Innovación: Assortment and unexpected in-store amenities aimed at the target fashionista


Technology is front-and-center at The Limited at Tysons Corner Center in Washington, D.C.

How to compete with the endless aisle? Load up your physical aisles? Nope, not The Limited. Try an edited assortment and unexpected in-store amenities aimed at the target fashionista.


The sleek new Limited concept at Tysons Corner Center in Washington, D.C., designed with the assist of Columbus, Ohio-based FITCH, showcases fashions for its core 30-something sophisticate, who wants help in creating looks and is often sidestepping the fitting room.

Shoppers at the 4,216-sq.-ft. store will find fewer fashions on hangrods. Instead, the store embraces its inner e-commerce, with technology front and center that saves time and enhances service. “We’re leveraging the strength of our digital business, which accounts for 30 percent of our business,” The Limited’s CEO Diane Ellis told WWD. “A lot of our clients do their browsing online.”

LEA TAMBIÉN: Innovación: Great Customer Experience: Listen, Surprise, Delight

Design is immersive and integrated. Take the “Outfit Bar,” where shoppers can hang their in-store picks near a digital device offering ideas for related goods. Suggestions include what’s available in-store alongside online options. The “Inspiration Station” is a table equipped with touchscreen technology that customers can touch and swipe (with or without sales assistance) to access informational videos about its creations.

Capitalizing on its captive customer, fitting rooms have been rebranded as “The Styling Salon,” offering a spa-like spacious respite complete with warm towels and bottled water.

A major statement—“The Coveted Closet”—features a 10-ft.-tall digital mirror and houses a curated seasonal capsule collection of 10 must-haves. The digital mirror (created with Spencer Interactive) previews all possible combinations on a posing and turning model, allowing the guest to see the different ways in which an outfit can be worn, explains Joanne Putka, design director at FITCH. A simple click of a button on the iPad turns it back into a mirror.

“We are very happy with the results of the  Coveted Closet (digital mirror),” Ellis says.

Sales are higher than the old store, although The Limited has yet to announce its expansion strategy for the concept.

Autor: Janet Groeber


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