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Boohoo has almost 500k followers on their TikTok account. They post influencer videos, customer reviews, hauls and trends on there. This will be perfect for the promotion video and other marketing strategies.

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This article was useful when looking at how to create the floor plan. It includes lots of facts about how customers shop, as well as how important it is to always keep the customer engaged with the layout. It mentions that having a creative window display is likely to grab attention and draw people in.

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In-store shopping is still the preferred method for 82% of millennials - even those that also engage in online shopping. With so much demand, there are plenty of customers for you to target. To stand out from your competition, you need to take the relevant steps to grab customers' attention and keep them engaged as they browse through your clothing store.

That's why you need a faultless clothing store floor plan. Here's what you need to consider:

Take Advantage of Shopper Behaviour

Studies show that 90% of people turn right when they walk into a store. That's a huge insight into shopper behaviour that your clothing store should utilise. The first thing fashion enthusiasts will notice inside of your store is your interior design. This includes what you have on your walls, what your flooring is like, fixturing, signs and more. They all need to work together to tell a single story.

When turning right, it's important to take advantage of what's called 'the power wall.' It means you need to carefully place the merchandise you want to sell in this area. Take a look at what your high-demand products are or what you want to promote more than others.

It can be a new range of jeans, branded t-shirts or anything else you want to push. Placing clothes in this area will ensure they get seen. It's an excellent promotional and brand-building space, so use it to strike a lasting impression.

Design for the Space You Have

It's completely normal to have some wild ideas about how you want to shape your clothing store. Although, you need to keep the space you have in mind. It's no good having a small space yet try to use ideas that will leave customers fighting for elbow room. Or even having smaller ideas, yet you leave the majority of your store empty.

It all depends on the type of atmosphere you want to create. Here are some floor plan layout examples to help you draft up an early blueprint.

Grid

A layout where lots of merchandise is placed on long aisles in a predictable fashion. Here, impulse buys are placed near the front and the staple items are towards the end. It's perfect for giving shoppers plenty of exposure to your clothing and the layout encourages them to browse other aisles.

Although, this layout tends to suit supermarkets and newsagents better.

Herringbone

We recommend this layout if you have a long and narrow clothing store. However, it's quite similar to the grid layout if you need to pack a tiny space full of your clothing items. The side walls can be used for promotional items and the visual breaks can allow your store to breathe a little.

The downside is that lots of products in a small area means customers can easily bump into each other. That can be annoying and doesn't make for a great in-store experience.

Loop

Sometimes referred to as a racetrack, this layout is great to manipulate your customers' traffic flow. You'll make your customers walk past every item. It's clever as it increases the chances of somebody making an impulsive purchase that they didn't initially intend on buying.

It's good for maximum product exposure and IKEA is an example of the loop layout done well. However, this can also become frustrating as it's a one-way system and they can't turn back without disrupting others. This can stop shoppers from returning.

Free-Flow

If you want to be really creative with your space, then this is the layout for you. It doesn't conform to any strict regimented layout rulings. It's entirely up to you where you want to place your clothing products. However, free-flow relies on the common behavioural trends of shoppers, so keep them in mind.

With free-flow, you need to think about where you'll place different items of clothing so the journey is more natural. You don't want to confuse shoppers by going from formal shirts placed right next to women's handbags - or even placing the checkout in a confusing area.

Take a look at your highest areas of traffic and tweak your space as required. You can find out more about these store layouts in this blog.

Have a Clear Concept to be Memorable

Think about some of the most successful and memorable clothing store experiences around. They have concepts which are unique to them, such as Hollister. While trying to sell their products, each store is darker than you'd expect. It creates an surf-shack atmosphere that allows shoppers to hang out and find some cool clothes.

It helps them to relax, spend more time there and, hopefully, spend more money. You can look to even more for inspiration. Joyce Boutique in Shanghai is known for sleek interior, artistic details and exclusive collections displayed in an elegant and inviting environment.

Chloe Boutique in Soho has a cosy atmosphere with a feminine interior decor. They tend to place their bags on the walls with plenty of space in between and push more expensive products in the middle of the store. They're just some of the many examples out there of clothing stores that have a clear concept and floor plans. It makes them more memorable.

Do the same and find a concept that makes your store unique. Start as simple as picking your theme and colours to you can work on your interior.

What You Need to Grab Attention

Sometimes you need to do a little bit more to persuade customers into making a purchase. This can be done by adding some extra products to help draw attention to particular areas or garments.

Here are some ideas to think about:

Window Graphics: It's the perfect starting point. At Dominion Print, we have a wide selection of self-adhesive materials that can draw attention before they even enter your store. They're an excellent way to deliver effective and eye-catching marketing messages.

Banners: We also have durable banners that can help your clothing store make an impact. It's another excellent way to market your products or use them for impactful designs to gain interest.

Free Standing Display Unit (FSDU): Using an FSDU is another beneficial way of creating sale solutions. You can utilise it to help you build your brand or product so that you can push certain items,

Printed Flooring: We also offer printed flooring solutions and it's a good idea to utilise this if it fits the concept of your clothing store. They're ideal for indoor and outdoor environments. It's another way to capture attention or even subtly guide customers through your store.

Light Boxes: Light boxes are an innovative way to both utilise valuable wall space and also draw attention to certain products. They're not something customers see all the time, so it's a good chance to place these in strategic locations. Our backlit graphics solutions offer a dramatic boost compared to traditional methods.

Along with your floor plan, having products like these are beneficial additions that can take your clothing store to the next level. It can result in an increase in dwell time and a positive experience that customers will remember to encourage repeat visits and purchases.

It's vital that you have a clothing store plan designed to help you succeed. Although, there's still a lot more that you need to know before you can go out and create your own. We know it can be a tricky place to start, so we've created some handy templates you can use.

Download Your Free Floor Plan Templates

Our floor plan templates are great to use for ideas and inspiration when it's time to create your own. It can be for your clothing store, coffee shop, exhibition or even a hotel. It'll also explain how working with Dominion Print will help you wow customers and increase sales.

Get your free copy using the link below.

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What to Consider When Creating a Clothing Store Floor Plan | Dominion

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In-store shopping is still the preferred method for 82% of millennials - even those that also engage in online shopping. With so much demand, there are plenty of customers for you to target. To stand out from your competition, you need to take the relevant steps to grab customers' attention and keep them engaged as they browse through your clothing store.

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One of Boohoo's competitors, I SAW IT FIRST, have lots of look-books on their website for their past collections, which we were able to take inspiration from.

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LOOKBOOK ARCHIVE

The place you can always count on to get your style inspo fix. Bursting with the most brilliant aesthetic moments from ISAW campaigns to date. So, sit back and scroll through lookbooks full of styles you can't help but copy.

LOOKBOOK ARCHIVE

The place you can always count on to get your style inspo fix. Bursting with the most brilliant aesthetic moments from ISAW campaigns to date. So, sit back and scroll through lookbooks full of styles you can't help but copy.

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LOOKBOOK ARCHIVE The place you can always count on to get your style inspo fix. Bursting with the most brilliant aesthetic moments from ISAW campaigns to date. So, sit back and scroll through lookbooks full of styles you can't help but copy.

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We used the Boohoo website, and mainly the new-in section for a lot of our presentation. When choosing the range, we looked at new-in, but also how product categories were split across the website. We were able to filter pricing, to ensure we picked a collection suitable for every customer's budget. We also used the website to view the current size range that they offer for different product types, which definitely helped when planning our size ratio.

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Wanna know what you need to be wearing RN? boohoo's womens new in clothing collection has all the latest fashion drops everyone's loving.

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Jacquemus Bags were the inspiration for one of our experiences at the pop-up shop. We will be offering a personalisation service of a neon mini bag, similar to what Jacquemus offer.

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Jacquemus Bags for Women - Up to 50% off at Lyst.co.uk

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Shop Women's Jacquemus Bags. 3,096 items on sale from £92. Widest selection of New Season & Sale only at Lyst.co.uk. Free Shipping & Returns available.

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- Large following on Instagram, TikTok and Youtube.
- Young viewer base

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- Popularity from Love Island
- Previously worked with Boohoo

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Boohoo have an events space just of Oxford Street in London, and we decided to have the pop-up shop there. It is a central location with easy transport links, and is the perfect space to launch this curated collection.

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This disco pop-up shop that Miu Miu launched within a shopping centre, was a main source of inspiration for our Boohoo pop-up. We want to have a summer 'staycation' theme that also includes outfits for a 21st party. We want to have a pink theme, include a bar and have an area where customers are able to dance to create the most memorable experience.

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By Cheryl Chan

Relive the days of Boogie Nights and Saturday Night Fever with Miu Miu's first ever world wide disco.

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Miu Miu takes party girl dressing to the next level with their latest project-the Miu Miu Disco Pop-up. For the first time ever worldwide, the Italian brand will host a temporary pop-up store within Paragon Shopping Centre. Imagine a glamorous space decorated with plush hot pink furniture, glittering disco balls and a mirrored bar that's straight out of our retro dreams.
(Related: Twinning With Margie Van Elten Blommaert And Lim Swee Lin)

And the offerings on display? Just as picture perfect as the space itself. A curated selection of glitzy bags, shoes, small leather accessories, jewellery and t-shirts will be available for purchase at the pop-up, such as the Nappa Crystal and the My Miu bags. The iconic Miu Lady also returns for another appearance, this time in matelassé leather set with antique stones in a feminine and delicate palette of metallics and pastel. Of course, no disco would be complete without your dancing shoes. And Miu Miu's shoe of choice? An elegant pair of satin pumps decorated with rainbow coloured printed silks and stones.
(Related: Party At The Miu Miu Disco)

Here's some of our top picks from the pop-up:

The Miu Miu Disco Pop-Up store is open from now until February 21.

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Dance The Night Away At Miu Miu's Disco Pop-up

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By Cheryl Chan Relive the days of Boogie Nights and Saturday Night Fever with Miu Miu's first ever world wide disco. Sign up for our newsletters to get all our top stories delivered. You've Successfully Subscribed Miu Miu takes party girl dressing to the next level with their latest project-the Miu Miu Disco Pop-up.

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Before creating the look-book we researched what exactly it was and what to include. We found that they are mainly a compilation of images from the collection with only a small amount of text about the products.

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Think of a lookbook as a visual guide to a brand. In the world of fashion, lookbooks have been an important part of the marketing strategy for many years. Basically, they're a sort of catalogue that is sent to buyers for them to get an overall feel of the collection. Through lookbooks, designers show potential buyers how their clothes should be worn.

This is the traditional lookbook. In recent years, though, the lookbook has had an incarnation in video form thanks to YouTubers and fashion bloggers. These 'lookvideos' are less about featuring a particular brand and more about presenting different outfit options for different occasions and times of the year, for example.

In this blog post, we'll be talking about the first version. Also, there's another similar publication called a line sheet which tends to get confused with a lookbook but they have different purposes.
Content

The Difference Between a Lookbook and a Line Sheet?

The Benefits of a Lookbook

How to Design a Lookbook

General Tips

Examples

The Difference Between a Lookbook and a Line Sheet

A line sheet also features the pictures of your garments but it is a much more technical document. It's not meant to inspire but to inform. On a line sheet, you'll find information such as the SKU (stock keeping unit), colours, fabrics, sizes, the wholesale price (without VAT) and the recommended retail price.

Another difference is that line sheets don't feature models. Usually, the pictures just show the garment lying on a flat surface and at other times they're just sketches.

Are lookbooks for everyone?
Before you decide to make a lookbook, stop and think if it is the right project for you. Will you be able to get a good ROI (return on investment) from them? Would you be able to get any business out of it? Lookbooks take a lot of time and resources so make sure you have a good plan before embarking on this journey.

The Benefits of a Lookbook

Some people might think that nowadays thanks to Instagram, a lookbook might not be necessary anymore but that would be like saying that thanks to Linkedin we don't need business cards anymore.

Gets you Noticed
Unlike social media, a lookbook is a medium where you have complete control from start to finish of how it looks and the way it's perceived.

Makes you Look Bigger
If your lookbook is well produced, then it might make your brand look bigger than it really is. This is a strategy many fashion designers use when they're first getting started.

Will Serve for Years to Come
Even though the main purpose of a lookbook is to sell the upcoming collection, it also works very well as a way of archiving your work.

[content_band bg_color="#E8F6D2″ border="all"] [container] Are you looking to add T-shirts to your clothing line? ? Printsome has over five years of experience printing garments for fashion designers. Visit our website to find out more.[/container] [/content_band]

How to design a lookbook

Here's a step by step overview of how to design a lookbook.

Step 1 - Planning
Spend some time thinking, what do you want your lookbook to look like? More often than not, the answer will come by thinking of your ideal customer. Who do you want to wear your clothes? What do they look like? What do they do? This is also a good moment to design a mood board.

Step 2 - Sketching
Sketch your layout. While nowadays we've got Adobe software that can do almost anything for us, sketching by hand is still the best way to get an early feel of what your printed product might end up looking like. Try not to include more than two images per page as it might start to look cluttered.

This is also a good time to start writing a description of each group. Even though lookbooks don't have as much information as line sheets, they still contain written information on each garment. Try to keep the descriptions between 30 and 60 words.
Step 3 - Production
Once you've got a pretty clear idea of what you want, it's time to start the production. This would be the time to hire a model and a photographer (if you don't possess the picture-taking skills). Different lookbooks have different requirements. Large productions may require to rent a venue and a several days shoot while others may be done in a single afternoon in a well-lit room.

Step 4 - Editing
Once you have all of the images, it's time to put them together. The process will vary if you do it yourself or if you hire a designer. If you hire a designer, make sure they understand your vision very well. If you do it yourself, then you'll need to get acquainted with design software such as Photoshop and Indesign. If you can't afford Adobe prices, then don't worry because there are others free tools you can use

Spend a long time working on the cover. This is the most important part of your lookbook since it will be the first thing people see. Also, buyers receive hundreds of lookbooks all the time, if they're not attracted to yours, they will never crack it open.

Step 5 - Publishing
Once the design is done, it's ready to be uploaded to the internet for everyone to see. Platforms such as ISSUU and Flipsnack are free and easy to use. The good thing about them is that it mimics how you flip real pages and don't look like stiff PDFs.

I would also strongly advise you to have a physical version of your lookbook. The world is going digital but, consider this, it is harder for a buyer to ignore a real, space-taking object on their desk than it is to skip an email. Lookbook's make great business cards.

Nowadays there are online drop shipping businesses such as Vistaprint which can send your lookbooks right to your door or you can stop by and visit your trustworthy printer.

General Tips

Here are some general tips to keep in mind while you're making your lookbook.

Keep it Simple
Lookbooks are meant to showcase your products right and centre. They're the star. This is probably the only time where you'd want the clothes to wear the model and not the other way around. This means that anything else that might distract from the garments needs to be eliminated. Usually, lookbook's feature very minimal layouts and the models standing in front of a simple background.

Start and Finish with a Bang
Much like a runway, a catalogue needs to start with a strong look and finish with one too. We tend to remember the first and last thing we see. This is particularly important if you're printing the lookbook because the first and the last pages are always the most seen in any publication. This is why they're the most expensive pages of a magazine to advertise on.

Spend Money
Your lookbook will be the first impression many people - and hopefully a buyer - will have of your brand. You don't want it to look cheap, now do you? It might be hard to find the budget, especially when getting started but it is important to do so if the end goal is to stand out.

We advise not only invest in a photographer but also a model, graphic designer and maybe even a makeup artist. And don't forget about the print. You may have the best possible team bur their work will all go to waste if it all comes down to a cheap, low-quality print.

Use Close-up Shots
If an outfit has a special detail that's worth highlighting, don't be afraid to use close-up shot.

Lookbook Examples

Here are some lookbook examples from different brands and designers.

A.P.C. Lookbook
This French label is known for its minimal and anti-trend style. This is reflected in their lookbook which is simple but at the same whimsical due to the strange poses of the models.

Adidas Lookbook
Pharrell Williams was joined by fellow celebrities Pusha T and VJ Mian, among others to create this unique lookbook for the Superstar footwear silhouette.

COS Lookbook
Reflecting the values of the brand, this lookbook is as minimal and sober as it can be. It goes to show you, you don't need a lot to make a good-looking spread.

Mango Lookbook
This is a classic example of a lookbook. Its spread doesn't feature more than two images and it only offers the necessary information of the garments displayed.

Nike Lookbook
The sportswear giant made a lookbook to promote their redesigned model which features not models but women from different fields. When done well, models are not always necessary.

Urban Outfitters Lookbook
Thanks to a fun layout, this American brand makes its lookbook stand out. It is a good example of how to use colour.

Zara Lookbook
The darling of the Inditex group has rebranded its lookbook's and called them 'stories.' It gives it a fun little twist.

T-shirt Printing for Fashion Designers

Thanks to our five years of experience in the apparel-printing industry, we are able to offer a service catered towards the needs of fashion designers and creative directors. Printsome's T-shirt printing services are perfect for streetwear collections, T-shirt lines and merchandise, among many other possibilities.

From the moment you get in touch, one of our printing experts in either London or Glasgow will answer all of your questions and find efficient solutions to your needs. It is our mission to help you reach your goals.

We ship all over the UK with flexible delivery services that can adapt to most deadlines. Fast T-shirt printing has never been this easy. Need to print in bulk? We got you covered. Why worry about inventory or logistics when we can take care of that? To find out more, simply visit our website by clicking on the banner below.

