THE MCQUEEN MATRIX: 220051613
Integrating a Phygital Retail Strategy into the exhibition space at Alexander McQueen’s 27 Old Bond Street Store
Figures
Figure 1: Ground floor of Alexander McQueen Bond Street Store, showcasing womenswear.
Figure 2: Free-flow floor plan layout (GemPages 2024).
Figure 3: Natural materials used in the McQueen Bond Street store.
Figure 4: Mannequin displays from womenswear section in the Bond Street Store.
Figure 5: Chat GPT generated image of what the first stage of The McQueen Matrix will look like.
Figure 6: ChatGPT generated images of how the glasses will be displayed on entry to The McQueen Matrix.
Figure 7: Examples of garments from McGirr’s debut collection that will be displayed at the McQueen Matrix (Bobb, 2024).
Figure 8: Timeline for the introduction of The McQueen Matrix by the end of 2025.
Figure 9: SMART targets for the McQueen Matrix.
ExecutiveSummary
This report presents a retail strategy for the redesign of the Alexander McQueen exhibition space on the second floor of its flagship store at 27 Old Bond Street, London. In response to the increasing demand for digitalisation of consumer experiences (Johnson and Barlow, 2021), the strategy involves a phygital transformation that merges physical and digital elements catering to evolving customer expectations.
The report will delve into various aspects including an examination of the McQueen brand, it’s customer base, the market landscape, the rationale behind the proposed strategy “The McQueen Matrix”, and its execution for delivery in 2025. This concept uses immersive technologies such as smart glasses and augmented reality (AR) to enhance the customer experience through digital storytelling and innovative displays. Supported by Batat’s (2019) experiential marketing framework, the integration of these digital tools allows McQueen to deliver an experience that aligns with the values of both its loyal clientele and Gen Z, a key demographic for future growth (Smith, 2022).
Overall, this report outlines how aligning with Gen Z's preference for personalised, digital experiences, would not only increase McQueen's brand appeal but also solidify its position as a leader in the luxury fashion industry (Anderson, 2023).
Introduction
Over the past decade, digital adoption and the demand for exceptional customer experiences has increased dramatically (Johnson and Barlow, 2021; Prior, 2021). The pandemic further accelerated this shift, driving a significant increase in digital engagement (Prior, 2021). However, as life returns to a sense of normalcy, customers are re-embracing brick-and-mortar shopping, with an expectation for equally compelling in-store experiences (Morgan, 2022; Prior, 2021).
This transition has led to the emergence of the concept "Phygital," which combines the physical and digital worlds creating a seamless customer experience (Batat, 2022; Morgan, 2022). Whether it involves integrating digital elements into physical spaces, such as interactive screens and mobile payments, or bringing physical elements into the digital space through virtual try-ons or immersive installations, phygital strategies aim to blur the boundaries between the two environments (Johnson and Barlow, 2021). By leveraging phygital strategies, brands can merge the strengths of each environment, crafting an approach that delivers an enhanced customer experience (Prior, 2021).
TheBrand
Founded in 1992, McQueen is a global fashion label celebrated for its innovative designs and theatrical presentations (Victoria & Albert Museum, ND). In 2001, Kering, a global luxury parent company, acquired McQueen, enabling its expansion into, menswear, ready-towear, and fragrances (Encyclopaedia Britannica, ND) Sean McGirr, McQueen’s current Creative Director, has set out to bring his unique perspective to the brand, combining his creative vision with McQueen’s iconic heritage of fearless creativity and powerful storytelling (Kering, 2023)
The Alexander McQueen flagship store on Bond Street in London offers a luxury customer journey that combines innovation, and craftsmanship, mimicking the brands DNA (Kering, 2023). Upon arrival, visitors are greeted by a doorman, the first touchpoint in the journey. This warm welcome sets the tone for the experience ahead, immediately conveying a sense of exclusivity and personalised service that the store offers (Dion and Arnould, 2011 ; Lee, Chung and Nam, 2013).
Figure 1: Ground floor of Alexander McQueen Bond Street Store, showcasing womenswear.
As seen in Figure 1 the journey moves through to the ground floor, where the women ’ s collection is displayed, and then moves upstairs, where the first floor features the menswear collection. The second floor is a dedicated exhibition space, showcasing archival pieces that reflect McQueen’s artistry and technical expertise, aiming to inspire and educate future fashion designers and artists (Bond Street, ND).
2: Free-flow floor plan layout (GemPages 2024).
