Barcelona, thinks in Glocal

One of the trends that has arrived in the retail sector after the coronavirus pandemic is to give local value and essence to brands, so that those that are global are integrated into the city, and becomeGlocal. When I traveled continuously to Shanghai before COVID, I was very struck by how many of its residents longed to travel to Europe to see the products in stores in their countries of origin. Among them, Louis Vuitton, Gucci, Fendi, and many other luxury brands born on the continent.

The trend starts with brands making this small nod and people recognizing the place where they are buying. Especially if the establishments are in cities as touristy as Barcelona. This marketing tool is suitable for brands in any sector. For example, Warby Parker opticians work very well on the local personalization of points of sale and in each location their store is characteristic. Their SoHo store in Manhattan has nothing to do with the one in Venice, Los Angeles. In fact, no Warby Parker store is the same, as they know how to adapt to the area where they are in such a way that they respect the local essence to the maximum.

The new consumer values personality and shies away from the standardization typical of large chains. Cities are going to change in the coming years, so local commerce will gain strength and retailers must work to attract new generations. For a store to integrate its essence in different countries, it must take care of certain aspects to connect with local clientele. And for this, four key points must be taken into account. First, we must to take care of the interior design of each store to make them specialand its differentiation be the main draw for tourists to want to visit them, as Warby Parker does. Secondly, the product must be very well taken care of and a small gesture towards the clientele of each place in the store must be achieved.

Differentiating the price of products and services is another requirement to connect with the consumer, since each country and city handles different budgets. In the promotion of a store, communication must also be worked on, highlighting where the store is located and messages that relate to the city and its own agenda: the Mercè Festivities, the Barcelona marathon or the different activities that are celebrated throughout the year.

Now, that thirty years have just passed since the Opening Ceremony of the Barcelona 1992 Olympic Games, a good idea could have been to design clothes and accessories that recall the city and the games. And that, furthermore, can only be bought on this special date in situ in the store.

Cities are going to change in the coming years, so local commerce will gain greater strength and retailers must work to attract new generations

Lastly, el cobranding es una buena técnica para relacionarse con la esencia de una ciudad tan atractiva como la nuestra. This marketing tool consists of allying with another brand, temporarily, to offer a product or service. Brands can make a reference in their store to the mythical Boqueria market, to the Sagrada Familia, to Park Güell, Casa Batlló and other emblematic places.

Local retail is that which is involved in the city's activities, turning commerce into a unique element with a lot of soul. Customers are crying out to start feeling the essence of Glocalization in brands, and from Barcelona, this new trend can be promoted. Barcelona is a perfect city to integrate brands into the Glocal trend.