Harald is one of the founders of the Printsome-Insights blog! Previously, Senior Content Writer, with over five years experience writing about garment printing, he's now been whisked away into entertaining other audiences with his fabulous words. For over seven years he has been proofreading, blogging, copywriting newsletters/landing pages/social media + editing. Whilst also bringing Printsome brand to life with voice and soul. He is also well-versed in enforcing content styles and content strategies for B2B businesses.

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How to design a Lookbook: Why is it so important in fashion design?

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Think of a lookbook as a visual guide to a brand. In the world of fashion, lookbooks have been an important part of the marketing strategy for many years. Basically, they're a sort of catalogue that is sent to buyers for them to get an overall feel of the collection.

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A pop-up shop is a temporary retail space for a one-time event that should create an immersive experience. Planning a pop-up shop includes choosing a theme, selecting a location, finding fixtures and planning the launch. Some pop-up marketing strategies could include PR and influencers, creating events on social platforms, emails, generating buzz through contests and discounts, as well as signage around the area.
This article also includes some retailers that have created amazing pop-up locations following these steps.

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Consumers love the lure of exclusivity, and brands love the unmatched opportunity for experimentation.

Pop-Up Shop Ideas

Your goals will dictate the type of pop-up experience you want to create and how you'll implement it.

1. Temporary Retail Space

If you're transitioning your business from online to brick-and-mortar, a pop-up shop is a way to simulate the retail experience and gain valuable insights into considerations such as operations and demand... without the risk of commitment and overhead.

2. One-Time Event

From my experience, an event-style pop-up - where the press and public can attend - generates a ton of buzz due to its fleetingness. By leveraging the exclusivity of the occasion, you can use the event to pique interest. Make it a party!

3. Immersive Experience

I like physical spaces because they give customers the opportunity to see, feel, and experience your brand. In my experience, the more you play to people's senses, the more memorable the experience.

With that in mind, you can use your pop-up shop to provide a unique, immersive environment. That might mean interactive displays or other unexpected physical elements that add a wow factor.

How to Do a Pop-Up Shop

It's an undertaking to pull off a successful pop-up, requiring a lot of planning, scouting, and marketing leading up to a launch. Here are the main steps you'll want to consider as you set up:

1. Evaluate your goals and select a theme.

Are you testing the market for a more permanent location? Or are you generating buzz? Knowing your goals will help you determine what kind of space to look for, what type of pop-up shop to run (see above), what supplies to purchase, and how to market and operate it.

2. Scout for a location.

Because your pop-up is temporary (to start, anyway), you don't have the benefit of word-of-mouth or brand/location recognition. That means you'll need to choose a location with plenty of foot traffic to maximize your impact.

This consideration, of course, needs to be balanced with the cost of renting the space and the availability of a short-term lease.

Good places to consider include:

Outdoor stands or kiosks

Empty storefronts

Art or gallery spaces

Marketplace or tradeshow booths

You can also use services such as Peerspace or We Are Pop Up to scout locations.

3. Shop for fixtures and supplies.

Once you know where you're setting up shop and how long you'll be there, you can plan your space. I suggest picking a theme or concept, and then purchasing key features like shelving, fixtures, and decor to bring it to life.

4. Plan the launch and opening.

Because your pop-up is a fleeting experience, you don't get the benefit of long-term clientele building. In my experience, building momentum leading up to the event is critical for its success. For this reason, you'll want to give yourself enough lead time before the opening to generate interest and also create an experience that will get people talking.

4. Launch and enjoy.

Remember, the purpose of a pop-up shop is connecting with your customers. Sure, it's all about your brand, but your brand is for them. Your intricate planning sets the stage for an incredible experience, but so does your interactions with them. Be prepared to provide a level of service that has your customers spreading the word, coming back, and remembering your brand once you've gone.

5. Analyze and determine what went well.

Take a look at the foot traffic you got, the sales you made, the revenue you generated, and the social media engagement you received.

What worked, and what didn't? What was your ROI? Is it worth opening a permanent shop or repeating the experience elsewhere? What would you do differently?

Tips for Running and Marketing a Pop-Up Event, from HubSpot's Events Team

1. Think from a "value-add" perspective.

"To create a successful pop-up experience, it's crucial to identify your customers and deliver an experience that adds value to their time," Casie Nguyen, Senior Production Manager at HubSpot, told me.

In other words, make sure your event has a unique "pull" to get people through the door. This could mean offering unique products, experiences, or insights that they can't easily get elsewhere.

2. Have a clear call to action.

The last thing you want is for your customers to leave your pop-up shop thinking, "Well, that was fun. What's next?"

That's why Nguyen recommends giving attendants a clear call to action. For example, this could mean signing up for a newsletter, posting a photo with a specific hashtag, purchasing a product, signing up for a giveaway, or attending another event.

3. Don't be afraid to do PR.

The media will be your friend in getting the word out. Reach out to local publications to see if you can earn a feature and draft a press release to see if you can earn coverage. It may even be worthwhile to send exclusive invites to a few journalists for the date of your launch.

4. Reach out to local influencers and bloggers.

Influencers and bloggers may have smaller reach than traditional media outlets, but their followings will likely be highly targeted and engaged. Find out how much promotion might be, and don't be afraid to offer perks!

5. Create an event on Facebook.

Promote to your existing Facebook followers by creating a Facebook event and inviting them. This will spread awareness to your existing fans and increase the reach of your pop-up marketing efforts.

6. Advertise on Facebook.

Facebook has advanced targeting options for audience type and geographical area, making it an ideal channel to spread the word to prospects who don't know you yet. Read more about how to create a Facebook ad.

7. Email your database.

Tap into your existing customer base and let them know about your pop-up with email marketing. Your campaign will be even more successful if you can segment your database and target your customers in the area.

8. Leverage direct mail.

One of the best ways to promote a local event is through direct mail campaigns to residents in the nearest zip codes. Mailers function as invites to the general public. You'll also be able to push the promotions you're running.

9. Generate buzz and FOMO with promotions.

FOMO (fear of missing out) can motivate buyers to show up and engage. You can tap into this with exciting promotional strategies such as contests, freebies, discounts, and door-buster deals.

10. Put out signage.

Signage will help you get the attention of nearby foot traffic, so invest in flyers, banners, and window clings that are attractive and catch the eyes of passers-by. QR codes are a great way to allow customers to scan a code and get more information even if they are on the go. You can use a QR code generator to produce a new code and add it to existing signs and displays.

To inspire your next branded experience, we've curated a list of these innovative and visually stunning pop-up events.

19 Examples of Next-Level Pop-Up Events

1. ShopRunner x Coach

For most pop-up shops, the goal is to move inventory. But this event by ShopRunner and Coach had other things in mind.

Over three days, guests could visit the ShopRunner branded truck, sign up for their app via QR code, and, in exchange, receive a free flower bouquet to gift a loved one for Mother's Day.

The results? Over 2,500 app sign-ups over three days. Not too shabby, right?

2. Museum of Ice Cream

If you're an ice cream fan, this one's for you.

The Museum of Ice Cream brought its famous sprinkle pool to New York's Hudson Yard to celebrate National Ice Cream Day (it's July 16th, in case you want to make a note in your calendar). The cherry on top - pun intended - was their collab with Friendly's, who supplied complimentary ice cream. Guests could also participate in games and win raffles.

3. Spotify x BLACKPINK

To celebrate BLACKPINK's new album, BORN PINK, Spotify presented a three-day immersive pop-up that was dreamed up by the group's four members. It included photo rooms, a pink boba bar, giveaways, and - who could miss it - a cube of mirrors at the center of it all.

One standout feature of the event was the merchandise store, which offered exclusive items only to those in attendance. Such exclusivity is a powerful strategy to enhance perceived value and drive fans to events in the first place.

4. Jongga

How do you bring the flavors of South Korea to London? With an immersive, multi-room pop-up that appeals to all your senses, that's how!

Jongga Kimchi, one of Korea's leading kimchi brands, created a pop-up that spanned three rooms, each showcasing the history of kimchi and its role in Korean cuisine and culture.

The stand-out room, in my opinion, was "Kimchi Alley," where a rotating lineup of London's top chefs crafted mouthwatering dishes, all starring kimchi. Londoners could see first-hand how to infuse Korean flavors into their favorite dishes.

5. Only Murders in the Building

Ahead of its third season, fans of Hulu's Only Murders in the Building could stop at the United Palace Theater in New York City - a real-life filming location from the show - and investigate the murder of Ben Glenroy, played by Paul Rudd.

Upon entering the United Palace, guests were presented with a playbill and flashlight, and were free to roam around for clues throughout the theater. This two-day event proved to be a fun, immersive experience for fans, with mystery and photo-ops aplenty.

6. Fast Food Aid

Creative directors Ikkyu and Junya Sato noticed that young adults in Harajuku had a serious fast food problem - and they decided to do something about it.

To promote organic food chain Dohtonbori, they launched Fast Food Aid, a pharmacy-inspired pop-up that offers a selection of health supplements aimed at junk food lovers. And all it will cost you is a receipt from a fast food place.

After a guilty indulgence, exchange your receipt for a customized bottle of supplements that will replenish the nutrients missed at your last meal. Each canister is aimed at a particular junk food - ramen, pizza, hamburger, etc. - to make sure your system gets what it needs.

Although Dohtonbori isn't actually selling anything for profit at the shop, its been able to educate visitors about health and wellness, hopefully driving them to opt for healthier food options in the future - like Dohtonbori's own restaurant.

7. COS Los Angeles

Experimental architecture firm Snarkitecture was inspired by mirrored surfaces and simple silhouettes when designing this temporary retail space for LA-based fashion label COS.

The folks at Snarkitecture transformed an empty industrial space into two identical, monochromatic rooms - one white and one pale pink ‚ leaving the focus on two racks of minimal clothing. The reflected space "creates an unexpected and altered world for visitors to experience and share."

8. Arnsdorf

What's a designer to do when they're facing a tight budget? Experiment with creative materials. This pop-up retail space for Australian clothier Arnsdorf was created by using 154 pairs of neutral-colored pantyhose, and the effect is otherworldly.

9. Pantone Café
Image Credit: Fast Company
What does color taste like? If anyone knows the answer to that question, it's Pantone.

The world's most well-known color company has been running a pop-up café in Monaco for the past two summers, selling a minimal menu of pastries, lunch options, coffees, and fresh juices - all branded with Pantone's signature color swatches.

So does this mean Pantone is permanently branching out into cuisine? Not quite. The seasonal eatery is perfect Instagram-bait, and it has successfully generated a ton of buzz in the press. It's a perfect example of a pop-up event enabling a company to take creative risks with its brand by stepping outside of its typical business model.

10. The Period Shop

For one weekend, Kotex launched a pop-up in New York aimed at alleviating negativity and spreading love for women during their periods.

The store, which was developed by ad agency Organic, featured ice cream, manicures, chocolate, comfy clothing, and Kotex U products for sale. Women were invited to browse the brightly colored offerings and share their experiences. And it was all for a good cause, too. Proceeds were donated to a women's homeless shelter.

11. Milani

Makeup brand Milani took its pop-up event on wheels. Fans of Milani had the opportunity to stop by their newsstand truck to purchase their new lip oils, snack on some tasty macaroons (flavored after the news lip oil scents), and even snag a product bundle. Fans could also snap a Polaroid picture in front of the truck, covered with Milani branding.

12. Real Life At Work

To offer passersby a glimpse into its world, London-based ad agency Wieden+Kennedy invited graphic artist Emily Forgot to transform the front window of its office into an imaginative, cartoon-inspired pop-up workspace.

Using exaggerated monochrome imagery, Forgot crafted a whimsical office scene from paper, complete with a typewriter and a clock that ran backward.

For a few weeks, real agency employees took turns "working" in the window. The whole thing was then broadcast live via webcam on the agency's website for anyone who was curious enough to watch.

The pop-up was a unique way for W+K to shrug off the stereotype of the ad agency that takes itself too seriously - plus it was a creative chance for the team to engage with the community.

13. Früt

How do you make inexpensive, packaged underwear appeal to high-end consumers? Just create a "luxury" lingerie pop-up with a fake, fancy-sounding name.

CP+B Boulder helped client Fruit of the Loom open up an intentionally pretentious and ludicrously over-priced boutique for its underwear, complete with colorful intimates hanging from over-the-top tree displays.

Früt sold only Fruit of the Loom undergarments, but shoppers who usually wouldn't deign to buy the brand were lured in by the high-end guise.

14. Organic Valley Coffee Shop

In a clever shot aimed at the artisanal coffee movement, creative branding agency Humanaut opened up a pop-up cafe to promote its client Organic Valley's new coffee creamer.

The temporary Manhattan storefront adhered to all of the typical hipster tropes -- a minimal logo featuring arrows and X's, modern glass mugs, and trendy sizes -- Lil Bit, Double, and Lotta. And they cast a real Organic Valley farmer as the shop's folksy proprietor.

There was one catch: The shop only sold measured portions of half-and-half. You ordered your creamer at the counter from a barista and added your coffee separately. The spoof was a major success. Unperturbed by the irony, New Yorkers lined up to order shots of plain cream for $2 a pop. "No one had a problem paying $2 for a pour of organic half-and-half," said Humanaut's creative chief David Littlejohn. "In the end, the idea wasn't as crazy as we thought it was."

15. 5-Minute Internship

Solve, a Minneapolis-based creative agency, wanted to re-vamp its summer intern hiring process to attract recruits who can really think on their feet. So, naturally, they created a portable, small-scale replica of their office - complete with a receptionist-staffed micro lobby - and set off on an epic college-campus road trip.

Students at participating campuses were given a 5-minute challenge based on their area of interest -- and those who performed the best were invited to interview on the spot. The pop-up event tripled the amount of applications the agency received to its internship position.

16. The Picture House

Capitalizing on the Instagram food photography craze, Birdseye opened up a temporary restaurant in London where diners could settle their bill with an Instagram post - all they had to do was take a snap of their meal and add the hashtag #BirdsEyeInspirations.

The event was a creative social media experiment that helped generate free publicity for the frozen food company's Inspirations line of products. Branding agency Slice was behind the world's first pay-by-picture pop up.

17. Birchbox's Tour

Pop-ups give online retailers the chance to show off their goods in person, interact directly with their fans, and take their brand to the next level.

Birchbox - which sells subscription boxes of curated beauty products - went on a national tour in 2015, opening up temporary brick-and-mortar stores in multiple cities with the help of mobile container event company Steel Space.

In addition to selling beauty products, they offered manicures and astrology readings to entice beauty lovers inside.

18. Fendi Spring/Summer Flower Shop

The mobile flower shop that botanical designer Azuma Makoto created for Fendi is proof that not all pop-ups need to be large scale productions. The artist adorned a three-wheeled Italian vehicle with an intricate floral display and outfitted the side of the truck as an open storefront. The vendor/driver sold limited edition Fendi bags and vases of Makoto's floral arrangements to promote the fashion label's 2016 Spring/Summer collection.

19. The Poundshop
Image Credit: My Modern Met
This design collective is a recurring pop-up platform for artists to offer their goods for affordable prices. "The aim of The Poundshop is to spread design to a wider audience by making it accessible through price and engagement," the website explains.

The pop-up shops are just as visually interesting as the art they sell.

With a little planning and a lot of preparation, you can make a splash with a pop-up that delights your customers and spreads interest in your brand.
Image Credit: The Poundshop Editor's note: This post was originally published in July 2018 and has been updated for comprehensiveness.

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Check out these creative examples of pop-up events to inspire your next on-site marketing campaign.

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In Oct 2020, Gap opened a pop-up store in Westfield specifically for its eco-friendly Sky High Rise Jeans. These jeans use 20% less water and are available in over 30 different washes. Opening this will increase customer awareness of the products, as the shopping centre operates high footfall.

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Gap has launched a temporary space in Westfield White City to showcase its more eco-friendly Sky High Rise jeans.

Set to run until the end of October, the pop-up store is located on the first floor of the London shopping centre.

The space introduces a wide range of the brand's Sky High Rise fit, which is made with the Washwell programme. Compared to conventional wash methods, this process uses at least 20% less water, saving millions of litres since 2016.

The denim range is inspired by an old-school cut with a higher than average rise to create an effortlessly nostalgic 90s look. Over 30 different washes are available, from light indigo to midnight blue shades.

Gap is not the only brand to have chosen Westfield London for a pop-up venture in recent months. Designer department store Harrods has opened an 800,000 sq ft outlet store in the mall that will run until the end of the year, carrying over 100 internationally renowned brands across fashion, beauty and home.

The shopping centre is owned by Unibail-Rodamco Westfield, which last month revealed that footfall at the destination was in the 60%-70% range compared to last year.

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Gap opens Westfield pop-up for eco jeans

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Gap has launched a temporary space in Westfield White City to showcase its more eco-friendly Sky High Rise jeans. Set to run until the end of October, the pop-up store is located on the first floor of the London shopping centre.

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We used Acorn to research which category Boohoo's target customer would fall into. From this, we think she would be Category 2, Group D, Type 17. This is a student in early stages of their career, with an urban and social lifestyle.

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CACI's Acorn is a powerful consumer classification that segments the UK population. By analysing demographic data, social factors, population and consumer behaviour, it provides information and understanding of different types of people.

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This report looks at the past to see how retailers have previously been able to rebound from low periods. Leaders in customer experience are more resilient during recessionary periods and have a quicker recovery. Omnichannel leaders are adapting to the next normal easier with five key actions: Focus on digital, Inject innovation, Transform store operations, Reimagine physical and Embrace an agile model.

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The COVID-19 pandemic has upended the retail industry, forcing the closure of physical stores and causing uncertainty for the future of the in-store experience. These abrupt shifts have left many retailers scrambling to effectively serve customers through other channels. Digital-first and omnichannel retailers have pivoted more easily, but retailers that prioritized physical stores and face-to-face engagement over omnichannel strategies have struggled to respond.

