Beauty retailer Mecca hasn’t tried to copy anyone else. It’s critical for every retailer to find its own way based on its leadership, vision, talent, and resources. Beauty retailers, as well as those in other categories, should take inspiration and confidence from Mecca to find their own way toward innovation and maintaining relevance.

Brand clarity improves the customer experience because it removes any friction the customer consciously notices. Clarity defines space and place, creating an environment to help keep customers from feeling lost or unsure. Clarity makes shoppers more willing to stay. Identity doesn’t require spectacle; it requires alignment before a single fixture goes up.