If you’re in London in the next few days, get down to Carnaby Street because there’s an interesting new store opening today. True Religion, the premium Californian jeans brand is launching its first international flagship at the same time as unveiling a new UK e-commerce site.
Big deal? Well, yes it is. The company says it’s a first for Carnaby Street as it’s fully tech-enabled and will set the template for its future stores. It’s opening another one in New Orleans later this month.
The store covers only 2,505 sq ft and carries less stock than the average jeans store (which wouldn’t be hard really as most jeans stores are over-stuffed with stock).
But not this one. Instead it uses tech to connect customers with wherever in the world the stock happens to be and (presumably) gets it to where the customer wants it pretty fast.
The staff are using iPads and there are touchscreens for customers to use so it’s really taking the omnichannel message to heart.
Sounds like it’ll be a good addition to Carnaby Street and part of the gentrification of the area. Carnaby has gone from 60s trendiness to down-at-heel tat in the 70s, to a sports shoe destination and more recently a jeans and and casualwear destination too. But it’s not been known for its tech focus. Maybe this is the start of a trend.