- Reformation’s magic wardrobe makes finding the perfect size a breeze
- Browns’ interactive mirrors revolutionise how we shop for clothes
- Sephora’s new Shanghai store reimagines beauty retail
While the digital age has made it easier than ever to shop from the comfort of our sofas, there’s still something about the in-person experience that a screen simply can’t capture. The texture of fabric between your fingers, the weight of a watch on your wrist, the scent of leather from a freshly crafted handbag — these sensory details make shopping feel more visceral and real. But as our world becomes more connected, customer expectations are evolving as well. Gone are the days when shopping was merely transactional. Today’s consumers want more than just products; they crave an experience that resonates with them, one that feels as bespoke as the items on the shelves.
The new era of retail isn’t about the technology itself; it’s about using it to weave a story that each customer feels a part of. It’s about taking the in-store experience and elevating it with a layer of digital intelligence that enhances every touchpoint. From the moment you enter to the moment you leave with a carefully wrapped package under your arm, the store of the future promises an experience that’s both effortlessly efficient and delightfully indulgent — a place where each visit feels like a return to somewhere you belong. In this article, we’ll peel back the curtain on the innovations that are setting the stage for the next act in retail. From AI-powered recommendations that know your taste better than you do to digital enhancements that make shopping more efficient and enjoyable, we’ll show you how luxury brands are not just keeping up with the times — they’re setting the pace.
“We focus on offering an advanced, tech-enabled shopping experience, but always through the lens of enhancing the customer experience in our stores”.
Hali Borenstein, Reformation’s Chief Executive Officer
Reformation’s magic wardrobe makes finding the perfect size a breeze
Located in the heart of Toronto’s chic Yorkville neighbourhood, Reformation’s first Canadian flagship store is a game-changer for eco-friendly fashion enthusiasts. This LA-based women’s fashion brand is making waves with its eco-conscious ethos, which is reflected in every corner of the new store, from the vintage, locally sourced decor to the racks of whimsically cut, sustainable garments. It’s a place where technology and in-person shopping blend beautifully, offering an experience that feels both intimate and innovative. Forget about rummaging through piles of clothes; as you walk into the store, you’re greeted by sleek touchscreens that allow you to browse through the brand’s latest collections. With a few taps, you can compile a virtual cart with up to 20 pieces and send them straight to a fitting room, where they materialise within minutes, as if by magic. It’s not magic, of course, but the result of the combined efforts of backroom staff, who are working diligently behind the scenes to provide you with a smooth shopping experience.
Once the clothes you picked are in the wardrobe, you receive a text notification, along with the directions to the fitting room. But what happens if the dress isn’t quite right and you want to try a different size? There’s no need to dress again and step out; just pick up the iPad each fitting room is equipped with and order an alternative size or colour or even a completely new style and wait for the wardrobe to be refilled. Each room also features a diverse selection of neutral shoes to complete your look. It’s this personal touch, the clever blend of digital ease and physical presence, that makes shopping at Reformation feel like a glimpse into the future. It’s not just shopping; it’s an experience tailored specifically to you, complete with adjustable lighting that makes you look and feel your best. “We focus on offering an advanced, tech-enabled shopping experience, but always through the lens of enhancing the customer experience in our stores,” says Hali Borenstein, Reformation’s Chief Executive Officer.
“The connected mirrors are not there to distract attention away from the physical product, but to bring them to life at the point of consideration and consultation”.
Vishal Katelia, Senior Head of Customer & Retail Innovation Strategy at Farfetch
Browns’ interactive mirrors revolutionise how we shop for clothes
Our journey through the future of luxury retail now takes us to London’s Mayfair district, where Browns, a fashion institution with over fifty years of history, recently unveiled its new flagship store. This isn’t your ordinary boutique; it’s a glimpse into the future of shopping, where the line between the digital and physical experience is artfully blurred. With Browns, your shopping journey doesn’t start inside the store but from the comfort of your sofa, as you’re flipping through a magazine or scrolling through Instagram. Once you spot something you love, you can add it to your wish list and then schedule a visit to the store through the Browns app. When you arrive at the scheduled time, your personal stylist is there waiting to show you to a fitting room filled with the items you picked online.
