Why don’t we take our shoes off when we go into a shop?
The comfort of online shopping brings a luxury of convenience via at-home, shoes off/pyjamas on, but there is no complete escape with online shopping. Fashion branding today goes beyond a garment on a hanger; the consumer needs an image of what life would be like when they wear a brand’s full collection. With consumer’s longing for achieving lifestyle over purchasing objects, retailers have catered to this need by setting up showrooms that sell the idolized closet, equipped with an at-home feeling. Stores could become our second home.