I came across an interesting and quite recent article about Retailtainment, titled RETAILTAINMENT: WHY EXPERIENTIAL RETAIL IS THE FUTURE OF SHOPPER ENGAGEMENT, which basically explains the key points of this fairly new concept and why it’s relevant (https://www.tokinomo.com/blog/retailtainment-is-the-future-of-shopper-engagement).
Having found the author on LinkedIn, I then decided to get in touch and ask for further clarification. I am also waiting to hear back from a professional stylist with whom I’d like to discuss my idea for a second intervention.
This coming week I will be going to retail shops to discuss my idea with the owners, and hopefully, find someone interested in the idea of using their space to create a (fashion) community.
I don’t think emerging designers are necessarily the ones I can ask for help, at least not right now (I talked to a couple of people I met in a pop-up store in South London and they seemed more concerned about finding a space to sell their designs, which is fair), but I’m investigating how I can help them – for instance, by hosting events where they can network with fashion professionals. I have messaged a couple of emerging designers I know – and incidentally met during a party event that took place in a retail shop – and am waiting to receive feedback from them.
Slowly making progress.