<p>Retail Strategist Jeff Kindleysides of Checkland Kindleysides Doesn&rsquo;t Like to Complicate Things, Relying on Authenticity to Create a Sense of Wonderment.<br />&nbsp;</p>

- Emma Holmqvist Deacon

Jeff Kindleysides has lent his strategic creativity to some 300 denim stores since co-founding global design agency Checkland Kindleysides in 1979. The art of brand storytelling is one of the Leicester-based creative’s most potent tools, with which he’s helped develop retail concepts for the likes of Levi’s, Wrangler, Hunter, Nixon, Jigsaw and Ugg. Here, Kindleysides offers insights on how to create store concepts to inspire today’s consumer.

What’s the biggest shift that’s taken place in the way people shop for denim over the past three decades? 

Thirty years ago, denim brands were king; now, most brands and retailers include denim elements in their ranges. Competition comes from every angle and in the digital era, consumers tend to know almost everything there is to know about your brand and its product before even entering the store–so you’ve got to arm yourself with more knowledge. This applies in particular to denim stores since customers’ expectations will be particularly high when visiting a single category outlet.

How would you describe the perfect denim shop of today? 

What are the most crucial aspects? 

Customers should find it easy to browse jeans organized by fit, style and finish and ofcourse be inspired in the process. Finding a pair of jeans that fits right can be a torturous experience, and you’ll need to try several pairs before finding the right