After much contemplation, I have realised that I would want to work on my initially developed research question:

Is immersive retail theatre the key omni-channel for high fashion brands to drive millennials to stores today in London?

I thought about my masters project and I want it to be a combination of my work for Research Methods and Fashion Media Laboratory. So that these can be stepping stones to my eventual idea/outcome.

I read the following articles online to research about the immersive retail experiences.

Vermut, M. (September 2018), Why omnichannel is the future of retail for millennials (and everyone else too). (Online) AdAge. Available from : https://adage.com/article/neustar/omnichannel-future-retail-millennials/315054 (Accessed 16th December 2019).

Storefront Magazine 2017, 7 Case Studies That Prove Experiential Retail Is The Future. (online) Storefront Magazine. Available from https://www.thestorefront.com/mag/7-case-studies-prove-experiential-retail-future/ (Accessed 16th December 2019)

Jones, N. (August 2019) New wave retail theatre. (Online) J. Walter Thompson Intelligence. Available from https://www.jwtintelligence.com/2019/08/new-wave-retail-theatre/ (Accessed 16th December 2019)