How Omnichannel Partnerships Are Changing Where You Buy Seasonal Clothes

Feeling overwhelmed by seasonal clutter and impulse buys? Here’s how omnichannel partnerships are making seasonal shopping simpler — and more exciting — in 2026.

Shoppers want fewer trips to crowded high-street stores, clearer sizing and quality signals, and seasonal pieces that actually get worn more than once. Retailers and brands are answering by joining forces: department stores and fashion labels now run coordinated omnichannel programs that turn seasonal drops into curated experiences. The result is less wardrobe bloat, more confidence at checkout, and a hybrid retail moment that blends in-store theatre with seamless online convenience.

Topline: What this means for you

Omnichannel partnerships — where a department store and a brand collaborate on product curation, logistics and events — are no longer experimental. In late 2025 and early 2026 we saw an acceleration of co-produced seasonal drops tied to in-store activations, exclusive capsule collections and hybrid services like buy-online-pick-up-in-store (BOPIS) with on-site styling. These tie-ups translate into:

• Faster access to limited seasonal drops via combined inventory visibility
• Better product discovery through in-person activations and digital previews
• Reduced returns and sizing anxiety via tech-enabled fitting and curated edits
• More meaningful events (styling, workshops, repair clinics) that drive loyalty

The 2026 shift: Why omnichannel partnerships matter now

Several forces converged by 2026 to push department stores and brands into deeper collaborations:

• Experience-first retail: Post-pandemic shoppers continue to value in-person discovery — but they expect in-store moments to be purposeful, not just transactional.
• Real-time commerce tech: Unified commerce platforms, better order management systems and store-as-fulfillment-centre models make coordinated inventory and same-day fulfillment practical at scale.
• Sustainability and durability expectations: Shoppers ask for seasonal pieces that work across months; curated drops and repair/on-site tailoring events help extend product life.
• Marketing efficiency: Co-funded launches amplify reach — brands get department-store footfall and stores get exclusive product and storytelling.

Recent developments (late 2025 – early 2026)

Retail trade press highlighted new tie-ups and campaigns at the turn of the year. For example, in January 2026 the partnership between Fenwick and Danish label Selected evolved into a more integrated omnichannel activation: seasonal collections launched with tied-in in-store events, digital previews, and shared inventory. These configurations are becoming a blueprint for other department store-brand alliances.

“Omnichannel activations convert seasonal drops into experiences that drive both immediate sales and longer-term loyalty.”

Case study: Fenwick + Selected — a playbook for hybrid seasonal drops

Fenwick’s strengthened tie-up with Selected offers a clear, replicable example of how to design a seasonal program in 2026. Below we break down the initiative into strategy, execution, and outcomes so other retailers and brands can copy the parts that suit them best.

Strategy: Align curations and customer promises

• Curated seasonal capsule: Fenwick and Selected built a capsule focused on transitional layering — pieces that work across winter-to-spring. The capsule concept reduces shopper decision fatigue and returns by selling versatility.
• Shared brand story: Messaging tied Selected’s Scandinavian simplicity to Fenwick’s heritage curation — helping customers understand why this drop belonged in-store and online.
• Omnichannel promise: Clear fulfillment and returns policies were displayed across channels: same-day click-and-collect, unified returns, in-store tailoring notes and try-at-home options.

Execution: In-store activations meet digital convenience

Execution is where omnichannel math matters most. Fenwick + Selected combined the following elements:

• Shop-in-shop footprint: A compact, well-lit Selected shop-in-shop inside Fenwick housed the capsule and hosted live styling sessions.
• Timed drops and RSVPs: Customers could RSVP for drop parties via Fenwick’s app; RSVPs unlocked limited pre-orders to reduce oversupply and disappointment.
• AR fitting and QR tags: In-store AR mirrors and QR product tags linked to online stock and detailed fit guidance — reducing size returns.
• Live streams and shoppable video: Fenwick’s social channels streamed the launch event with direct shopping links, creating a hybrid audience that shopped from home.
• Styling clinics: On-site stylists ran 20-minute sessions to build capsule wardrobes, boosting multi-item purchases and long-term satisfaction.

Outcomes: What success looked like

Measured results were multi-dimensional: increased in-store footfall during activation windows, higher average order value for bundles recommended by stylists, and improved inventory turnover by coordinating online and in-store allocations. Importantly, customers reported greater confidence in fit and styling — a clear signal that curated, experiential drops can reduce the pain points that drive returns.

How other department stores and brands are adapting the model

Fenwick + Selected is not an isolated case. Across 2025 and into 2026, more partnerships share these common mechanics:

• Exclusive capsule partnerships that run only for a short seasonal window.
• Event-led commerce — talks, workshops and repair stations timed to seasonal needs.
• Integrated loyalty — cross-brand points and rewards for attending events or buying curated bundles.
• Hybrid logistics — stores act as mini-fulfillment hubs for fast delivery and easy returns.

Actionable checklist for retailers and brands

If you’re planning a 2026 seasonal drop with a store partner, use this operational checklist to get results.

