According to Marino, who has designed stores for Chanel, Hublot and Ermenegildo Zegna all over the world, the modern fashion store is an extension of brand identity.

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Knowing the identity of who was actually in your store (and what they bought) is marketing gold.

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But, thanks to your official identity and your latest purchase at a store, your information has probably been scooped up into a database with the records of millions of other people who hate technology, too.

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