London – The luxury department store’s new technology-enhanced layout promises to transform high-end retail.
Browns, which is owned by e-commerce platform Farfetch, is becoming a connected and service-driven luxury environment, building on Farfetch’s mission to create the store of the future. In this vein, this new multi-brand store is complemented by the Browns app, which allows customers to book appointments and pre-arrange a selection of items on arrival. Meanwhile, the store's changing rooms will feature connected mirrors to display products selected by customers.
Other experiential elements include an on-site restaurant, a dedicated area for make-up and styling, and a space for a changing roster of store events. Holli Rogers, chair of Browns, says: ‘Our new magical home will inspire customers as well as usher in a fundamental shift in the way people shop as layered into this connected, tech-enabled experience is a thoughtful and human side – which is so crucial in the current landscape where personalisation is pivotal.’
As we explore in Storefront Salvation, retailers are recognising the importance of digital innovation in store environments and combining physical touchpoints with technology.