At a time when all business, not just fashion, is undergoing constant reinvention, from the advent of digital selling to new modes of social media advertising, what counts as ‘retail’ in the fashion space is pretty much up for anyone’s definition. Sometimes this is in conjunction with digital, sometimes pure brick-and-mortar ingenuity, sometimes amidst run away branding fashion retail is growing by leaps and bounds in ways that continue to surprise even industry insiders.
London’s luxury store Browns (presently fueled by digital, “e-tailer” Farfetch) just added an actual out-in-the-real world store in East London. This will be Brown’s first new physical location in two decades. With their Farfetch partnership, Brown’s simply hopes to seamlessly integrate the digital retail experience with their retail space model. Browns opened their first store in 1970.
Haut couture designers have certainly snuck their wares into hotels through these past few years. Now designers seem to be getting into the hotel business like never before. Designers like Diane von Furstenberg has created rooms at Claridge’s,Tommy Hilfiger is planning a members-only hotel and the Parachute brand’s The Parachute Hotel has been a reality since last year.
And not that we ever felt she would disappoint us, supermodel Gigi Hadid just announced her Gigi x Maybelline East Coast Glam Collection on Instagram. Exploiting the intersection of the digital and the real as she always has done, this make-up collection is selling currently online and will later in stores.
With FTI Consulting Inc. predicting U.S. online retail purchases to surpass 1 trillion dollars in ten years, who knows where we all will be very soon when it comes how we buy, what we buy and most importantly, where we buy. For now though, it seems in the business of moda, brands and designers are moti-vating in as many ways as they can.