For retailers, the starting point matters in a crisis. Organizations that can quickly reimagine their omnichannel approach to create a distinctive customer experience will recover faster from the pandemic. Analysis of the financial crisis of 2008 shows that customer experience leaders saw a shallower downturn, rebounded more rapidly, and achieved three times the total shareholder returns in the long run compared with the market average (Exhibit 1).

The pandemic has changed consumer behaviors, some permanently. We have seen a consolidation of shopping trips: in China, for example, the number of transactions in grocery declined by 30 percent during the pandemic, while the average value per transaction increased by 69 percent. In the United States, e-commerce availability and hygiene considerations are increasing store switching behavior, with 17 percent of consumers shifting away from their primary store. Many customers have also tried new omnichannel models: buy online, pick up in store (BOPIS) grew 28 percent year-over-year in February compared with 18 percent in January, and grocery delivery is up by 57 percent. More important, many of these new engagement models are here to stay. Consumers report high intention to continue using models such as BOPIS (56 percent) and grocery delivery (45 percent) after the pandemic.

To remain relevant in this changed environment, retailers should set a North Star to guide their aspirations for customer experience, with specific goals across five actions: double down on digital, inject innovation into omnichannel, transform store operations and win on "SafeX," reimagine the physical network, and embrace an agile operating model (Exhibit 2).

How retailers can meet new customer expectations

The savviest retailers have spent years creating omnichannel strategies that blend physical and online channels to engage consumers in the channel of their choosing. COVID-19's impact on customer behavior has reshuffled the deck. In-person interaction has dramatically changed or been supplanted by digital engagement, and early indications suggest that much of this shift may endure in the long term. E-commerce sales in apparel, department stores, and beauty products have increased by nearly ten percentage points, on average, since the onset of the pandemic. In grocery, e-commerce penetration, which has risen from 2 to 3 percent before the crisis to 8 to 10 percent during its peak, is expected to settle at twice the previous "normal" level, 5 to 7 percent, by year's end.

Looking forward, we believe retailers should focus on five actions to build more resilience in their customer experience and to emerge even stronger in the recovery.

1. Double down on digital

COVID-19 has dramatically and suddenly shifted more customer traffic to digital channels. Consider that online sales, which increased at a 14 percent compound annual growth rate (CAGR) over the past four years, grew by 25 percent in a two-week period in March 2020-led by grocery purchases. The profound impact of the pandemic on consumer shopping habits has increased the urgency for retailers to expand their digital presence quickly.

Dial up the acquisition engine and drive traffic to digital assets. Retailers can partially offset diminished foot traffic in physical stores by boosting investments in online acquisition. This effort will require them to reallocate funds for offline media to digital channels. With more investment in online marketing, winners are adapting their strategies to account for shifts in consumer behavior. These adaptations include paying closer attention to paid search (for example, looking at not just keyword performance but also consumer intent) and improving the "shoppability" of social channels (for example, through featured products and clickable content on Instagram).

Extend digital-channel presence and engagement. Shelter-in-place orders have led companies to test new methods of customer engagement. App downloads increased 11 percent from January to April 2020 compared with the same period last year. Many retailers with established mobile apps have cited record downloads, while others sought to make up ground quickly. Around 45 to 50 percent of retailers had plans to prioritize a mobile app or point-of-sale experience this year, and several companies have accelerated their efforts in response to the pandemic.

In addition, while building and nurturing online communities are not new ideas, they have gained momentum. Retailers are augmenting direct customer interactions with engagement in apps and other relevant channels. Nike China, for example, activated its digital community by offering virtual workouts and saw an 80 percent increase in weekly active users of its app.

Ensure that the digital experience is truly 'zero friction.' Customer expectations are rising for digital channels along measures such as site speed, stability, and delivery times. To keep pace, retailers should start by designing web pages that are optimized for digital shopping. For example, making the highest-selling (and ideally highest-margin) products easy to find helps to make the customer journey more seamless. The first page of Amazon listings receives nearly two-thirds of all product clicks. Increasing load speed to best-in-class levels is also paramount: the ideal load time for peak conversions is no more than 2.7 seconds (and every 100-millisecond delay above that can reduce conversion by up to 7 percent ). Additional priorities include high-functioning landing pages and consistent marketing messages. With more customers now engaging through mobile devices, retailers must ensure that all digital channels are integrated and offer consistent services (such as payment options) and experiences (such as shopping carts updated in real time across devices).

2. Inject innovation into omnichannel

To adapt to new customer behaviors and preferences, retailers will need to evaluate their current omnichannel offerings and find opportunities to innovate and fill gaps. Any additions should be clearly aligned with emerging customer needs and integrated with existing channels to support a consistent experience.

Bring an in-store feel to the digital experience. The inability to engage customers in a physical environment has pushed some retailers to bring more of the in-store experience online (Exhibit 3). First, leading retailers have substituted in-store personalized interaction with offerings such as virtual appointments, where sales associates use videoconferencing platforms to offer personalized attention to customers. Sales agents help individuals find products that meet their needs while learning ways to better serve customers online. Similarly, retailers are using livestreaming to engage with customers and increase revenue and loyalty by sharing experiential content. In China, for example, Taobao Live made it easier for brick-and-mortar retailers to join its livestreaming channel platform, leading to a 719 percent increase in participating merchants in February 2020 compared with the prior month. Trained staff can create content that addresses customer challenges in an entertaining way while promoting current products and new launches.

Second, retailers have been developing alternative engagement models to de-risk digital-purchasing decisions. In apparel and fashion, for example, one of the main impediments to online purchasing has historically been the inability for customers to see how items would look on them. Jewelry brand Kendra Scott is tackling that problem by launching a new platform, Virtual Try-On, which uses augmented-reality (AR), machine-learning, and computer-vision techniques. Launched in April in response to COVID-19, the platform allows shoppers to preview styles as they move, enjoying the experience of a retail setting in the comfort of their home. Shopify, which allows its merchants to add 3-D models to their product pages, found that conversion rates increased by 250 percent when consumers viewed 3-D products in AR.

Launch or diversify delivery mechanisms. COVID-19 has heightened the importance of safe delivery modes, including curbside pickup and aggregator delivery: around 22 percent of US consumers are using delivery services more than they were before the crisis. Retailers have scrambled to launch services to meet this demand. One retailer that aligned speed and consumer expectations was Panera. In just two weeks, the company conceived, developed, and launched a grocery-delivery service that enables customers to order entrées from the core business and add groceries to a unified online cart. And when the company's cafés began to close in response to stay-at-home orders, Panera moved quickly to launch curbside ordering and pickup within two weeks.

Retailers are also reassessing store formats to support third-party delivery services. One grocer is creating "speed zones" near the front of the store and stocking them with the most popular items to enable delivery companies to accelerate pick, pack, and delivery of orders.

Partner across retail to enhance convenience. Many retailers have explored strategic partnerships to enhance convenience for customers and boost sales. These ecosystems can be quite powerful, allowing retailers to gain access to new capabilities and extend their brand reach to new customers in new places. Footwear retailer DSW, for example, has partnered with grocery chain Hy-Vee to offer products through the grocer's extensive network of physical locations. Such arrangements give retailers access to new shopping occasions and new customers, and can extend one retailer's brand halo to its partners.

3. Transform store operations and win on 'SafeX'

The pandemic has hobbled traditional store operations, with physical distancing and a new preference for self-service altering the formula for customer experience. The priority for many customers today is to get in and out of a store as quickly and safely as possible-if they choose to go in at all (Exhibit 4). Providing safe(r) experiences, SafeX, will be critical to alleviating customers' anxieties and enabling a return to in-person interactions. In China, for example, 65 percent of consumers indicated that they expect to care more about product safety after COVID-19 than prior to COVID-19. Retailers must implement policies and processes to enable safe distances, sanitize surfaces and products, and communicate proactively, clearly, and empathetically.

Beyond managing the SafeX considerations that are currently top of mind, retailers need to dramatically reduce costs and improve operational efficiency in their stores to offset revenues that are increasingly shifting to online channels. Done properly, this effort will help companies enhance customer experience and safety while trimming operating expenses.

Retailers can start by establishing a set of service and experience elements that are nonnegotiable. New safety requirements for both customers and associates will be a core part of these nonnegotiables and could include no-contact payment methods or cleaning and employee-hygiene processes. The workforce will need to be redirected from less-relevant activities to priority areas. Many of the opportunities can be captured quickly by changing store hours, improving scheduling, and altering the mix of full- and part-time employees. Some retailers have started to move certain elements of the experience outside of the store (for example, returns in the parking lot), given limits on customers per square foot in stores. A structured effort focused on addressing new operational needs and implementing leaner practices can yield labor efficiencies of 5 to 15 percent.

For retailers that have closed stores during the pandemic, the reopening process offers an opportunity to establish new models. First and foremost, physical-distancing requirements will likely constrain the number of employees who can be in stores at the same time. These limitations could force retailers to prioritize activities such as opening and closing processes, checkout, restocking, and e-commerce fulfillment. Store reopenings will also offer retailers an opportunity to fundamentally change how core processes are carried out and implement best practices.

4. Reimagine the physical network

Over the past three years, consumers have shifted an increasing share of their purchases to e-commerce, which has led to ever-growing declines in physical store traffic. COVID-19 has accelerated this trend with apparel retailers and department stores, which are projected to see a 10 to 13 percent increase in online penetration after COVID-19. The rising volume of e-commerce transactions will force retailers to reevaluate their network of brick-and-mortar stores and how physical locations can best support the customer experience.

While physical stores are critical to the customer experience, our analysis suggests that the United States has more retail shopping capacity than other countries with sizable retail markets. Retailers should be thoughtful about which stores they choose to reopen and in which sequence.

Optimize the footprint. Sophisticated retailers are evolving how they evaluate stores and optimize their network. For example, cutting-edge data sources can be used to get a detailed view of micro traffic patterns. Retailers should also adjust their analysis for the impact of COVID-19 and determine if store performance is the result of underlying intrinsics or just the physical store location. Last, four-wall profitability should be a comprehensive and holistic measure that takes into account the cross-channel sales contribution of the store (see sidebar, "Taking a comprehensive, data-driven approach to store closures"). If a retailer exits a market, will there be a loss in online sales? If a store is added, what is the halo effect on online penetration? Retailers can use four-wall profitability and cross-channel strategic importance to cluster stores by the potential actions: transform and grow, reopen as usual, reassess their role, and renegotiate leases or consider closure (Exhibit 5).

Redefine the role of physical stores. The pandemic has pushed retailers to move beyond the traditional view that physical locations are primarily for in-store customer engagement. Promising new models have begun to take hold and will continue to evolve in particular for stores that have high strategic importance for the retailer's network. We will likely see a continuation of the pre-crisis trend toward retail stores that create immersive experiences to drive foot traffic. Retailers are also experimenting with more gray or dark stores for fulfillment, a long-running trend in the restaurant industry. In this model, which has been deployed by many retailers, physical locations are turned into temporary or permanent fulfillment nodes to enable faster delivery.

Create the store of the future. The evolution of the physical store's role as a core component of the omnichannel journey has also affected store layouts. Many retailers had been using their stores to educate consumers on product offerings, reinforce their brand's positioning, and support e-commerce sales. Indeed, research before the pandemic found that opening a new location increases traffic to the retailer's website by 37 percent the following quarter. New technology solutions are also changing store formats: tech-enabled stores, such as Amazon Go locations, feature new models that support customer journeys. Sales associates remain critical to the experience at these stores but play more of an advocate role for customers. Retailers will have to rebalance these elements to reflect the post-crisis constraints.

5. Embrace an agile operating model

The pace of change in the post-pandemic environment will force retailers to continually reassess their strategies. This approach requires more real-time insights on customers as well as a new agile operating model to harness these insights and put them into action.

Before the pandemic, digital leaders were using data to optimize customer experience, gauge satisfaction, identify foot traffic trends, and generate purchase recommendations. Winning retailers are moving beyond surveys as a mechanism for customer input and toward near-real-time tracking of consumer trends and behavior shifts. With the rise of digital in recent months, companies will have even more dynamic data at their fingertips, and they can use these data to extract immediate insights. For example, many retailers have seen an influx of new customers to physical stores (for essential retail) or digital channels. Winners will generate insights from these new customers and construct targeted retention plans, messages, and offers to maintain the customer relationship in this era of brand switching and cost consciousness. Social media is another channel that offers insights on rapidly changing consumer behaviors. For example, one Chinese rental-car company created a team to monitor social media and identify real-time trends. The company then created new offers based on insights from the social media analysis.

In addition, as retailers reformulate their customer experience, they should bring customers into the design process to share feedback as ideas develop, ensure new offerings are meeting actual needs, and de-risk initiatives along the way. Qualitative feedback can be gathered through online tools or in-person concept sprints so ideas can be assessed and iteratively improved.

By adopting agile practices alongside the generation of real-time consumer insights, retailers can more quickly recalibrate their business model and offerings to meet consumer expectations. Retailers need to raise their metabolic rate-that is, the speed at which they process information and develop new offerings. The speed at which some retailers have been able to stand up new omnichannel models (for example, launching a new delivery business in three weeks) shows what a truly agile operating model can unleash. A rapid approach to tests and trials can enable retailers to launch offerings at scale more quickly and avoid losing share in the face of shifting consumer behavior. Senior leaders must empower junior colleagues to make decisions rapidly.

Retailers have much ground to cover, and time is of the essence. They should start by establishing a North Star to guide their aspirations for customer experience, with clear objectives across each of the five actions described above. A cross-functional team should take the lead in assessing the starting point, quickly developing the path forward, and driving implementation.

The next normal is still taking shape, and customer expectations will continue to shift in response. Retailers that focus on customer experience and respond with agility and innovation in their omnichannel experience will fare better and strengthen their ties to customers.

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Adapting to the next normal in retail: The customer experience imperative

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The COVID-19 pandemic has upended the retail industry, forcing the closure of physical stores and causing uncertainty for the future of the in-store experience. These abrupt shifts have left many retailers scrambling to effectively serve customers through other channels.

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This report looks at four areas of shopping experience: Environment, Education, Escapism and Entertainment.
Shoppers are looking for a more meaningful experience while shopping and 24% of respondents said they would pay more for the same product if they would receive a meaningful experience when purchasing it. Also, almost two thirds of consumers are more likely to shop at destinations that have cafes, restaurants and bars as they place a multipurpose environment with social meeting points as a high priority.

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Retailers need to offer a more multifunctional, "experience-based" environment in order to inspire, win and retain the loyalty of customers.

At-A-Glance

The Retail Experience Economy identifies four key factors determining a customer's shopping experience: (1) Environment, (2) Education, (3) Escapism and (4) Entertainment

24% of 2,000 respondents said they would willingly pay more for the same product if it meant they would receive a meaningful experience when purchasing it

43% of shoppers said that they are likely to spend more money in the future with a retailer who offered a meaningful shopping experience in-store

Entertainment ranked the highest for younger consumers: 35% of respondents aged between 18-24 years old, compared with just 13% for the 65+ age group

Environment was the most important element of a meaningful shopping experience, selected by almost half (46%) of 35-44 year olds

Almost two thirds of consumers are more inclined to shop at destinations that house cafes, restaurants and bars as they place a multipurpose environment with social meeting points as a high priority

UK retail is undergoing significant structural change. A behavioural revolution is taking place through a transformational shift in what people value most - experiences. Evolutionary processes have guided economic value from commodities, to goods, to services and in this new paradigm, experiences are taking prominence over products. The genesis of an emerging era of retail is rearing its head - The Retail Experience Economy.

Retailers must engineer seamless experiences that envelope the consumer in beautiful retail environments that entertain, provide escapism and relevant education.

Research conducted by Retail Economics and Squire Patton Boggs found that almost a quarter of consumers said they would willingly pay more for the same product if it meant they would receive a meaningful experience when purchasing it. Furthermore, 43% of shoppers said that they are likely to spend more money in the future with a retailer who offered a meaningful shopping experience in-store.

Retailers' abilities to predict, analyse and adapt to forthcoming waves of these behavioural shifts will stand as the differentiating factor from their competitors.
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The Retail Experience Economy: The Behavioural Revolution

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Retailers need to offer a more multifunctional, "experience-based" environment in order to inspire, win and retain the loyalty of customers.

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Some retailers leading the change for more innovative store experiences are: Tiffany and Co., Virgin Holidays, Made.com, Lush, Ulta Beauty and Disney.

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At the time, the retailer's combination of confusing layout, limited changing rooms, and lack of staff often made shopping in-store less than enjoyable.

Since then, however, Zara has made big strides to improve this, by integrating digital tech, and showing more of an overall focus on the customer's needs.

So, what other retailers have upped their game, or continued to stand out for in-store customer experience? Here are a few examples of the retailers leading the way, and what we might learn from them.

Disclaimer: I've intentionally tried to steer clear of some the most obvious examples (like Apple).

Tiffany is an iconic store, and one that is well-known for its high-end retail experience. In 2018, however, the brand opened a brand new store in London's Covent Garden to bring a bit more fun into the mix - and more of a focus on the customer experience.

The 'Style Studio', as it's called, sells the brand's 'everyday items' range, which is a mix of homeware and accessories. This is designed to engage customers who want to spend less, but still get their hands on the luxury brand.

Decorated in its famous duck egg blue, the store is also designed to be interactive, including extra features such as a vending machine stocked full of Tiffany perfume, and a #MakeItTiffany personalisation bar where customers can get their jewellery engraved.

