showcase on top of Whole Foods (another great brand) which conveniently was a few blocks away.
The Billy Reid store is all about the experience. From the parking lot to the checkout, the brand experience never falters. As you can see in the photo above, it begins in the small parking area behind the store. The Billy Reid parking sign sets the tone for what you are about to encounter.
The store, like the other select locations, is built around the fashion designer’s love for classic southern home culture. You feel like you’ve walked into his home in Florence, Alabama. The decor and displays all extend this experience as you are greeted by their staff who treat you like a very special guest. They take care to make sure you feel important no matter what you’re there to buy. Then as you check out the special care they take to wrap the purchase and place it in their branded bag is a nice last stroke of the experience paint brush.
I’m a fan of great marketing and customer experiences. Especially when they are cohesively thought out. I’m thankful for the brands that make the experience the focus. I bought the most expensive t-shirt in my life, but it’s one of a kind and an experience I’ll never forget.
Breathe In & Smile Out,