The workshop was held at the &Other Stories Global Head Quarters in Stockholm and was led by Anna Young, Head of Retail as well as Johanna Luiga, SSE RM Alumna and Head of OMNI Merchandising EU and US, together with members of the brand's global retail, marketing and visual teams. They introduced the company's renewed brand journey launched in September, including the updated logo, manifesto and the ambition to become the world leader in expressive fashion. Students learned how the brand positions itself within accessible premium fashion - combining unique design, lasting quality, and strong value - with a core customer who is charismatic, expressive and quality-driven. As a preparatory assignment each participant received a gift card and visited an &Other Stories store to assess the in-store experience following the brand refresh as well as COS, Arket and other brands to compare.

Students reflected on their expectations before entering the store and evaluated the atmosphere, service level, product presentation and staff engagement. Based on their observations, they developed presentations with key findings and suggestions on how the brand could further elevate its premium perception and strengthen direct customer
service.

A warm thank you to Anna, Johanna and the entire &Other Stories Team for sharing valuable insights into retail operations, visual merchandising, merchandising strategy, store operations, marketing and the brand's renewed vision.

Matilda Nordgren, Key Account Manager, H&M Retail Club 2025/26.