With its highly 'Instagrammable' interior, Style Studio is a clear attempt to modernise the brand for a younger, more socially-savvy audience.

A travel provider isn't the most obvious location for a great customer experience, however, with competition from digital disruptors like Airbnb - and the growing prevalence of online booking - some are upping their game.

This is certainly the case for Virgin Holidays, which has opened a new chain of retail concept stores. The aim is to create a relaxed and immersive shopping environment, allowing customers to get in the holiday mood and try out various elements of the Virgin Holidays experience.

There is a mock-up of a Virgin Atlantic cabin, for example, so that customers can test-run economy and upper class seats. There's also a virtual reality installation, which takes people on a 'rollercoaster' of global destinations.

Awesome new concept by @Design_RI for Virgin Holidays, taking store experience to the next level. https://t.co/8uOzhW0HLX pic.twitter.com/LhnKkclXZw

- Rob Fothergill (@RobStraco) January 12, 2018

The retail stores use sensory activities to ramp up excitement about impending holidays - something customers don't get when they book online. It allows Virgin Holidays to build better relationships with customers, using face-to-face communication to show the human side of the brand.

As it stands, there are 14 new Virgin Holidays 'experience' stores in the UK - the latest opening in Milton Keynes at the end of 2018. Virgin Holidays has also partnered with Next to launch a 'shop in shops' format. The idea is to adapt the 'V-Rooms' concept to Next's customer base, creating a retail sanctuary that will prompt shoppers to get thinking about their next holiday.

Despite first launching as an online-only retailer, Made.com has become a master of physical retail, using its showrooms to create an engaging and seamless in-store experience for shoppers.

In February 2019, Made relaunched its Soho showroom with three times the floor space. The store now also includes a cafe, which is something that was once a trump card for rival homeware retailer, IKEA.

Digital technology is also integral to the customer experience, with large tablets scattered throughout allowing shoppers to search products, and browse through Made.com's Instagram feed. Meanwhile, QR codes are assigned to each product in-store, allowing customers to easily find (and buy) what they see online.

In contrast to the online experience, in-store shoppers can touch and feel fabrics, discover new trends, get personal style advice, and even attend in-store workshops. Overall, the aim is to act as a middleman between offline and online, enabling the retailer to build a deeper and more personalised relationship with customers.
Four key components of Made.com's brand strategy
Lush's in-store experience isn't everyone's cup of tea. Some people prefer a quiet browse, free of interruptions.However, Lush is well-known for going the extra mile for those customers that do want a little more interaction, offering product demonstrations and valuable advice in its stores.

Lush employees typically go through extensive training to ensure they have the tools and knowledge to deliver this kind of service.

It's not just the staff that makes Lush stand out. A combination of digital tech (including an option for customers to pay via tablets) and demonstration areas (such as large sinks and baths) also make the in-store experience a more interactive and sensory affair.

Lush also uses its physical presence to promote its stance on social and environmental issues, such as the new packaging-free store in Manchester.

Here, digital technology offers a replacement to the information usually found on packaging - the Lush Lens app uses machine learning to recognise products, meaning customers can simply scan 'naked' products to discover key information about them. Lush is also set to build on its in-store success, announcing that it will open its biggest ever store (complete with a spa) in Liverpool in 2019.

In Q3 of 2018, Ulta Beauty (a competitor of Sephora) announced a 7.8% growth in same-store sales, with an increase in transactions and average transaction value. Part of this growth is down to the retailer's shrewd understanding of what beauty consumers want, and an in-store experience that delivers it.

So what makes it so great? Speaking at the ShopTalk conference, Mary Dillon, the company's CEO, says very simply customers "can have an emotional experience around interacting with our associate." This means decreasing the time employees spend on less-value tasks, and more time on meaningful service.

Get more from your Ultamate Rewards points! You can now use them on hair, skin and brow Salon services. Tap to learn more and to discover everything your local #ultabeauty offers. https://t.co/I2jZDT8YSC pic.twitter.com/wQo2PrCq0m

- Ulta Beauty (@ultabeauty) February 6, 2019

Alongside a vast array of products, Ulta differentiates itself from other retailers by offering in-store services such as hair, skin and brow treatments. This type of service (and the expertise that goes with it) creates an almost spa-like environment. This also means that the store has become a destination for consumers - somewhere people want to hang out or specifically visit - rather than a place to pop into.

While Macy's and Sephora also offer great beauty products, Ulta's salon services mean that customers can enjoy the experience of discovering them. As recent profits show, it's a tactic that's proving popular with both new and existing customers - driving loyalty in an increasingly competitive space.

Disney has re-focused its efforts on brick-and-mortar retail in the past few years, unveiling a new store concept in 2017 that aligns with its parks and attractions experience - albeit in a more minimalist style. While less 'Disney-esque', the store's pared-down design is a deliberate tactic to bring Marvel and Star Wars brands to the forefront, rather than just classic Disney characters.

The new stores involve more interactive experiences and visual stimulation, such as a welcome celebration each morning hosted by Disney cast members and characters that greet and interact with customers. There's also an in-store play room where children can experience learning and play activities, encouraging a 'community-feel' so that customers are inclined to linger and spend time.

The stores utilise technology, including large LED digital screens to showcase fireworks displays and the iconic 'LIVE from Disney Parks' parade.

Disney Store tests updated concept store, new website, more adult merchandise: https://t.co/ou078OvCNC pic.twitter.com/wgN98PvUPu

- The Disney Blog (@TheDisneyBlog) September 27, 2017

Overall, the physical stores aim to bring some of the the Disney 'magic' that is so beloved in its theme parks, to the everyday experience of visiting a mall. With this, Disney is also hoping to turn around the dwindling footfall of the previous few years, which has been made worse by mall closures and the emergence of online shopping.

So far, the new concept has been rolled out in select global markets including Century City in California, Munich in Germany, and Nayoga in Japan.
How can retailers create more engaging mobile experiences in-store?
Story is not a traditional retailer, but a space that in its own words, 'takes the concept of a magazine, changes like a gallery, and sells things like a store'. Founded in 2011 by Rachel Shechtman - a former brand consultant for the likes of TOMS shoes and Kraft - Story is a serial pop-up store, which aims to keep customers coming back for more with an ever-changing narrative and inventory. Speaking to Fast Company, she explains the concept behind the retail store: "My rule: 70% of an experience should be what consumers know and 30% should be surprise and delight..."

As such, Story sells a variety of products from a range of different brands based on a theme that changes every four to eight weeks. Previous themes have included 'made in America', 'wellness', and 'out of office', with each one involving different layouts, installations, and stock.

Our new STORY is...How Original! An exciting collaboration between @Snoopy + Seven Artists ranging from @ninachanel to @theRobPruitt...and exclusive collabs w/ @ChampionUSA, @stance, @BamfordDept and more - https://t.co/j3ZPGhnPjB

- STORY (@ThisIsStory) September 14, 2018

Each theme is designed to offer something of real value to visitors, focusing on their experience rather than the products itself. There is also a highly social element to Story, with the space regularly hosting food pop-ups and other interactive events.

We are chaaaa-changing! Stay tuned for #whatcomesnext pic.twitter.com/0fsMuHpBqI

- STORY (@ThisIsStory) March 4, 2019

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Seven innovators of the in-store customer experience - Econsultancy

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At the time, the retailer's combination of confusing layout, limited changing rooms, and lack of staff often made shopping in-store less than enjoyable. Since then, however, Zara has made big strides to improve this, by integrating digital tech, and showing more of an overall focus on the customer's needs.

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Three pressures that the high street was dealing with before Covid were rising costs, reduced footfall and store closures. Throughout the pandemic, some areas that have seen a growth in sales include home gym equipment, garden products and furniture.

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Retail Trends 2021: we look back on the innovation taking place in a year like no other

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This article looks at retail experience trends likely to develop throughout 2021. Retailers need to look at how to decarbonise their products, stores and supply chain, as well as experiential retail thoughtful to each customer. Health and delocalisation are two other areas that brands can look at.

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AI is likely to have a significant impact on the retail industry in several ways.

1. Personalisation: AI can be used to personalise the shopping experience for individual customers. For example, it can be used to recommend products to customers based on their browsing and purchase history, as well as their social media activity.

2. Predictive Analytics: AI can be used to analyse data from various sources (such as customer data, sales data, and social media data) to make predictions about customer behaviour and trends in the market. This can help retailers to make more informed decisions about what products to stock, how to price them, and how to market them.

3. Inventory Management: AI can be used to optimise the management of inventory. For example, it can be used to predict demand for products, track inventory levels in real-time, and automate reordering processes.

4. Automation of repetitive tasks: AI can help in automating repetitive, mundane tasks like price checking, stock checking and much more.

5. Chatbots: AI can be used to create chatbots that can answer customer questions, provide recommendations, and even complete transactions without the need for human assistance.

6. Image recognition: AI can be used for automated image recognition for products in online retail, which allows for easier product search and category browsing.

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Although we are facing economic headwinds, multiple tailwinds including Artificial Intelligence (AI), retail media, the transition to renewable energy and the return of demand for physical stores are laying new foundations from which retailers can grow their businesses in the year ahead.

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Skills - communication, relationship development, negotiation, analysis, organisation & time management

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This article describes ways that people are able to build their resilience. Some of the methods are setting goals, relaxing, learning from mistakes and building self-confidence.

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Resilience is a key skill needed before starting your career. Resilience is being able to adapt to change and recover from setbacks. It is important to be prepared and build resilience, because everyone's career will face challenges.

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Hard skills are technical knowledge or training gained through life experiences (cash register). Soft skills are abilities that can be applied in any job (leadership).

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Looking at this spotlight session was really helpful. It is written by Nadia Lewis, a Buying Manager at Debenhams, and details what her job role includes. The focus of the Buyer's job is around the customer and no two days are the same. Buyers need to constantly be aware of what is going on, must be able to multitask, and be very organised.

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LinkedIn is really useful to use to search for jobs. There are some fashion-related recruitment agencies, such as Fashion Workie, on LinkedIn. People are able to find jobs through this, as well as set up notifications to email when new jobs are posted.

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Today's top 71,000+ Buyer jobs. Leverage your professional network, and get hired. New Buyer jobs added daily.

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This section on their website focuses around a lot more than just fashion. There are posts about lifestyle, travel, beauty, interiors, art, and so many more topics. The Net-A-Porter customer has a wide range of interests which are clearly shown on this page. It has a very luxe-theme throughout and caters directly to their target customer. This is a strategy that NAP use to build their connection with the consumer.

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However you cut it, 2020 has been a peculiar year. As we welcome the holiday season, the what-to-wear dilemmas are far from the usual, too. One thing we can all agree on, says LAURA ANTONIA JORDAN, is the need for some serious sartorial joy right now - whether that comes in the shape of a fluid satin dress, scene-stealing accessories or a flourish of fuchsia is entirely up to you. Model KRIS GRIKAITE shows us how...

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PORTER: NET-A-PORTER's Daily Fashion, Beauty & Lifestyle Editorial

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However you cut it, 2020 has been a peculiar year. As we welcome the holiday season, the what-to-wear dilemmas are far from the usual, too. One thing we can all agree on, says LAURA ANTONIA JORDAN, is the need for some serious sartorial joy right now - whether that comes in the shape of a fluid satin dress, scene-stealing accessories or a flourish of fuchsia is entirely up to you.

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Researching what other luxury retailers are doing for their campaigns, will help us choose and create useful marketing strategies. This report looks at DIY from home and Cinematic Experiences. We have also found that gamification is a popular trend for marketing, so we will include this as a technique.

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I researched which tribe my customer would likely fall into and I think it is 'The Leading Edge', especially Activists, Creators and DIYers.

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Leading Edge Tribes are proactive scene leaders that live for the new and now. From making music to curating club nights, publishing magazines to documenting the latest in cool online - these guys collaborate across Tribes, develop contacts, share ideas and set the agenda.

Attuned to global trends and switched on to developments across diverse fields, they reject passive consumerism and are driving tastes across virtually all other segments on the map. They might be hard to predict, but following what's going down here is a must for any marketer.

The Leading Edge used to mean older Tribes (it takes time and confidence to become an expert!) but increased access to smart devices means the segment is getting younger and more diverse - anyone with determination and an original idea now has the platform to be heard online.

Activists
Activists are a major new player in the Leading Edge - on the front line at protests and driving the politicisation of UK Youth.
Activists are passionate about inequality and social change, so are taking to the streets and social media to protest, campaign, squat and sit-in. Especially relevant in 2015 with the General Election looming, Activists are aspirational across the map and admired for their passion and dedication to the cause - be that racial equality, housing, feminism, the environment.

Creatives
Creatives are still top of the Tribal map and care constantly creating new content
DIYers are creative, tech savvy self-starters that bring culture to life for Tribes today - they produce music, promote club nights, start indie brands and create festival stages. Many are also Creatives, but DIYers are set apart by their aspirations to 'make it', create events and actively influence culture in their area. DIYers used to be focused more in London, but in 2015 all major cities have a strong DIY scene.

Uban Artists

Urban artists are a new category to fit a myriad of smaller Urban scene Tribes that are growing across the UK.

Urban arts (think genres like rap, beatboxing, spoken word, graffiti) and Urban music and fashion influences (think Trax, Chicago Footwork, UK Grime) are so pervasive and influential across UK youth culture today - the Urban Artists are part of the Leading Edge segment but 100% Urban.

DIYers
DIYers are creative, tech savvy self-starters that bring culture to life for Tribes today - they produce music, promote club nights, start indie brands and create festival stages.
Many are also Creatives, but DIYers are set apart by their aspirations to 'make it', create events and actively influence culture in their area. DIYers used to be focused more in London, but in 2015 all major cities have a strong DIY scene.

While their 2012 touch points remain (resourceful, tech driven and business orientated) to be a DIYer in 2015 you need to have seen genuine success - so vlogging with 1M+ followers can make you a DIYer, but being a bedroom DJ or Tumblr fanatic won't!

Scenesters
Replacing the recently demoted Hipsters - the scenesters encapsulate everything that Hipsterdom has failed to in recent years.
Setting themselves apart by creating new trends by co-opting fashion and music from accross the Tribal map and blending it with their own individual attitudes. Ever difficult to pin down, they move at lightning speed through youth culture - moving onto whats 'next' before it has a chance to become 'now'.

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Leading Edge Tribes are proactive scene leaders that live for the new and now. From making music to curating club nights, publishing magazines to documenting the latest in cool online - these guys collaborate across...

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I will take inspiration from this report when choosing silhouettes for my range.

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The key trends to watch:
- Minimalism
- Comfort & Casualization
- New Nostalgia
- Escapism
- The Kindness Economy
- As Seen On Screen

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As everything reopens when lockdowns lift, trend predictions are that consumers are likely to buy versatile pieces. These pieces will be suitable for staying at home but add a bit of embellishment for when we can go out. This will stop consumers from buying a completely new wardrobe and being too overly optimistic.

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weatpants, leggings, slippers, Zoom shirts, wellies and padded jackets... 2020's fashion trends highlighted the way our lives moved from office to living room and from bar to garden. But how will a new year - one more hopeful, with a post-vaccine future on the horizon - affect fashion?

As the world opens up again, fashion experts think that people will buy pieces which straddle a lifestyle under lockdown and the new normal, rather than completely overhauling their wardrobes. Morgane Le Caer, data editor at fashion search platform Lyst, thinks this has already started to happen, with loungewear still popular, alongside velvet, sequined skirts and embellished shoes - the kind of items that should be shown off beyond the laptop screen. "While demand for relaxed, comfortable pieces is not going to change anytime soon," she says, "choosing to dress up with mood-boosting pieces in tough times is a signal of optimism and positivity."

Buyers agree that this is a time where adaptability and flexibility are key qualities for consumers. Asos was at the heart of the home workout trend in 2020, selling 188,000 pairs of their 4505 leggings in the spring, and three million pairs of Nike trainers. Elsewhere, puffer jacket sales were up 80% on the site. Vanessa Spence, its design director, says a sports-influenced casual look will remain important to its Gen Z customers. "Loungewear blends into everyday life, offering people an outfit that will take them from sofa to supermarket," she says. "We think there's a real opportunity for this category to grow even further."

Emily in Paris star, Lily Collins sports the 'hit-in-waiting' cycling shorts. Photograph: @lilyjcollins/Instagram

For Spence, items that can be dressed up or down will win the start of 2021. "Comfort and versatility are now key requirements," she says. "It's easy to dress jogging bottoms up with an oversized blazer, heels and a gold chain to go out... or keep the look cosy with the matching hoodie and a pair of slippers. It's about finding those key pieces and working them multiple ways."

At the luxury end of the industry, Natalie Kingham, global fashion officer at matchesfashion.com, reports both "a new relaxed uniform, interspersed with sportswear-inflected pieces" and "a growing sense of optimism" where "everyday pieces from Molly Goddard jeans to Elder Statesman knitwear were uplifted with bright bursts of colour and prints". Kingham believes this cheerier mood will grow: "We will continue to celebrate how fashion can lift the spirits and spread joy."

Bottega Veneta's spring/summer 21 ready-to-wear collection. Photograph: Bottega Veneta

The amalgam of comfort clothing and dressing up to the nines was also seen at the recent spring 2021 collections. A leotard and smart trousers and loose co-ords were seen at Bottega Veneta; dressed-up denim at Alexander McQueen; and cycling shorts and blazers at Saint Laurent. Cycling shorts look to be a hit-in-waiting - they have already been road-tested by Emily in Paris star Lily Collins. Le Caer also namechecks new brands, including Paris Georgia from New Zealand, Bulgarian Chopova Lowena and South African label Thebe Magugu as ones to watch.

