Swedish clothing retailer H&M finally unveiled their latest project earlier this month online and in store, creating a unique and modern fashion concept.

‘& Other Stories’ is located on Regent Street in London, and collaborates with a number of both new and established international designers such as Abigail Lorick (New York) and Claire Vivier (Los Angeles).

The new 1,200 square metre store has branched out into product categories other than clothing, and has launched a line of makeup, skin care and other cosmetics.

On top of their own line of cosmetic products, & Other Stories also includes certain picked items from other brands such as The Balm, Wash With Joe, Eyeko and W3ll People.

Instead of releasing designs that are inline with current emerging worldwide trends, & Other Stories aims to create timeless pieces which can be worn in conjunction with both a mix of both new and old fashion.

The new high concept fashion is influenced from various popular fashion bloggers to create a line of products that is catered to the social media savvy fashionista.
Social media sites have influenced a new generation of young women to make their own fashion and looks and emphasise their own personal style, which & Other Stories draws from.

The interior of the store is modern, contemporary and has digital elements to it. Decorations include snippets of text and snapshots of models on the walls, giving the feeling of stepping into a real life fashion blog.

This is a great example of retail strategy that many retailers in Australia can take note of. By taking into consideration what its target customers want, drawing influences from the online environment, and utilising both instore and online retailing channels, H&M has created a successful shopping outlet and customised retail experience for its consumers.