On 27 August, eXpression Umeå invited to a lecture with Kristin Lagerkvist, known in social media as Krickelin. Kristin now runs one of Sweden's largest lifestyle and interior design blogs and has also amassed a large following on Instagram. Nearly 150 people came to be inspired by Kristin.
Under the heading "Sustainable relationships - both in the digital and local network", Kristin described how she built her social media platforms and how she works with physical and digital stores. The credibility and large following that Kristin has established over the years is today a strong contributor to her success.
In addition to her work as an influencer, photographer and lecturer, Kristin has also been running a shop in Varberg for a few years now, where her own clothing collection is on sale. The development of products and the establishment of the shop has been possible, thanks in part to Kristin's online following, but also through clever interaction between the digital networks and the more traditional and analogue channels. The shop is located in Varberg and is now one of the attractions that draws visitors to the town.
We have built up several channels to lean on and also use the networks we have built up digitally over the years. We would not have survived without our strong digital presence. It may sound simple, but there's also a flip side. This is a presence we can never take a holiday from - we have to be constantly active and remind people of our existence," says Kristin Lagerkvist.
The evening's audience took away a lot of advice on how to think about creating experiences in a shop, but also advice for those who want to establish themselves online.
The lecture was well attended and eXpression Umeå took the opportunity to present the companies that will start their journey towards the sustainable retail of the future in eXpression's accelerator programme Future Retail Lab in September. Dr Annakarin Nyberg, programme manager of the accelerator, led a panel of participating companies, who had the opportunity to talk about their objectives, challenges and opportunities. Issues of sustainability, competition and collaboration were also discussed.
Simon Nordberg, owner of Childrenshouse.se and one of the selected participants in the accelerator programme, had the opportunity to give his view on the future of retail and the need for new and experience-based technology.
We must act and embrace new knowledge to survive in the increasingly digital and global marketplace. Big technological solutions are not always the answer. Many times we find the smart solutions right in front of us - they don't necessarily have to be costly or technologically advanced.
Other companies that have taken part in the six-month programme are Bigaro, Duå, Eljest, H&H, Kaffefamiljen, Linné & Grankvist, Pia Stylist, Sisters in Law, Swedish Beauty Factory, Team Scandi and Incrade.
The Future Retail Lab programme is an initiative of the eXpression Umeå incubator, which creates the conditions for entrepreneurship in creative and cultural industries. In the programme, selected entrepreneurs and owner-operated companies will focus on the sustainable retail of the future together with industry experts and researchers.
Photographer: Matilda Audas Björkholm @matildastillvaro
For more information:
Annakarin Nyberg
annakarin.nyberg@expressionumea.se
tel. 0706679443