Each floor uses a free-flow layout, shown in Figure 2, inviting customers to browse the designs with ease (Nguyen et al, 2022) This layout uses a more organic, flexible arrangement, without strict lines or patterns, where displays are scattered throughout the space (Nguyen et al, 2022) Using this layout allows visitors to move through the displays, which mirrors the exploratory nature of McQueen designs (Nguyen et al, 2022).
Atmospherics play a vital role in shaping the customer experience, the aim is to build a positive store image and ensure customer satisfaction (Basu, Paul and Singh, 2022). Starting with the interior design, the Bond Street store seamlessly blends modern architectural elements with McQueen’s avant-garde aesthetic.
Figure
Figure 3: Natural materials used in the McQueen Bond Street store.
As seen in Figure 3 the use of natural, raw materials like wood, rock, and marble reflects McQueen’s fascination with transformation, creating a space that communicates the brand's artistic vision (Foster and McLelland, 2015). The intentional use of soft lighting and shadow, reflecting McQueen's fascination with contrast (Hawkins, 2022), is seamlessly combined with the juxtaposition of soft and hard textures, as well as monochromatic colours, evident in both the store's architecture and its clothing collections. This design is consistent throughout each level, offering visitors a glimpse into McQueen’s distinctive style
Combining complementary music and scent within the retail setting elevates the customer experience by allowing visitors to be fully immersed in McQueen’s collections (Spangenberg, Grohmann and Sprott, 2005). A playlist inspired by McQueen runway shows plays throughout the store complementing its dramatic aesthetic. Meanwhile, a fragrance subtly fills the air, combining woody and fresh notes that evoke both nature and luxury, aligning with the store’s theme of contrast and transformation.
Attentive and knowledgeable sales assistants are an important touchpoint in the customer journey at McQueen By offering personalised support, insights into the brand’s philosophy, product composition, and bespoke offerings customers feel valued and connected to McQueen’s Vision (Stein and Ramaseshan, 2016). The fitting rooms, made of glass cylinders designed as cocoon-like structures, surround customers in comfort and privacy, enhancing the customer experience by creating a sense of intimacy and luxury (Yun, Jung and Choo, 2015).
As seen in Figure 4 exhibited more as artistic sculptures rather than just displays, mannequins are another focal point of McQueen’s visual merchandising strategy (Basu, Paul and Singh, 2022). They are often styled in a dramatic, theatrical way that echo’s the movement and structure of McQueen’s designs. Each mannequin almost becomes an artifact, styled to highlight the intricacies of the clothing, from sharp tailoring to fluid draping (Joy et al, 2014). Their placement, paired with positioned lighting, reinforces the brand’s obsession with contrast and balance.
All of these retail touchpoints work together to establish a powerful brand identity within the retail space (Hogan, Almquist and Glynn, 2005). Each element enhancing the customer’s experience and reinforcing the brand’s unique identity and message (Basu, Paul and Singh, 2022).
Figure 4: Mannequin displays from womenswear section in the Bond Street Store.
TheCustomer
When introducing a new concept or collection, understanding the needs and preferences of consumers is essential for brands looking to be successful in today’s competitive market (Morgan, 2022; Miaskiewicz and Kozar, 2011). McQueen’s current customer is aged between 25 and 45 with an average annual income of around £200,000 (SimilarWeb, 2024). They are young professionals who value unique sophistication, individuality, and exclusivity (Blue Cactus, ND). Alongside this they view fashion as both an art form and a means of self-expression, often living in urban areas (Blue Cactus, ND).
As of 2022, Gen Z makes up 15% of the UK population, and their spending power is rapidly growing, making them a crucial market segment (Smith, 2022). Their influence extends beyond direct purchases, impacting trends and cultural narratives that drive consumption across demographics, positioning them as a vital audience for brands to target (Francis and Hoefel, 2018). Often referred to as "Digital Natives," this generation is the first to be constantly connected online, nearly 24 hours a day (Mintel, 2024). This high level of digital engagement (Prior, 2021) has fundamentally reshaped the customer journey, making it far less linear (DeSalva, 2019).
