University of Hertfordshire · 6CTA2021 Fashion Business Major Project · Bootcamp 4 · Thu 29 Oct
The shop is not dead. Its job has changed.
Future fashion retail. Morning: what the numbers really say, seven forces, eight real cases, and how to observe a store like a researcher. Afternoon: map your customer’s journey and design one future retail touchpoint for your opportunity.
Image: RE.UNIQLO STUDIO, Covent Garden (Mar 2026). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 1 · 10:10
Retail now, read carefully
Every number counts something specific. Say what it counts, and what it does not prove.
Image: H&M Westfield Stratford City (Nov 2024). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 2 · 10:30
Seven forces shaping fashion retail
Research directions, not a shopping list. Pick the one your concept could ride.
Image: John Lewis Sports & Wellness, John Lewis Partnership (3 Aug 2026). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 2 · seven forces · tap any card to watch a real example
Seven forces, seven risks
F1Connected journeys
Customers move between store and digital without starting again.
H&M Stratford fitting-room screens, Nov 2024 · video: H&M SoHo tech store, Omni Talk Retail
A screen adds friction if stock or staff fail.
F2Store as experience
A place builds understanding, not only sales.
Louis Vuitton The Louis, Shanghai, Jul 2025 · video: Inside The Louis, Journeyman Jwalking
Spectacle is not profit.
F3Community retail
A reason to meet around an activity.
Gymshark Trafford + run club, Jul 2025 · video: Gymshark London store, Ben Francis
Attendance need not mean purchases.
F4Advice around a goal
Categories and experts gathered around what someone wants to achieve.
John Lewis Sports & Wellness, Aug 2026 · video: John Lewis Oxford Street walk-through (2019, historical), Watched Walker
Expert help is hard to deliver consistently.
F5Social and live commerce
Content leads straight to checkout in a platform.
Tu on TikTok Shop, Oct 2025 · video: Is TikTok Shop worth it?, Ruby’s Vlogs
Returns and fulfilment still matter.
F6AI visualisation
Software previews how a garment might look on you.
Google virtual try-on, UK, Dec 2025 · video: Google try-on, Tasia Custode
Shows appearance, not fit or size.
F7Circular services
Repair, reuse and care after the first sale.
RE.UNIQLO care campaign, Mar 2026 · video: What is RE.UNIQLO Studio?, UNIQLO
Capacity and who pays decide the impact.
Your force?
Pick one or two. Name the risk in the same sentence.
Sources: research report section 2, S09 to S42. Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · 10:50
Eight cases to take apart
For each: the problem, what changed, how money changes hands, what is actually known, and what you could observe yourself.
Image: Gymshark Trafford Centre, Gymshark. Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · case 1 of 8
Louis Vuitton, The Louis: a store as a destination
Store as experience · press Play montage, or tap a clip.
1Louis Vuitton · official teaser 20252ShanghaiEye · news Jun 20253Journeyman Jwalking · visitor tour Jul 20254East Peek · visitor tour May 2026
Experience
force: store as experience
Free
exhibition entry
with WeChat registration
with WeChat registration
7 Jul2025
LVMH documents it
Problem
Give people a reason to engage
Beyond browsing products: for luxury customers and culturally curious visitors.
Change
Exhibition, shop and café in one ship
Heritage exhibition free with My LV WeChat registration. Documented by LVMH, 7 Jul 2025.
Known
Sales and return on investment: not stated
The format operating is documented. Attributable sales and repeat visits are not.
Ask the room
What does a visitor learn here, and how does it connect back to a need?Film: Louis Vuitton website (accessed 28 Oct 2026). Source: LVMH (7 Jul 2025). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · case 2 of 8
H&M Stratford: the size request that never leaves the cubicle
Connected journeys · press Play montage, or tap a clip.
1Omni Talk Retail · H&M SoHo tech store Jul 20242Wall Street Journal · smart fitting rooms May 2015, historical3Banke A · H&M fitting-room try-on Jan 2026
Connected
force: connected journeys
21 Nov2024
reopened
first UK concept store
first UK concept store
?
faster for the customer?
not measured publicly
not measured publicly
Problem
Another size, without leaving the fitting room
Shoppers need a different size or colour mid-try-on.
Change
Screens that recognise items
Fitting-room screens suggest styling and request alternatives; online access covers missing stock.
