Elle MacPherson Intimates NY Fashion Week
Jamie Coomber — September 26, 2007 — Business
References: freshenmeup
For New York Fashion Week, Elle MacPherson Intimates launched an interactive storefront, allowing users to reveal the video footage of the models on the windows through their movements on the street. This is by no means a new medium but it has been executed very well and has received a lot of positive WOM.
Implications - The retail industry is more competitive than ever, with online retail threatening the very existence of stores worldwide. The result is an array of creative, interactive additions to store displays and functionalities, such as this Elle MacPherson interactive storefront. The digitized consumer will be able to shop and browse with the same convenience as offered by the online experience, while receiving the sensory gratification that only an in-store experience can offer.
Implications - The retail industry is more competitive than ever, with online retail threatening the very existence of stores worldwide. The result is an array of creative, interactive additions to store displays and functionalities, such as this Elle MacPherson interactive storefront. The digitized consumer will be able to shop and browse with the same convenience as offered by the online experience, while receiving the sensory gratification that only an in-store experience can offer.
Trend Themes
1. Interactive Storefronts - The use of interactive storefronts enhances the customer experience and combines online convenience with the sensory gratification of in-store shopping.
2. Creative Retail Displays - Retailers are implementing creative and interactive additions to their store displays to attract and engage customers in a competitive market.
3. Digitized Consumer Experience - Interactive storefronts and online retail innovations provide consumers with the convenience of online shopping combined with the sensory experience of in-store browsing.
Industry Implications
1. Retail - The retail industry is adopting interactive storefronts and creative displays to remain competitive and provide customers with a unique shopping experience.
2. Fashion - Fashion brands can leverage interactive storefronts and digitized consumer experiences to create buzz, engage customers, and showcase their products during fashion events.
3. Technology - The development and implementation of technology-driven interactive storefronts create opportunities for tech companies and startups to innovate and disrupt the retail industry.
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