For New York Fashion Week, Elle MacPherson Intimates launched an interactive storefront, allowing users to reveal the video footage of the models on the windows through their movements on the street. This is by no means a new medium but it has been executed very well and has received a lot of positive WOM.
Implications - The retail industry is more competitive than ever, with online retail threatening the very existence of stores worldwide. The result is an array of creative, interactive additions to store displays and functionalities, such as this Elle MacPherson interactive storefront. The digitized consumer will be able to shop and browse with the same convenience as offered by the online experience, while receiving the sensory gratification that only an in-store experience can offer.