A brand-new concept H&M store is debuting in Brooklyn’s Williamsburg. With a new arrangement revolving across more than 7,000 square feet of area, it will be a multifaceted business. According to H&M, it is a first-of-its-kind rotating home of fashion, a destination for style, and a style lab. Every four to twelve weeks, a new theme will be introduced to the store. This will be the first retail outlet for H&M in Williamsburg and the first such store for the company globally.
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Evergreen partner activations from three neighbourhood Brooklyn-based firms will have their own designated section in the shop starting in the coming year. According to Linda Li, Head of Customer Activation & Marketing at H&M Americas, “We’re looking at this unique store experience as a test, and while we don’t have any plans to divulge at the time, we are always open to new options.” To make shopping easier, customers will be exposed to the most recent retail technologies. Smart mirrors in changing rooms recognise clients’ purchases, including size and colour, and offer tailored product or styling recommendations. Mobile payments are also available everywhere in the store.
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