Mexico City – Swedish fast-fashion retailer H&M has installed its first in-store quality lab, enabling customers to view product testing inside the newly opened Mexico City flagship store.
Located in Centro Santa Fe mall in Mexico City’s business district, H&M’s first Latin American store selling men’s, women’s and children’s clothing measures 45,000 square feet and is spread over three floors. Each section has a distinctly curated feel. Plush carpeting and upholstered mannequins create an intimate boutique for the lingerie offer, while the men’s section on the second floor is a dry wall-inspired space, with rustic wood and black iron fixtures.
The key difference with this H&M opening is the quality lab – a first for the brand –on the third floor. This latest addition to the retail concept is designed to educate the Mexico City market on H&M’s product quality. Shoppers can watch staff test zip strength, dye bleeding and drying machine shrinkage. The fast-fashion retailer plans to extend the lab concept to additional stores.
As retail chains expand distribution in emerging markets, LS:N Global expects more brands to connect with consumers via new concepts that trade on education and testing out products. For more, read our New Emerging Affluents macrotrend.