Known
Conversion, waits, returns: not stated
Trade reports carry company descriptions, not independent performance tests.
Ask the room
What happens when the size you request is not in stock anywhere?Images: H&M (Nov 2024). Sources: The Industry; Retail Gazette (Nov 2024). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · case 3 of 8
Gymshark: an online brand opens a shop for the community
Community retail · press Play montage, or tap a clip.
1Ben Francis, founder · London store tour Nov 20222Robyn Emily · worth the hype? Jul 2023
Community
force: community retail
Jul2025
Manchester opening
reported
reported
Run
club
current store offer
current store offer
Problem
You cannot feel activewear online
Or meet a local training community through a product page.
Change
A store that runs a run club
Physical shopping plus regular community activity, promoted on the store page.
Known
Extra sales and retention: not stated
The store trading is verified; whether events drive purchases is not.
Ask the room
Who comes to a run club, and do they buy anything?Image: Gymshark. Sources: Gymshark; SGB Online (22 Jul 2025). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · case 4 of 8
John Lewis Sports & Wellness: shop around a goal
Advice around a goal · press Play montage, or tap a clip.
1Grace Olivia Susan · user review: personal styling Sep 20232Watched Walker · Oxford Street tour Jan 2019, historical
Advice
force: advice around a goal
3 Aug2026
announced
Oxford Street first
Oxford Street first
4,000+
JL rentals since launch
company count
company count
Problem
A goal spans many departments
Clothing, equipment, recovery products and advice sit apart.
Change
One space, organised around the goal
Launching first at Oxford Street, with further stores named.
Known
Concept sales or profit: not stated
Launch and investment are company-reported.
Ask the room
Who gives the advice here, and would you trust it?Image: John Lewis Partnership (3 Aug 2026). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · case 5 of 8
RE.UNIQLO STUDIO: repair at the till
Circular services · press Play montage, or tap a clip.
1UNIQLO · official explainer May 20242Charity Retail Consultancy · in-store visit May 2024
£3.50
repairs from
current UK price
current UK price
£10
embroidery from
Circular
force: circular services
Problem
A damaged garment needs a visible route to repair
Owners of worn UNIQLO pieces need an easy way to keep them in use.
Change
A paid repair counter inside the store
Care campaign 18 Mar 2026; Covent Garden studio reported 26 Mar 2026.
Known
Repairs done and impact: not stated
The service is offered; completed repairs and net environmental benefit are not published.
Ask the room
At £3.50, who pays for the tailor’s time?Image: UNIQLO Covent Garden (Mar 2026). Sources: UNIQLO (18 Mar 2026); The Industry (26 Mar 2026). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · case 6 of 8
Tu on TikTok Shop: pyjamas you discover before you search
Social and live commerce · press Play montage, or tap a clip.
1Tu Clothing · official preview 20262Glam Guide UK · Tu in-store review Aug 20263Ruby’s Vlogs · is TikTok Shop worth it? Oct 2026
Social
force: social commerce
Oct2025
TikTok Shop launch
PA, 9 Jan 2026
PA, 9 Jan 2026
1wk
early allocation sold out
TikTok claim
TikTok claim
Problem
Seasonal nightwear needs showing
Nobody searches for Christmas pyjamas until someone shows them.
Change
Creator-led discovery on TikTok Shop
Tu launched on the platform in October 2025.
Known
Stock and profit: not stated
TikTok says early pyjama stock sold out within a week; how much stock is not given.
Ask the room
After the viral video: who handles the return?Film: Tu Clothing website (accessed 28 Oct 2026). Image: Tu press image (Jan 2026). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · case 7 of 8
Google virtual try-on: how it looks is not how it fits
AI visualisation · press Play montage, or tap a clip.
1Google · official demo Jul 20252Tasia Custode · user trying it Dec 20253KTLA 5 · explained Mar 20244Franklin AI · review May 2025
AI
force: AI visualisation
3 Dec2025
UK rollout
0
size recommendations
per Google guidance
per Google guidance
Problem
Hard to imagine a garment on you
Online shoppers guess how something will look.
Change
Upload a photo, see a generated preview
UK rollout announced 3 Dec 2025.
Limit
It does not recommend a size
Google’s own merchant guidance: no fit, no size, no availability.
