H&M Fast Fashion Retailer, H&M reopened its iconic Manhattan unit in SoHo, at 515 Broadway, with new and improved features for a renewed customer experience.
The 22,000-square feet store has now been endowed with click-to-bricks and whistles in consideration to the environment-conscious Gen Z consumers and expects favourable returns in terms of sales.
The revitalising initiative was focussed on enhancing experience. SoHo, being the exclusive location under H&M’s US market, offers its new ship-to-store option, which is also being tested at a number of Chicago units, reported a spokesman.
Ship-to-store functionality, also known as BOPIS (buy online, pickup in store), has been widely inculcated by huge companies like Target and Walmart which are now using the stores for order pickup, realising cost saving and eliminating shipping fees for customers who also add to sales of stores through impulse shopping.
Online retail platform, Amazon recently opened pickup counters at 100 Rite Aid units, which furthered to 1,500 different stores across the US.
H&M’s ship-to-store service is not chargeable, informed the spokesman, adding further to this he also stated that the orders arrive at the SoHo store ready to pick up in three to five business days. Selectively curated pieces of H&M’s home collection have been exhibited residential-style in a newly designed lounge-inspired space for its shoppers at the SoHo store.
Artist Sojourner Truth Parsons was assigned the task of creating a mural for the store by H&M, which draws its aesthetic inspiration from the walls of a two-storeyed staircase. Commenting on the same, Truth Parsons said, “I wanted to do something that was theatrical, a nod to the neighbourhood. SoHo can be about dreaming and a projection of how you’re going to move through the world.”
