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Luxury Fashion Becomes Hyperphysical


Luxury fashion brands transformed their stores into a place wrapped in sensory experiences to appeal to the new generations, Gen Z. They want playful experiences and joyous spots for TikTok and Instagram.

The retail spaces offer an enriching and moving experience to the customers. The hyperphysical store serves the customers with a good presentation of items and emotional and sensory attractions. The stores are beautifully decorated with aesthetics and scenography to attract young customers.

Vogue business interpreted the trend in hyperphysical stores in luxury fashion as the customers need an enticement in a physical store. That's why the retail stores in luxury brands are arousing customers' interest to visit their stores.

Balenciaga and Jacquemus are good examples of showing the hyperphysical shop in the luxury fashion industry. The brands showed a spectacular decoration in the retail shop as if you came to a museum or wonderland.

Luxury French fashion brand, Jacquemus opened a playful pop-up store at London's Selfridges. The retail space is a surreal bathroom inspired by Simon Porte Jacquemus, called the corner shop "Le Bleu," featuring SS 2022 Le Splash collection items. The store is available 24 hours a day since the customers can purchase the item using a vending machine.

Simon Porte Jacquemus commented that the store is not about just buying but a concept, an experience on his Instagram story. Also, he told Vogue Business that he loves to play with ideas in buying and retail experience to create a brand's unique experience.

Meanwhile, Balenciaga is also taking this concept to their store, focusing on community engagement and enriching experiences for the customers. Balenciaga unveiled its pop-up stores to feature the Le Cagole it-handbag in London and Bangkok. The store has a joyous and spectacular view with pink faux fur everywhere inside the store.

Other brands have become hyperphysical, too: Coach's pillow bag in London, Mulberry's pop-up store in Seoul, and Bottega Veneta's a maze installation in Seoul, 2021.

The Future Laboratory describes how hyperphysical retail is highly connected with consumers. While online shopping is accelerating to provide multi-layered experiences to the customers, physical space simulates interest, a physical experience such as extraordinary, sensorial moments that lean on five senses: sight, sound, touch, potentially smell, and taste as well. That unique experience and connection the customers perceive within the physical settings may increase transactions digitally or elsewhere.

Some marketers in luxury fashion believe ASMR (autonomous sensory meridian response) triggers physical experiences in the store. ASMR appeals to experience-focused consumers by adding more elements to spark their sense and interaction.

In a 2018 survey by IBM and the National Retail Federation, 56 percent of international Gen Z shoppers between the ages of 13 and 21 physically visit stores for a fun experience, interviewing 15,600 global consumers.

Since customers haven't had many chances to touch and interact in a shop for a while physically, hyperphysical retail is a great way to get the customers excited again and want them to visit the space, as The Future Laboratory said.

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