Business of fashion article
Fashion retailers are increasingly integrating slick interactive technology into their physical flagships. But is all this in-store technology actually making the tills ring or merely providing opportunities for short-term PR?
Cool marketing draw and the beginning of an omni-channel
era. Unquestionably, brands such as Burberry and Kate Spade are leaders in the
matter, but we must shine the spotlight on the financials to confirm if these efforts are
worthy and with generate sales.
A lot of the technical kicks will need to be
ironed out as this innovative display concept is still in its infancy. The only
hiccup – comes to where to test, they’ll need to conduct trials in the store or online. Everyone likes free PR and
the media can be good at hyping up the next best thing. There is also an awful
lot of VC monies invested so they want to see and hear progress.
I work for marketing,
and I have worked on projects with extensive research about the omni-channel in
fashion and luxury business (http://fsh.by/kkRwLw),
and clearly you can see that these kind of efforts are generating customers for
the brick mortar and online markets, innovation is catchy and striking. The key
take-away is consumers are interested in an amazing shopping experiences, if
you have happy customers, you have secure
sales plus growth.