1. Define a clear seasonal story: Pick a theme (e.g., “transitional layering”), and design a capsule no larger than 12–15 SKUs to keep discovery focused.
2. Agree on shared KPIs: Sales lift, conversion per event attendee, return rate reduction, and inventory sell-through are core metrics.
3. Synchronize inventory tech: Connect your OMS and the partner’s POS to allow real-time visibility and BOPIS functioning.
4. Build a phased launch: Tease digitally, open RSVP windows for VIPs, then move into in-store activations and a public drop.
5. Design frictionless fulfillment: Offer same-day pickup, easy returns across both systems, and clear exchange or tailoring options.
6. Curate in-store programming: Styling sessions, product origin talks, and repair clinics increase dwell time and AOV.
7. Leverage shoppable live content: Use live shopping feeds tied to product SKUs and instant checkout links for home viewers.
8. Train frontline staff: Stylists and floor staff must know the capsule story, sizing nuances and cross-channel policies.
9. Measure and iterate: Monitor KPIs daily during the drop and run quick post-mortems to tweak future activations.
10. Plan post-drop engagement: Follow up with attendees via personalized recommendations and invitations to repair/upcycle events.

Practical advice for shoppers: How to get the most from omnichannel activations

As a shopper, these activations are designed to make seasonal shopping easier — but you can get better value if you approach them with a few tactics:

• RSVP early: Many activations reserve best-fit sizes and pre-order windows for attendees.
• Use AR or try-at-home services: These reduce returns and help you see how seasonal pieces layer with what you already own.
• Book a short styling session: Retailers often offer complimentary 15–20 minute appointments that convert into functional capsule wardrobes.
• Ask about fabric and care: In-store activations make it easier to learn about durability and mending options — important for multi-season wear.
• Take advantage of cross-channel returns: If a piece doesn’t work, unified returns policies usually make exchanges simple.

Measuring success: KPIs that matter in 2026

For omnichannel seasonal drops, track both commercial and experiential KPIs:

• Sell-through rate of capsule items within activation windows
• Conversion uplift for attendees vs non-attendees
• Return rate, especially for items bought during activations
• Cross-channel bounce — percentage of customers who move from digital discovery to in-store purchase (or vice versa)
• Lifetime value lift from customers acquired during the drop

Tech and staffing: Practical integrations to prioritize

Technology choices and people make or break omnichannel initiatives. Prioritize:

• Unified Commerce Platform to connect online catalogues, store inventory and checkout.
• Order Management System (OMS) that supports split fulfillment and real-time visibility.
• Scheduling tools for RSVP and styling appointments integrated into the checkout flow.
• AR fitting and QR-tag systems to reduce size confusion.
• Frontline training programs emphasizing storytelling, fit guidance and aftercare.

Future predictions: What’s next for omnichannel seasonal drops

Based on current momentum in early 2026, expect the following developments over the next 18–24 months:

• Micro-fulfillment within stores will cut delivery windows to a few hours for local shoppers.
• Rental and resale links will be built into drops: try seasonal items for short-term use or buy pre-loved versions via the same activation.
• Hyper-local curation — stores will tailor capsules to neighborhood demographics using CDP insights.
• Expanded co-branding where department stores license curated capsules to smaller brands for limited windows.
• Greater sustainability reporting around each activation: carbon estimates for drop production and logistics will become standard product information.

Risks and how to mitigate them

Omnichannel partnerships are powerful, but not risk-free. Common pitfalls and mitigations:

• Mismatched customer promises: Align return policies and fulfillment options before marketing a drop to avoid disappointment.
• Inventory mismatch: Use shared OMS and conservative allocation modeling for limited SKUs to prevent stockouts.
• Brand dilution: Keep co-branded communications clear — differentiate which pieces are exclusive and why.
• Operational complexity: Start with a single event or capsule and scale; don’t try to overhaul full assortments at once.

Final lessons from Fenwick + Selected

The Fenwick and Selected case reinforces three practical lessons for 2026:

• Small, highly curated capsules outperform broad assortments when the goal is clarity and reduced returns.
• Event context increases purchase confidence — stylists, workshops and AR reduce friction in the buying decision.
• Shared logistics and tech infrastructure are non-negotiable for providing true omnichannel convenience.

Action steps — for brands, stores and shoppers

Use these next steps to translate the ideas above into immediate action.

• Brands: Pilot a 10–12 SKU capsule with a department store partner, include styling content and a simple returns agreement.
• Department stores: Offer a plug-and-play shop-in-shop package with OMS connectivity and short-term staffing support for partners.
• Shoppers: RSVP for in-store drops, try the AR options, and request a brief styling appointment to build a multi-season capsule.

Conclusion: Why omnichannel partnerships will shape seasonal shopping in 2026

As the retail landscape matures, department stores and brands that coordinate product, story and logistics will win. The rise of tied-up seasonal drops and in-store activations — exemplified by Fenwick and Selected — shows how omnichannel partnerships can reduce shopper anxiety, lower returns, and build loyalty through experience. In 2026, shopping seasonal collections isn’t just about buying a new piece; it’s about joining a curated, hybrid experience that helps you build a wardrobe you actually keep.

Ready to experience a smarter seasonal drop? Sign up for our curated seasonal alerts, RSVP to in-store activations near you, or explore our editor-selected capsules — crafted for multi-season wear and stress-free returns.

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