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Victoria's Secret opened a store of the future



A new Victoria's Secret store has opened at suburban Chicago's Harlem Irving Plaza shopping center.
Victoria's Secret

American lingerie manufacturer, Victoria's Secret, announced the opening of the first "store of the future" in Chicago with gender-neutral clothing, a beauty bar, and the latest technology services, WWB reported.

The new VS Store of the Future store opened at the Harlem Irving Plaza mall in Norwich, a Chicago suburb. The retail space features an open floor plan, tech-savvy fitting rooms, an updated color scheme, curved walls, bright lighting, and exceptional interior finishes. 

According to Albert Gilkey, senior vice president of store design and construction at Victoria's Secret, the new store is "the opposite of intimidating." He describes the store's concept as "feminine, open and communicative." 

Victoria's Secret

"Some of the ideas we heard from customers were that they wanted clear navigation, clarity of space, an exceptional fitting room experience, updated cash registers, and technology in a new look," Gilkey summarized the innovations. 

In the new concept, the store has become more open, Victoria's Secret has moved away from using a monolithic façade. The merchandise has become crucial and is now the focus of customers' attention. The new concept continues the transformation of the brand. Previously, the company removed black and white images of the brand's former angels, dark colors, and overly skinny mannequins from all of its stores. 

"We are in the process of a grand transformation and creating a space that inspires women with products and experiences that lift and support them," Victoria's Secret commented, noting that the new concept is "light, airy, optimistic, authentic and creates a sense of community." 

More about shopping malls in the USA



DAY BEFORE YESTERDAY, China:
Louis Vuitton continues to look for new growth opportunities in Asian markets.
Nov 24, 2022, Australia:
French luxury retailer is opening its first airport store in Southern Hemisphere.
Nov 24, 2022, USA:
We want to make people look good and feel good, we want you to feel sexy and have fun doing it.
Nov 23, 2022, Singapore:
The flagship store of the new format appeared in Singapore.
Nov 22, 2022, Japan:
The store is located on Omotesando Avenue, one of the most prestigious locations of the Japanese capital.
Nov 21, 2022, United Kingdom:
The closures are part of the group's global cost-cutting strategy.
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