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Nike has opened a new cutting-edge, 68,000 square foot flagship store in New York City that executives hope will change the way consumers shop for their favorite sneakers and apparel.
The "House of Innovation 000" is an immersive shopping experience that combines traditional shopping with the company's digital app to create a futuristic shopping experience.
"We always ask ourselves how can a store be as personal, responsive, easy and fast as a mobile shopping experience…" said Heidi O'Neill, president of Nike Direct.
The answer lies in the what Nike prides itself most in: innovation.
Using Nike's app, shoppers can scan QR codes on mannequins and apparel to see if their size is available and view available colors then send the items to a fitting room or pick up spot. That frees customers from having to carry clothing while shopping.
There are no cash registers in the new store. Consumers will be able to check out nearly anywhere in the store as part of the new instant checkout feature. Scan, pay and you're done.
Another theme: customization. Consumers will now be able to create totally unique products through Nike's Sneaker Bar. There they will have access to Nike's dip-dyeing, footwear printing, embroidery, footwear patches, lasering as well as a full footwear accessory bar of laces, zippers and tongue tags.
"We are finding consumers just can't get enough of customization experience," said O'Neill.
There is also a focus on personalization and finding the perfect fit. Nike's product concierge services helps shoppers find outfits and tailor them with alterations and bra fitting services in a high-end dressing room located on the top floor of the store.
For sneakerheads, this store is also like a Nike museum or showroom. It includes the largest concentration of Nike footwear from around the globe on the fifth floor.
At a time when brick and mortar seems to be dying, creating a six-story store in the heart of Manhattan is a big bet for Nike. But they don't see it that way.
"This store is more than a store for us. It's a connection and immersion into the brand and a way to serve members," said O'Neill.