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Hilfiger’s Future Store For Now

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Tommy Hilfiger has opened a flagship store on Amsterdam’s upscale Pieter Cornelisz Hooftstraat that it calls a ‘store of the future’. This is something of an abused term as, by definition, any store that opens its doors to shoppers is a store of now, but nonetheless, this one does represent something of a refocus for the US casualwear brand.

The ‘future’ bit, for the most part, consists of interactive screens that enable shoppers to tailor their visit to the store and to take a look at the complete Hilfiger offer, as well as a degree of in-store personalization.  All of which means that this is store that is very much rooted in the present, but it is a good one.

There is also, in line with current thinking about what a destination store should be about, a café. The difference in this instance is that inset into the tables at which visitors sit are screens in order that the shopping can continue.

If Hilfiger were to have called this store a leading-edge flagship, that might actually be pretty close to the truth.