Retailers are having to work harder to attract shoppers, who need a more enticing reason to step foot in a store, whether that’s to experience something novel or create a TikTok.⁠
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Last week, French luxury label Jacquemus opened its latest pop-up in London’s Selfridges department store. Simulating a swimming pool changing room, shoppers can explore (and buy) special edition bags housed in see-through lockers, all coloured swimming-pool blue.⁠
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Although they may sound over-the-top, these outrageous retail displays serve a purpose and are a step farther than traditional experiential retail, incorporating TikTok-friendly aesthetics and artistic expressions of a brand’s identity beyond its clothing.⁠
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Read the full story by BoF’s Daniel-Yaw Miller. [Link in bio]⁠
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✍🏼 @danielyaw_ ⁠
📸 @jacquemus, @theofficialselfridges
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#jacquemus #selfridges #retailer #retailstore