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Increasing the Relevance of the Retail Store Environment
By Jeff Trachsel
Showrooming has plagued brick-and-mortar retailers for years, with e-commerce quickly chipping away at in-store sales. Recently however, experts report the rising trend is actually the reverse - shoppers are now exploring options online before buying in-store. According to a 2014 report from BI Intelligence, reverse showrooming, or webrooming, is actually more common among U.S. consumers, with 69% of consumers researching online before transacting in-store.
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True Religion, New York City
True Religion Apparel's first-ever global flagship is also the brand’s largest and most digitally-savvy space to date, starting with storefront windows that display a continuous stream of video content—and also showcase style statements from shoppers themselves. The 3,000-sq.-ft. store is located in downtown Manhattan.
The interior pays homage to the vibrancy and edginess of New York City, starting with a dynamic entrance mural designed and painted by local street artist RAE.

