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Chapman said boutiques and physical events remained vital marketing opportunities, with a more specialized inventory selection and the opportunity for customers to do more than buy merchandise; for example, the MatchesFashion.com In Residence series offers talks, film screenings and designer meet-and-greets, along with social media lessons, exercise classes and floristry sessions. Tom Chapman is a founder of MatchesFashion.com, a British retailer that now has 95 percent of its sales online. Tom Jamieson for The New York Times You need to be accessible to your customer wherever she wants to find you, Mr. Chapman said, and we have seen that a sizable proportion want human interaction and access that goes far beyond a credit card transaction. Stores cannot just be row after row of product rail anymore, he added. . To survive, they have to tell stories rooted in a sense of community and entertainment and have points of view that makes the owner stand out. Rachel Shechtman, the founder of Story , a store in Manhattan, has taken that concept further than most. The store, opened in 2011, was created to present its point of view like a magazine, one that gets a complete makeover with a new design, range of products and marketing message every four to eight weeks. Rather than holding inventory, Story has a sponsor who underwrites the cost of each transformation; retailers can pay as much as $500,000 for a feature slot. Recent features have included His Story, sponsored by Braun, Old Spice and Gillette, with a hot towel shave station offering free shaves daily, and a Making Things story, sponsored by General Electric, with MakerBot 3-D printers and injection molding machines. Interactive Feature | NYT Living Newsletter Get lifestyle news from the Style, Travel and Food sections, from the latest trends to news you can use. If time is the ultimate luxury and people want a higher return on investment of their time, you need to give them a reason to be in a physical space, said Ms.
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