Ask the room
Which uncertainty does it remove: appearance or fit?Film: Google The Keyword (24 Jul 2025). Source: Google (3 Dec 2025). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 3 · case 8 of 8
Matches: a beautiful townhouse store did not save it
Failure case · press Play montage, or tap a clip.
1MATCHES · official store launch film Aug 2018, historical2understitch · the rise and fall May 20243Yorkshire Post · administration news Mar 2024
8 Mar2024
administration
The Gazette
The Gazette
30 Jun2024
UK transactions end
Vogue
Vogue
2018
store image
historical
historical
Who
MATCHES: a London online luxury retailer
In 2018 it opened 5 Carlos Place, a five-storey Mayfair townhouse for shopping, events and private appointments.
Failure
Administrators 8 Mar 2024
Mayfair store closed by June; new UK transactions stopped 30 Jun 2024.
Lesson
Space cannot fix stock, staff and cash
Administration does not prove the store caused the failure.
Ask the room
Could your touchpoint survive a bad cash month?Image: HISTORICAL, P Joseph portfolio (2018), photo Simon Watson. Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 4 · 12:00
The journey, and the theory behind it
Find the one moment where your problem hurts most. Then design for that moment only.
Image: H&M Stratford (Nov 2024). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Part 4 · the journey you will draw · tutor adaptation of Lemon and Verhoef, 2016
Five stages. Circle one moment that matters.
1Discover
CustomerHow do I notice it?
TouchpointContent, person or place
PainWhat blocks progress?
2Evaluate
CustomerHow do I decide?
TouchpointInformation or trying on
PainWhat is uncertain?
3Buy + receive
CustomerHow do I pay and get it?
TouchpointCheckout and fulfilment
PainWhat fails at the handoff?
4Use + support
CustomerHow do I use it well?
TouchpointCare or help
PainWhat is difficult?
5Return, repair, resell
CustomerWhat happens next?
TouchpointPolicy or service
PainWhat prevents recovery?
Customer journeyCaveman film · 1 min
Omnichannel retailingCaveman film · 1 min
Then add only one thing: a first idea for where your concept meets the customer at the circled moment, its evidence, one untested assumption, and one observation that could prove you wrong. Do not redesign every stage.
Adapted from Lemon, K.N. and Verhoef, P.C. (2016) Journal of Marketing, 80(6). Historical.
Part 4 · theory you can cite · four anchors
Four questions to ask of any store
Caveman film · 1 minCustomer journeyLemon and Verhoef, 2016
Where exactly does the problem happen, and who controls that encounter?
Real journeys loop, pause and involve outside influences.
Caveman film · 1 minExperience economyPine and Gilmore, 1998
What does the visitor learn or do, and why would that help your concept?
Enjoyment and dwell time are not willingness to pay.
Caveman film · 1 minOmnichannel retailingVerhoef, Kannan and Inman, 2015
Does the information follow the customer from one channel to the next?
Integration costs money; it cannot create missing stock.
Caveman film · 1 minServicescapeBitner, 1992
Can someone find, understand and reach the service in the space?
A nice setting does not prove the service is good or pays.
Lemon and Verhoef (2016); Pine and Gilmore (1998); Verhoef et al. (2015); Bitner (1992). All historical. Full references on the worksheet.
Part 5 · 12:15
Observe like a researcher
Cambridge, Thursday 10 December. Go in with a question, not a camera roll.
Image: Louis Vuitton, The Louis (Jul 2025). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Afternoon · 13:30 to 16:00
No product yet? Good. Start with the customer.
Sharpen your concept and target customer, map how that customer shops today, find the moment that matters, and sketch a first idea of where your business could meet them.
Image: Tu Clothing (Jan 2026). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.
Steps 07 and 08 · 15:25 to 16:00 · one-minute walkthrough, then plan Cambridge
For [person in this circumstance], the difficult moment is [friction].
They encounter [touchpoint], do [action] and leave with [benefit].
We would earn revenue through [route]. Evidence suggests [reason]; we still need to test [assumption].
Peers test three things
Is the benefit observable? Does the format address the chosen problem? Is the unresolved assumption explicit? Then plan Cambridge (Thu 10 Dec): two contrasting stops, five bingo squares, the evidence that could prove you wrong, and how you will ask permission.Image: RE.UNIQLO STUDIO, Covent Garden (Mar 2026). Research reference, not an endorsement. Brand and partner copyright; retain credit. Classroom use only.