Swarovski launches their first digital concept store in the United States
Swarovski launched their first digital concept store in the United States, which opened in Los Angeles on November 21st. The heritage retailer’s global initiative combines brick-and-mortar retail and virtual components for a modernized and interactive shopping experience.
The Los Angeles location is the first of its kind within the U.S., following a global launch in Milan earlier this year. Created to evolve Swarovski’s classic retail concept, bringing virtual components into the new stores’ design was a strategic move as online retail is on the rise. As a way to elevate the in-store experience, Swarovski looked to bridge the gap and revolutionize the retail environment in a market driven by Millennials and soon, Gen-Z consumers.
The digital concept stores bring the positives of online and in-store shopping experiences together, integrating product discovery capabilities while providing the ability to try on and touch product, as a way to create a new experience that caters to each consumers’ need for a seamless store experience. The new format includes: virtual try-on stations, sparkle bars with digitally-accessed style inspiration, style finder capabilities, a glow mirror that serves to capture unique social media content for consumers and more.
Keep an eye out for this innovative shopping experience!