Spence says that the effect of a year under lockdown meant that the growth of burgeoning trends was accelerated. "We had predicted this trend pre-Covid with the rise of streetwear," she says. Le Caer says the acceleration has also been noticeable in how consumers buy, as well as what they buy. "We've seen about five years of e-commerce growth in five months," she says.

While e-tailers like matchesfashion.com have benefited, Kingham says the business has had to look again at how it communicates with customers during a pandemic. "Normally a beautiful shoot on a beach with models interacting with each other can bring a new collection to life, but we knew this would not mirror the world we were living in," she says. The store introduced #checkingin as a hashtag on their Instagram account, which featured "women and men who are part of our community, getting glimpses into how they were coping, their tips and recommendations". Kingham says customers responded well.

Le Caer says a brand's values are now part of what draws consumers: "While shopping habits have understandably shifted, we know shoppers remain attracted to powerful labels and that they are increasingly interested in brands' sustainability and diversity credentials."

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Happy stylish new year? Sequins add sparkle to lockdown loungewear as hopes soar

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weatpants, leggings, slippers, Zoom shirts, wellies and padded jackets... 2020's fashion trends highlighted the way our lives moved from office to living room and from bar to garden. But how will a new year - one more hopeful, with a post-vaccine future on the horizon - affect fashion?

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Some of the trends predicted for 2021 that resonate with Monki are that customers are willing to educate themselves from home by listening to podcasts and other ways. Also, the rise of virtual marketplaces throughout the pandemic, and luxe lounger suitable for customers WFH.

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This website looks at how sustainable brands are and rates them based on this. I have previously found that H&M ranked 1st in the Forbes report, however from this site Monki are average. It looks at environment, labour and animal ratings, which Monki has taken steps to improve. Monki is very transparent and publishes information about its supply chain, although it is still a fast-fashion retailer making it less sustainable. A way to improve this is for them to reduce the launches snd focus on creating more high quality pieces. This is what I will do in my range and the sourcing strategy will be sustainable.

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Customers have been buying second-hand clothing more recently for 3 reasons: the desire for variety, more aware of sustainability problems, and because it is cheaper.

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From retail to resale: the trend disrupting fashion

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Key profile groups:
- The Stabilisers
- The Settlers
- The Optimists

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How Each Generation Shops in 2020 - Salesfloor

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Shopping habits of different generations.

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This site looks at deeper explanations of different UK tribes and what their lifestyle is.

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Brands underestimate the power of social media at their peril. Steve Rowe's comments about targeting 'Mrs M&S' last week were treated with derision on social media, with the Twittersphere roundly condemning Rowe's decision. One user argued that it was "gendered, exclusionary and old-fashioned", while another explained that Mrs M&S is "so cringey it makes my skin crawl".

Not exactly the reaction Mr Rowe was looking for.

He had suggested that Mrs M&S was a female around the age of 50, who shopped with the retailer about 18 times a year. Meanwhile, Debenhams have also unveiled their research on their core customer profile. 'Claire', who is 41, is interested in fashion and likes to break up her frequent shops with a coffee or glass of fizz. Like Mrs M&S, it is hoped targeting 'Claire' will lead to a turnaround at the flagging retailer.

Both retailers are missing something crucial: Mrs M&S and Mrs Debenhams are not only reductive and inaccurate representations, they are alienating for customers shopping at those stores. Major brands like these have complex and ever-changing audiences that consume that brand in a range of ways. Each specific audience segment needs to be acknowledged and addressed. One size fits all does not work for customer understanding anymore than it does for a tailored dress.
Read more: M&S needed a roar from Rowe, but all it got was a whisper
Mrs M&S is a confused approach to strategy that uses outdated approaches to customer insight. No longer can we rely on simple demographic profiles that look at your age and address. Gone too are days when looking at a customer's purchase history can tell you enough about how they need to be interacted with.

In an age of personalisation, predictive technology and real-time updates, it's all about looking forward and understanding customers' (and potential customers') aspirations, as well as their current needs.

This is where Rowe's Mrs M&S is so off the mark - she may represent the kind of woman that currently spends the most money shopping for clothes in M&S, but she ignores the individuals that buy M&S clothes occasionally, or those that aspire to shop there. This approach reduces the possibility that those other groups will ever turn into customers.

That is why social media data is so powerful. It fills the gaps left by what is merely a retrospective picture painted by purchase history insight. Social media analysis illustrates the inspiration, aspiration, and connections of consumers, which show us what they are likely to need, want or even be able to afford in the future.

Brands like M&S need to appreciate that the market is changing. Social media is not a bolt-on for retail businesses. It must be at the core of what retailers are focused on - for it is the most immediate connection with customers and capable of provoking real emotional response. It has become the most important platform for tapping into consumers' needs, wants and aspirations.
Read more: 2016 set to be the year of retail failures - here's why
By analysing their social media data more closely, brands like M&S and Debenhams can now measure how much they appeal to the women's fashion market in the UK, and - most importantly - how they can increase that appeal by cross-referencing other interests.

What this news has shown is that some of the UK's biggest brands are still lacking a complete understanding of their customers, and public reaction has proved how costly that can be. Deriving insights from social media allows brands to understand the complex and ever-changing nature of specific audiences. Through social media data, M&S would be able to create a much more realistic picture of their core female customers.

Similarly tagged content:

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Mrs M&S: Why demographic profiling no longer works

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Brands underestimate the power of social media at their peril. Steve Rowe's comments about targeting 'Mrs M&S' last week were treated with derision on social media, with the Twittersphere roundly condemning Rowe's decision. One user argued that it was "gendered, exclusionary and old-fashioned", while another explained that Mrs M&S is "so cringey it makes my skin crawl".

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This report looks at how customer spending habits have changed in the pandemic. It shows that older consumers are less likely to reduce their spending than young customers, as they are more financially stable.

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Sustainability has always been on the top of fashion's laundry list. One of the most polluting industries in the world, fashion emits more waste than the flight and shipping industries combined. Beyond its environmental effects, the industry has also been accused of multiple ethical malpractices in its workforce, often sourcing from third-world countries where thousands are forced to work under terrible conditions.

Over the years, mass consumption and the trend-driven nature of fashion has taken a toll on the environment. From piles of clothes clogging up landfills to microplastics in the sea, governments had to intervene, ordering a major clean up job from the world's biggest apparel and fashion corporations.

Just before Covid-19, French President Emmanuel Macron and François-Henri Pinault, CEO of Kering, revealed the Fashion Pact at the G7 summit last year. Aimed to dramatically reduce the environmental impacts of the fashion industry, the coalition was signed by over 70 fashion companies, including the likes of H&M, Nike and the PVH group.

While it seemed like the groundwork for a more sustainable future had been laid, many were worried the economic implications of the pandemic would derail the industry's plans...only for it to add fuel to the situation as consumers were left appalled by the actions of fashion companies abandoning its suppliers and factory workers, creating an even larger humanitarian crisis.

However, as all of this was happening, a demand for more ethically sourced products started to gain momentum. Consumers, now more aware than ever, are more insistent of product transparency, especially in its sourcing claims and the materials it's composed of.

Despite popular belief, sustainable sourcing counts only as a small fraction of reducing a brand's carbon footprint. To achieve full sustainability, the efforts must go further than just the supply chain. This means rethinking the way brands produce collections, the retail calendar and ultimately, creating a more circular lifespan for fashion products.

Sustainable Fashion Merchandising

To get to the root of the problem, the sustainable mindset has to start before the collection is even made.

An issue that many brands face at the end of the season is excess inventory. Typically contributed by poorly planned product cycles, fashion's rigid seasonal calendar of Spring/Summer and Fall/Winter requires brands to launch products way ahead of the real corresponding season. Essentially, it means brands are releasing spring products in winter and summer products in fall.

It is important to remember that this system was created prior to the online shopping craze, when brands only had physical stores, and shipping and distributing inventory to all these locations took several months.

However, today's shopper is a 'buy-now-wear-now' consumer. As online shopping grows more common, even the concept of a seasonal collection is outdated.

Because of this seasonal misalignment, brands are often left with piles of unsold stock that require markdowns to clear. This further impacts exit margins, leading to reduced profits and if worse, more waste in the landfill.

The proposed seasonal launch timeline. Source: Fashion's New Normal: Championing Sustainable Practices report

However, the solution to this problem is inherently simple. By reworking the trading schedules and planning product launches closer to the season, brands are able to provide consumers with products - when they actually want them - and delay the need for markdowns to clear inventory. Furthermore, by expanding a product's shelf life, it is able to be sold for a longer period of time at full price.

This exact strategy was used by H&M for their summer product launch this year. Omnilytics captured that the brand launched its collection on 1 June 2020, less than a month before the official start of summer in the US. This eventually helped the brand to have a more robust trading season, steering clear of deep discounts and improving its stock position.

Consolidated Sourcing

Brands that relied on international sourcing were among the most affected by lockdowns. Unable to get inventory across the border, many brands were forced to resort to near-shore sourcing to fulfil their production needs.

For example, brands like H&M that source the majority of their products in China encountered various logistic problems in receiving their orders. As a result, production had to be quickly shifted to alternative sourcing locations such as Vietnam and Mexico.

While sourcing from multiple locations undoubtedly increased production cost, an upside to this was that many were able to expedite lead times by avoiding long haul shipments. Concurrently, not having to import products from overseas resulted in brands lowering their carbon emissions greatly. Shifting to suppliers nearer to home also provided more flexibility for brands to react to shifting demands, even during a season.

As mentioned earlier, the growing number of conscious consumers has also urged fashion brands to further explore sustainable materials. One of the materials that saw the highest growth this year was Better Cotton, a more ethically grown and sourced form of cotton. Omnilytics data showed an 800% increase in the number of new Better Cotton products compared to the same period last year.

Levi's Wellthread Collection. Image credit: Levis.com.au

The use of recycled materials and hemp have also increased as driven by the denim segment. Levi's currently has a sustainable-focused capsule called the 'Wellthread Collection' which features hemp as the main cotton substitute.

Hemp is not only more sustainable but also more economical compared to regular cotton, as it requires approximately 70% less water to produce while occupying less space.

The Dangers of 'Greenwashing'

As sustainable fashion becomes increasingly part of the industry narrative, it's still far too common for brands to falsely advocate sustainability to capitalise on its growing consumer base.

Even well-intended brands have fallen trap to greenwashing due to the lack of transparency in third-party suppliers and the wider supply chain. Before communicating these efforts publicly, brands must ensure they are advocating sustainability in an authentic way and the information shared is entirely accurate.

For example, brands like Patagonia and Levi's have integrated detailed information regarding the origins of their materials and production processes in the garment tags of each product. Everlane took the concept of transparency even further by sharing how the price of a product is calculated through a diagram displayed on the product page. The diagram called 'Transparent Pricing' explicitly discloses all the costs involved in producing and shipping.

An example of Everlane's Choose What You Pay discount. Image credit: Everlane.com

Beyond just product information, Everlane also practices the 'choose what you pay' concept which allows customers to decide how much they are willing to pay for an item and understand the effects of cost on product development.

This concept was initiated to help Everlane get a better idea of consumer demand and avoid overproduction by only focusing on an optimal number of units. Although seemingly a risky move, revealing the true cost behind their products resulted in 12% of customers purchasing the item at a higher price.

The Future of Fashion is Sustainability

As stated by Michael Kobori, the former Vice President of Sustainability at Levi's, "Sustainability is probably number nine or ten in the list of factors that they use to choose [a pair of jeans]. But all other things being equal, sustainability can be a differentiator for the brand."

By now, most professionals in the industry are in agreement that the current way of operating is not only damaging but is also unprofitable in the long haul. With the impacts of climate change progressively affecting our daily lives, the call to build a more sustainable future is louder than ever.

A growing niche with indispensable importance, sustainable fashion is not just another opportunity to fulfil corporate responsibility but to bring genuine change and forge a more resilient fashion industry that is free of all negative implications.
This article was originally published at Inside Retail Australia in November 2020.
More than 115,000 data points were analysed on products retailing online for across US and UK markets from to , as tracked by Omnilytics.

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Why the Future of Fashion is Sustainability - Omnilytics

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Sustainability has always been on the top of fashion's laundry list. One of the most polluting industries in the world, fashion emits more waste than the flight and shipping industries combined. Beyond its environmental effects, the industry has also been accused of multiple ethical malpractices in its workforce, often sourcing from third-world countries where thousands are forced to work under terrible conditions.

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Brands need to look at using technology and AI within retail stores, in order to offer the best possible experience to customers.

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H&M struggled at through the first 2 quarters of 2020, and although they have had an increase in profits in the 3rd quarter, they are behind multi-channel competitors. They need to focus on their digital platforms, to be prepared for the final quarter.

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Although customers were able to visit shops towards the end of Summer, and footfall increased, overall spend on clothing and footwear in the UK is still expected to decline. This is forecast to decline by 25.6% in 2020 to £40.0bn, with offline spend decreasing by 38.3% and online growing by 5.1%.

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This report explains how the retail world has changed since the pandemic. It looks at how sustainability is still as important, even through the pandemic, as well as what the customers' needs will be post-lockdown.

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This report looks at the shifts within the industry to new retail environments. Some of my key takeaways are a shift to online pure plays, trans-seasonality, and a shift to experience shopping.

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To decide on the amount of products in each category within my range, I looked at Monki's current product offering.

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This presentations shows an overview of how the H&M Group performed in A/W 2020. It includes women's clothing and accessories.

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Monki's Current Product Offering using Edited

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Monki's Current Product Offering using Edited

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I updated the research I found from Project 2 on SS21 Catwalk Trends to help with Project 3.

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I used my Trend Report from project 2 to decide on fabrics, silhouettes and colours for my Range plan.

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- curiously conscious blog
- Haulternative Closet

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- fashion activist
- The Ethical Fashion podcast

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This media kit gives information about the NAP customer, that we were able to use for the customer profile.

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They design and develop all of their products in-house and are committed to maintaining traditional textile craftsmanship.

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We are keenly aware of our impact on people and the planet. We create clothes and home products that are durable - both in their life cycle and in their style - making it possible to use them for many years, if not decades to come. As a responsible business, we want to leave the environments and communities we touch improved upon by our conscious actions.

By looking at our impact areas, we have set out a roadmap to enrich and educate, contribute through collaboration, cherish our materials and minimise our waste. Community is at the heart of every facet of our business and we believe our best path forward isn't as a singular voice but a collaborative one, working closely with our customers, suppliers and makers. Together, we hope to create long-lasting and low-impact products to be cherished both today and tomorrow.

Our annual Social Conscience Report outlines progress against our commitments, the challenges we face and our next steps.

Read our Social Conscience Report (opens as a PDF file in a new window)

Enrich & Educate

We hope to educate and inspire you to make more informed choices and for you to regularly engage in sustainable practices aided by our clothing care, repair and community initiatives.

Today

We offer online care advice for all fabrics to ensure they last.

We run repair workshops across the UK and online, with helpful guides to mastering traditional techniques such as Sashiko, the ancient and highly intricate Japanese method of patching and mending.

We have established , a programme encouraging and supporting rising talent in the fields of craft and design. Through this not-for-profit initiative, we are able to give emerging makers a platform along with one-on-one mentoring.

Tomorrow

We will launch our TOAST Mentorship Programme to support creative students and graduates each year from 2023, offering guided experience in various departments of the business.

We will expand our New Makers programme, offering up our platform to ten craftspeople across a broad range of artistic disciplines.

We aim to provide more detailed supplier and product information, allowing you to make more informed choices with each purchase.

Contribute through Collaboration

We believe that everyone within our communities should be treated with fairness and thoughtfulness and we strive to work collaboratively to achieve fair wages, equality and a supportive culture.

Today

We have long-standing relationships with our makers, suppliers and artisans - we have been working with our top 25 suppliers for at least eight years.

We ensure our suppliers follow our ethical policy, and we work in collaboration with each and every one, addressing any issues that arise by finding suitable long-term solutions.

We support emerging artists and makers, providing a platform to share their work and, where possible, commissioning them for future projects.

Cherish Materials & Make

For over twenty years, we have honoured the importance of timeless design and quality, long-lasting garments. Our circular principles continue to guide our approach to product design, materials and manufacture, and our initiatives will help you to play a part in conscious consumption.

Today

We aim to use natural fibres that are biodegradable. In some instances, we may choose to use synthetic materials that have a lower environmental impact and ensure our products last as long as possible. Whatever raw materials we choose, we aim to use the resources as carefully as possible.

We consistently collaborate with our mills and dyers to explore more sustainable methods of making, transitioning to these as they become available.

We continually seek out innovative and cleaner denim production methods. This includes the use of organic cotton and recycled cotton, locally sourced materials and for some of our range, Indigo Flow - the cleanest and most sustainable method of Indigo dyeing currently available. This method achieves up to 70% reduction in water use, better dye penetration and ensures clean water at the end of the process that is fit for reuse.

When selecting fabrics and yarns we consider all aspects from origin, durability, look, feel and texture, and choose the right materials for the right garment.

85% of our products use purely natural fibres (Cotton, Hemp, Linen, Wool, Cashmere).

Our customer packaging is made from paper and is fully recyclable. We are continually striving to keep our carbon footprint low - purposefully using materials that are near to our manufacturers.

We resell all non-faulty items that have been returned by our customers ensuring TOAST garments never end up in landfill.

