RUBY is an eminent fashion label from Aotearoa. Known and admired for designs that truly embody their Rubette community, RUBY’s clothing allows customers to feel a sense of belonging and support. At RUBY, music is meant to be felt, not just heard. Having recently won the OneMusic Fashion Retailer Award at the Fashion Quarterly Awards, RUBY credits part of its success to music. For RUBY, music is integral to both its brand identity and the immersive customer experience it provides.
As a New Zealand brand, RUBY doesn’t shy away from embodying Kiwi culture, and a core part of this is RUBY’s love and use of Kiwi music. Since its beginnings in 2002, RUBY has led the way not only in stylish collections, but also in creating a unique in-store atmosphere.
General Manager Emily Miller-Sharma said “It feels calming winning this award because we know we’re on the right track. It’s also very exciting because our team’s hard work has been recognised.”
At the heart of RUBY, Emily explained how music is fundamental to everything they do. From the creative team right through to the tunes customers hear when they step inside the store. “Music sets the tone and communicates our culture. It’s more than just background music, it’s medicine. It lifts people, creates joy, and brings energy to the customers.”
The music played at RUBY is backed by an intention to reflect the brand’s values. The aim is to create a welcoming atmosphere where customers feel a sense of belonging. A friend of Emily’s recently created a new playlist which she described as “just bangers.” The playlist blends lively, upbeat and groovy tunes – a mix of pop, hip-hop, disco, funk and EDM – to play instore and keep the energy high.
Creating a strong in-store culture means embracing Kiwi music, including a good mix of local artists. Emily said, “it's just easy, we like to give them the exposure they deserve and if we can give them a platform by playing Kiwi music in our stores, that's a massive bonus too. The customers love it!”
Music is all about creating the right mood, every day. Understanding the shift between days is important to ensure every day the team is creating the right vibe. “If the music's wrong it can absolutely make customers feel uncomfortable and shorten the amount of time they spend in the store. If it’s too loud, too quiet, not hitting the right vibe, it can all make people feel uneasy. On the other hand, when its right, customers stay longer and enjoy the experience more.”
Music doesn’t just influence customers; it’s a unifying force for the RUBY team. At staff events it’s often a common fight for who gets to play DJ and run the tunes. The shared love of music contributes to the culture among staff behind-the-scenes. Emily said, “it’s part of what makes RUBY special, there's a real sense of connection through music.”
At the RUBY stores, music is much more than just sound. It’s a key aspect to creating an immersive and enjoyable experience. Without hesitation, Emily assured that music has a “make or break” effect for customers, “it influences the customer experience more than customers even realise themselves. I think it's a subconscious thing that when you enter a store, the music sets the tone of your experience, and it's crucial to ensure that from a business perspective you get that right.”
Having a OneMusic licence has meant RUBY can continue to blend fashion and music seamlessly, ensuring every customer experience is complimented by the music and defines the experience to make customers want to return.
RUBY’s playlist is available to listen via the RUBY Spotify account here.
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