Shopping for new clothes on a weekend is a favorite pastime, even when it's not raining. Around the world, I see marketers adding new twists to what some call the "retail therapy" experience.
In a mall in Kazakhstan, shoppers find an indoor river, and they can ride an indoor monorail, just like the one at Disneyland. At the Mall of America in Minneapolis, there are carnival rides and an assortment of LEGOs kids and adults can use to build whatever they want.
Slip on a ZOZOSUIT from the Japanese retailer, ZOZO, and the stretchy black bodysuit, with the help of a mobile app, takes perfect measurements for a new outfit. In your own home, the 150 white dot sensors covering the suit enable a 3-D scan to make, for example, custom-fit jeans for online purchase at prices starting at $58. But It's only a matter of time before in store customers also might expect to use this innovation to insure a perfect fit that doesn't require additional tailoring.
UK retailer, ASOS, already entices customers with photographs and augmented reality (AR) showing how the same outfit looks on different body types.
Mall customers in Chinese In Time retail restrooms can use augmented reality mirrors to test makeup products before using a mobile code to purchase Lancome, Benefit, or Shu Uemura cosmetics from the vending machine next to them.
Brands have begun to bundle products with services. Adidas sneakers serve as metro passes in Berlin. Nike's NBA Jerseys connect wearers to digital content about their favorite teams and players. A Tuxe bodysuit comes with an offer for free online business and life coaching sessions.
At REI Co-op, customers know the clothing, footwear, and camping gear they purchase meet sustainable business practices.
Combat Flip Flops (combatfllipflops.com) converts objects used in warfare into flip flops and accessories. Melted unexploded ordinance (UXO) become jewelry.
Graphic T-shirts say a lot these days. Keep looking until you find the message that suits you to a "T."
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