Minimise Waste

We have always believed in the importance of timeless design. Our garments are made to last, becoming more beautiful as they age. Together with our customers, we treat pre-loved garments as a resource to recycle, rather than waste. We have developed new construction methods and sourced alternatives to plastics that allow us to minimise waste. Our aim is to foster longevity and support you to do the same. We will continue to introduce new production and repurposing initiatives to further reduce our waste.

Today

We offer TOAST Repair, a free repair service in our shops, where customers can bring back torn or worn garments and have them repaired by our in-house technician.

TOAST Exchange, our in-shop clothes swapping initiative, extends a garment's life beyond its first wearer.

All our DHL deliveries (UK and International) are climate neutral, by offsetting through a range of climate protection projects that promote the economy in less developed countries and improve the lives of local people. In 2021, we offset 804,564kg of CO2e (equivalent to 3.6 million miles driven in a car in the UK, on average).

Tomorrow

We will have eliminated all single use virgin plastic from our supply chain by 2023.

We will continue to produce leaner, more focused collections to reduce our levels of surplus stock.

We will repurpose surplus materials in future collections. We will reuse unsellable garments returned to TOAST by upcycling to create unique designs.

We will create platforms for sharing preloved TOAST garments through swapping and resale.

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We are keenly aware of our impact on people and the planet. We create clothes and home products that are durable - both in their life cycle and in their style - making it possible to use them for many years, if not decades to come.

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Alice Early is a brand made to "connect with people who share a love of quality, design and British-made products". All collections are designed and produced in London to reduce carbon footprint.

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My design practice is dedicated to environmentally and socially-conscious craftsmanship. Throughout my business and its supply chain I have made choices to reduce my impact on the environment. I am committed to sourcing organic and sustainable materials, producing garments for long-term enjoyment, manufacturing them locally in London to reduce their carbon footprint and shipping them to you in recyclable packaging.

I design, pattern cut and produce my collections locally in London. I work with a small sampling studio to ensure quality and produce limited quantities to avoid excess waste.

Wool is a 100% natural, renewable fibre that readily biodegrades at the end of its long life. Sheep grow a new fleece every year and are sheared for animal welfare purposes. All sheep within my suppliers' sustainable sourcing programme are free range, giving them plenty of grasslands to roam in, and are pasture fed, ensuring no food containing chemicals are ingested. Every farmer has an enforced animal welfare code they must adhere to and this ethical caring of the sheep follows through into the quality of the wool which is produced. The wool is scoured using only eco-friendly detergents, with zero bleach added to enhance the colour. The wool is woven in Yorkshire in one of the last remaining fully vertical woollen mills in Great Britain. A 100% natural, renewable and luxurious, warm fibre.

The farming of conventional cotton uses approximately 16% of the world's insecticides and 7% of all pesticides produced. These pesticides are strong toxic chemical compounds which are subsequently released into the environment. They have a devastating effect on local ecosystems and are detrimental to the health of the farmers who work with them. Organic farming is achieved without the use of pesticides. Through crop rotations and companion planting soil fertility is built naturally, locking in CO2 into the soil. Organic farming practices help mitigate climate change and enhance biodiversity, preserving the entire ecosystem.

GOTS certified organic cotton

My cottons carry the GOTS (Global organic textile standard) certification and are grown from non-genetically modified seeds. The certification standard covers all aspects of textile production, from the harvesting of raw materials through to environmentally and socially responsible manufacturing. My GOTS certified organic cottons are grown without the use of synthetic fertilisers or toxic pesticides making them safer for the cotton farmers to work and protecting the soil and the surrounding environment from contamination. GOTS certified cotton must also meet social criteria based on International Labor Organisation (ILO) conventions, which cover rules on child labour, working hours and working conditions, minimum wages, discrimination and more.

Responsibly sourced, sustainable components

I use Corozo buttons on all my garments instead of the commonly used plastics. Corozo, also known as 'vegetable ivory', is derived from the nut of the Tagua Palm found in the Ecuadorian rainforest among other places. No mechanical harvesting is required as the nut falls naturally to earth when ripe. This valuable crop helps protect the rainforests in Ecuador from deforestation and are maintained so the palm can continue to grow and produce nuts for years to come. Corozo buttons are hard wearing and with a unique grain, providing a sustainable and beautiful alternative to polyester.

To align my production methods with my sustainable values I am moving to a made-to-order model with limited stock available. A major issue with the fashion industry is the waste of raw materials through overproduction. The pre-order system prevents this by avoiding the unnecessary use of resources. By ordering in advance you will be helping to slow down the fashion system. By making your choices early you are not only supporting a sustainable business model but helping to cut waste.

Made from sustainably managed forests

All my packaging - from my business cards, tissue paper, kraft bags and boxes - is made from sustainably sourced FSC (Forest Stewardship Council) certified paper and is entirely recyclable. FSC certified forests are managed responsibly and are renewable sources of paper stock. Having a positive impact across the globe, the FSC provide the highest level of protection for endangered species and natural forests.

Carbon-neutral shipping

I ship my garments using DPD Local's carbon-neutral delivery service.

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Sustainable designMy design practice is dedicated to environmentally and socially-conscious craftsmanship. Throughout my business and its supply chain I have made choices to reduce my impact on the environment. I am committed to sourcing organic and sustainable materials, producing garments for long-term enjoyment, ma

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It is a vegan handbag company that is committed to reducing waste during the manufacturing process and using eco-friendly materials.

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Our History
After years of searching for classic, luxury handbags that were leather-free and vegan, Jill Fraser founded Jill Milan in 2010 with her partner, Milan Lazich. Jill Fraser has been vegan for over 20 years. Prior to that, she was vegetarian for 15 years.
Handbags You Can Feel Good About
Each bag is made in Italy by artisans who craft the best luxury accessories in the world. Bags are sewn by hand and the metalwork on Jill Milan's bags is handmade.

Jill Milan's atelier has made luxury handbags for generations and holds first quality certifications ISO 9001 and social accountability SA 8000. Employees receive excellent wages, have health insurance, and paid vacations.

PETA-approved
Sustainability
A Commitment to the future

We are committed to reducing waste from our manufacturing process and sell all the products we make. We never destroy any of our bags.

We are constantly searching for new, eco-friendly materials. We work with Tuscan fabric suppliers to reduce our carbon footprint.
Bags Made to Last You Year after Year
Since Jill Milan's atelier has a long heritage in making luxury handbags, our bags do not fall apart as many "luxury vegan bags" do. Our bags are intended to give you many years of enjoyment
Style for a Lifetime
Our designers have worked for companies such as Prada and Judith Leiber. They have attended leading European design schools, and know how to make beautiful, timeless bags.

Jill Milan's bags have been carried to events ranging from the Oscars to the Met Ball. Actresses who have carried Jill Milan on the red carpet include Anne Hathaway, to premieres for films such as "The Dark Knight Rises" and "Les Miserables"; Kerry Washington, to the premiere of her film "Django Unchained"; and Eva Longoria, to the "Desperate Housewives" wrap party and the Presidential Inauguration. To see more celebrities who carry Jill Milan bags and the events they carry them to, visit our Celebrities page.
Your Purchase Helps Animals
With a strong commitment to animal welfare charities, Jill Milan donates over 10 percent of sales to numerous animal welfare organizations. Some of the organizations Jill Milan supports include PCRM, Mercy for Animals. Palomacy, Muttville, and countless other small charities.

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Our History After years of searching for classic, luxury handbags that were leather-free and vegan, Jill Fraser founded Jill Milan in 2010 with her partner, Milan Lazich. Jill Fraser has been vegan for over 20 years. Prior to that, she was vegetarian for 15 years.

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This is a sustainable and animal free luxury retailer. Their values include protecting animal lives and protecting land and ocean from pollution.

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Benedetti Life -> Sustainable Luxury Fashion by Benedetti Life

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BENEDETTI LIFE is a sustainable and animal-free luxury fashion label, founded by the award-winning designer Matea Benedetti.

Luxury aesthetics, environmental consciousness, responsible consumerism and ethical business practices are at the centre of our craftsmanship.

Benedetti Life uses only non-toxic and organic textiles and production practices, which do not harm the water, soil or human health.

We care deeply about the quality of manufacturing processes and supply chains, and we put workers' conditions at the forefront of our operations. We prefer to produce locally and in Italy.

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OUR STORY - Benedetti Life -> Sustainable Luxury Fashion by Benedetti Life

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BENEDETTI LIFE is a sustainable and animal-free luxury fashion label, founded by the award-winning designer Matea Benedetti. Luxury aesthetics, environmental consciousness, responsible consumerism and ethical business practices are at the centre of our craftsmanship. Benedetti Life uses only non-toxic and organic textiles and production practices, which do not harm the water, soil or human health.

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Now, more than ever, we must double down on our efforts to reinvent retail with sustainability at its heart and a way of

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Their Project Earth campaign includes pre-loved, repair and rent. Selfridges also add articles and a podcast for customers about how they are able to live more sustainably across all areas of their lives.

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Browns want to become a leading ethical fashion brand, so they are taking steps to protect People, the Planet and Animals. Browns are also working with smaller brands that are not completely set into their sustainability goals, but with help will be able to become more conscious.

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They have a footprint tool on their website which allows customers to measure the environmental impact of their purchases.

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Use our fashion footprint tool below to see how you can help the planet with your wardrobe.

SHOP CONSCIOUSLY

Material impacts

When you choose to buy something new, consider the environmental impact of your purchase by looking for long-lasting, lower impact materials.

Linen

1kg of this material can have the following impacts

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Use our fashion footprint tool below to see how you can help the planet with your wardrobe. SHOP CONSCIOUSLY When you choose to buy something new, consider the environmental impact of your purchase by looking for long-lasting, lower impact materials.

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Farfetch use lots of initiatives to work towards becoming a sustainable global luxury platform. They offer second life, donating, as well as fixing services.

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POSITIVELY FARFETCH

We're on a mission to become the global platform for good in luxury fashion - empowering everyone to choose, act and think positively. Be inspired to make your positive choices below.

CHOOSE POSITIVELY

Discover our unrivaled selection of sustainable pieces and love-forever pre-owned styles.

ACT POSITIVELY

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THINK POSITIVELY

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FARFETCH - The Global Destination For Modern Luxury

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We're on a mission to become the global platform for good in luxury fashion - empowering everyone to choose, act and think positively. Be inspired to make your positive choices below. Discover our unrivaled selection of sustainable pieces and love-forever pre-owned styles.

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Farfetch offer a section of pre-owned pieces on their website, pushing towards a circular economy.

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Shop the latest designer Pre-Owned online today on FARFETCH. Find new arrivals alongside iconic pieces. Enjoy express delivery today with free returns.

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Due to the pandemic, most retailers have had to adapt their campaigns to be made at home, rather than in a studio. Models have had to do their own makeup and hair, before using FaceTime or other apps to get amazing content. Some of the techniques that luxury brands have used include, collecting archives, home DIY, using natural resources and photo transformations.

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This article talks about the importance of luxury retailers using social media sites like TikTok to market, and how to do this.

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Chase Hudson and Blake Gray at Dolce & Gabbana via Getty Images

In February of this year, a 15-year-old girl from Norwalk, Connecticut landed in Milan and, 24 hours later, sat front row at the Prada AW20 show, in the company of Pierpaolo Piccioi, Emily Ratajkowski, and Lisa from BLACKPINK. She wore a preppy cropped grey sweater, black high-waisted flared trousers and carried a pink leather bag in her hand. To the masses of photographers, she was pretty much anonymous. But there were swathes of teenage girls waiting outside to witness one of their biggest idols in the flesh.

Charli D'Amelio is a name few people over the age of 18 have heard, but she is arguably the most important person on the internet right now. Having joined the video-based social network TikTok back in June 2019, Charli, now 16, has since become the most followed person on the platform, with 73.4 million fans streaming her dance-based content over 5.2 billion times. Her success is built off of her normality in an internet landscape that thrives off of oddball behaviour. She is the epitome of the unproblematic modern female idol.

Which is perhaps why she became one of the first notable figures to be both 'TikTok famous' and ushered into the fashion world; two industries that, right now, seem to stand in stark contrast to each other. TikTok, an endless stream of videos -- most of which consist of dance, comedy, incisive political commentary from teenagers, with e-boys and fuck boys peppered amongst them -- is built on the notion of spontaneity and replicating pre-existing content by and for a Gen Z audience. Originality is not its overriding forte. So how does a fashion brand, one that has to stand out by producing elevated concepts for social channels, slip into the realm of a funny app for teenagers?

It's a creative pivot that's already in motion. While Charli has already sat front row at Prada, posting videos of her performing a solo dance to "Walked In" by Ultradiox (a song that features the fashion ode: "I got Fendi and Prada in my house"), as well as one with the models from the show, her peers have been spotted at other European fashion weeks. The ultimate TikTok e-boy, who's also the founder of content creation collective The Hype House, Chase Hudson (@lilhuddy), attended the Dolce and Gabbana show in Milan last season too.

Noen Eubanks is another; the 19-year-old American kid, who has 10.9 million followers on the platform, fronted Celine's last menswear campaign. Brands are dipping their toe into the world of TikTok much in the same way they placed bloggers front and centre of their seating plans 15 years ago. But there's an interesting detachment: kids who wear expensive clothes to a Milanese fashion show and in international ad campaigns, but who speak to an audience who have little interest in luxury fashion -- yet. While those teenagers might be shopping at Brandy Melville and on Depop for now, they also harbour a huge $140 billion spending power, one that will shape the entire fashion industry in just a few years time.

Here lies the paradox of fashion's increasing interest in TikTok as a promotional platform. We know, from experience, that young people tend to flock to new social media networks first, claiming it as their own space and using it to experiment with their content, before corporations and boomers follow. That is the sweet spot that TikTok is still holding on to: a kind of post- Vine successor to the sorely missed comedy app, with elements of boorish teen male narcissism and young innovators mixed in, making use of the app to promote their businesses or socio-political movements. It's a medley of indeterminable things, hard to describe.

Instagram, on the other hand, has spent a decade allowing itself to splinter: meme accounts for those who want them; close encounters with celebrity lifestyles that come directly from them, rather than through the filter of the blogosphere; and fashion influencers -- all of these subgenres of digital content are there for those who want them.

Aesthetic still leads in that space though. Looking good, or posting images that adhere to the strict framework of 'Instagram friendly' are the natural routes to success. Of course, each brand has established what that aesthetic is for themselves, closely aligned with their campaign imagery for the most part. But for a moving platform like TikTok that relies on shareable content that, in many ways, feels "brought down" to the level of the user rather than offering the kind of elevation luxury fashion is known for, that tone of voice is far more difficult to pin down.

So who's trying it? Well, early adopters to the trend were Riccardo Tisci's team at Burberry, who launched the #TBChallenge back in spring 2019, a hashtag that's since racked up over 100 million views that asks users to recreate Tisci's TB monogram with their hands alone. Celine, of course, were quick to recognise its power, honing in on one of its stars, Noen Eubanks, and bringing him under the Celine umbrella. There was a hesitancy though, in deciding how best to approach it while retaining brand desirability. Then, Senior Insight Strategist at trend forecasters WGSN Sarah Owen says, the pandemic struck, and the need for new marketing approaches that reached consumers from their homes rather than via now unseen billboards struck. "The events witnessed in 2020 certainly changed the landscape," Sarah says. "Not only did the pandemic and mandatory stay-at-home orders in many countries result in an uptick in TikTok's user base, but brands realised that they had to follow the consumer. Social distancing forced many luxury brands to pivot to 'shot-from-home' campaigns as well as lo-fi content creation, replacing high-production operations for smartphone photoshoots."

It is, she says, "the more progressive design houses" that are choosing to dive into TikTok as a viable promotional platform to reach new audiences; the likes of Riccardo's Burberry, Demna's Balenciaga, and Alessandro's Gucci ( whose account has accumulated 1.3 million likes since February) leading the pack. "[They] understand that engaging with TikTok does not dilute or diminish their image. If anything it resonates loudly when a brand organically infiltrates the platform with content that feels youthful and entertaining. In this case, the best branded content on TikTok is generally that which is created by Gen Z themselves, as Fenty Beauty did when it handed the reins to a rotating cast of hand-picked influencers to produce content."

What Sarah points out, this notion of enlisting already successful TikTok influencers to lead your brand's narrative on to the app, seems to be the most successful, numbers-wise. Just last week, Marc Jacobs revealed their new digital accessories campaign fronted by Laetita Ky, an artist who uses her hair to create elaborate sculptures that have gone viral on the platform several times, be it symbols of Black power or safari animals. There's also the added benefit of responding to trends that have spawned without your input. When a bunch of Harry Styles fans started learning crochet to recreate a patchwork JW Anderson cardigan he had once worn, capturing their journey on TikTok, Jonathan himself posted the patterns to the original online.

So who might be the next star of TikTok to secure a lucrative deal with a major fashion house? The truth is, they might be anywhere. It could be one of the app's famed skirt-wearing soft boys, like Jey Jey Gardi, Griffin Mark or Seth Williams. Or TikTok fashion stars like Milan Mathew or Wisdom Kay, who have already used their accounts to show TikTok can be a viable, far more creative alternative to the Instagram fashion accounts that have shaped the industry for the past decade.

For luxury brands with hundreds of years of storied history, or a pre-existing consumer base that continue to spend money on what they make, the launch of a new platform predominantly geared towards teenagers poses the question: is it worth investing in a platform that might show little financial return, but create buzz with a generation of future spenders? As the brands that have so far participated in TikTok's continued takeover of social media (it now has over 800 million active users) will attest to, it's a slow-burn that requires a dedicated team with an intrinsic knowledge of how virality manifests on it. The best bet, for now, is to scour the 'For You' page and find someone who feels like the next new face. If those luxury brands "want a piece of the pie," Sarah says, "they need to adapt".

