Young Ladies About Town

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The future of shopping

Posted by Young Ladies About Town
Young Ladies About Town
Fiona Hicks has not set their biography yet
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on Wednesday, 30 May 2012

The beauty (and occasional danger) of internet shopping is that it is so easy. A little browse, a few clicks and in no time you can have a delightful new outfit delivered straight to your door – no tedious bag carrying involved.

The only snag is sometimes, sometimes, it is hard to choose the perfect fit, the perfect colour and the perfect fabric. As lovely as the items may appear on the website, there is no substation for running a new dress through your hands or feeling the weight of a great pair of jeans.

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F&F from Tesco have come up with an ingenious solution to this dilemma. For the next four days (Thursday 30 May  –  Saturday 2 June) they are hosting an elegant pop-up shop in London’s Covent Garden. Not only in this the first time the clothes are available in the city centre, but they are also pioneering a new approach to shopping.

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You can peruse the racks of online exclusive clothes (and oh my goodness, they are beautiful) and if you like something, you simply take one of the tickets attached to the hangers. Hand these tickets over to the sales assistants and they will provide you with the items, in your size, to try on.

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When you’ve decided what you like to buy (in my case - everything) you head to one of the iPad stations set up around the shop, and with a couple of clicks you can buy the item(s) and arrange for them to be delivered straight to your door.

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If you’re a real technical whizz, you can even scan the QR code on the little tickets which will take you directly to the right page on your smartphone, which makes the purchasing even easier. You can also watch videos of the clothes in all their splendour on the catwalk. F&F are firmly on the fashion map.

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A stylishly appointed store, a quick buying experience and no pesky bag carrying…The whole thing is gloriously effortless – and definitely dangerous.

F&F pop–up shop is open from 30 May 2 June at Unit 3, Covent Garden Market, London, WC2E 8RF.

For more information, visit

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