Why should you innovate in your multi-brand store in 2025?
In an unstable economic climate and with rapidly changing purchasing behaviors, innovation has become a necessity for multi-brand stores. It's no longer a luxury or a supplement; it's a direct response to customer expectations... and a prerequisite for staying in the game.
1. A rapidly changing market
According to the French Fashion Institute (IFM), in-store sales are expected to decline by 2.5% in 2024 compared to 2023. Conversely, online sales have increased slightly (+1.7%), confirming an underlying trend: customers are more mobile, more connected, and more selective in their purchasing habits.
In this landscape, independent boutiques must constantly reinvent themselves, without denying their identity: testing, adjusting, offering something else, differently.
2. The customer no longer just buys a product
Today, we don't enter a concept store or a multi-brand boutique just to buy a piece of clothing. We come looking for an atmosphere, advice, a moment, a shared value.
Successful brands—like Sézane, Balzac, and Rouje—know this: they don't just sell a dress; they offer a world, a posture, an experience. And that also includes the physical location.
3. Phygital becomes the norm
The line between physical and digital stores continues to blur. H&M, for example, has begun renovating its stores to incorporate pickup lockers, self-checkouts, and digital services, while reducing their floor space.
This hybridization – called "phygital" – allows for the modernization of the in-store experience while adapting to mobile uses: product information, size selection, remote orders, easier deliveries, etc. The buyer wants everything, right away, with flexibility.
4. Innovate to differentiate yourself… and exist
In an environment where everything quickly looks the same, innovation becomes a lever for differentiation.
Some stores choose to exhibit capsule collections, organize in-store events, or test original services such as second-hand or “made to order only.”
Lafaurie, for example, has transformed its boutiques into veritable galleries of inspiration, attracting a loyal clientele in search of experience and uniqueness.
5. An accessible innovation: the E-POP Mode example
It's not always necessary to invest heavily to innovate. There are solutions for testing new ideas at a lower cost.
This is the case with E-POP Mode , which allows any multi-brand store to integrate a corner of French brands, with no stock, no minimum, and no risk. Thanks to a QR code, customers can discover, try on, order, and have their products delivered – while leaving the store a commission on each sale.
A concrete way to renew your offering, bring something new, and generate revenue without increasing management costs.
In conclusion
Innovation isn't just for big brands or trendy boutiques in big cities. It's a stance accessible to all stores that want to remain vibrant, distinctive, and desirable.
Whether it's rethinking your selection, integrating a digital experience, or simply introducing a new service, the important thing is to dare to break out of the routine. Today, not changing anything... is already going backwards.
