
Published 07 April 2021
Rebecca Hobbs
British luxury fashion brands Browns and Anya Hindmarch are harnessing the buzz of London’s reopening of non-essential retail, shuttered since Christmas, with new bricks-and-mortar stores. Iterating physical retail’s post-Covid role, each offers a vision for how luxury fashion can use bricks-and-mortar space to maximum effect via a branded village and an app-navigable flagship.



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Overexposure online, rising unease with socio-economic inequality and the desire to connect with likeminded peers are driving luxury consumers towards experiences that transcend materialism or reinstate a precious sense of scarcity. Strategies include access to brands’ top creative minds; activations bestowing ethical...