Glossy – Today, Express launched a new store concept in NYC dedicated to the modern worker. It’s a testing ground for a number of experiential activations the 38-year-old retailer could roll out to its 600-plus stores.
Located on Madison Avenue in Manhattan, the longstanding store has been revamped to feature product “stories” dedicated to a variety of work styles — for example, there’s a space for the office worker and one for the more creative type. There’s also a lounge-style workspace, equipped with charging stations and WiFi. Kornberg expects that shoppers will browse, work, stay a while. The fact that updates mirror American malls’ buzzy transition to lifestyle centers was no mistake.
With its new concept store, the retailer is moving in the right direction, said David Naumann, vp of marketing at consulting firm Boston Retail Partners. “Stores must now encompass both worlds — the sensory experience generally available in the physical world, and the unique and personalized shopping experience common in the digital world,” he said. “To meet consumer expectations and survive in today’s challenging retail climate, most retailers will need to transform their retail and customer engagement models to be successful.”