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HMV unveils its future – or its final curtain call

Posted in Marketing, Digital, Branwell Johnson, Latest reporters' blogs September 7th, 2007 by Branwell Johnson

The HMV fight back against the twin evils of supermarket discounting and internet shopping has started with the opening of the Merry Hill store in Dudley. The technological state-of-the art store, which includes a smoothie bar, digital kiosks and a 3 mobile store within its cavernous 8,000 square feet, could be HMV’s last effort to stay a bricks and mortar packaged entertainment retailer.

The last rites for several smaller retail chains have been read this year – Fopp and Music Zone have both collapsed, although HMV picked up some of the Fopp shops and is keeping the brand. And up and down the country specialist stores, such as those in London’s Berwick Street, have shut up shop.

It’s interesting to note that HMV is not launching the store, described as “multi-channel social shopping space and experience” in London. Maybe it feels that it is better to let the concept find its feet away from the shoppers of Regent Street and Oxford Street, who are now used to constant promotions and cheap prices from retailers of any hue.

This idea of a social hub/breadth of offering has also been adopted by one of the few independents left, Rough Trade. The company opened a new 5,000 foot store in London’s Brick Lane, adjacent to achingly hip Hoxton, with the same emphasis on a social space, with bands playing and wireless internet connection – although lacking the digital download to UBS stick offering.

True music fans like hanging out, talking and enjoying discovering new music but it remains to be seen whether they will take to a purpose-made environment from a big corporate brand – or would they rather do it in the digital world of MySpace, Pitchfork or elsewhere?

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