Omnichannel Wins: How Fenwick x Selected Shows In-Store/Online Partnerships That Work

Hook: Why menswear still needs omnichannel — and how Fenwick x Selected fixes the friction

Shopping online for menswear in 2026 still brings the same headaches: uncertain fit, endless scrolling, conflicting style cues and worrying about returns. For brands and retailers the challenge is the inverse — how to cut through noise, prove quality and convert browsing into repeat buyers. The recent Fenwick x Selected tie-up shows a clear playbook: use coordinated omnichannel activation, razor-sharp online exclusives and curated experiences to build visibility, trust and sales across channels.

What happened: Fenwick and Selected’s 2026 omnichannel move (quick snapshot)

In early 2026, Fenwick — the UK department store known for regional flagship experiences — strengthened its relationship with Danish label Selected through an omnichannel activation that combined pop-up events, exclusive online drops and a curated in-store buying journey. Retail coverage in January 2026 flagged this as a model for other partnerships looking to raise menswear visibility without bloated media spend.

Fenwick has bolstered its Selected partnership with a coordinated omnichannel activation that blends in-store events and online exclusives — a blueprint for menswear partnerships in 2026.

That’s a compact summary. Below I unpack the tactics, metrics and repeatable steps any brand or retailer can use to replicate the result.

Why this tie-up matters in 2026: market context

• Experience-first retail: Post-pandemic, experiential retail is back. Shoppers in 2026 value curated, time-limited moments (pop-ups, live events, appointments) that help them discover and touch product.
• AI plus human touch: Brands use AI for personalization, but customers still need physical assurance for fit and fabric — making phygital experiences crucial.
• Micro-seasons and capsule drops: Calendar-driven micro-drops and online exclusives create urgency and limit discounting pressure.
• Sustainability and circularity: Consumers expect clear quality signals and resale pathways — activations that stress craftsmanship and lifetime value win trust.

Dissecting the activation: three pillars that raised menswear visibility

Fenwick x Selected didn’t reinvent retail — it executed a clean, connected approach across three pillars that any menswear partnership should prioritize:

1. In-store activations and pop-up experiences

Fenwick used its physical footprint to create a destination: an area that showcased Selected's seasonal collection with styling stations, fitting appointments and a micro-exhibition that told the brand story. Key elements:

• Curated product sets: Instead of retail shelving, products were grouped into look-based capsules — ‘Weekend Workwear’, ‘City-Ready Outerwear’, ‘Smart-Casual Staples’ — helping customers imagine outfits fast.
• Stylist-led fittings: Trained in-store stylists and brand ambassadors offered 15–30 minute appointments, reducing returns and boosting AOV (average order value).
• Phygital touchpoints: QR tags linked to product pages with size guides, 360° imagery and suggested accessories — bridging discovery to purchase.
• Events and exclusivity: Launch evenings with RSVP lists, influencer appearances and limited in-store-only colorways to drive footfall and earned coverage.

2. Online exclusives and limited drops

The online component was not an afterthought — it was planned to complement the in-store story. Online exclusives amplified desirability and created parallel experiences for remote shoppers.

• Time-limited online drops: Small, curated capsules released during the pop-up run with items that sold out quickly — raising brand hype and social sharing.
• Phased inventory allocation: SKU splits between in-store and online ensured scarcity and avoided cannibalization. Popular core pieces were available everywhere; special finishes were limited to one channel.
• Live commerce and styling streams: Fenwick tested short livestreamed styling sessions hosted by Selected designers — viewers could click-to-buy while watching product in real time.
• Data-driven retargeting: Shoppers who RSVPed but didn’t attend were retargeted with tailored bundles and a small “missed you” discount — closing the conversion loop without broad markdowns.

3. Curated experiences and community-building

This activation built beyond transactions — it focused on building a tribe around a shared aesthetic. Curated experiences included vinyl DJ nights, tailors on-site for minor adjustments, and a dedicated editorial corner showcasing production stories.

• Content-first displays: Editorial panels and digital screens told the materials and supply chain story — a trust builder for quality-conscious menswear buyers.
• Loyalty and community perks: Early access for loyalty members, invite-only fittings and a private resale window for customers who wanted to trade in earlier Selected pieces.
• Cross-promotion with local makers: Local shoe shiners and accessory brands were invited to participate, making the event feel locally relevant and increasing dwell time.

Concrete results to expect (benchmarks and KPIs)

Fenwick x Selected is a case study because their activation prioritized measurable outcomes. If you’re planning a similar partnership, track these KPIs and realistic targets based on 2026 benchmarks:

• Footfall uplift: +15–40% during activation windows for the department/store area hosting the pop-up.
• Conversion uplift (in-store): +30–70% for visitors who engaged with stylist appointments vs. general browsing customers.
• Online drop sell-through: 60–90% within 72 hours for limited online exclusives when supported by livestreams and email segmentation.
• Email sign-ups and CRM growth: New contact capture rates of 8–18% from RSVP lists and in-store digital sign-ups (a goldmine for post-event nurturing).
• Average order value (AOV): +20–35% when styling bundles are promoted and “complete the look” cross-sells are used at POS and online.
• Return reduction: 8–20% lower return rates for customers who used in-store fitting or AR/size guidance compared to those who purchased with only standard size charts.

Step-by-step playbook: how to replicate an omnichannel activation like Fenwick x Selected

Here’s a practical rollout plan any menswear brand or retailer can follow. Timings assume a 12-week lead time — adjust for scale.

