The ‘Fashion DNA’ moves to the countryside, and the high street becomes residential. Two trends that conspire with each other to create a new optimal location for cosmetic and fashion to house their stores. Stores no longer have reasons to situate themselves in the heart of a city, and will have to reposition themselves in line with its customers. ‘Prada in the Sahara’ was seen as an art project, but will now become a reality.
Online stores often have more items in stock and are far more convenient to shop in most of the time. The need for a physical shopping district is declining. Flagship stores like ‘Prada in the Sahara’ will start to exist more and more, especially in the countryside, and have the full collection in stock. It will be the maximum expression of the identity of your label, since the practical side of your store has moved online.
Culture in the countryside
Historically, high fashion was reserved to city life. There are several complex behavioral reasons as to why, but one thing is clear: The city is the centre of culture, and by association, fashion.
The countryside traditionally shows us a more practical approach to clothing. Dressing up for the cold outdoors, working outside, or simply having less means to purchase clothing, whether that be financial or a supply issue.
The coronavirus has made citylife much less appealing. Working online gives us less reason to live close to work, or to a train station. The social aspect of city life can be wiped out completely by lockdown and social restriction measures. A number of reasons to stimulate a move from urban to country. With the movement of urban people to the countryside, the fashion DNA and culture moves along with them. As most business moves online, our flagship stores can situate themselves in more unique environments such as the countryside.
Living in the High Street
The highstreets of towns and cities are traditionally known to house shops, banks, and other businesses. The shops catered to the needs of the people living in and around the city. In the last few decades, it mainly resembles the traditional centre of a city’s shopping district. With more and more consumption thanks to economic growth, the streets started expanding into residential areas, and characteristically busted out the ground floor of the previous residence to make way for a new storefront.
We converted the highstreets into pure shopping centres. Business was booming and the city centres attracted lots of shoppers from all over. Of course, as we now know, online shopping brought this into a great decline. Online stores often have more in stock and are far more convenient in most cases, so the need for a physical shopping district is becoming less and less apparent. The more shops close, the less attraction there is to go shopping, the more shops close- etcetera. The appeal and need for a physical store has decreased. High street stores will be converted into residential zones to fill in the empty space.
All together a move away from many city shops to some unique flagship stores in magical countryside locations. The stores will provide the full collection and will breathe the full identity of your label in all possible aspects; from the parking lot the the toilet, and from the service to the garden outside.