Browns boutique in London has been a high-end fashion destination ever since it set up shop in 1970. But with in-store shopping down and health and wellness concerns up, Browns is adapting by offering virtual and physical services like hypnotherapy, fitness regime tips, and styling advice.

What’s so different about the paths to purchase taken by Gen Yers and Zers? How are stores demonstrating their commitment to hygiene for a post-pandemic world? Why is stockpiling becoming a common shopping strategy? And how people are using their spending power to show solidarity?

The inability to try products in person has long been a barrier to buying beauty online, but with stores closed due to the COVID-19 pandemic, people have become increasingly reliant on e-commerce. How are brands innovating their e-tail offerings to both enhance discovery and assuage concerns?

With one eye on its plan for a green future, H&M is trialling an in-store recycling system called Looop, which turns old clothes into new ones. Given that throwaway fashion attracts attention for its lack of sustainability, people are looking to familiar brands to make change easier.