Given that fashion was around way before the dawn of the internet age, creating a physical community around one’s brand should, in theory, be easy. But as technology develops, multiple online stores can be visited in a matter of minutes. Consumers become less engaged, less loyal, and ultimately more reluctant to venture into offline worlds. So, how can fashion brands regain interest by fostering a community feel?
Mobile payments were the hot topic of last year’s National Retail Federation Big Show. Although NFC was still a buzzword at this year’s event, other issues – like omni-channel retailing and the increased spending power of millennials – came into play. We’ve analysed some of the emerging trends.
To promote its new advanced performance apparel range for women, Nike has opened an ultra tricked-out showroom and fitness studio in New York called 45 Grand – a reference to its SoHo address. All events and services are by personal appointment only, rendering it more covert club than sports shop.