As the world tries to cram the energy of in-person gatherings into virtual affairs, the Malmö menswear store Très Bien offers a digital glimpse at an outing we all took for granted: Taking up an associate’s time at a store without purchasing anything.
The founders of the store, Hannes and Simon Hogeman, introduced the concept of the virtual store through Zoom, allowing customers to call in to chat with sales associates. Hogemans told Vogue their initial goal for the virtual store was to form a connection with their community versus substituting for the shopping experience, which explains their "no-shopping-involved" policy.
Customers can connect to the virtual store through the Très Bien website during operating hours. This is a step in the right direction forTrès Bien since forming a loyal community seems to be the key to keeping retailers in business through these unusual times.
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