The physical shopping experience may never match the ease of e-commerce, but that doesn’t mean people are abandoning the high street. Brands are using concept stores, cultural events, and customisation to attract footfall and communities that care about more than products alone.

Browns East is the sister store to renowned luxury boutique Browns – but the two couldn’t be more different. Designed to reflect the habits and expectations of a new breed of luxury shopper, it offers meditation, events, an art gallery and coffee alongside designer and obscure fashion.

The war between online and IRL shopping has yet to be won – what if the solution wasn’t one or the other, but a combination of both? Trouva is an online platform that pairs with brick-and-mortar boutiques to offer shoppers access to indie retailers and grant small shopowners a bigger reach too.

Whether shopping on Amazon or selecting a song on Spotify, modern life has too many options for even the most mundane decisions. This assortment of online offerings can overwhelm people to the point of indecision and inaction. How can brands help to mitigate choice fatigue for American shoppers?