April 21, 2017 3 min read
Experience-based fashion retail infuses merchandise, dining, social gatherings, and unique services under one big roof. The perfect example is NikeTown on Madison Avenue. Personal styling, a running club, and a training club are shopping perks at this interactive store. The staff will even stick a water bottle inside your in-store locker for when you get back from your Nike branded training session. All of this is done while the customer is surrounded by Nike merchandise. While this "new" breed of immersive shopping experience isn't exactly new, it has been getting a lot of buzz.A post shared by Polo Ralph Lauren (@poloralphlauren) on
Fast-forward to Selfridge's today, where the Oxford Street location has more than fifteen restaurants and coffee shops scattered across its six floors. With dining options from morning through evening, a customer can ostensibly spend hours browsing and buying. In-store exercise classes and art workshops go beyond shopping and communicate that Selfridge's cares for customers' well beings as much as their purchasing powers.The sun has come out today for the opening of the #SelfridgesRoofDeck. Visit us on the #SelfridgesLondon roof for some Californian vibes #🏄 A post shared by Selfridges (@theofficialselfridges) on
Selfridge's London store is the gold-standard of experience-based fashion retailing, and the American public is very ready for something similar. NikeTown is a great concept, but it's just the beginning of what's truly possible. US fashion retailers could take a page from Selfridge's playbook... after all, stores are competing with the comfort and convenience of online shopping, and that's tough to beat. *Feature image courtesy of Sujanesh Patel at Flickr.comA post shared by Bergdorf Goodman (@bergdorfs) on
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