Fashion Clinics: The Post-Purchase Fashion Opportunity
Aftercare is emerging as a powerful tool for cultivating post-purchase relationships with consumers, including encouraging repeat store visits. We track the latest product preservation strategies.
- London department store Harvey Nichols' newly redesigned accessories floor – devised by London-based architects Virgile + Partners – features a Handbag Clinic run by a local repair specialist. It offers repair and restoration services, such as cleaning or weather protection.
- US fashion brand Coach's newly opened Fifth Avenue flagship in NYC is conceived as a temple to craftsmanship. As such, it includes two customisation areas – a Made to Order Rogue service, allowing customers to create a bespoke version of Coach's Rogue bag (offering one million possible variations); and The Coach House Workshop, which offers monogramming and complimentary leather care and cleaning.
- Based in LA, Italian tyre company Pirelli's first flagship store includes a concierge desk, where customers can arrange for their cars to be transported to and from the store for maintenance.
- French luxury fashion house Hermes illustrates the idea of brands becoming service providers to the point of dealing with other brands' products to engender loyalty. Its September 2016 series of laundry pop-ups – The Hermèsmatics – offered a complimentary scarf-refreshing service for visitors, regardless of the brand. The stores were launched in Munich, Strasbourg, Amsterdam and Kyoto, in celebration of Hermes's 80th anniversary.
For more on reuse and repair concepts, see Eco-Ethical-Sustainable. See also Elevating the Mundane: The Laundress Fabric Care Flagship, Active Flagships and The Supportive Sell.