Today, interactions with brands occur across numerous channels, which has transformed how consumers browse, purchase, and perceive brands (DeSalva, 2019; Harris, Pol, and Van Der Veen, 2020). Customers nowadays expect seamless, interactive experiences across both online and offline touchpoints (Harris, Pol and Van Der Veen, 2020). Retailers have started to respond to this desire for interactive and personalised experiences by embracing innovations such as livestream shopping (Xu, Wu, and Li, 2020). This is where retailers showcase products in real-time through live video streaming, allowing viewers to ask questions, interact, and make purchases instantly (Xu, Wu, and Li, 2020). The interactive format merges the convenience of online shopping with the personal touch of in-store experiences (Xu, Wu, and Li, 2020). It became so popular due to its ability to build trust by offering detailed product information, effectively addressing customer concerns (Wongkitrungrueng and Assarut, 2020).
Adopting a "phygital" strategy, like live-stream shopping, aligns with McQueen's DNA, using innovation to create art, reinforcing the brand's identity while appealing to modern consumer behaviours. By incorporating digital elements into McQueen's retail strategy, the brand can effectively connect with this tech-savvy demographic. Offering personalised, interactive, and meaningful experiences will meet Gen Z’s expectations, and in turn build a long-term connection with the brand (Anderson, 2023; Trecartin, 2023; Velichko, 2021).
TheMarket
Gucci X Apple Vision Pro
One brand who has already adopted digital technology into their retail strategy is Gucci. They collaborated with Apple Vision Pro, but the goal wasn’t to sell products it was to tell a story (Aten, 2024; Calfee, 2024). When the app was launched, users were greeted with a documentary that tells the story of Gucci's new creative director, Sabato De Sarno. As you press play, a twodimensional film begins, detailing the inspiration and context behind De Sarno’s debut runway show. Then, through seamless transitions, viewers realise they have been transported to the runway ' s actual location. Throughout the film, various products are showcased, like Gucci’s iconic loafers and the Jackie bag, allowing them to interact and manipulate it in real-time.
As Gucci’s direct competitor McQueen has the chance to embrace a new era of digital innovation and strengthen their position in the competitive market. This evolution of luxury retail through immersive storytelling has inspired my concept: The McQueen Matrix. As Sean McGirr steps into his role as Alexander McQueen's new creative director, embracing this new tech is a great opportunity to engage a new, diverse audience while honouring McQueen’s legacy of innovation.
TheMcQueenMatrix
The proposed retail strategy, the McQueen Matrix, gets its name from McQueen’s fascination with transformation (See Figure 5)
Figure 5: Chat GPT generated image of what the first stage of the McQueen matrix will look like.
Upon entry, visitors will receive smart glasses designed in a McQueeninspired aesthetic (See figure 6) The glasses will activate as they enter, with a holographic version of Seán McGirr greeting the visitor by name, inviting them to explore. They will start by being guided through a forced path layout (See figure 5) because it allows the exhibition to control the visitor’s experience and emphasise the collection (Petliak and Kukor, 2016).
They will first come across garments from McGirr’s debut runway (See Figure 7), displayed on mannequins. These mannequins will continue the same construction, styled in a dramatic way as seen in the main retail space. The exhibition will be filled with dim, soft backlighting drawing inspiration from the runway show and the flagship store itself. Spotlights will be included surrounding each mannequin drawing attention to the intricate details of each garment, while emphasising them as both wearable art and high fashion (Joy et al, 2014; Loscialpo, 2016).
Figure 6: ChatGPT generated images of how the glasses will be displayed on entry to the McQueen Matrix.
Figure 7: Examples of garments from McGirr’s debut collection that will be displayed at the McQueen Matrix (Bobb, 2024).
When focusing on a specific garment, the glasses reveal:
Design inspirations, exploring the artistic and emotional ideas behind the piece, paired with insights into the materials and innovative techniques used. Virtual runway moments featuring the garment, visitors are transported to the front row where life-sized holographic models appear in the glasses' display. Embedded audio snippets, featuring Seán McGirr’s personal reflections on the creative process and the stories behind the collections
Physicality is still an integral part of a retail experience (Sachdeva and Goel, 2015) and the overuse of digital effects can risk overshadowing the craftsmanship of the garments (Loscialpo, 2016) To mitigate this concern fabric swatches will be available with each mannequin allowing visitors to touch and feel the materials that inspired the collection, an experience which cannot be replicated digitally (Loscialpo, 2016).
When visitors have completed the first section of the installation, the experience transitions into a free-flow layout, allowing them to explore the installations more freely (Nguyen et al, 2022). This section is designed to encourage discovery and intrigue which embody the collection (Nguyen et al, 2022).
