Fashion leads a new era of personally connected experiences

With online shopping continuing to dominate, customers are looking for more meaningful reasons to engage with physical stores going forward. 66% state that they want brands to give more floorspace to experiences over selling products by 2025 (Westfield, 2021).

Fashion brands are launching new immersive flagship experiences to browse, shop, dwell and dine, encouraging customers to keep coming back. The experiences combine sensory stimulation with personal control, allowing customers to interact and immerse with products and services on their own terms.

Browns will open a new flagship in Mayfair, London. The store will sell a curated selection of fashion, beauty and homeware, as well as a restaurant by Native. Customers can use the Browns app in-store, adding items to their wish lists to share seamlessly with personal shoppers or to connect to interactive mirrors in the dressing rooms. Customers are given the option to receive a click-to-buy link rather than going to the till, so they can check out in-store or at home.

Anya Hindmarch will open five permanent stores in Pont Street, London. Called ‘The Village’, the Plastic Store, the Labelled Store and the Bespoke Store will each specialise in a Hindmarch collection. The Village Hall store will feature a roster of pop-up experiences and customers can dine-in or grab-and-go at the Anya Café.



Browns will open a new flagship in Mayfair, London

Anya Hindmarch will open five permanent stores in Pont Street, London

IKEA will open new store in Shinjuku, Japan this May

Greggs will open drive-thru outlet in Wales



Beer company BrewDog will open its first UK beer hotel, DogHouse Manchester



Shoe brand Clarks Originals is celebrating Black female creatives in its latest campaign

Starbucks focus on sustainability in new brand campaign



Walgreens will launch digital bank this year to to expand its financial services offerings


Image courtesy of Browns


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