Nike has launched it’s excellent iD proposition in the flagship London Nike Town store, hoping to “change the face” of the high street.The studio is set across two floors, with the exclusive “appointment only” service running on the second floor, which of course is the real aspiration for most of the kids shopping there.
I love the idea of what Nike has done with the iD proposition, but perhaps it would have made more sense to open a seperate studio for the appointment only service.
Whilst its great for the kids to maybe see some of their heroes going to the store and using the “appointment only” service, I don’t know how the heroes themselves will feel about having to trek to possibly the busiest part of town….there’s nothing exclusive about that for me.
For me it would have made more sense creating something in a posher part of town, such as Saville Row. For a start, your creating a more exclusive retail experience simply by putting it in a part of town that people associate with something else. Its more of a statement, and for many of the “appointment only” clients, it would also appeal to their ego.
As it is, it feels like a slightly watered-down version of the real thing, which is a shame as is such a great idea.