H&M Taps RFID Tech For New Store Experience

Liz Dominguez
Managing Editor
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H&M store in brooklyn
H&M's new store experience in Williamsburg, Brooklyn.

H&M is opening a unique store experience in Williamsburg, Brooklyn that will tap into the latest retail tech and showcase a new “chapter” of fashion, visuals, and experiential events every four to twelve weeks. 

The 7,000-square-foot store opened on November 18 and will run through January 2024, featuring experimental design, progressive programming, and a community-focused space where consumers can explore their style. 

At H&M Williamsburg, visitors will encounter several tech add-ons that will enhance the shopping experience, including the following:

  • RFID tech that provides full visibility of the store’s inventory and size options in real time
  • Mobile payment options anywhere in the store
  • Fitting rooms with smart mirrors that identify a product’s size and color and also provides customers with styling recommendations

According to H&M, the smart mirrors use RFID technology to gather information about what items a customer has brought into the fitting room and the mirrors collect only product data.

[Learn more: H&M Group and Amazon Launch Tech-Enabled In-Store Shopping Experiences]

Evolving throughout the year, the space will feature “consumer activations” beginning in 2023. These include events focused on art, fashion, music, and local businesses and personalities. Every Friday, it will feature new weekly offerings such as DJs, artists, and style makers provided by a neighborhood partner.

"After collaborating on so many successful projects over the last fifteen years with H&M, we're thrilled that our Williamsburg-born and based agency, The Gathery, was tapped to bring this creative and progressive endeavor to life in our own neighborhood," said Nicky Balestrieri, co-founder of The Gathery. "We've long known that the future of retail is in experience, so to join forces on a project like this, ultimately benefiting our community, was a no-brainer. We're excited for our neighbors to visit the ever-evolving space throughout the next year and experience H&M in a totally new light."

For its first “chapter” H&M will be putting on a holiday spin, featuring “Brasserie Hennes,” inspired by a wintery French brasserie. During this time (December 1 to 30), shoppers will be able to browse H&M’s holiday collections and a curated collection from local Williamsburg merchants. 

Despite its continually rotating collection, the space will have certain elements that stay the same, including a space to capture content. In 2023, this will also include evergreen partner activations from three local Brooklyn brands. They will have a dedicated space in the store, providing a coffee station, magazine rack, and themed music. 

"With H&M Williamsburg we threw out the traditional store playbook to build something unexpected that embodies who we are as a brand today," said Linda Li, head of customer activation and marketing for H&M Americas. "We're inviting both our loyal fans and new customers to experience H&M in a new light — marrying style, culture, and exclusive experiences at our new home in Williamsburg."

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