Now here’s where things get really interesting. As you try on a dress, the mirror in your fitting room comes to life thanks to the RFID tag hidden in the garment. It shows you how the dress would look in another colour or size, and suggests accessories that could complete the look. “The connected mirrors are not there to distract attention away from the physical product, but to bring them to life at the point of consideration and consultation,” explains Vishal Katelia, Senior Head of Customer & Retail Innovation Strategy at Farfetch. As you explore the store, the Browns app becomes your silent guide, enlivening the space with stories and details about the craftsmanship behind each piece, all triggered by strategically placed Bluetooth beacons and QR codes. It’s tech used thoughtfully, to make every visit feel like a personal event, tailored just for you.
What about the human touch, though? Surprisingly, it’s stronger than ever. At Browns, sales associates are now equipped with their own apps that help them curate your experience down to the last detail. They help you navigate the store’s global inventory, manage payments, and even keep the conversation going after you leave by recommending new items that you might love. “It was very important for us to lean into this new angle of who the sales associate of the future is. Our team are a unique mix of ambassadors, community engagers who are fluent in articulating how to leverage tech to enrich the retail experience holistically. The connected experience is co-crafted with them,” adds Katelia.
“The Store of the Future in Shanghai showcases our obsession for experiential retail, where consumers get to enjoy a curated and on-trend beauty offer, tailored and personalised services and classes, as well as digital touchpoints used to unlock consumer journeys within the store”.
Alia Gogi, President of Sephora Asia
Sephora’s new Shanghai store reimagines beauty retail
As soon as you step into Sephora’s new Store of the Future on Shanghai’s vibrant East Nanjing Road, it immediately becomes clear that this is no ordinary beauty shop. Following hot on the heels of its Singaporean predecessor, Sephora’s latest venture combines the allure of exclusive beauty brands with the wizardry of technology to provide an unparalleled shopping experience. “The Store of the Future in Shanghai showcases our obsession for experiential retail, where consumers get to enjoy a curated and on-trend beauty offer, tailored and personalised services and classes, as well as digital touchpoints used to unlock consumer journeys within the store”, says Alia Gogi, President of Sephora Asia.
The new store features an impressive lineup of over 230 products from more than 35 illustrious brands, including the likes of Anastasia and Dr. Dennis Gross, as well as a handpicked selection of premium C-beauty labels. But what really sets the store apart is how it uses technology: from personalised skin analyses that leverage the power of big data to AI that serves up the freshest makeup trends tailored just for you. Each product within the store is equipped with an RFID tag that reveals the story behind the product when scanned and shows you what other customers say about it. And that’s not all. Thanks to mobile checkouts, you no longer have to wait in queues to purchase the products — you can pay for them using your mobile phone and simply walk out the door.
But technology is just one side of the Sephora experience. The store’s beauty advisors offer their expertise through personalised services, whether it’s a quick skincare consultation or an in-depth, hour-long makeup session. And then there’s the Beauty Live Studio — the first-ever in China — dedicated to bringing the beauty community together for exclusive events and masterclasses, cementing Sephora’s commitment to its customers. “Apart from incorporating beauty tech, Sephora’s Store of the Future in Shanghai is part of our ongoing commitment to deepen our engagement with the beauty community in China. We are excited to continue learning from our customers and partners to deliver a retail experience that best suits their needs and desires,” said Maggie Chan, Managing Director of Sephora Greater China.
Closing thoughts
In conclusion, as we contemplate the future of retail, it’s fascinating to envision the possibilities that lie ahead. Technology will undoubtedly continue to shape the way we shop, providing us with unparalleled convenience, personalisation, and immersive experiences. However, it’s important to reflect on the potential implications of this transformation. Will the integration of technology in retail stores lead to a more disconnected shopping experience, where human interactions are overshadowed by screens and algorithms? Or can we find a delicate balance that combines the best of both worlds, where technology enhances the human touch rather than replacing it?
Moreover, as technology evolves, new innovations will inevitably emerge, pushing the boundaries of what we thought was possible. As consumers, it’s crucial to consider our own preferences and expectations. Will we embrace these technological advancements wholeheartedly, seeking out the convenience and personalisation they offer? Or will there be a longing for the nostalgia of a simpler, more human-centric shopping experience? Only time will tell how the future of retail unfolds. But what is certain is that the dynamic interplay between technology and personalisation will continue to shape our shopping experiences in ways we might not even imagine today. So, as we step into this future, let’s remain open-minded and ready to embrace the exciting possibilities it brings.
