A latest fashion retail trend is an altogether quirkier purchasing experience. Japanese retailer Uniqlo has revealed its 'Uniqlo to Go' vending machines, which will appear in US airports from August. Shoppers can purchase items from the brand's 'Lifewear' line via a fluid interface, with clothes then delivered by a robotic arm. Uniqlo indicated the machines may also be rolled out in other locations from shopping malls to movie theaters.
Besides Uniqlo, the New York launch of Alexander Wang's second fashion collection for Adidas Originals who have come up with an interactive retail strategy allowing shoppers to order the clothes via text, using product codes on posters displayed across the city. The orders were then delivered to customers by cyclists dressed in the new collection themselves.
Tommy Hilfiger, also came up with an interactive catwalk experience 'TommyNow'. The two-day fashion show took the form of a fun fair, where customers shopped the collection via interactive screens. In February Hilfiger showcased his second collaboration with supermodel Gigi Hadid in LA, in a similarly exciting setting. This show came with an app titled 'Tommyland Snap:Shop', which meant guests could buy pieces from the collection by simply taking photographs of the models.
Quirky shopping experiences have never been so trendy. At present, Uniqlo, Wang and Hilfiger are in the underground. But Ralph Lauren and Rebecca Minkoff have recently experimented with interactive dressing room mirrors that let customers choose different colors and sizes via a touch-enabled interface. And French beauty brand L'Occitane unveiled its first ‘Smart Beauty Fitting Room', allowing shoppers to browse digitally in private.