Farfetch-Owned Flagship Store Shows Londoners the Future of Fashion

The owner of the multi-brand up-market boutique Browns, Farfetch has been working on its version of the store of the future for the past three years. The company’s vision was unveiled last month with the opening of the Browns flagship store in England’s capital. And the Mayfair’s Brook Street store is all about showcasing the company’s vision of customer engagement and luxury retail.

Making Shopping Fun

The boutique, which spans four floors, doubles as an entertainment center. Besides stocking fashion, accessories, fragrances, jewelry, watches and homeware, the store also features a variety of other experiences. Firstly, there is Native, a restaurant that offers sustainable cuisine. Other attractions include an outdoor courtyard, a makeup and styling area, and a room with a line-up of different experiences, such as photography exhibitions.

To promote community engagement, the store will also host various programs run by professionals in their fields. First ones up include events with hypnotherapist Michele Occelli and Sang Bleu tattoo artist Delphin Musquet.

“It’s like inviting people into your home; you always want them to stay for longer because the more fun you’ll have,” says Holli Rogers, chair at Browns and chief brand officer at Farfetch. “People can visit us and sit in the garden, have a bite to eat, then chat with a concierge or see their favorite sales associate, or book a residency there. You could come back multiple times a week and have a completely different experience.”

High-Tech Services

According to the founder of www.StyleSpring.co.uk, one of the best aspects of the store is its accompanying app. “It’s all about creating a comprehensive shopping experience. The app can be used to search for products, make appointments and connect with personal shoppers. Customers can also use the app to try on virtual products and make payments online rather than physically in the store. The app also has an in-store mode that shows what products are currently available.”

Rogers highlights: “We want [the technology] to be used in a way that complements the experience, so that it’s faster and smoother and customers feel like they’re being taken care of and are part of the conversation. It gives us a different way of engaging as opposed to a sales associate taking you to the dressing rooms with a handful of clothes, which feels really transactional. It’s that melding of technology and customer service, which is what luxury is ultimately about.”