Luxury e-tailer MatchesFashion.com has remained ahead of the curve in innovating consumer experiences, both real and virtual. Its latest venture, 5 Carlos Place, brings the two seemingly disparate worlds into one space.
Last month, London-based luxury e-tailer MatchesFashion.com opened its new home, 5 Carlos Place, set in the city’s affluent Mayfair district. Housed within an iconic red brick Queen Anne building, the sprawling 7,000-square-foot space spreads across five floors of diverse utility.
The Mayfair address is the latest addition to the retailer’s repertoire of brick-and-mortar establishments. Inherently, the move piques the industry’s skepticism on the commercial viability of a physical store at a time of shifting consumer patterns. The preconceived uncertainty, however, is easily put to rest in dissecting the tailored retail experience curated at the month-old London space.
This store is nothing like the archetypal boutique offering; it is an amalgamation of real and virtual shopping experiences. It is best described as a tangible space where MatchesFashion. com plays host to its consumers, be it those who walk through the door or the ones who prefer to shop online.
With innovation deeply embedded in MatchesFashion.com’s DNA since its beginnings in 1987, 5 Carlos Place is its latest endeavor to stay abreast of consumer patterns. Over an email correspondence with the e-tailer’s chief brand officer Jess Christie, T Singapore delves deeper into the venture and weigh in on the general shifts in consumerism.
KAMES NARAYANAN: What are some of the shifts that you have noticed in consumer buying habits in the past few years?
JESS CHRISTIE: Social media has definitely been the biggest shift. The rise of Instagram and social connectivity has made the global customer savvier than ever about brands, leading to an increased demand for immediacy and inspiration.
KN: Why do you think that now is an opportune time for the debut of 5 Carlos Place?
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