Retail
Leading With Curiosity, Creating a Playbook of Store Experiences with Victoria’s Secret & Co.
How retail brands are using curiosity-driven design to transform stores into spaces that build lasting customer loyalty
Key takeaways
Victoria's Secret's 'Store of the Future' uses open, modern design to promote inclusivity and amplify product storytelling.
Continuous curiosity and listening to customer feedback are central to adapting store formats across diverse markets.
Cohesive visual merchandising and layout work together to create a seamless, welcoming customer journey.
The retail landscape is rapidly evolving, and brands are redefining their approach to in-store experiences to remain competitive. Victoria's Secret & Co. is at the forefront of this change, focusing on creating a welcoming and inclusive environment through its 'Store of the Future' initiative. This episode explores how Victoria's Secret is leading with curiosity and a commitment to storytelling in the design and execution of its new store formats. As the stakes in retail continue to rise, how can brands maintain relevance and deepen customer connections in an ever-changing market?
What does it take to craft a store experience that not only meets but exceeds customer expectations?
In this episode of Retail Refined, host Melissa Gonzalez sits down with Albert Gilkey, Senior Vice President of Store Design and Visual Merchandising at Victoria's Secret & Co., to discuss the evolution of the brand's store experiences and the importance of staying curious in retail.
The two discuss…
– Holistic Store Experiences: Albert emphasizes the importance of storytelling in store design, ensuring that every aspect—from layout to visual merchandising—works together to create a cohesive customer journey.
– Customer-Centric Design: The 'Store of the Future' is designed with openness and inclusivity in mind, making customers feel seen and welcomed.
– Continuous Learning: Albert discusses the need for constant curiosity, listening to customer feedback, and adapting store formats to meet diverse customer needs across different markets.
The need for constant curiosity, listening to customer feedback, and adapting store formats to meet diverse customer needs across different markets.
Albert Gilkey is the Senior Vice President of Store Design & Visual Merchandising at Victoria's Secret & Co. In this position, he spearheads the introduction and execution of the 'Store of the Future', the company's new store experience. This store experience embraces an open and modern design to amplify product storytelling and create an inclusive, welcoming environment for all–a major initiative in Victoria's Secret & Co.'s overall brand transformation. Albert has overseen the launch of over 150 'Stores of the Future' globally.
Albert is also the executive sponsor of Mosaic, Victoria's Secret & Co.'s Inclusion Resource Group for Black and African American associates and allies. In this role, he leads the group's mission to promote a dynamic and culturally enriched work environment that helps recruit, retain and empower diverse associates internally.
Albert has been with Victoria's Secret & Co. for over five years. Prior to leading Store Design & Visual Merchandising, he was a VP of Visual Merchandising for Victoria's Secret Beauty. Albert has enjoyed a career in creative environments and storytelling for notable fashion brands, such as Coach, Armani and Cole Haan.
About the author
Industry-recognized influencer, leader, and storyteller in Retail. Lead Retail Industry Contributor at MarketScale. Principal at MG2 Design. Host of "Retail Refined" Podcast. As a global brand and retail experience disruptor, Melissa possess strong proficiency in consumer insights, experiential design, retail technology integration, and brand innovation. During her career, she have created powerful visual narratives through physical spaces, imprinting complex concepts and ideas to consumers in genuine, tactile, and persuasive manners. She have also served as a consumer engagement trendsetter, “pop-up” industry pioneer, and entrepreneur. Melissa founded and launched a consumer experiential design firm that achieved a successful exit, driving initial client wins, monetization, and exponential revenue growth. </br> </br> </br> "Melissa brings both her industry knowledge and an approachable and educational point of view to her interviewing skills. With an authentic style, she facilitates an engaging dialogue, one where listeners can walk away from with tangible insights and thought provokers!" </br> </br> <b>-Jeffrey Roseman, Vice Chairman of Retail at Newmark</b> </br> </br> </br> "What sets Melissa apart is her ability to cut through the noise and provide actionable insights. Whether you’re a store owner looking to revamp your space or a tech enthusiast curious about the next big thing in retail, you’ll find tangible ideas to build on. From seasoned designers to pioneering tech gurus - ensuring that listeners are always engaged with diverse and forward-thinking perspectives. Retail Refined doesn’t just skim the surface; it dives deep into topics that matter. If staying ahead of the retail curve is important to you, start here." </br> </br> <b>-Nate Frazier, Chief Operating Officer of GNC</b>