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Can the fashion industry successfully break TikTok?

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Chase Hudson and Blake Gray at Dolce & Gabbana via Getty Images In February of this year, a 15-year-old girl from Norwalk, Connecticut landed in Milan and, 24 hours later, sat front row at the Prada AW20 show, in the company of Pierpaolo Piccioi, Emily Ratajkowski, and Lisa from BLACKPINK.

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As the customer becomes more conscious, the shift in consumption becomes larger. The pandemic has affected luxury retail dramatically, so importing digital strategies and technologies into every purchase is vital.

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Pre-pandemic, experiential luxury was one of the biggest growth areas of the luxury sector. 'Instagrammable moments' became more highly prized among Millennials and Gen Z consumers than the continued accumulation of product. Despite a hiatus caused by the outbreak, the consumer shift to a 'less but better' mentality will inevitably reignite desire for experience-led initiatives.

Trendstop invites FashionUnited readers to discover how the luxury market is reinventing and innovating post-coronavirus.

Destination Retail
Though travel restrictions are still in place, luxury brands are optimistic that wealthy travellers will suffer less impediments in reaching far flung destinations. Private jets and charter yachts will enable them to bypass many of the difficulties facing their commercial counterparts. Dior are opening a series of pop-up boutiques across Mykonos, Ibiza and other resort locations to promote their beachwear collection conceived pre-outbreak. This will be the first opportunity to test the resilience of the luxury vacation-wear market as well as consumer desire to return to the travel scene.
The Virtual In-Store Experience

Luxury brands with a wealth of outlets and flagship locations, are rethinking how to repurpose them, in light of social distancing guidelines. Labels such as Valentino, are reinventing the in-store event in a virtual format. In a first of its kind, the 'Valentino Garavani Backnet' showcase invited guests to visit its Milan outfit remotely. Sales staff were on hand to guide through customisation options and purchasing of its namesake sneaker.

An Omnichannel Strategy

Taking an omnichannel approach is allowing brands to utilise current resources and combine them with new innovations to transform their operations in the 'new normal' climate. A merging of the physical and digital worlds can create innovative, retail experiences with seamless service consumers expect from luxury retailers and brands that are investing and building on these capabilities will have the advantage over their competitors. Understanding their audience and the differing impacts felt at different consumer levels allows brands to plan for future targeted marketing events.

Exclusive Offer

FashionUnited readers can get free access to Trendstop's Resort SS20 Key Themes Directions, featuring all the essential themes of the season. Simply click here to receive your free report.

Trendstop.com is one of the world's leading trend forecasting agencies for fashion and creative professionals, renowned for its insightful trend analysis and forecasts. Clients include H&M, Primark, Forever 21, Zalando, Geox, Evisu, Hugo Boss, L'Oreal and MTV.

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The evolution of the luxury retail experience

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Pre-pandemic, experiential luxury was one of the biggest growth areas of the luxury sector. 'Instagrammable moments' became more highly prized among Millennials and Gen Z consumers than the continued accumulation of product. Despite a hiatus caused by the outbreak, the consumer shift to a 'less but better' mentality will inevitably reignite desire for experience-led initiatives.

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- Demand for Sustainability
- Diversity & Inclusion
- Digital Channels

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Luxury brands spent decades turning design, aspiration, and high-quality goods into a $380 billion global behemoth. The coronavirus pandemic changed it all in a few short months. Sales have plummeted, leading to forecasts for a precipitous decline in 2020 revenue and massive uncertainty about the ability of many brands to rebound. The long-term impact of the crisis on brands will be just as dramatic, accelerating shifts in consumption and consumer preferences that will upset the existing equilibrium of power.

BCG believes that industries of all kinds-including luxury-will go through a three-phase recovery from the COVID-19 crisis, one that we call " Flatten, Fight, and Future." Based on our discussions with luxury brands' C-suite leaders, we believe the industry faces a protracted Fight phase, where regions gradually restart their economies but business outlooks remain uncertain because of the potential for the virus to reemerge. At the same time, brands are grappling with a fundamental shift in what "luxury" means, as consumers become more environmentally and socially aware and digital channels become more important as sources of inspiration and sales. Companies that respond by streamlining operations, redefining luxury to be less conspicuous and more inclusive, and investing in new ways of doing business are more likely to not just power through these uncertain, changing times but emerge stronger for the future.

The End of Luxury's Golden Era

The crisis has slowed a decade of growth across luxury categories that was buoyed by a bullish global economy and the relative affluence of Chinese consumers, who in recent years accounted for 35% of luxury purchases worldwide. Growth was further spurred by the democratization of luxury goods ushered in by lower opening price points, excitement over new categories such as high-end sneakers and casualwear, and collaborations between labels.

Now, even the most optimistic forecasts show sales of luxury goods dropping 25% to 45% in 2020. (See Exhibit 1.) In a best-case scenario, where a vaccine becomes available or the economic ramifications of the pandemic are not too severe, people will resume shopping and traveling and give a boost to luxury goods sales. But in a worst-case scenario, where a vaccine takes longer to develop or the recession is more severe, companies will struggle to regain momentum and people's ability and willingness to buy luxury goods will suffer.

Taking these factors into account, we expect that the industry's recovery will be gradual. Although performance will vary across individual categories, we believe that a worst-case scenario could cause overall sales in 2021 to be 20% lower than in 2019, followed by a somewhat smaller decline in 2022. By 2023 and beyond, we expect sales in most categories to return to precrisis levels.

For now, though, the new reality is upending the status quo in several ways.

Current events are reshaping how people think and behave. The COVID-19 crisis and recent protests to end racism have made existing social inequities even more apparent and people less comfortable with easy and conspicuous affluence. The COVID-19 pandemic paused travel and travel-related shopping for the foreseeable future. It's also driven more people to shop online, including those who avoided it in the past. Luxury slowly had begun to become more diverse and inclusive. In light of the current state of the world, that move is now nonnegotiable.

Category sales are shifting. Although consumers are spending less on luxury goods during and immediately after lockdown periods, brands whose products are perceived to be timeless have not and will not be affected as much as those that are more dependent on fashion trends and fads. In addition, categories that are further along in incorporating digital platforms and technologies into sales and distribution channels should fare better.

We believe skin care, makeup, footwear, and leather goods are in the best position to rebound. Sales in these categories are less tied to seasons, holidays, or other key moments than are others, and online sales are already relatively strong. We expect that sales in these categories will decline in 2020 but recover faster than others, potentially reaching precrisis levels in 2021 or 2022.

By contrast, watches and jewelry will on average face more challenges because of their continued strong reliance on sales through physical and wholesale channels, and because of the extreme drop in international travel. Today, e-commerce accounts for only 10% of watch sales and 5% of jewelry and eyewear sales. Ready-to-wear brands also will struggle; any revenue they realize from a seasonal rebound could be offset by the need to offer discounts to sell off excess inventory. We expect sales in these categories to drop by 35% to 50% this year and not reach precrisis levels until at least 2023.

Countries are recovering at different rates. China experienced the worst of the crisis ahead of most other places, and the Chinese economy has already recovered to the point where GDP growth is forecast to surpass the 2019 increase and continue to expand. Sales of luxury goods in China are expected to rebound and end the year as much as 10% above the 2019 mark, as more Chinese who normally shop for luxury goods when they travel stay home and spend in the country.

By contrast, European countries such as France, Italy, and the UK could suffer from the effects of the crisis well beyond 2020. In those countries, less international travel and weak local demand amid prolonged economic fallout from the crisis will continue to hurt sales of luxury goods. In the US and Japan, consumers expect the crisis to create a recession, and they plan to spend less on luxury goods as a result. In the US, the luxury market will be further hurt by the closings of some department stores and high-end retailers, as well as by the current social and political climate.

Online channels are blossoming. Some luxury brands had been cautious about venturing into e-commerce because it doesn't fit consumer expectations for a high-end shopping experience. But as more people bypass shopping in person for the convenience and relative safety of buying things online, luxury brands must accelerate sales through online channels.

The crisis hit department stores especially hard, and we expect them to continue to be affected unless they adopt more personalized "clienteling 2.0" sales practices and expand digital sales channels.

Challenges and Opportunities

Shifting economic, consumer, and societal trends present challenges and opportunities for luxury brands and retailers.

Demand for sustainability grows. Addressing consumer interest in sustainability is now table stakes for the industry. Brands must rethink their entire value chain to ensure that it is environmentally and ethically sound. Such a reevaluation could lead them to make a number of changes, including sourcing more materials locally, reducing their carbon footprint, providing more support for local communities, and supporting animal rights.

Diversity and inclusivity are must-haves. The year 2020 will be known as one of turmoil, but hopefully also one of change. The luxury business, as with all industries, must use the opportunity to make diversity and inclusivity a priority for their workforce and customers.

A quieter style of luxury emerges. The next decade will be one of uneasy affluence, with shoppers in many parts of the world reverting to less conspicuous forms of luxury. In a recent BCG consumer survey, more than half of the respondents expected their preference to increase for luxury items that are understated and everlasting. Chinese consumers, however, continue to prefer luxury items with embellishments, logos, and other visible adornments, a difference that could polarize luxury values between East and West.

Midterm tourist sales remain low. Because travel in most parts of the world is on hold, brands must find a way to make up for the revenue lost from a decline in sales to tourists, in particular the sales to individuals of ultrahigh net worth. To make up the difference, many brands will need to prioritize replacement of the revenue lost from Chinese tourists with sales to local markets.

Digital channels accelerate. Before the crisis, e-commerce accounted for 10% to 12% of luxury sales worldwide. Lockdown periods created a boom in online shopping, including higher sales to e-commerce novices. We expect new shopping behaviors to endure beyond the crisis, similar to how the SARS crisis in Asia was the turning point for digital and online platforms there. We also expect online shopping behaviors to continue to include not only transactions but also the inspiration stage of the purchase journey, which now accounts for a large portion of consumers' online shopping-related activity. Generation Z shoppers-those aged 5 to 25-in particular devote half of the time they spend making a purchase either seeking inspiration or inspiring others. More than 70% of the age group globally and 82% in the US decide what to buy during the inspiration stage of the purchase journey.

The market is significantly more volatile. The full extent of COVID-19's impact on the industry and the impending recession remains to be seen. To navigate the uncertainties, brands must develop the ability to track, analyze, and act on signs of trends in demand. Data analysis will play a larger role in such intelligence gathering, allowing brands to create and deliver the right merchandise to the right place at the right time. We also expect to see more industry consolidation, with size and scale becoming even more important than they were in the previous decade.

How Luxury Brands Can Win in the New Reality

Brands that address challenges and opportunities without delay will be in a better position to navigate the new reality. In the initial Flatten phase, luxury players prioritized protecting their people and cash. Some switched to making personal protective equipment, hand sanitizer, and other essentials. In most regions, brands now are transitioning to the Fight phase, where they need to reset and streamline operations and invest in areas that will drive advantage into the Future phase of the new luxury reality. (See Exhibit 2.)

Reset and Streamline
Companies must rethink what, when, and how they sell in order to recalibrate operations to meet a changed sales picture.

Reset distribution. To reengineer distribution, brands must bolster their presence in key cities in the regions where they operate, because as long as travel restrictions inhibit tourist-related purchases, those areas will represent a larger portion of sales. To attract more local clientele, brands must step up their value proposition, offering more merchandise that's relevant to local shoppers, sourcing more merchandise closer to home, and spending more on local marketing.

Because department stores continue to operate under pressure, brands must take care to partner with successful enterprises even as they build out their direct-to-consumer channels-including their own stores. We expect brands to sell through multiple digital channels, including their own websites, digital-only pure players such as Net-A-Porter and Farfetch, and social networks. In addition to selling merchandise, digital channels have become essential inspiration points in the prepurchase phase of the consumer journey. To win over luxury buyers, brands must invest in boosting their visibility in these channels, offering such amenities as virtual try-ons and giving customers a more personalized shopping experience. We also expect the recessionary economies in some regions to accelerate growth of platforms that sell preowned merchandise. Luxury brands will need to determine if and how to engage with these platforms.

Make supply chains more efficient and agile. To respond faster to shifting market conditions, reduce time to market, and decrease exposure to market volatility, brands must reinvent their supply chain and renegotiate supplier relationships. To create a more agile supply chain that allows them to be more flexible, brands may need to shift from high-volume manufacturing partners to producers that operate more factories located closer to customers. That way they can cut delivery times and improve time to market. They would also have redundant coverage should factories in certain areas shut down because of a public health crisis or become inaccessible owing to trade wars. We expect some brands to integrate vertically, particularly large companies and conglomerates that would benefit from acquiring manufacturing capacity if controlling the means of production could earn them a competitive edge.

Reset costs to adjust the P&L. To counter the near-term reality of lower revenue and preserve operating profits, luxury brands must reshape their P&L. They must adjust costs across the board, including such fundamentals as the cost of goods sold, rent, and personnel.

Rethink the fashion calendar. Even before the crisis, the fashion and luxury industries were working to reconcile the disconnect between the long-entrenched cycles for unveiling, delivering, and marking down merchandise and the reality of consumers' shopping habits, preferences, and needs. The crisis has intensified the need to change in order to reduce expenses, increase margins, and operate more sustainably, among other things. Such a change is no small undertaking. It would require overhauling a brand's entire fashion calendar, including the number of collections it produces each year and when, where, and how those collections are shown and delivered. And it would have a trickle-down effect on wholesale and e-commerce channels.

Implement a zero-based organization redesign. Implementing a zero-based organization redesign is another way that luxury brands can make their cost structure leaner and more agile. In the process, a company considers what it would need if it were to launch today, and then it puts those systems in place, including data analytics to forecast and augment decision making and identify cost savings. A zero-based reorganization could lead a company to adopt a bionic operating model, one that seamlessly integrates the capabilities of people and technology. A bionic operating model also gives brands the chance to digitize product development and their supply chain to be more agile and effective.

Invest

If brands successfully revamp operations, they may be able to free up the resources necessary to expand into new sales channels and to invest in such areas as data analytics and artificial intelligence.

Address the changing consumer. Luxury brands haven't always made consumer concerns the center of their business. They need to now, starting with making diversity and inclusivity a key objective, with clear plans and performance targets. Efforts to become more diverse should encompass personnel at all levels-from retail staff up to and including the C-suite and board. Brands also need to make sustainability a key pillar in everything they do. This is not only about growing consumer demand. Going green now could serve as a hedge against rising commodity prices and the stricter environmental regulations that are expected in some parts of the world. Brands must take similar steps to address consumer demand for purpose and social consciousness in the companies they patronize. To remain relevant to the next generation of customers, they must do a better job of sharing their purpose and values, and demonstrating their heritage and authenticity. And underlying all this will be the need to, with some notable exceptions, cater to a quieter, less conspicuous form of luxury that is characterized by temperance, slow fashion, and quality.

Invest in inspiration. If consumers are spending more time in the inspiration phase of the purchase journey, then brands need to be there as well, including on social channels such as Instagram and WeChat. To be culturally credible, brands need to cultivate an image that's both aspirational and accessible, and they must make it easy for their audience to communicate and interact with them. Brands can use their social channels to show how they participate in social, civic, environmental, and other causes. To be as transparent and authentic as possible, they should also collaborate with third parties-to deepen their awareness of local groups and subcultures-and support cultural pioneers and the circles they direct.

Embrace clienteling 2.0. As shopping preferences and habits evolve, brands must develop tools for engaging with high-end customers. In the next decade, we believe this will mean focusing on clienteling 2.0, combining people and data by, for example, using machine learning to share relevant information with salespeople in order to improve how they engage with customers. A number of brands and retailers are already testing this concept; some found success during pandemic-generated lockdowns, after turning store associates into digital stylists and having them engage with consumers and sell merchandise directly through WeChat and Instagram. In our client work, we've seen companies that implement clienteling 2.0 boost sales by 10% to 15%.

Accelerate the digital ecosystem. Many luxury brands have been slow to embrace digital channels, but given how many people shopped online for the first time during the pandemic-including some who bought luxury goods-they need to catch up, and quickly. Brands must create online experiences that feel exclusive and beyond what nonluxury retailers offer. Experiences should take into account not just shopping and purchase transactions but also related activities such as fashion shows, private showings, personal shoppers, white-glove delivery, and other customized services.

Build an AI-driven technology backbone. Adoption of artificial intelligence (AI), advanced analytics, and other components of an enterprise-wide technology backbone will become a key differentiator in the industry. If the Fight phase of crisis recovery continues for some time, it may be difficult to predict product trends, at least in the near term. Brands can use AI to steer the way, doing pulse checks on buying patterns, for example, to improve demand tracking and analysis and gain insights that competitors might not have. AI also can help brands manage manufacturing and stock in a more agile way. The benefits include improved in-season inventory management and markdowns. And it can help them customize their value proposition to a hyperpersonalized level.

Bring fresh skills to the workforce. The pursuit of talent with the necessary skills will be one of the luxury industry's biggest challenges in the coming decade. The industry needs data engineers, data scientists, analysts, and other digitally savvy talent-all people whose talents make them highly sought after. There will also be a need to upskill existing talent as AI and advanced analytics continue to transform all areas of the value chain.

The times and changing attitudes are redefining the meaning of luxury, forcing brands to rethink every aspect of their business. The key imperatives are operating more sustainably, ensuring diversity and inclusivity, embracing digital capabilities, and integrating people and technology. Companies with timeless, classic products and the cash to upgrade to these new ways of doing business will consolidate power at the expense of brands that fail to act.

