Alexander McQueen has embarked on a new omnichannel strategy having spent the last two years (and especially the last few months) preparing its stores for the new seamless physical-to-digital world. The strategy was accelerated when it launched its own integrated platform in July, following the conversion of 11 global flagships throughout the US, EMEA, APAC, and Japan to fully omni-ready stores.
The seamless integration “emphasizes the consistent vision which has been rolled out in all key markets, highlighting the omnichannel initiative, an important approach recently launched which helps link our e-commerce with our bricks and mortar stores, providing an improved, seamless service for our clients”, it said.
“Adopting new technologies, these stores have taken steps to bridge online and offline capabilities, allowing local clients to be served in new innovative ways, regardless of channel,” it added.
In December 2018, the house opened its London Old Bond Street flagship store introducing an entirely new retail approach for the house conceived by McQueen creative director, Sarah Burton. Since then, the concept has been strategically extended across all regions, with new store openings in key cities with strong local clientele and regional tourism.
Across the estate, in keeping with the core values of the house, stores principally feature natural materials – wood on floors, ceilings, and walls, granite and onyx sculptures in place of more conventional display tables.
Populated by McQueen-clad mannequins that can be seen up close and from all sides, “the store invites visitors on a fully immersive journey into an instantly recognizable world, echoing the storytelling approach central to the Alexander McQueen name”.
New concept stores have now opened in Hong Kong, Singapore, Shanghai, Beijing, Guangzhou, Seoul, Tokyo, Bangkok, Melbourne, Dubai, Las Vegas, Miami, New York, Milan, Florence, and Monaco.
“When you think about McQueen, you think about a creative experience, an emotion, a feeling - and that is exactly what our new stores represent”, said Emmanuel Gintzburger, CEO of Alexander McQueen.
“For us the store is a physical interpretation of that experience and also an extension of our world, perfectly reflecting the mood of both the show and its narrative”.