Not only has TOMS created a revolutionary brand that has spawned numerous copycats (yes, we’re talking to you Skechers BOBS), but they are now innovating further by creating a completely unconventional retail experience. Recently I had a chance to visit Venice Beach, CA for the first time in many years. Just as friends had suggested, I loved the bohemian-chic shopping district known as Abbot Kinney. The area is experiencing a huge economic boom and many of the world’s top fashion brands have joined local artisans by setting up a retail presence.

While it’s important to remain true to your brand, I’m always impressed when large retailers customize the look of their stores to fit the style of a specific region.

This post originally appeared on The Marketing Innovation Blog. Continue reading here.

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