Returning to in-store shopping is not just a trend but a necessity for brands to create an atmosphere that online shopping can’t offer.
Key directions to enhance offline experience:
- Interactive spaces and digitalization (Nike, Zara, Uniqlo)
- Personalized VIP service (Louis Vuitton, Chanel)
- Combining shopping and entertainment (Primark, H&M)
- Smart technologies: self-checkout, digital fitting rooms
Examples of brands investing in offline retail:
Zara – Developing tech-enabled stores
In 2023–2024, Inditex (Zara’s owner) actively invested in opening new flagship stores featuring self-service and mobile app integration. In Barcelona, a store with smart fitting rooms allows scanning items and ordering the right size instantly via app.
Nike – Turning stores into sports hubs
Nike Rise concept includes stores with digital screens, personalized recommendations, and events. Nike House of Innovation in New York offers sneaker customization right in-store.
Chanel and Louis Vuitton – Reimagining boutiques as luxury experiences
Louis Vuitton’s London flagship has three floors with a café, exhibition space, and personal shopping zones. Chanel introduced invite-only boutiques for VIP clients, offering curated collections and exclusive service.
Uniqlo – Stores with digital features
In Japan and the US, Uniqlo tests automated checkouts, digital screens, and “smart” mirrors that recommend colors and sizes. European studio stores allow clothing customization, such as embroidery.
Primark – Focus on affordability and experience
Primark opens large stores with rest areas, cafés, and kids’ zones, creating shopping and leisure spaces. In 2023, they opened the world’s largest store in Birmingham with five floors and multiple entertainment zones.
H&M – Strengthening offline presence
After optimizing its network, H&M is redesigning stores to be more spacious and comfortable for fitting. Some flagships feature virtual stylists to help customers create outfits.
ANNA LEBSAK-KLEYMANS
CO-FOUNDER AND CEO OF FASHION CONSULTING GROUP