hot topic retail redesign
assignment: revive a struggling retail brand to its previous glory.
Hot Topic began as a teen accessories store in the late 80's, selling a wide variety of styles. It was the edgier pieces in the store — dark clothing, studded belts, body jewelry — that soon became fan favorites. This appetite for counter culture was largely influenced by the music of the times. The MTV-era was in full swing and a number of different musical genres had emerged, such as grunge and punk, that fed teenage angst and self-expression. Hot topic capitalized on this and became the go-to store for music-inspired merchandise.
Walking into a Hot Topic store today is nothing like it used to be. The music they once embraced has been phased out, and instead of adapting to the times, they've tried to make up for their losses in other ways. They've jumped into a world of licensing, focusing on popular, money-making fandoms like Harry Potter, Hello Kitty, Disney, Marvel, Pokemon, etc. They’re trying to talk to everyone, and reaching no one. They've lost their musical identity.
Strategy: Return to our musical roots.
Make Hot Topic a curator of alternative pop culture once again by taking stock of what's relevant in the music world.
Creative Concept: Made by Music
out of home marketing:
Interactive T-shirt Wall