All experts seem to agree that we have entered the era of e-commerce, virtual shopping, virtual fashion shows, virtual magazines, and virtual socializing. If this is true, then we may no longer have the opportunity to feel the difference between vicuna and cashmere, or to appreciate a diamond’s real brilliance or the amazing color of a semi -precious gem, and making new friends is a thing of the past.

We also will no longer have the opportunity to experience exceptional salesmanship, visual merchandising that inspires, mannequins that tell us stories, interior design, lighting and creative architecture that transport us. Presumably this is all history now.

Yes, e-commerce does make transactions more efficient. But unless we know exactly what we are looking for, the internet cannot find things for us. And neither can a generic product description no matter how effectively it is pushed out to us can persuade us that the item fits our exact needs.

Enter into the new world of the old brick-and-mortar store whose job remains first and foremost to deliver the brand’s DNA, it’s essence, creativity, point of view, relevance of the moment ,service and quality experience that the brand promises.

An adjustment will have to take place. How we will build our retail destinations, being streets or shopping malls will make the difference. Developers will need to invest in creativity and evolve from thinking of themselves exclusively as owners of real estate. Brands will need to create more interesting stores, with great service, well trained sales associates who truly understand the products they sell, and create visual merchandising experiences that will mesmerize the shopper. Build again theater ,to go see and experience.

Perhaps we are doing a fast rollback to what shopping was in the 50’s or 70’s when Flagship stores and Big Box retailers did not exist. This was a time when chic boutiques were temples of luxury. Where the sales associate was ready to take you on a luxury journey as soon as you entered the store. Compare that to today’s experience where the sales associate always responds to an inquiring client with “if you do not see it, we do not have it”—for that type of experience, the Internet is a far better alternative.

The new retail can take inspiration from the boutiques that are always a coveted destination because merchants should travel the world to bring us a special something, where we find treasures that feel as if they were selected just for us instead of finding the same brands we already know. In these stores, we will come looking for the unique and different rather than the advantageous or discounted price.

To survive and thrive we must foster a new generation of individuals, and not merely ‘me too’ shoppers. We must have the courage to say eccentricity is OK and being glamorous can be a quality once again. We must be clear that living in sweat pants or wearing work-out clothes as casual wear is not fashion.

Brick and mortar stores are here to stay. How we will stage them, what we will choose to present, and how we will capture the imagination of the new client depends on how creative we can get. Therefore the mantra for the future of retail is “imagination”.