As visitors navigate through this area, additional AR features are introduced, where visitors will witness the exhibition space subtly transform around them. These overlays will transport individuals to the old train storage space where the runway show was originally held, offering a glimpse into the captivating atmosphere as if they were there (Bobb, 2024). Paired with a soundtrack and audio snippets from the runway, along with metallic and musky scents to mimic an old train storage, this trio provides a full sensory immersion, enhancing consumers ’ memories associated with the event (Loscialpo, 2016; Melo et al, 2020).
Friendly and knowledgeable customer assistants will also be stationed throughout the exhibition, ready to assist with any questions or provide guidance to enhance the visitor experience The McQueen Matrix offers a seamless blend of storytelling and technology, immersing visitors in a world where they can connect with McGirr's craftsmanship and vision as he shapes his own McQueen legacy
Rationale
To effectively execute “The McQueen Matrix” this strategy uses Batat's 7 E’s framework to create value for customers while ensuring the highest level of satisfaction (Batat, 2019). The experiential marketing mix is an extension of the traditional marketing mix and is composed of: Experience, Exchange, Extension, Emphasis, Empathy Capital, Emotional Touchpoints, and the Emic/Etic Process (Batat, 2019).
To stand out in a competitive market, brands must focus on creating experiences rather than just products (Anderson, 2023; Batat, 2019) By introducing an immersive experience, McQueen can engage both its current customer base and the new Gen Z audience, creating a deeper connection that resonates with their desire for exclusive, and authentic experiences (Rahilly and Spagnuolo, 2020; Trecartin, 2023).
Two other components in Batat’s 7 E’s are Exchange and Extension, these involve enhancing the experience between the brand and the customer through learning (Batat, 2019). Using smart glasses, embedded with audio and visual information encourages visitors to explore, learn, and connect with the brand on a deeper level (Damsten, 2024). As Gen Z crave authentic connections with brands using smart glasses that offer first-hand insights from McGirr himself allows them to gain a sense of connection to his vision that feels genuine and unfiltered (Trecartin, 2023; Francis and Hoefel, 2018)
Batat also discusses Emphasis, Empathy Capital, and Emotional Touchpoints which focus on humanising the brand, in order to build an emotional connection with the customer (Batat, 2019). From the moment visitors step into the space, they are immediately immersed in a world that evokes a sense of wonder.
The personal holographic greeting from Seán McGirr and the transformation of the exhibition through AR creates an emotive atmosphere, taking visitors into McQueen’s imaginative universe. The access to customer assistants throughout the experience, offering personalised guidance and support, ensures that customers feel understood and well-cared for (Liu, 2023). As immersive and memorable experiences become more and more important, the integration of holographic runway moments from the original collection debut, something that is highly exclusive, becomes a shared experience between the brand and the customer. This connection allows customers to feel personally immersed in the McQueen lifestyle, bridging the gap between aspiration and access (Damsten, 2024)
And lastly Emic/Etic Process, this aims to balance the insider (emic=brand) and outsider (etic=customer) perspectives to ensure cultural relevance (Batat, 2019). The installation honours McQueen’s insider ethos (his love for storytelling and transformation) while using digital technology (a language Gen Z is fluent in) to create an accessible and impactful experience reflecting the brand's heritage while embracing a modern, inclusive approach.
By adopting each of these elements the McQueen Matrix redefines traditional shopping into an unforgettable experience that not only showcases fashion but establishes a lasting emotional connection with each customer ultimately increasing brand awareness driving long-term engagement (Haumer, Kolo and Reiners, 2020)
Execution
In order to organise a successful experiential marketing campaign that maximises impact, a plan is essential (Sense, 2023). Figure 8 below outlines the 5 phases required for effective execution of “The McQueen Matrix” starting with concept development right through to the hard launch
Figure 8: Timeline for the introduction of The McQueen Matrix by the end of 2025.
Once all technical and creative elements are finalised, a social media marketing campaign will be launched to promote the event. This campaign will utilise platforms such as Instagram, and TikTok to maximise reach and engagement with Gen Z (Mintel, 2024). Using these platforms is ideal for targeting Gen Z due to their popularity among this demographic, their visual and engaging formats, drive high levels of interaction and increase shareability (Mintel, 2024). The goal is to post teasers creating conversation about the event, build excitement, and drive engagement to the brand resulting in ticket sales (LinkedIn, ND; Durante, 2021).
