The H&M Group keeps launching moving retail formats. Now there is a new address in New York, In Williamsburg, that aims to create a stronger connection with its neighborhood than the company's usual stores. "With H&M Williamsburg, we've jettisoned the traditional store model to create something unexpected that embodies who we are as a brand today," says Linda Li, head of customer activation & marketing, H&M Americas. "We are inviting both our loyal fans and new customers to experience H&M in a new light - combining style, culture and exclusive experiences in our new home in Williamsburg,” Li added.

The space will be redesigned on a regular basis. For example, she said, the approximately 650 sq. meter space will be dedicated to a new "chapter" every four to twelve weeks, and not only with products from H&M, as partners from the neighborhood will also be given a stage. 

From 2023, for instance, new events will be planned twice a week. "These events will revolve around art, fashion and music, as well as local businesses and personalities," a statement of the company said. "A neighborhood partner will curate a new weekly line-up of events each Friday. These will include DJs, artists and fashion designers who will contextualize their "chapter" for both the public and VIP guests.

The title of the first "chapter" is already known: It is called "Brasserie Hennes," referring to H&M's current Christmas campaign. From December 1 to 30, the H&M Christmas collection will thus be part of the product range. In addition, a "high-profile market of local Williamsburg merchants will be on display, offering their seasonal goods that are perfect for gifting," the group promises. Categories include fragrances, housewares, vintage pieces, food, accessories and beauty products. The use of technology is also expected to enhance the shopping experience. RFID chips, for example, are being used to ensure staff can see what's in stock more quickly. Mirrors in the dressing rooms can also make use of RFID technology, recognizing products and thus "providing personalized product and styling recommendations." Visitors also have the option to make mobile payments anywhere in the store.

The new store was realized in collaboration with Williamsburg-based agency The Gathery, with whom H&M has been working for 15 years. Nicky Balestrieri, co-founder of The Gathery, said, "We've long known that the future of retail is in the experience, so it was natural to join forces for a project like this that ultimately benefits our community. We look forward to our neighbors visiting the ever-evolving space over the next year and experiencing H&M in a whole new light."

This is not the first time H&M has opened a store that is more inclusive of the neighborhood. The company already opened the "Mitte Garten" store in Berlin in 2019, which is also expected to spearhead community building and retail technology within the group. 

The company hasn’t explained whether further hyperlocal dependencies or stores of a new type will be inaugurated soon. The store in Williamsburg will remain open until January 2024.

H&M
92 N 6th Street 
Brooklyn
New York
NY 11249
USA

This article was published on 21 November 2022 by textilwirtschaft.de

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