Benchmark

BROWNS/LONDON BENCHMARK

The new flagship of London-based retailer Browns, part of Farfetch Group, extends over four floors. The Brook Street branch is not only a statement of intent by Browns, but also the flagship of Farfetch Group’s state-of-the-art

retail technology. Interviews and text: Martina Müllner-Seybold. Photos: Browns, Farfetch

“Browns has always been about the unexpected and the new way of merchandising will allow us to amplify the buying team’s vision to the next level.” – Ida Petersson, Buying Director Browns

Holli Rogers “BROWNS BROOK STREET CEMENTS OUR BELIEF IN PHYSICAL RETAIL”

Developing the concept for the new Browns store engaged retail experts of international credit. From day one, it was more than the usual “let’s open a new store” strategy. So, what did developing and opening this new store mean to Browns?

Holli Rogers, Browns Chair and Farfetch Chief Brand Officer: Absolutely, we knew this would be our new forever home. For us, this space is so much more than just a place for physical retail, it is truly a unique environment that caters to our customers' many needs, perhaps even needs they did not know they had, but in the Browns way of course. It appeals to all of their senses and what we have introduced is a truly connected journey, as we know that clients want to experience us in both the digital and physical realm. The store is all about personal connection and personalised experience – it brings together fashion, fine jewellery, food, and culture through our restaurant, our immersive room, and so much more. It truly is a destination and provides a place for people to explore, discover, and linger. We have been developing the ethos of Browns Brook Street since I joined Browns over five years ago and we were already looking to execute the subtle layers of technology, connected by Farfetch, within our spaces - you can see this through what we have done at Browns East - prototyping, piloting, and really bringing the space to life through experience. With the new store, we are bringing together everything we have been working on for years – it is a culmination of all our stories, and it just so happens to be a landing at an opportune time for customers and an opportune time for brands who now realise the importance of technology after so many months of being fully digital. We have implemented our “store for one” concept with private VIC suites on our Club Floor and throughout there is personalised attention with the human component alongside this layering in of technology. Fundamentally, the customer is at the heart and every element plays into providing the best possible service with experiences that go beyond just product – we see real value in investing in this. There is so much to experience in this store – you will want to spend time going around to each floor, looking at the interiors, and really feeling the space because it is so enchanting. We are also so excited that our customers are enjoying our new restaurant, Native at Browns – they pursue a zero-waste concept, which I think is really innovative and has not been seen in central London in this way before. In addition, the design of the space is incredible and speaks to our conscious endeavours in prioritising British artisans, alongside the beautiful courtyard with outdoor dining where we expect so many to relax and enjoy.

Does this new Browns re-write the customer journey?

Browns Brook Street cements our belief in physical retail – and the importance of the flagship which contains the essence of our brand and a space for us to engage with our community. My background was predominantly online before joining Browns and I think both spaces have their unique place within the ecosystem of the industry. With online, you have everything at your fingertips – in-store we can educate, inspire, and curate, providing a space that showcases our

Holli Rogers, Browns Chair and Farfetch Chief Brand Officer, explains Browns Brook Street: “Fundamentally, the customer is at the heart and every element plays into providing the best possible service with experiences that go beyond just product.”

“An unexpected yet inviting courtyard with outdoor dining where we expect so many to relax and enjoy.” – Holli Rogers, Chair of Browns

unique viewpoint. 2020 has taught us the importance of having a truly omni-channel approach, and perhaps even cemented the path we were taking. In store, we will have elements such as instore mode, an extension of the Browns Fashion commerce app that allows you to scan products, check in with a sales advisor, and even view what from your wish list is in stock. Additionally, we will also have the “connected mirrors”, which enable storytelling and rich product discovery at the very moment when purchase decisions are made, and also enhance the customer journey through a connection to their sales associate. The adoption of technology has definitely accelerated and, by blending these two attributes, we can ensure we are offering a seamless journey across all touchpoints. The merging of these two worlds only furthers our commitment to the future of luxury retail as we usher in a fundamental shift in the way people will shop.

During the pandemic, we have learnt that open doors are not key to a success story in fashion retail. There are so many other ways to keep in touch with your fellow clientele, but this keeping in touch needs to have a personal approach. How can a company like Browns scale the hyper-personalisation provided in store to a digital or non-physical level?

We have learned that the power of connection both IRL and virtually is paramount to our customer. I personally think that people are looking for that human or personalised connection that is difficult to replicate online. We all love fashion and get into it for the product, and I think people have been excited to be able to touch, feel, and try on the product again – most importantly they are looking for that element of discovery. We can, of course, buy anything we want online at any time we want. At Browns Brook Street, we are merchandising by vibe, feeling and providing trends via our unique take on the season. We know that our customers were missing that personal interaction with their sales associates IRL and that they were really keen to engage with them on what is newly in and what we are backing. Also, people’s expectations are high, so we really had to consider this in terms of ensuring we had that connected, tech-enabled experience coupled with that really thoughtful and human side which is so crucial in the current landscape where personal touch and personalisation are pivotal. At such an inflection point in retail, it has been incredible to see the reality of this store come to life in a revolutionary space which blends the past and the future seamlessly.