In addition to the social media campaign, a targeted email will be sent to everyone registered with a McQueen account, which provides early access to ticket purchases. This ensures that loyal customers and existing clientele are the first to hear about the event, strengthening brand loyalty, by making them feel valued (Sterne and Priore, 2000; Rochefort and Ndlovu, 2024).
Once the campaign is live, invitations will be sent to VIPs, influencers, and industry professionals. Engaging these highprofile individuals will help to promote the event's exclusivity, attract a wider audience through their networks, and generate buzz (LinkedIn, ND; Pan et al, 2024).
Visitors will be required to create an account with McQueen before purchasing tickets, this will ensure the company can maintain a long-term connection with them even after the event (Bongiovanni, 2024). This will encourage ongoing communication, allowing the brand to share updates, exclusive offers, and future event announcements. This approach not only builds a loyal community but also helps the business gather valuable insights into customer preferences and behaviours (Gangu Naidu Mandala et al, 2024).
Two days after the event attendees will receive a personalised email, expressing thanks for their participation and highlighting key moments from the event, leaving a positive lasting impression (Bongiovanni, 2024) Two weeks after the event a follow-up email will be sent, including a short survey asking visitors if they enjoyed their experience. Gathering feedback at this stage helps identify areas of improvement while showing customers that their opinion matters (Bongiovanni, 2024). Two months after the event a final email will be sent encouraging visitors to book an appointment to visit the store This call-to-action aims to convert attendees into long-term customers, driving in-store footfall or additional online engagement (Bongiovanni, 2024).
A SMART goal is a tool for used for effective goal setting (CFI Team, ND). SMART stands for Specific, Measurable, Achievable, Realistic, and Time-Based. By applying these criteria, a SMART goal can show brands how to define clear objectives with measurable outcomes (Leonard and Watts, 2022) By incorporating SMART criteria into this campaign strategy, it will increase the likelihood of The McQueen Matrix being a success (Leonard and Watts, 2022) SMART targets are outlined in Figure 9 below to ensure lasting impact beyond the experience itself.
Figure 9: SMART targets for the McQueen Matrix
Considerations
All data collected throughout the experience will be securely stored within the visitor’s McQueen account. This enables a more personalised experience in-store, allowing sales assistants to suggest products based on their preferences recorded at the event. No data will be shared outside the organisation to protect the privacy of all visitors. Regarding accessibility, the experience combines both audio and visual elements to ensure inclusivity. Full audio versions of the event are available for visitors with visual impairments, and sales assistants will guide them through touch interactions available. There will also be a fully subtitled version, with an AR miming overlay included for people who are deaf.
Any visitor can pause the experience at any point by simply double tapping the side of their smart glasses, instantly disabling the AR feature. The exhibition will be held on a flat level, ensuring accessibility for all visitors, including those with physical disabilities.
Conclusion
In conclusion, the introduction of The McQueen Matrix is a bold step forward for Alexander McQueen, bridging the physical and digital environments to deliver an immersive and innovative customer experience. By adopting this strategy in response to the growing demand for experiential retail and the shifting expectations of modern consumers, it showcases McQueen’s ability to innovate while staying true to its heritage, positioning itself as a leader in luxury fashion (Johnson and Barlow, 2021)
Using Batat’s 7 E’s framework, The McQueen Matrix creates value through interactive storytelling, emotional connections, and personalised engagement (Batat, 2019). Visitors are transported into the creative universe of McQueen, gaining an intimate understanding of Sean McGirr’s debut collection. By offering tactile experiences alongside virtual elements, this ensures that the phygital technology enhances the retail experience without compromising the luxury of McQueen's current approach (Loscialpo, 2016)
The strategic marketing and social media campaign, ensure that The McQueen Matrix extends beyond a single moment, deepening the connection with its customers (Rochefort and Ndlovu, 2024). Additionally, the campaign’s focus on inclusivity and data-driven personalisation provides accessibility for all visitors while offering valuable insights for future strategies
If The McQueen Matrix was to be developed further, it could serve as a foundation for future innovations in luxury retail. For instance, expanding the use of AR into a personalised digital shopping service, where a stylist curates a bespoke collection for each customer to explore, adding to the personalisation in a tailored luxury experience
Ultimately, The McQueen Matrix redefines the luxury retail experience by merging innovation, artistry, and emotion. It not only strengthens McQueen’s position in the competitive fashion market but also sets a new standard for how brands can connect with audiences in the digital age. This initiative assures lasting impact, driving brand awareness, engagement, and loyalty among Gen Z for years to come
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