River Island has opened its first River Studios store in Derby.

The store concept marks a new stage for River Island as it seeks to revitalise its store estate.

River Studios includes a host of technological innovations the retailer is adding to its roster, including smart fitting rooms.

Using screens, customers can request more sizes, choose alternative products and request assistance from one of the in-store stylists – all without leaving the fitting room.

An AI tool named Chloe is also available for customers to ask for advice.

Staff will also act as stylists, offering fashion tips to customers and a greater level of service than in traditional stores.

The store’s stock management will be powered by RFID labels, allowing customers access to ‘endless aisles’ to order online. It will also offer a click-and-collect service.

The store was designed by Draw Creative to have a “quirky mix of old and new”, including recycled furnishings.

River Island chief executive Will Kernan said: “This is an exciting step for River Island as a business and marks the next stage of our continuing journey to elevate the River Island experience for our customers.

“Retail is at its best when it is evolving and adapting to best suit the needs of shoppers, and we are no different. River Studios delivers a modern, seamless experience fit for the high street of today.”

The concept is expected to be rolled out in the coming months.

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