Esprit has announced London and New York as two new locations for its Futura innovation hubs. Futura is part of its digital strategy to “reinvent customer engagement experiences by turning data into insights, fuelling the brand’s global expansion matched to the fast-growing scale of digital change in today’s fashion retail landscape”.
As part of its wider strategy, the brand has been moving key functions to strategic locations, “creating a truly global presence”. It said the two metropolises are global cities “with strong cultural influences and 24-hour connectivity. They will be heavily integrated and connected to the brand’s commitment to digital and creative innovation”.
New York will be the global creative and design hub “to inspire forward thinking and bring contemporary concepts and talent to its new branding strategy”. This is intended to “solidify the ambition to rebrand one of the world’s most iconic companies. [It] will take the lead in Esprit’s rebranding venture”.
Futura London will be the firm’s global customer experience innovation hub “to provide unique customer experiences for an avant-garde omnichannel connection to the Esprit universe”.
They join the existing Amsterdam hub that combines e-commerce and technological advancement. As the first physical hub, “it will lead in driving portfolio management innovation, creation of new ideas and pilots, enhancing and renewing the existing omnichannel business, and digital execution”.
The company said the steps it’s taking are an important part of “turning the iconic brand into an omnichannel technology and data-driven fashion powerhouse”.
The new hubs “aim to create transformative change in culture, mindset, and business process, discover new growth opportunities for Esprit, and improve innovation performance through a technology-driven approach that focuses on customer experience and embraces circularity”. This new structure “will also provide opportunities to enable staff to have more flexibility with increased international exposure”.
CEO William Pak said: “Esprit is in the process of transforming into a truly global company with the creative minds and processes in key cities enabling consumers to be connected to the brand on a multi-dimensional level. This enables [it] to adapt to major challenges in fashion and the macro environment in order to propel into the future. Creating an exciting customer experience with smart design and a connection to the brand is an exciting path forward.”