Digital power brands reach Gen Z through retail experiences

Younger customers’ engagement with digital boomed during the pandemic, as they spent more time online to shop and socialise. According to Drapers, ASOS experienced a 24% year-on-year growth. Now, as this generation shifts back to IRL experiences, digital brands are forming strategic retail partnerships to meet their customers in real life and deepen the connection they've built online.

This is a win-win for everyone. Digital brands can use the power of physical to create experiences that inspire and connect with customers, forging deeper and more meaningful relationships. For department stores and shopping centres, they can fill excess retail space and gain access to a new wave of customers.

Popular social media app TikTok is launching the ‘For You’ house in shopping centre, Westfield London, from 22nd July to 8th August. The house consists of four themed room sets for TikTok users to learn about viral trends and to be entertained. For example, ‘The Dressing Room’ will host beauty and fashion TikTok challenges IRL, whereas the ‘Kitchen’ will host cook-offs and cooking tutorials on viral recipes. In addition, parents can take part in ‘Trust and Safety’ sessions to learn how to keep their children safe while using the platform.

US department store Nordstrom has bought a minority stake in ASOS-owned brands, Topshop, Topman, Miss Selfridges and HIIT. A curated selection of clothing will be available in-store and on Nordstrom.com with the option to click and collect from stores. The partnership seamlessly connects across channels, making purchasing products more convenient and accessible to customers. Both brands plan on extending their partnership to other ASOS-owned lines in the future.



Nordstrom and ASOS unveil new partnership

TikTok opens pop-up venue in the Westfield London, UK



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Image courtesy of  Westfield London

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