The Stockholm-based fashion specialty retailer is applying technologies to improve the customer experience, localizing assortments and testing some new concepts and services, while continuing to increase its store count.Much of the investment is happening in New York City. “All 12 stores in Manhattan over the next few years will be either fully rebuilt, refreshed, relocated or simply brand new.
NoLIta is only the second pop-up H&M has attempted in the U.S., though there’s been a handful in Europe, including London, Paris and Milan.
“One reason why we have pop-ups is to test new things,” Beaumont said, adding that in the former Williamsburg, Brooklyn, pop-up, there was a pre-loved vintage selection of clothing. “We’ve invested a lot over the last few few months in the brand, in experiences for customers. So there’s a real energy about H&M,” Beaumont said.
The NoLIta pop-up “is quite unique to us,” he said. “Some of these flagships we’re opening in this fall, they will also have specific or unique features in their design,” involving customized experiences. We have summarized this news so that you can read it quickly.
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