Facades, Visual Merchandising, and Storytelling, How Brands Reinvent Themselves in the Post-pandemic

When we thought of a shopping experience provided to a fashion consumer by the end of 2019, we basically remembered shop windows and shops with a good visual merchandising and storytelling project, allied to a marketing plan that accompanied all this action also in social networks. After a few months of confinement, as what happened in the last two years in many countries around the world, what we see today, in terms of visual merchandising and storytelling, mainly from luxury brands, is a great investment in the whole consumer experience. The creation of visually very attractive physical environments and with strong appeal to the shopping experience, and the monumental architecture with a strong focus on facades of relevant impact, marks this new phase of fashion retail. Integrating the communication of the physical point of sale and adapting this experience to the digital media has become a great challenge, but not letting the physical experience lose its relevance seems to have become the brands’ big bet. Thus, this article intends to analyze which reinvention strategies have been adopted by some luxury brands, in different countries, reinforcing not only the physical presence, but also being propagated digitally by social networks.