Fast Retailing Co’s Digitally Enabled Store Ships Merch To Shoppers’ Homes Only
The GU Style Studio experiments with a store concept that allows shoppers to try and purchase apparel and accessories but not take them home, instead shipping them directly to customers
Fast Retailing Co, maker behind Uniqlo, launched its experimental GU Style Studio in Japan’s Harajuku fashion district. The store features wall-to-wall merchandise, but customers will only be able to order online what they see in store.
The retail space allows shoppers to look through inventory and make purchases from their smartphones by scanning QR codes on the price tags that will take them to shoppable links. Shoppers can also test out different outfits virtually on mannequins via an app accessible through smart phones. GU Style Studio is also equipped with cameras that will help generate avatars for shoppers based on photos taken upon their entry.
All of the digital capabilities at the GU Style Studio are intended to help the parent company better understand how people are shopping and which products are tried on without purchase. This marks the latest effort in the brand’s agenda to push the boundaries of digitally integrated retail, continuing to blur the lines between online and brick-and-mortar shopping to find what serves customers best.
Lead image: checking bar code stock photo from gpointstudio/Shutterstock