VINCENT QUAN

ASSOCIATE PROFESSOR, FASHION INSTITUTE OF TECHNOLOGY

Many online retailers such as Amazon, Warby Parker and Allbirds have increased their reach by providing a physical experience for their guests. Shopping in person drives the consumer to use several senses, which retail stores must use to create a memorable and pedagogical experience for consumers. Shopping should allow the consumer to test and touch the product while getting educated on its unique selling proposition. At the NYC Allbirds store, for instance, visuals and props demonstrate sustainable initiatives to engaged consumers, who can touch shoelaces made from recycled materials or experience the feel of wool on their feet.