May 17, 2017 | By WGSN Insider
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New Look has opened the doors to its revamped Oxford Circus flagship, which puts the focus on product and makes greater use of videos and in-store iPads.
All four floors of the 26,000sq ft store have been completely refurbished and remerchandised with a much clearer, uncluttered layout designed to show off the product and to increase sales space.
The refit also includes an increased focus on mannequin and display, with more mannequins used here than in any other New Look store. In the 915 department, which displays the retailer’s teen range, mannequins feature iPad screens for heads: customers can take photos in the ‘selfie chair’ which then flash up on the iPads. Other highlights include a photobooth and digital screens on all floors showing campaign imagery and brand videos.
New Look is rolling out this format to all 20 of its larger stores, with Westfield London, Brighton and Southampton having already received a makeover. The next will be Westfield Stratford in a few weeks’ time.
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