Instagram has partnered with Selfridges to let people shop a selections of brands from the social platform in real life. The collaboration shows how retailers can blend online media and in-store engagement to lure in Gen Zers who want shopping to be both digitally connected and experiential.

In July 2019, Lululemon will launch a 25,000 square-foot experiential store in Chicago, selling not only athletic apparel, but creating a community of loyal followers. As people value in-store experiences even more, they like feeling connected to a brand through lifestyle events and experiences.

High street fashion brands are struggling to keep up with the changing times, and the popularity and convenience of online shopping. However, since consumers still love to shop in-store, the end is not necessarily nigh. What can fast fashion brands do to reach shoppers on the high street?

The physical shopping experience may never match the ease of e-commerce, but that doesn’t mean people are abandoning the high street. Brands are using concept stores, cultural events, and customisation to attract footfall and communities that care about more than products alone.