Masterclassing Connect

G-Star combines online and in-store shopping experience

Tyrone Stewart


G-Star Raw is making use of Apple’s App Clips in its stores to bring together its online and offline shopping experience, without the need for consumers to download the designer fashion brand’s full app.

Customers in G-Star stores can use their iPhones to scan QR codes or tap NFC-enabled information tags on one of the shop windows or in-store mannequins to gain information about outfits on display. Information given includes the price, different colours, and different sizes available both in the store itself and online. Users can also order online and pay using Apple Pay via the app clip.

“The G-Star Raw app is very popular as it offers, among other things, look books and inspiration. Our brand stores in turn yield other advantages: consumers can touch and try on clothes here, with personal advice from our stylists,” said Klaas Buist, Digital Director of Operations at G-Star Raw. “With Apple’s new App Clips, we connect the best of both of these worlds. As the digital product information from the App Clips is available in physical stores, consumers can easily see what a garment looks like when worn by a model. They can then try the item on themselves in store or purchase it online, in any size or colour. In this way, we gain the full potential from our omnichannel strategy.”

G-Star’s app clips offering, powered by Highstreet Mobile, has been first made available in G-Star stores in Amsterdam and Utrecht in the Netherlands.

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