s unparalleled levels of convenience to our customers from the comfort of their living room. We also wanted to make sure the standard of personal experience received in-store was mirrored online.” The new Camilla and Marc smart store features “By Appointment”, a tool where customers can book a one-on-one virtual styling session or a private appointment at their local store once they reopen. Meanwhile, the shoppable journal allows customers to click and buy directly from the brand’s blogposts, integrating convenient e-commerce with inspiring content and imagery. For example, an article on creative director Camilla Freeman-Topper’s working from home tips also showcases her outfits from the latest collection, which customers can shop from. During the development of the smart store, the business’s long-term objective to grow internationally was front of mind, so the team focused on creating elements like user experience, design and SEO that would suit the needs of both local and overseas customers, explained Freeman. “Speed was also a large consideration from a user experience perspective so we adopted a semi-headless commerce approach in order to run our campaign imagery faster but maintain quality,” he said. “An element that can often be overlooked in redesigning customer experience but incredibly important to maintain and get right before launch is SEO. We spent a considerable amount on this to ensure the new site is best-in-breed.” While physical store staff are no longer on the shopfloor, they are now using their skills and offering styling advice through livestreaming and chat, so they are now “back at the heart of a new retail experience”. “After closing stores, we looked to quickly train our store staff across the digital business and set them up to be able to connect to their VIP [customers] online and support them with their experience,” said Freeman. Camilla and Marc was also slated to show at Mercedes-Benz Fashion Week in May, which was cancelled due to the pandemic. Instead, the team is looking at new ways to virtually present their collections and engage their wholesale partners and customers. “It’s a time of reinvention; coronavirus has forced a new way of thinking, a new approach to innovation which we are wholeheartedly embracing,” said Freeman. “The future will be different, and we are planning for that now to ensure we can be flexible in our approach and adapt quickly to what’s next.” Fashion forward For many retailers, the pandemic has propelled them forward into launching digital initiatives. Sheike’s new e-commerce platform features free shipping, a self-help customer service desk and one-on-one styling via Livechat and livestreaming. Forever New launched Boomerang a few days ago, a new returns service with Couriers Please. Honey Birdette is now hosting events with their staff via Zoom, too.   According to digital marketing expert Emma Sharley, right now, brands need to focus on creating both helpful and creative online initiatives for customers to help them live through the current climate.   “Beyond product and convenience, there has to be connection and meaning across all initiatives, stemming from that brand’s individual philosophies in response to audience sentiment,” she advised. “There are opportunities to be had – from new revenue streams, raising the bar on customer service, finding ways to be closer to the community, or investing in digital and virtual experiences. By experimenting with live chat, virtual try-on, campaigns or events on Zoom, TikTok, Houseparty, a brand can play a pivotal role as we define a new retail reality post-pandemic.”