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Selfridges brings art to the masses in multichannel campaign

Luxury Daily – British department store chain Selfridges is embracing the intersection of art and fashion with a creative campaign that spans stores and digital channels. The newly announced “State of The Arts” initiative is influencing everything from Selfridges’ window displays and product offerings to podcast episodes. Retailers continue to seek ways to differentiate their in-store and online experiences from competitors’.

“Associating Selfridges and its fashions with art is a great way to elevate the brand and inspire customers to visit the store more frequently during the art campaign to see the latest artwork and experience workshops,” said David Naumann, vice president of marketing at Boston Retail Partners, retail consulting firm.

“Tapping into consumers’ multiple senses and incorporating art throughout the store make this campaign very interactive and unique,” he said. “Shoppers can listen to artist podcasts, see art in street windows and in the store, attend workshops, meet artists in-person and shop for art.” Mr. Naumann is not affiliated with Selfridges, but agreed to comment as an industry expert.

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