Weeks 1–2: Strategy & alignment

• Define objectives: awareness, sales, list-building, or all three. Set KPIs and target segments.
• Agree SKU allocation and pricing strategy across channels.
• Select in-store space and decide on footfall-driving events (launch night, styling sessions).

Weeks 3–6: Creative and operations

• Design the curated displays and capsule groupings (3–5 looks per capsule).
• Build the content: shoppable videos, AR or 360° product shots, editorial panels for in-store screens.
• Train staff on brand story, size fits and cross-sell plays; prepare a script for stylist consultations.

Weeks 7–9: Marketing & tech setup

• Prepare email flows and segmented lists for RSVP, attendees, no-shows and online waitlists.
• Set up livestream schedule and commerce overlays (Meta Shops, Shopify + livestream tools, or a specialist provider).
• Deploy phygital tools: NFC/QR labels, in-store tablets, and a simple AR fitting widget for the site.

Weeks 10–12: Launch & iterative optimization

• Execute the launch night; collect live feedback and social UGC. Prioritize quick wins to improve in-store signage and digital CTAs.
• Monitor real-time KPIs; reallocate inventory and marketing spend to best-performing SKUs.
• After the first week, push a limited online drop and a follow-up livestream for remote shoppers.

Operational tech stack & integrations (practical recommendations)

To make omnichannel operable, you need a simple but connected tech stack:

• Unified commerce platform: A single source of truth for inventory and orders (Shopify Plus, Salesforce Commerce Cloud, or a department store’s proprietary platform).
• POS + appointment booking: POS that supports booked fittings and bundles; integrate with calendaring (Calendly, Acuity) or built-in tools.
• CRM + personalization: Klaviyo, Braze or similar for segmented flows and triggered messaging tied to RSVP and purchase behavior.
• Phygital enhancements: QR/NFC tag providers, simple AR fitting modules (8th Wall, Wannaby) and livestream commerce tools for shoppable video.
• Analytics: Real-time dashboards combining footfall (SENSOR or in-store analytics), e-commerce conversions, and social metrics.

Styling & merchandising tips that actually convert

Use dressing-room psychology and visual cues to shorten decision time:

• Outfit rails: Place a full outfit together on a single hanger or rail — shoppers are 3x more likely to buy multiple pieces when they see a completed look.
• Size islands: Group most-sold sizes together for quick access; it reduces friction during busy events.
• Touch-and-feel stations: A small materials table with swatches and care cards reassures quality-focused buyers.
• Stylist cheat-sheet: Provide quick outfit notes (e.g., “wear with tapered chinos and Chelsea boots”) to help staff upsell coherently.

Measurement and post-event lifecycle: turning one-off buzz into lifetime value

Activations can be expensive. Capture the long-term payback by designing post-event journeys:

• Immediate nurture: Day-1 follow-up with ‘thanks for visiting’ content + curated recommendations based on what they tried or viewed.
• 30–60 day checks: Invite buyers to a care-and-resale window or a trade-in for store credit — keeps product moving and loyalty active.
• Lookalike acquisition: Use attendee lists to build lookalike audiences for paid social, tuned to the local catchment area of the pop-up.
• Measure LTV uplift: Compare cohorts (attended vs. non-attended) for 6–12 month LTV and repeat purchase rate.

Risks, pitfalls and how Fenwick x Selected avoided them

Even well-planned omnichannel activations can fail. Common traps and how to avoid them:

• Overstretching inventory: Avoid putting core SKUs behind exclusivity; keep popular basics widely available to satisfy immediate demand.
• Poor staff training: Stylists should be briefed on sizing nuances and cross-sell logic; nothing kills conversion faster than misinformation.
• Disconnect between channels: Ensure product pages match in-store signage and that returns policy is consistent and clear.
• Ignoring data: Track small-sample learnings (no-shows, dwell time) and iterate quickly — nimbleness wins.

Looking ahead: how omnichannel partnerships will evolve through 2026

Expect these developments through 2026 and into 2027:

• Deeper AI personalization: AI will suggest complete outfits based on body shape, past purchases and local weather — presented immediately in-store via tablets.
• Resale-first activations: Partnerships will include a swap or resale element by design — increasing lifetime value and sustainability credentials.
• Smaller, more frequent micro-drops: Drop culture will fragment into regional mini-capsules and city-specific exclusives to keep local buzz high.
• Measurement standardization: Cross-channel attribution tools will become standard, making it easier to compare pop-up ROI to digital campaigns.

Actionable checklist: start your Fenwick x Selected-style activation today

1. Define three KPIs (e.g., footfall, conversion uplift, email captures) and a reporting cadence.
2. Pick 3–5 curated capsules and assign channel exclusivity per SKU.
3. Book the space and set a 12-week rollout calendar (strategy → creative → tech → launch).
4. Train staff and prepare a two-minute stylist pitch for each capsule.
5. Set up phygital labels (QR/NFC) and a simple AR fitting tool on product pages.
6. Plan two content events: a launch evening and one livestreamed styling session.
7. Design post-event nurture sequences for attendees, no-shows and buyers.

Final takeaways

The Fenwick x Selected activation is not a silver bullet — but it is a clear, repeatable blueprint: combine physical curation and human styling with digital exclusives and data-driven follow-up to increase menswear visibility and long-term value. In 2026 the winners are brands that craft moments, not just mark downs, and retailers who can host those moments with operational precision.

Call to action

Ready to plan an omnichannel activation that actually moves the needle? Use the checklist above for your next drop, or contact us to map a tailored partnership playbook. If you’re a shopper — visit Fenwick’s Selected activation and test the approach for yourself: try a styled appointment, scan the QR tags and compare the fit — you’ll feel the difference between a curated experience and online browsing.

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