How are brick-and-mortar stores adapting to the digital era?

Photo from: Gentle Monster Facebook Page

By: Retail In Asia

As more people shift to shopping online, brick-and-mortar stores are transforming into showrooms that focus less on selling products and more on growing a brand through cultural experiences and events.

Companies, especially fashion retailers, are investing in their offline spaces as the coronavirus pandemic has accelerated change in the sector. They have been closing down shops with slow sales, investing instead in more specialised showrooms and online stores.

A giant robot sits in the middle of House Dosan, an offline store by luxury eyewear brand Gentle Monster set to open in Apgujeong, southern Seoul. Several other installations in the store create the atmosphere of a modern art museum rather than an ordinary clothing store.


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