Let the Death of Experiential Shopping Be Its Rebirth

Fashion has a tendency to suffer from collective amnesia. Trendy but questionable concepts tend to die a quiet death in order to free the industry from embarrassment of unfulfilled promises. One of these silent casualties is “experiential shopping.” The term came in vogue earlier in the last decade when the fashion industry decided that customers wanted more from stores than a convenient location, a cool interior, an assortment of desirable product, and great customer service. The specter of e-commerce was brandished before retail executives that spurred them into a do-or-die frenzy. Lounges, live events, interactive art, virtual reality changing rooms, digital mirrors were touted as remedies for failing brick-and-mortar retail. Needless to say, only retail conglomerates and corporate brands with deep pockets could afford to invest in such expensive toys.