Community Retail


Retailers nowadays have the challenge of bringing the e-commerce into a physical setting. But, a handful of online brands are opening physical experiences lately. Why? They are willing to increase the customer relationship. Human brands are supercharges of our self-improvement. They help us in the search of the new and the better to be smarter, more creative, healthier and special. Our days are full of branded interactions that encourages to be ourselves.

The Phluid Project is part community – part retail space that opened it doors last month in New York. This experimental platform is committed to redefining gender labels and exists to empower individuals to be themselves. So, not all the focus on fashion but more about creating an inclusive retail experience for gender-fluid customers. The store’s founder, Rob Smith, a 53-year-old fashion executive who’s worked at Macy’s, Levi’s and Nike, started the project as a movement. And as all starts with a little conversation, community-driven talks on subjects that impact our society are hosted as part of the retail experience: “we challenge tradition with a classic solution: love + acceptance”.


Depop is an online peer-to-peer platform. A shopping community where the world’s creatives come to buy, sell, discover and explore the most inspiring and unique things. The global mobile market space shows you what your friends and the people you’re inspired by are liking, buying, and selling. In return, Depop friends and creative influencers all over the world can see the things you like, buy, and sell, and are inspired by you.

Depop just expanded their mobile space to the real world with the opening of its first bricks-and-mortar location. At their community space in Los Angeles, a selection of products is being sold and the rest of the space used as an office and photoshoot location. The photo studio will be available to the brand’s community of local sellers and can be booked through the app. The service is free to support users in promoting their own personal brand. Depop offers creative experts and workshops to learn their community the best fashion styling tips and tricks, how to build a brand and skills to grow into a creative entrepreneur.


It seems like brands are not going fully digital. Tactile and physical experience with an online extension, or the other way around, are used to balance between convenience and humanity. What do you offer as a brand to build a community for your customers?

RetailLieke Dols