From Jacquemus to Balenciaga: Luxury fashion brands go hyperphysical

The ability to integrate real life experiences with digital capabilities and to draw the best of both physical and digital not only makes experiential retail more powerful, it also draws on this concept of Omnichannel (which we all know drives incrementality in sales and loyalty). With Mirror, Lululemon adds new consumer journeys to build these exp... See more

Creating a sense of wonder is becoming ever-more important for brands looking to help move consumers and create deeper connections. As this shift gathers steam, brands should be looking towards fictional worlds and immersive environments for inspiration.

As real life becomes less attractive, with consumers having to navigate uncertainties around the... See more

Some have claimed that virtual garments will surpass physical but I don't believe that will ever happen. I do however think we can expect to see digital techniques and an aesthetic established in the virtual world informing the structure and finishes of products IRL.

I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.

-Fashion will test on demand delivery with a focus on high-touch experiences

When I think about the clothes and accessories I want to buy, I assess how well they match with who I believe myself to be, propelling my ascension through each strata of Maslow’s Hierarchy of Needs.

Brands call the act of purchasing their product “converting,” counting how many “conversions” occur per day. This is perhaps my only religious ritual, ... See more

The physical locations that survive this extended pause will likely reopen with a focus on high-touch clienteling and luxury service, where shop visits are appointment-only (or tightly controlled and restricted) and oriented around consumer experience rather than pure sales.