Social networking has become a way of life. Our attention spans are waning. We are living in a ‘refresh culture’, craving and consuming constant updates about the world and the people around us. Our urge to post something as soon as our contribution is buried under the newsfeed snowfall has become an almost physical twitch; and just as this is changing the way we interact with each other, it is changing the way we interact with brands.
Two growing digital tribes are emerging: the Keepers and the Fleeters.
Christened The F Shop and boasting the necessities you never knew you needed, the French Connection pop up in Old Street tube station is a lesson in responsive retail. Offering Click and Collect and a Quick Fix service, the store opens early enough for commuters to place orders on their way into work that they can pick up on the way home (or, more likely, out).