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On March 14th, the Henschel fashion house in the heart of Darmstadt hosted its annual spring/summer event. Visitors enjoyed exclusive fashion shows showcasing the latest trends, culinary delights, and live music. Beyond fashion and shopping, the focus was primarily on the overall experience. DA.news with Dr. Moritz Koch , Managing Director of the Henschel fashion house, about the importance of such events, current trends, and the future of retail.
"Our customers really appreciate that."
DA.news: Dr. Koch, the spring/summer event at Henschel is a tradition. What's the concept behind it?
Koch: We've been organizing these events for over 20 years. The idea is to offer our customers a special start to the new fashion season. They can discover the latest collections while enjoying a stylish atmosphere – with fashion shows, culinary highlights, and musical accompaniment. This combination of fashion, fine food, and entertainment is very popular with our customers.
Experiential shopping as the future of retail?
DA.news: Fashion, shopping and culinary experiences – is the retail sector increasingly developing in this direction?
Koch: Yes, that's a clear trend. Retailers today have to offer more than just products. We see ourselves as a social meeting place where you can not only buy fashion, but experience it. Our customers try out new styles, discover their personal fashion world, and receive individual advice from our team. This direct experience – combined with a pleasant atmosphere – makes shopping with us special.
Young customers and the appeal of the personal shopping experience
DA.news: Many younger people prefer to shop online. How do you see the future of brick-and-mortar retail in this context?
Koch: I'm quite optimistic about this. We're seeing more and more young customers visiting our store. They do their research online, but ultimately they want to see if a trend really suits them. In a physical store, they can try on different looks and decide right away. This saves time and avoids unnecessary returns, which often occur with online shopping. Many also value quality – and that's where it becomes clear that online goods don't always live up to their promises. With us, customers receive personalized advice and high-quality products that they can try on immediately.
DA.news: Dr. Koch, thank you very much for the interview!
