Physical retail stores already were viewed as 'old school' and seen as a drag on brands who felt that the big opportunities where in e-commerce. Yet despite that rapid rise of e-commerce, the critical role it played during the pandemic, the world's most successful brands are investing in bricks-and-mortar stores. And they're investing in a big way. The most recent power play is Nike:Rise, a retail concept that includes the roll out of massive stores that combines product innovation, digitization and personalized customer service. Even if you've never played a sport, you'll want to start after visiting a Nike store. The first Nike:Rise store launched in Guangzhou, China in early July. Nike also announced plans to open 150-200 smaller format stores in North America, the Middle East and Africa. <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/02-facadenight_original.jpg" alt="The facade of Nike:Rise in Guangzhou, China"><figcaption>The facade of Nike:Rise in Guangzhou, China</figcaption></figure> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/05-1_nike_fit_original.jpg" alt="Making sure customers get shoes that fit"> <figcaption>Making sure customers get shoes that fit</figcaption></figure> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/10-2_NAAR_original.jpg" alt="Bringing digital innovation into stores"> <figcaption>Bringing digital innovation into stores</figcaption></figure> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/04_service_hub_original.jpg" alt="Service is a deal maker with customers"> <figcaption>Service is a deal maker with customers</figcaption></figure> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/01-facadeday_original.jpg" alt="Nike's Guangzhou, China flagship"> <figcaption>Nike's Guangzhou, China flagship</figcaption></figure> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/03_sport_hubflex_space_original.jpg" alt="Tire of shopping? Take a break in Nike's lounge"> <figcaption>Tire of shopping? Take a break in Nike's lounge</figcaption></figure> Previous Next Apple is another market leader that is betting on physical retail. It's no accident that it's stores are always packed with customers. Apple just rennovated it's Beijing flagship and its an architectural and design masterpiece. In June, Inditex announced that it planned to open 450 new flagships. The new stores will be larger, higher quality, and IT-driven. Uniqlo is doing the same. The retailer is strategically opening must-visit flagships in key markets. <a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-apple-team-members_07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a> <a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-apple-team-members_07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/Apple_sanlitun-beijing-opening-apple-team-members_07162020.jpg" alt="The Forum will be the future home for Today at Apple, where the store will host some of Beijing’s greatest artists, musicians, and creatives."> <figcaption>The Forum will be the future home for Today at Apple, where the store will host some of Beijing’s greatest artists, musicians, and creatives. </figcaption></figure> </a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-apple-team-members_07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-1" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a> <a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-1" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/Apple_sanlitun-beijing-1.jpg" alt="Apple Sanlitun features Apple’s first integrated solar array in a retail store in China."> <figcaption>Apple Sanlitun features Apple’s first integrated solar array in a retail store in China. </figcaption></figure> </a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-1" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-interior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a> <a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-interior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/Apple_sanlitun-beijing-opening-interior-07162020.jpg" alt="The Viewing Gallery offers a stunning vantage point for the lively outdoor square."> <figcaption>The Viewing Gallery offers a stunning vantage point for the lively outdoor square. </figcaption></figure> </a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-interior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-exterior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a> <a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-exterior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/Apple_sanlitun-beijing-opening-exterior-07162020.jpg" alt="The new Apple Sanlitun sits adjacent to the previous location on Taikoo Li’s open square."> <figcaption>The new Apple Sanlitun sits adjacent to the previous location on Taikoo Li’s open square. </figcaption></figure> </a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_sanlitun-beijing-opening-exterior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_Sanlitun-Beijing-opening-exterior-and-interior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a> <a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_Sanlitun-Beijing-opening-exterior-and-interior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"> <figure><img src="https://insidefashionlive.net/wp-content/uploads/2020/07/Apple_Sanlitun-Beijing-opening-exterior-and-interior-07162020.jpg" alt="Apple_Sanlitun-Beijing-opening-exterior-and-interior-07162020"></figure> </a><a data-elementor-open-lightbox="yes" data-elementor-lightbox-slideshow="2f81e79" data-elementor-lightbox-title="Apple_Sanlitun-Beijing-opening-exterior-and-interior-07162020" href="https://www.apple.com/newsroom/2020/07/the-new-apple-sanlitun-opens-today/"></a> Previous Next <h3><strong>Fewer, But Flashier</strong></h3> The trend for physical retail is not only to launch mega-sized flagships. The new flagships are temples where consumers can pay homage to these power brands. Sports brands have been the leaders in this, strategically capitalizing on the excitement and high energy that surrounds sports, and consumers' desire to be part of the action. Sports shoes have evolved from simple canvas uppers with rubber soles to feats of mechanical engineering. This gives retailers an opportunity to provide personalized in-store service to help customers find exactly the right fit - the one that will inch them just that must closer to peak performance. <h3><strong>The Rest of Us</strong></h3> Not everyone is selling a high powered sports brand or a high tech smartphone. But that doesn't mean that apparel stores need to look like warehouses, piled high with merchandise - and little more. Apparel retail didn't used to be like that. There was a time when department stores, specialty stores and even single-brand concept stores were captivating and inspiring. Granted that was in the days prior to promotion-driven retail. As we move on from decades of selling on 'volume at a price' it might be worth diving into the archives. Pulling out photos of store design, we'd see campaigns that were driven by creativity rather than discounts, and extraordinary personal service. Retail was a lot more profitable then. While e-commerce will continue to play a key role in selling merchandise, to drive sales of your brand you'll need to follow the leaders and take the battle offline.