Real estate is expensive; there are thousands of retailers fighting for attention and department stores are unlikely to take a risk… what’s a poor designer to do? Travel around the UK in a brightly painted ice-cream truck selling t-shirts I hear you say? Well that’s exactly what London designer Henry Holland did.
Selling House of Holland clothes and accessories out of a van was a low risk way of testing out a retail space in different areas. The company could gauge reactions, get a bit of publicity and sell £50 t-shirts. A stunt like this perfectly suited the House of Holland ethos; it was fun, playful and a bit different. It also offered customers and fans a chance to interact with the brand. At a time when customers are more likely to buy online, this ice-cream van removed all the middle-men and sold from designer to consumer.
Sure, some people just wanted a soft-serve cone and were a little confused, but the stripey-spotty van made a real impact in Covent Garden. Plus, according to the company, the only ongoing costs were petrol and staff – and that ain’t too bad either!
Are you ready to shut up shop and invest in an ice-cream van? Or can you think of another creative way to make a big impact in the retail world?