Digital channel Dave has installed a branded Man Chair in fifteen Burton stores (for my overseas readers, Burton is a young menswear chain that’s like Topshop for boys, only less cool and with more suits). The Man Chair comes complete with an integrated tablet where shoppers can watch clips of Dave’s content like Red Dwarf.
pic from brandrepublic
The tie-up is a really good fit for Dave, capturing their target audience in leisure mode and in a complimentary branded environment. But I’m not sure that it’s such a good fit for Burton. With my menswear-retailer’s-daughter hat on, it looks like something that a) takes up valuable shop floor space without doing anything at all to shift stock or even increase product range awareness and b) increases dwell time in store while taking the customer’s mind entirely off buying (or even trying on) anything.
It looks like Burton have placed the chairs in some of their larger stores, so the percentage of floor space lost will be relatively small, but unless Dave have paid incredibly handsomely for the privilege, I still think they’re going to come off best of the two brands out of this partnership.