Pro Tip: Experiential retail isn’t a new concept, but many major brands are finally figuring out how to work immersive stores into their fleet. H&M’s new location in Brooklyn, New York, follows the model so brilliantly started by Story during the last decade. Retail storytelling is sector agnostic, but helps to build excitement amongst consumers who come to visit and browse. While these efforts might be seen as loss leaders, telling a brand’s narrative in creative ways has lasting impacts on consumers.
Last month, H&M opened a tech-focused, community-based store experience in the Williamsburg neighborhood of Brooklyn, New York. Featuring a rotating assortment of fashion, the new concept is currently slated for a year-long run.
The in-store design pays homage to the iconic neighborhood, and showcases a curated collection of the brand’s top styles rotating every four to 12 weeks. The retail tech component includes expansive RFID use across the more than 7,000-square-foot store experience.
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