Today, fashion consumers are looking for more than retail, they want engaging experiences. Whether brands want more traffic in their online stores or walk-ins in their retail stores, they need to create wsuch experiences and communicate on social media to make an impact on customers. A notable example of this is the Topshop launch in China where the U.K. high street fashion brand partnered with luxury e-commerce site, ShangPin for a mobile-first – and industry-first – launch. Instead of opening a flagship brick-and-mortar store, pop-up stations around a mall were equipped with giant iPhones loaded with Topshop fashion looks styled by ShangPin. Visitors could access a mobile adventure by scanning QR codes, allowing them to share looks on social media and order items for delivery.  Experience Design in practice.