Retail therapy: fashion brands providing the best in-store experiences

To launch our Retail Focus The Drum campaign, we asked marketing experts to tell us which brands they provide the best retail experience in their physical stores and do well to attract modern consumers.

Retailers have faced enormous challenges in recent years as customers shop online, Covid closed store doors for months and the global cost of living crisis forced footfall and, as a result, sales, to decline.

This means that traditional retailers now have to fight harder and think more creatively than ever before to provide customers with a seamless experience in their stores. So which brands are performing best in the eyes of marketers?

We’re starting our “Retail Therapy” series by taking a look at fashion retailers.

Charlie Wade, Global Executive Director of Growth and Innovation at VML: “The stationary store is not dead. Indeed, while e-commerce is growing, physical retail still accounts for 82% of U.S. sales. However, the in-store experience must evolve, so brands should leverage the best elements of traditional retail and then add guidance from digital experiences. In this respect, few are better than Uniqlo. The Japanese company is starting from scratch with well-stocked stores that stock clearly labeled products that are always carefully presented.

“The pricing strategy is easy to understand and refined with enticing promotions on core lines that attract larger basket sizes without turning the space into a sea of discounts. What’s more, it has its own production, as well as constant, high-profile partnerships (mostly with T-shirts) that offer buyers newness and exclusivity and a reason to return regularly.

“In-store photos, meanwhile, show ‘how to wear’ along with fit details – particularly useful for jeans – similar to the information consumers are looking for when shopping online.

“What really sets Uniqlo apart is its transaction experience. Customers simply drop their items onto a tray at the unattended checkout, and the cost is calculated without the need to scan the items. This significantly speeds up the purchasing process, bringing an e-commerce advantage to the store.

“Some of their locations – like Ginza in Japan – boast a high level of experience, but when it comes to overall consistency and approach to retail, Uniqlo is the benchmark.”

Ben Marks, Director of Global Market Development, Shopware: “The key to successful in-store shopping is to combine the best elements of online shopping in a physical store. I look at Lululemon and think it’s good.

“On the Internet and in the app I can get recommendations from consultants or arrange a return or exchange. Through the free membership program, members gain access to product drops, free hems, and members-only events.

“Online shopping is merging with retail locations; I may even check out my local store’s inventory to see if the trip is even worth it. It’s an experience as comfortable and durable as clothes.”

Bre Metcalf-Oshinsky, head of public relations at We Are BMF: “Lilly Pulitzer is a brand that comes to mind for brick-and-mortar retailers as early as 2024. It arrived in Chicago at Cube last year to deliver a one-of-a-kind experience and has just announced a brand refresh that includes plans to enhance current storefronts for a new logo.

“It continues to modernize its spaces to offer its customers personalized experiences, as well as exclusive collections such as its 65th anniversary capsule and collaboration with Badgley Mischka that launched in March, as well as immersive experiences (select boutiques offer consumers the opportunity to create their own , a custom shift dress – the brand’s iconic silhouette).”

Lauren Abbott, Senior Marketing Manager at Pixel Artworks: “Flannels may not be as famous as Harrods or Selfridges, but we can learn a lot from this retail leader.

“With the recent introduction of 3D content outside the building and a digital space in the basement, we have managed to combine digital art and fashion, elevating it from the level of a regular store.

“The flagship reflects the exhibition space and the event management makes everything feel premium and exclusive. A great in-store experience doesn’t simply come from adding technology; is born from understanding your customers and the market.

“Most runway events combine fashion with innovation, and Flannels has cemented this approach. It is culturally relevant and targets each brand’s key audience, Generation Z.”

Caroline Parkes, Chief Strategy Officer at Rapp: “Wolf & Badger, a digital-first retailer with roots in sustainable brick-and-mortar retail, has unleashed the power of real customer experiences since Covid-19.

“It’s a digital destination for small brands and quirky finds, but like Asos it can be overwhelming. Its three stores in London, New York and Los Angeles offer esoteric and curated experiences, focusing on meet-the-maker events that are just that… events.

“My favorite, Julia Clancey, recently hosted an in-store party with cocktails, music and an illustrator to capture the vibe of her wonderful customers, with time-honored influencers like LuInLuLand.

“Unfortunately I was at the workshop, but Instagram tells me it looked amazing.”