The rise of “phygital”! True Religion launched a new London location on Carnaby Street that exemplifies “phygital”; the physical space goes hand in hand with digital advancements to ensure each customer receives a personalised experience. The store boasts a “denim bar” to encourage conversation between brand reps and consumers. Each employee fashions an Apple Watch where they can access customers’ purchase history and send messages to shoppers, enabling a seamless and personalised process. The store even remains alive with 5 digital screens running advertising campaigns 24 hours a day!