Authenticity is a long term investment that yields returns in the form of trust. It's predictable and consistent. It's reliable, relatable, always there when you need it. It reflects the customer, and doesn't stray too far too fast, but changes subtly over time, as we all do. It doesn't hide behind distraction or spectacle. It is who it is.
Novelty surprises and delights, but not permanently. By definition, novelty is new, but things can't be new forever. The secret entrance is only a secret the first time you go; after that, it's just a door.
Novelty can be hugely impactful in building awareness and excitement around a brand. But too much novelty (or, perhaps, too much of a certain type of novelty) requires constant maintenance, a cycle of reinvention that could confuse and alienate would-be loyal customers.
Of course, these ideas aren't universally applicable. Some consumer brands, particularly in the luxury space, thrive on the surprise and delight of new, one-of-a-kind store concepts, and allocate the budgets to support this constant iteration.
But most consumer brands would find these grand gestures financially unsustainable, and many would find them misaligned with their brand identity.
For many retailers, the best kind of novelty is the kind that will age gracefully, that will evoke joy upon its first sighting and nostalgia upon its hundredth.
The best kind of novelty is the kind that is authentic.
Novelty meets authenticity at Warby Parker Beach Reads, East Hampton, NY
If you've had a memorable retail experience that was authentic, novel, or both, please share in the comments.
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