How This 120-Year-Old Apparel Giant Is Trying To Reinvent Retail

VF, the owner of iconic brands including The North Face, Vans and Timberland, is entering another period of big transformation as it looks to lead the charge through purpose-led design and sustainable innovation. The manifestation of this can be seen in its new Axtell Soho retail space in London, which opened earlier this month to showcase how VF is using technology to reinvent its portfolio and bring the stories of its brands to life in new and immersive ways. From Timberland’s relationship with its suppliers and factory craftsmen and North Face’s new nanospinning technology, to how Vans’ customization requests influence future product trends, the six-story, digitally connected building features custom video walls and cinema surround-sound to immerse customers in each of VF’s brands. Meanwhile, avatar-based virtual mannequins showcase key seasonal looks in 3D and users can use the touchscreen displays to change the lighting and visualize the products in different scenarios. Read more at Marketing Week.