Brands are diversifying their offer to provide not only fashion, but an entire experience. They are looking to generate experience in its clients a 360 degrees’ experience, where they don’t only find garments in its stores but also an entire concept. This encompasses everything, from music to salads. Armani has a megastore in Italy, where it has a cafeteria, a decoration division and even a bookstore. Hermès has partnered with Apple to launch the Apple Watch. Gucci collaborated with Fiat to launch the Fiat 500.
H&M, for example, offers in its flagship in Spain the option of going shopping and, at the same time, in the same place, to have salad in the restaurant. Urban Outfitters has always focused its offer on a variety of products so the client stays as long as possible in its stores. Bershka has allied with a live streaming music platform. At the new concept of the Primark store clients can get a haircut or drink a coffee.
Brands are looking for a way of staying afloat especially in times where new business models are entering the markets. A way of conquering the consumer and fighting sales deceleration. Even if this means diversifying their offers and generating new ones for the consumer.