News — Innovation

Some retail players attempt experiential retail through a series of slow, “toe-in” experiments – a pop-up shop here, a smart mirror there, perhaps an interactive store feature or two. The goal is to see if consumers use it and like it – and, more importantly, whether it boosts the bottom line well enough to justify a bigger investment. And then there are moves like The North Face’s recently opened 8,000-square-foot store in Soho, designed to also function as a museum for the outdoor lifestyle – and the products that support it. Mark Parker, vice president of the direct-to-consumer division, described...