Ralph Lauren: Stores of the Future Won’t Have Merchandise

It’s hard to imagine physical retail without merchandise, but that may soon be the future for Ralph Lauren stores.

That’s according to David Lauren, chief innovation officer for Ralph Lauren and son of the brand’s namesake founder. In an interview with Fast Company, he relayed his vision for the store of a future – one that trades stock merchandise for the capability to design your own fashion, made right there in the store.

“In five years, I believe that clothing will truly be on demand,” he says. “We’ll be creating products based on exactly what a customer wants, and give it to them when they want it. You’ll never again walk into a store and say, “I love this shirt, but I wish it had a blue collar.”

Lauren adds the company will be “aggressively moving” in that direction during the next year. If other fashion retailers follow suit, the expectations for store design and creating engaging customer experiences will change substantially.

Read more at Fast Company.