e-commerce Editor's pick technology

True Religion hits London’s Carnaby Street with tech-enabled store

true religion carnaby street

If you’re in London over the next few days, get down to Carnaby Street because True Religion, the premium Californian jeans brand, is launching its first international flagship at the same time as unveiling a new UK e-commerce site.

The company says it’s a first for Carnaby Street as it’s fully tech-enabled and will set the template for its future stores. It’s opening another one in New Orleans later this month.

The store covers only 2,505 sq ft and carries less stock than the average jeans store. Instead it uses tech to connect customers with wherever in the world the stock happens to be and (presumably) gets it to where the customer wants it pretty fast.

The True Religion staff are using iPads and there are touchscreens for customers to use so it’s really taking the omnichannel message to heart.

Sounds like it’ll be a good addition to Carnaby Street and part of the gentrification of the area. Carnaby has gone from 60s trendiness to down-at-heel tat in the 70s, to a sports shoe destination and more recently a jeans and casualwear destination too. But it’s not been known for its tech focus. Maybe this is the start of a trend.

This post first appeared on, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

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Digital snippets: Valentino’s Instagram strategy, YNAP and IBM team up, Lacoste’s AR book


Beyond Paris Fashion Week, and on past SXSW, here’s your round-up of the latest fashion and technology stories to know from the month of March…

  • In the age of the algorithm, top Instagram brand Valentino needs to rethink its strategy [Digiday]

  • Yoox Net-a-porter Group, IBM partner on software, tech development [WWD]

  • Lacoste enriches its brand campaign with augmented reality book [PSFK]

  • The North Face to launch insanely smart Watson-powered mobile shopping app next month [Venture Beat]

  • True Religion is equipping its sales staff with Apple watches [Apparel News]

  • ‘It can bottle our energy’: Why Bloomingdale’s is going all in on Snapchat [Digiday]

  • Bloomingdale’s spurs branded conversation through emoji app [Luxury Daily]

  • Why Uniqlo is now selling through mobile shopping app Spring [Fashionista]

  • American Apparel offering on-demand delivery via Postmates partnership [TechCrunch]

  • Alibaba spreads its wings into VR sector [China Daily]

  • L’Oreal creates unbranded content hub to woo beauty fans [AdAge]

  • Net-a-Porter’s digital chief on how brands can get up close and personal to consumers [Marketing Magazine]

  • In the store of the future, your shopping bag connects to the internet [Fast Company]

  • How do you bring personalised shopping technology to stores? Adobe has an idea [Fashionista]

  • More influencers, fewer posts: How Instagram’s algorithm will affect fashion brands [Digiday]

  • In the future, Instagram and Facebook could be amongst the largest retailers online [WWD]

  • To big brands, from a millennial: Snapchat filters are where it’s at [AdAge]

  • How Pinterest knows who’s down to shop and who isn’t [AdAge]

  • Personal shopping services seek scale [BoF]

  • Brotailers market to millennial men who hate to shop [BrandChannel]

  • Venture capitalists: e-commerce funding to tighten [WWD]

  • Flush with tech wealth, San Francisco warms to fashion [BoF]

  • E-commerce in Brazil gets more mobile [eMarketer]

  • FedEx to expand e-commerce reach in China, Japan [WSJ]