WHAT IS COOL? This question clearly has no objective answer. Ask 100 people to define "cool" and you will get 100 different answers. But when it comes to understanding cool, for retailers, the stakes couldn't be higher. They ignore cool at their own peril.
Welcome to the COOL STREETS video series by Cushman & Wakefield Retail Services featuring your host, Garrick Brown. In these videos, we explore the rise of exciting new urban (urbane) retail districts across the U.S. and Canada. These neighborhoods are known for embracing the unconventional and the out-of-the-box, and are profoundly impacted by the rise of the Millennial consumer. Find out how a new breed of retailers is connecting with Millennials on their own terms and capturing the disappearing mid-market price point. And this is not happening on High Streets or Main Streets. It's happening on COOL STREETS.