![]() ![]() How have you managed to keep customers coming back instead of shopping from the comfort of their home?ĭeon Point, Concepts creative director: Concepts is rooted in retail, and that’s where we excel. In today’s world of e-commerce where any product is available with a few clicks, Concepts has still managed to successfully make brick and mortar retail a priority. Our intention with VRSNL is to inverse that thinking, by taking a luxury women’s platform with a strong presence in the designer fashion world, and provide a space for streetwear to exist, all while serving our fastest growing customer, women. Hassan: Concepts was the result of introducing sneakers and skate culture, to the world of fashion. How does the new VRSNL experience fit into the Concepts DNA? The commitment to who we are is still there, this is just the notion of an evolution and a strategic journey. This is really a moment in our journey overall and the evolution of what we’ve become. It’s a lifestyle, and we aren’t pigeonholed to streetwear or footwear.ĭarin O’Brien, Concepts president: After almost 25 years, Concepts has made a commitment to the local community and the culture of storytelling. The vision has always been there, but the time is now and this is the chance to express who we are, what the brand is about. Concepts is not just about streetwear or footwear - it’s a lot deeper and more meaningful. From the beginning, we’ve been a lifestyle brand. ![]() This flagship store represents who we are as a brand, and also where we’re going as a brand. Tarek Hassan, Concepts CEO and founder: The location, size of the store and the ability to express storytelling the way we’ve always imagined. HYPEBEAST: What’s your favorite thing about the new flagship store? ![]()
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