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"stores cannot just be row after row of product rail anymore," he added. .
the store to create "living advertorials" with singular themes, and where companies can then promote items to consumers as they shop; brands, corporations and retailers pay $ and up for a "feature" slot. features have included "his story," sponsored by braun, old spice and gillette, with a hot towel shave...
https://www.nytimes.com/2017/04/12/fashion/store-of-the-future.html