Drybar Transforms its Industry with a Unique Retail Concept

 
A few days ago my fiancee told me about a hair salon that she bumped into while strolling in the Flatiron district here in New York.  The salon is called Drybar.  She raved about the aesthetics of the salon and especially about their store concept.  I had heard about Drybar a few months ago while travelling in California.  After further research I was sold on their vision and concept.

Drybar has developed a unique, innovative, and comfortable experience, which differentiates its locations from traditional beauty and hair salons.  Its salons are consistently full, their repeat clientele is increasing steadily and their growth is impressive.  In just two and a half years the company has expanded from one location in California to 16 nationwide with various others planned for this year.  Additionally, their original vision and enticing store concept has brought a myriad of investors ranging from former executives of big corporations like Disney, Neiman Marcus and Gap to a Hollywood celebrity that is an avid customer.

To differentiate itself from existing beauty salons and most importantly to provide an outstanding service and experience, Drybar's co-founders, Alli Webb and Michael Landau, decided to offer to their clientele only one service, blowouts, as evidenced by their motto: "No cuts, no color, just blowouts".  Their vision was to turn blowouts in a weekly beauty ritual, as is the case for a mani-pedi.

Drybar's focus on one specific service allows the company to provide a consistently high level of service, as stylists are trained specifically and continuously on blowouts.  Additionally, it reduces the costs associated with running a full service beauty and hair salon.  Therefore, the company can offer their blowouts at a relatively low and affordable price.
 
 
 

However, it is Drybar's unique and remarkable interpretation and implementation of that vision that is central to its success. Drybar was able to successfully pinpoint an unanswered need and respond to it with its store concept.

Drybar designed its salon to be modern, hip, female-friendly and comfortable.  Each location features a long marble bar instead of the typical individual stations, natural hardwood floors, tufted fabric walls and iPhone chargers at all stations.  Customers are treated to complimentary cookies, champagne, wine, coffee, tea or scented spa water, while they watch one of the chick flicks being shown on the flat-screen TVs hanging on the wall.  Every detail is customized to ensure the highest comfort.  Even the sinks for shampooing are adjustable and lined with padded neck rests. 

Customers upon arrival are greeted by a dedicated receptionist, termed bartender in Drybar's own terminology, who offers them something to drink and checks on their appointments.  Customers are then presented with a list of Drybar's cocktail-inspired original blowouts with names such as Manhattan (sleek and smooth), Cosmo (lots of loose curls), Mai Tai (messy, beachy hair), Southern Comfort (big hair, lots of volume) and others.

To broaden and promote its female-friendly, welcoming, sociable and hip reputation Drybar also hosts events for private groups where they provide the blowouts, the drinks and even a party planner to organize the remainder of the evening, demonstrating its effort to go above and beyond to satisfy its clientele. 

Drybar was able to transform and improve a stale retail segment with a clear vision, which it developed in a unique and remarkable retail concept that is rooted on its customers needs and apsirations and that generates a superior customer experience.

2 comments:

  1. Everything is very open with a really clear description of the issues.
    It was definitely informative. Your website is very helpful.Thank you for sharing!!!!
    hairdressers Edinburgh

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    Replies
    1. Hi Ella,

      You are very welcome. I am glad that you enjoy my views. Thanks a lot for your comment.

      Best Regards,

      Eli

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