The mega-retailer is trying ot win back brick and mortar customers with new collaborations.
Retailers are coming up with innovative ways to get shoppers into their stores- and Uniqlo‘s latest move just may put them on top. On Friday, Uniqlo became the first specialty apparel retailer to install a Starbucks inside of their store. Since Starbucks has previously been located in Macy’s, Target, and Barnes and Noble, Uniqlo didn’t stop there. They also renovated the second floor of their flagship NYC store so that it now features sofas, tables and chairs, and an iPad station. The idea is that the longer customers stay inside the store, the more they will buy.
More exciting still, Uniqlo launched SPRZ NY, a new collection in partnership with nearby Museum of Modern Art. The collection has close to 200 items, all featuring work from artists like Andy Warhol, Jean-Michel Basquiat, and Sarah Morris. The bags, T-shirts, and other items can be purchased in Uniqlo stores world-wide, as well as on their website. The clothing is displayed in frames and display cases, imitating the art one might see in a museum. Uniqlo currently sponsors MoMA’s free Friday night admissions program, a venture that may have initiated the apparel collaboration.
Other retailers are already following the collaboration trend. Gap’s concept store sells third party items including magazines and books. Ralph Lauren’s Club Monaco has invited Brooklyn coffee shop Toby’s Estate Coffee and NYC’s famed The Strand bookstore into their flagship store, and designer John Varvatos has a bar inside his New York City store. Soon customers will be able to meet all their shopping needs in a one spot stop.