Guia Ricci

Principal

Milan

Alexandre Prénaud

Principal

Paris

About Boston Consulting Group

Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. BCG was the pioneer in business strategy when it was founded in 1963. Today, we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholders-empowering organizations to grow, build sustainable competitive advantage, and drive positive societal impact.

Our diverse, global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change. BCG delivers solutions through leading-edge management consulting, technology and design, and corporate and digital ventures. We work in a uniquely collaborative model across the firm and throughout all levels of the client organization, fueled by the goal of helping our clients thrive and enabling them to make the world a better place.

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Luxury brands spent decades turning design, aspiration, and high-quality goods into a $380 billion global behemoth. The coronavirus pandemic changed it all in a few short months. Sales have plummeted, leading to forecasts for a precipitous decline in 2020 revenue and massive uncertainty about the ability of many brands to rebound.

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Net-A-Porter's largest competitor is Farfetch, a similar online luxury retail market. This article shows that they had increasing profits towards the end of 2020, due to them adding some brands to their product offer.

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They offer over 800 brands to a monthly audience of over 6 million customers via their online platform. They are a luxury retailer offering amazing customer service, express shipping worldwide and multi-lingual customer care teams.

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Since its launch in June 2000, NET‑A‑PORTER has delivered incredible fashion for incredible women. With more than 800 of the world's most coveted designer brands, including Gucci, Chloe, Balenciaga, Saint Laurent, Isabel Marant, Prada, and Stella McCartney, 200 specialist beauty brands, and new arrivals on site three times a week, NET‑A‑PORTER is the world's premier luxury fashion destination.

A pioneer of innovation, NET‑A‑PORTER delivers the ultimate curation of product and content through its websites, shopping apps and the world of PORTER, speaking to a monthly audience of over 6 million via a global, multi-channel ecosystem and providing a seamless shopping experience across mobile, tablet and desktop.

NET‑A‑PORTER also champions unparalleled customer service, with express worldwide shipping to more than 170 countries (including same-day delivery to Manhattan, London and Hong Kong SAR, China, plus next-day delivery to the UK, US, Germany, France, Australia and Singapore), signature luxurious packaging, easy returns and multi-lingual Customer Care and Personal Shopping teams that are available 24/7, 365 days a year.

NET‑A‑PORTER is part of the YOOX NET‑A‑PORTER GROUP, following the merger of YOOX Group and THE NET‑A‑PORTER GROUP in October 2015. THE NET‑A‑PORTER GROUP LIMITED is a registered company in England & Wales (UK company number 382 0604). VAT registration number GB 243 0645 31.

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Since its launch in June 2000, NET‑A‑PORTER has delivered incredible fashion for incredible women. With more than 800 of the world's most coveted designer brands, including Gucci, Chloe, Balenciaga, Saint Laurent, Isabel Marant, Prada, and Stella McCartney, 200 specialist beauty brands, and new arrivals on site three times a week, NET‑A‑PORTER is the world's premier luxury fashion destination.

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The products available within the Net Sustain collection range from clothing to accessories and even to beauty. There are over 130 brands on offer in the range.

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Enter FIRST10 at checkout for 10% off your first order. T&Cs and exclusions apply

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Zalando reported a massive profit increase for the end of 2020, with revenue growing by 20-22% rather than the 15-20% predicted. This is due to an increase of online sales. Zalando are planning to focus on 3 key areas of the business to keep this pattern, which are growing their active customer base, deepening customer relationships and driving their platform transition.

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Net Sustain is Net-A-Porter's collection fo consciously made products. Every single product in their range meets at least one of their 8 key attributes. These attributes are: Locally Made, Craft & Community, Considered Materials, Considered Processes, Considered Ingredients, Reducing Waste, Animal Welfare and Vegan.

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Shop our edit of women's fashion, beauty and lifestyle from over 800 of the world's most coveted brands at NET-A-PORTER

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Renting clothing has many benefits, including more access to designer brands for all customers. It also reduces waste and pollution from customers who have major shopping habits.

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From the affordability of clothing to #ootd culture and the expectation that we must have a new outfit for every occasion, our rapacious shopping habits are having an undeniable impact on the planet.

Britons throw away a whopping £140m worth of wearable clothes each year and demand for raw materials is expected to triple by 2050, according to the Waste and Resources Action Programme (WRAP). But that's not all - the textile industry is said to be the second-largest polluter, responsible for 92 million tonnes of waste annually.

Many of us are slowly reconsidering our approach to fashion and style, with a stronger focus on more sustainable practices. Whether this is the case for you, or you're simply looking for a more eco-friendly approach to your wardrobe, allow us to introduce you to the world of clothing rentals. All things considered, these services provide an ideal alternative to investing in the perpetual cycle of fast fashion.

The premise behind fashion rental services is simple. Subscription-based and pay-per-hire services operate by companies owning stock and leasing pieces centrally at a discounted rate for a limited period of time. Want to get your hands on a vintage Chanel bag but simply can't justify the price tag? Hire one from Cocoon Club.

Another option is peer-to-peer rental services, considered the "Airbnb of fashion". These work by giving people a place to upload clothing from their own wardrobe and renting them out, allowing you to monetise from your own items. There has already been a surge in popularity when it comes to these companies: Hurr Collective, a peer-to-peer clothing rental service, has seen an 850 per cent year-on-year growth in registered users from the start of the pandemic, with engagement across the platform at an all-time high.
Read more:
While the idea behind these clothes rental services is to offer you a way to be more sustainable, they also serve as a way for you to access designer garb that you couldn't ordinarily afford. Similarly, they're great if you're looking for something for a special occasion that you think you may only wear once - be that a wedding, graduation or a big birthday. Or perhaps you just want to inject some newness in your wardrobe, they're perfect for that too.

Of course, it's worth noting that while these services are doing bits to tackle fashion's sustainability problem and offer a circular economy, inclusive sizing remains a big problem: the limited plus-sized pieces mean that they are not accessible to all. While steps are being taken to provide greater inclusivity, we think more must be done to make this a truly sustainable model.

To help you decide which service you should use, we've tried and tested our favourites.

When it came to testing the best rental services, we wanted the websites to offer a large amount of choice in terms of clothing and designers. Similarly, we assessed how easy each one was to use because no one wants something that isn't user-friendly. Finally, we looked at the size ranges on offer.

If you're looking to be more circular when it comes to your wardrobe, meet your new best friends.

Best: Overall

Rating: 9.5/10

Founded in 2018 by Victoria Prew and Matthew Geleta, Hurr falls into the peer-to-peer category and provides a place for people to monetise their wardrobes, as well as wearing high-end clothing without damaging their bank accounts or the planet in the process.

Geo-tagging and real-time ID verification make for a painless process. Hurr is now also on a mission to make sure its platform is more size-inclusive; Prew told The Independent that the platform has added "a number of leading plus-size fashion brands have signed up to join the pledge and rent exclusively for Hurr, including WRAY, Kai Collective, Loud Bodies, Lora Gene, Selkie, Anna Scholz and The Hour."

The noteworthy aspects of Hurr are endless. It is frequently partnering with big-name brands, for example, you can rent Ganni pieces both past and present on the app. Similarly, should the idea of borrowing clothes from celebs and influencers appeal to you, you can do that too, with the likes of Lucy Williams and India Sehmi renting out their wardrobes. The fun doesn't stop there though, because you can even rent in-store at Selfridges.
Rent with Hurrcollective.com now
Best: For wedding guess dress

Rating: 8/10

With pieces from cult labels such as Cecilie Bahnsen and Rixo, Rotaro is a great choice if you're looking to rent something that has the serious wow factor for special occasions, be that a wedding or birthday. Similarly, should you be getting hitched, it has a handy section dedicated to bridalwear.

The service really excels in sustainability and it's a completely seamless process. The packaging is biodegradable and recyclable, the delivery is completed via a carbon-neutral courier and items are laundered using wet-washing, a more eco-friendly alternative to dry cleaning.

Stock is held centrally, meaning customers can benefit from next day delivery across the UK, perfect for a last-minute outfit mishap. With no subscription fee and at a reasonable price point per piece, it provides an affordable (and sustainable) way to wear designer garb.

It also has a dedicated resale platform, where you can buy pre-loved pieces at very affordable prices.
Rent with Rotaro.co.uk now
Best: For accessories

Rating: 9/10

A subscription-based service for handbag lovers; for as little as £79 per month Cocoon Club gives you access to a selection of the most sought-after handbags, from new season favourites to vintage classics. With your new rented goods arriving within a day of ordering, this sleek service won't keep you waiting.

One complimentary bag swap is included as standard, though members can keep their bag for up to six months. We are obsessed with this circular solution to the luxury accessories industry. What's more, if you have a designer handbag that's collecting dust in your wardrobe, you can sell it directly to Cocoon - you'll either receive money or credit. Similarly, to bolster its circular approach to accessories one step further, it has a resale platform where you find vintage and preloved designers, from Gucci to Chanel.
Rent with Cocoon.club now
Best: Peer-to-peer wardrobe rental

Rating: 7/10

The first 100 per cent peer-to-peer service via an app, By Rotation prides itself on its community-focused approach. Lenders have full control over pricing and rental periods, as well as discounts they wish to offer. Communication between lenders and renters is all done through the app. One slight gripe we noticed from renting our own wardrobe is the lack of clarity if an item is not returned. Thankfully, in our case, it was a seamless process, but we are aware this may happen to others.

If sharing your wardrobe isn't your jam, fear not, you needn't list your clothes to rent from others. The app is particularly user-friendly and we like the way the homepage is split into different edits, including what's trending, wedding guest outfits, going out and graduation. It's these small touches that make browsing a dreamy process.

Similarly to the Hurr Collective, this gives you access to some of the best-known influencers, including Camille Charriere, Jessie Bush and Abisola Omole.
Rent with By Rotation now
Best: For designers

Rating: 8/10

Combining stock from the wardrobes of celebrities and influencers including Arizona Muse, Poppy Delevingne and its brand partners, such as Stella McCartney and Chanel, My Wardrobe HQ has a fantastic range of occasionwear. While you can expect to have access to top designers, such as Victoria Beckham, Chanel and Celine, it similarly offers items from more affordable labels, including Realisation Par and Rixo.

Its come on leaps and bounds since it was first founded and has collaborated with Burberry to provide the brand's first rental and resale offering in the UK. Similarly, it has an ongoing partnership with Harrods, offering you the chance to rent the designers stocked at the department store.

Should you be wanting to make an investment, you can also purchase accessories and clothing directly from My Wardrobe HQ.
Rent with My Wardrobe HQ now
Best: Affordable service

Rating: 8/10

Founded by Isabella West, this wardrobe rental service offers a more high street focus, with M&S having recently dropped rentable stock on the platform. It's therefore a more affordable option, with the average price per hire around £15.

Another great feature about the service is its bundle option where you can rent three different pieces for £50 across a 30-day rental period. It serves as a great option if you're looking to inject a bit of newness into your wardrobe, without damaging the planet yet still getting that online shopping buzz.If you're accident-prone, for an additional £4 you can add insurance to cover minor stains and accidental damage.
Rent with Hirestreet now
Best: For basics

Rating: 8/10

There's no denying that Baukjen is a great destination for the eco-conscious among us (that's most of us, right?), and thanks to its environmental and sustainable focus, it's a certified B Corp: a company that meets the highest standards of social and environmental performance, transparency and accountability.

Committed to reducing its impact on the environment, Baujken launched a clothing rental platform whereby you can rent everything from dresses to jackets for as little as £13 for two weeks. The size range goes up to a UK size 18 - while of course, this isn't entirely inclusive, it's an improvement on some of its competitors.
Rent with Baukjen.com now
Best: For buying pre-loved clothing

Rating: 8/10

It's rare for a wardrobe rental service to offer you the opportunity to buy the pieces you've fallen in love with, which is Endless Wardrobe's USP - offering clothing in three options: rent, buy new or buy nearly-new. Working directly with brands, it handles the care of all of the clothing. With high street brands as well as designer labels on offer, we were impressed with this option - certainly a great one to bookmark for any upcoming weddings.
Rent with Endless Wardrobe now
Bringing together all the important elements of a perfect wardrobe rental, Hurr provides seamless and sustainable service, as well as offering curated edits from influencers and celebrities. Its push towards greater size inclusivity is promising, and certainly a step in the right direction. We can't wait to see more in the future.

For the latest fashion discounts, try the links below:
On the hunt for a more sustainable fashion route for childrenswear? Read our review of the best kids' clothing rental services

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The best fashion rental services you'll actually want to hire from

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From the affordability of clothing to #ootd culture and the expectation that we must have a new outfit for every occasion, our rapacious shopping habits are having an undeniable impact on the planet. Britons throw away a whopping £140m worth of wearable clothes each year and demand for raw materials is expected to triple by 2050, according to the Waste and Resources Action Programme (WRAP).

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Buyers use city guides to plan an inspirational shop, as some cities will be popular for specific trends or products.

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New York Virtual Guide - WGSN City by City

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In recent years, renting has become popular within the fashion industry, especially for occassion-wear. This has come to a halt through the pandemic as customers do not need to hire or rent any products.

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Before the pandemic struck, renting clothes was seen as the ultimate solution to the damaging buy-once wear-once culture so many of us had become trapped in. Instead of purchasing a new dress for a wedding or holiday, you could borrow one instead (thereby preventing it from ending up in landfill once you no longer had use for it). The clothing rental market was also starting to change the high street. H&M and Ganni were among the first retailers to begin trialling a rental model back in 2019, while several new platforms including Hurr Collective and My Wardrobe HQ have launched pop-ups in department stores over the past year.

Read more: How Will Covid-19 Permanently Affect Our Shopping Habits?

But now that weddings have been put on hold and holidays seem like a distant dream, the future of rental - which was projected to be worth $2.5 billion (£2 billion) by 2023 - looks far from certain. In the US, Rent the Runway, the poster child for the fashion rental model, has already announced lay-offs, temporary pay cuts and furloughed staff in response to the pandemic. "Because of the Covid-19 pandemic, RTR's sales have dropped significantly," the company said in a statement on Twitter. "We therefore have had to make difficult decisions to sustain the business by cutting costs across the board."

The company has also faced allegations that it has not properly protected warehouse employees from coronavirus - claims that it has since strongly refuted in both a statement online and a letter from CEO Jennifer Hyman to staff. The brand says it has enacted a series of safety measures in its warehouses, as well as giving employees the option of choosing not to work, staying home and using paid benefits. "This pandemic is far from over," the company added in its statement. "We know that we will have to continue to make difficult decisions as we navigate forward, but we will always act with our values first."

No events? No renting

Rent the Runway is by no means the only rental company facing challenges as a result of the pandemic. Other platforms, including UK-based, peer-to-peer site Hurr Collective, have also seen a dramatic fall in the number of people renting. "The demand side has definitely been impacted for the simple reason of people not having events to go to," co-founder and CEO Victoria Prew tells Vogue.

While some sites have encouraged people to continue renting items for all those Zoom meetings we've been having, it's a difficult sell considering the price point. It costs up to £170 to rent a Ganni dress for one week for example, and £72 to rent four items a month from Rent the Runway. "A lot of the items are still fairly expensive even though you rent them, but the idea would be you're going to a wedding or event," says Chana Baram, senior retail analyst at market research firm Mintel. "Why would anyone be renting clothes right now?"

Tackling hygiene concerns

Hygiene is also another major concern during the current pandemic. Clear health and safety guidelines are essential, particularly when it comes to peer-to-peer platforms such as Hurr, where lenders send clothes directly to renters. "It's a requirement for any item that's listed on Hurr to be dry cleaned professionally by the lender," Prew explains, adding that Hurr directly manages the dry cleaning for items rented through its concierge service. "We are doing everything that we can [from a health and safety perspective] in tandem with government guidelines."

While it is not currently known what temperature kills coronavirus, the CDC says that flu viruses are killed by temperatures above 167 degrees; it recommends clothes are laundered at the highest-appropriate temperature setting.

Despite the strict protocols in place, customers may still be put off by the thought of sharing clothes with somebody else at the moment - a worry that rental sites will also have to address beyond the pandemic. "The hygiene factor will really need to be looked into," Baram comments. "There needs to be very clear signage on websites to explain why this is not an issue."

The long-term future of rental

While rental has been hit hard during international lockdowns, there are already positive signs that the sector is recovering. YCloset in China has seen the numbers of people renting increase since lockdown measures were eased at the end of March. "With the gradual return to work, [renting] is also gradually picking up," says founder and executive director Mengyuan Liu.

Some rental companies may also look at shifting their current models following the pandemic. YCloset, which is backed by e-commerce giant Alibaba, added resale to its services in September 2019, for example. "At present, the secondhand luxury trade is developing rapidly," Liu comments. Resale saw a huge uptick following the 2008 recession, as shoppers who were short on cash looked for more value for money - and the same is predicted amid the economic downturn caused by Covid-19.

It's hoped that rental could also become increasingly popular post-pandemic, particularly as it could provide an additional source of income for some users. Hurr Collective has already started encouraging people to list their garments online, considering so many of us are sorting through our closets right now. "People now have the time to detox their wardrobes," Prew explains. "For the past few weeks, we've financially incentivised people to list their wardrobes, where if you list three items you're given £15 credit, and if you list five verified items you're given £20 credit."

The stripped-back lifestyle we've all become accustomed to since the pandemic began is likely to have a long-term effect on our shopping habits. Sustainability is expected to remain a huge concern - meaning the rental model, as an alternative to buying new clothes outright, is unlikely to disappear anytime soon. "My personal view is that people are going to be more conscious than ever about their fashion footprint," Prew adds. "I'm hopeful rental will do well [after] this."
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