Can you describe the role Browns has in the corporate structure of its owner Farfetch? It feels as if Browns is a laboratory for all the innovation and progress Farfetch has in mind. The group invests 200 million US Dollars a year in technology and employs a team of 1,000 engineers. Is Browns the proof of concept that disruptive change can provide a new and bright future to brick-and-mortar retail?

I believe Browns is absolutely a beacon of innovation and with Browns Brook Street we have proven there is a bright future for physical retail. It has been over five years since we were acquired by Farfetch, and since I joined Browns. They truly are a powerhouse. What José Neves has built at Farfetch was always centred on supporting and championing physical boutiques and they really invested in Browns as an innovator within this space. The adoption of technology has definitely accelerated. Through continued development in this arena and, in my opinion, by blending these two attributes, we are on a journey to create the ultimate personal shopping experience and I am excited for the next chapter of Browns' history. At Browns, we look at it as a completely connected customer experience – not online vs. offline, but a seamless journey between both. This is how customers shop and engage, so we should allow that with no friction. These connections to our back-end systems, our website, the apps, our sales associates, our stores, and our customers act as the “glue” that brings the unique Browns experience to life – and this is enabled by Farfetch.

What role will brick-and-mortar play in the context of Future Retail?

Sandrine Deveaux, Executive Vice President Future Retail at Farfetch: The pandemic has accelerated an ongoing transformation process that is changing retail forever, but it has also shown that retail is truly important to the end customer. Retail is not dead. That may be the most reassuring proof the pandemic has

“The space is truly sensorial: sight, sound, smell, taste, and touch – offering a unique experience through each visit.” – Holli Rogers, Chair of Browns

Sandrine Deveaux, Executive Vice President Future Retail at Farfetch, the parent company of Browns Brook Street, points out that “stores need to have a purpose”. “The customer is truly at the core of what we do, and we hope that our new home will be one that you never want to leave.” – Holli Rogers, Chair of Browns

Sandrine Deveaux “TECH IS A SERVICE”

unearthed. Of course, retail needs to change. It needs to shift its focus from functional aspects to excellent in-store and digital services.

Implementing state-of-the-art in-store technologies was among the key aims of Browns Brook Street. Could you please pick one technology and explain what makes it so crucial for a prospering retail future?

It is extremely difficult to pick just one, because they are all interconnected. We did not think about tech, we considered our customers’ journey. We thought about the service level we can offer. We have now created an ecosystem that

“Our Farfetch Platform Solutions (FPS) and Store of the Future teams have worked with Browns to bring Farfetch’s state-of-the-art omnichannel retail technologies to the store to serve the changing needs of the luxury customer, both online and in this incredible physical space.” – José Neves, founder, Co-Chairman & CEO of Farfetch is connecting in real time. The app-based system provides both customers and the sales assistants with real-time propositions that match their entire purchase history with what appeals to them while browsing in-store. This process yields amazing data and has delivered great results in terms of upselling products – during and after the customers’ visits alike. We can only showcase approximately five to ten percent of the Browns inventory, which makes tech essential to make the full range visible. The best tool to achieve this could be, for example, connected mirrors. However, allow me to reiterate how important it is to ensure that tech is not perceived as such. It should be experienced as a service.

Browns Brook Street’s in-store experience goes beyond fashion. The concept even includes a restaurant and bar. Does the future retail experience have to transcend the purchase-driven aspects that are still at the centre of every ordinary retail concept?

“The Brook Street store is a testament to the vision the team had of creating a physical space which could engage customers in new and enchanting ways.” – José Neves, founder, Co-Chairman & CEO of Farfetch

“Custom designed and handmade wallpaper depicting faded floral Victorian patterns contrast with the essential, clean cut lines of the furnishing and lights.” – Britt Moran and Emiliano Salci, founders of Dimorestudio

“We have delved into creating a space where the essential and clean line structures are juxtaposed to the existing fixtures.” – Britt Moran and Emiliano Salci, founders of Dimorestudio

I firmly believe that the role of a multi-channel store is to curate and ensure that customers are pampered to the max during their stay. The purpose is not selling for the sake of it. The purpose is to inspire and establish long-standing relationships.

If stores manage to create these points of inspiration, how will their role in the customer journey be measured? Everything I read about Browns Brook Street says that it will not be a “sales per square metre” calculation. Could you share the underlying idea that the Future Retail department of Farfetch has come up with? How will the role of the physical store be redefined within our industry?

We at Farfetch have already gone beyond that old business model. We work side by side with our brands, we create content together, we work on activating the end customer both online and in-store, and we organise online and offline events together. We strive to be true partners for our brands. Our ultimate goal is to create the best possible customer sentiment or engagement. Farfetch is aware of its responsibility as driver of this change.

“We wished to convey a contemporary, unfinished, and slightly minimalistic feel.” – Britt Moran and Emiliano Salci, founders of Dimorestudio

“Our ethos is not only reflected in the menu, but also in the thoughtful, sustainable design which mirrors our ideals whilst harnessing the talents of innovative producers across the UK.” – Ivan Tisdall-Downes, Head Chef of Native at Browns