The Compact Store Initiative
Rethinking how clothing
is sold and made
Why Alter a Century-Old Consumption Model?
In today’s fashion landscape, retailers must place bets on what their customers will desire 6-8 months before the garments hit the shelves. Most fashion retailers consistently miss the mark. On average, nearly 27% of every garment produced globally goes unsold—meaning, one-third of everything made should never have been manufactured in the first place. This overproduction contributes significantly to the fashion industry’s status as the second most polluting industry globally. Welcome the «Bespoke Raincoat Service» – a new concept disrupting the fashion retail landscape.
Bespoke Raincoat Service
Modern clothing once thrived on a direct relationship between the tailor and the customer, where each garment held deep significance for the wearer. Production was solely demand-driven: one purchase equaled one creation. When an item wore out, it was repaired. With the aid of technology, this beautiful relation between the wearer and the makers can influence how we move on. The Bespoke Raincoat Service represents a showroom concept that seamlessly merges Norwegian Rain’s aesthetic universe, the convenience of eCommerce, and the advantages of in-person shopping. By cutting intermediaries, and link you as the end-customer with our production and stock worldwide through your own phone – we get closer to the past where we only produce what the world demands.
How it works
Touch and try on the test-garments physically in our compact store. Scan the QR code to view how the colours and fabric swatches look on each coat style and to see how people are wearing them. With an extra click you gain real-time access to our worldwide stock, available for delivery within two days. This helps us avoid unnecessary production if your desired coat is already available. If it’s not, we’ll custom-make it for you within six weeks. All made possible by cutting intermediaries and putting you in direct contact with production and our worldwide stock through the simple web app that only requires a click or three to place the order. Hungry for more? The web app also enriches the retail experience with styling inspiration and the nitty gritty tech behind each garment.
Thanks to the digital transformation, we have developed a snappy and intuitive shopping experience. No checkout counters are needed, and there is no need for local stock. More options. Less waste. No more gambling for the retailers. And the best part – it is grandfather compatible – easy and hassle-free.
Compact Store locations
The Compact Store Initiative has been tested at Pantechnicon in London, at the contemporary art museum Power Station of Art in Shanghai, in Bredegate in Copenhagen, at Pol & Grace hotel in Barcelona and are currently running at Store du Nord in The Hague and Kunstsilo Museum of Nordic modernism and modern art in Kristiansand. Also launching in NYC and London by autumn 2024.
