Fashion chain Zara is taking the concept of multichannel retail to the next level with the introduction of a unique pop-up store in London, according to the Evening Standard.

Customers are encouraged to visit the stylish outlet in person, but rather than being able to take home the items that are displayed in the store, they will have to buy them via safe shopping online for collection.

So long as orders are made earlier than 2pm, the products will be available for pick-up on the same day. If it is after this deadline, next day collection will be necessary.

Visitors to the store who do not have their smartphone to hand will be able to make use of devices provided by the employees of the shop. And there are lots of other technological treats in store for bold consumers.

For example, high tech mirrors with integrated displays and scanners can be used not only to find out more about the clothing that is on sale, but also to get advice about which items might go well together. This should simplify the process of putting together an outfit or refreshing a tired wardrobe.

Whether or not this concept will be rolled out to other stores around the country remains to be seen, although in reality this pop-up is perhaps a little too gimmicky for wider implementation.

What it does do is show that Zara is willing to be innovative, combining its bricks and mortar assets with digital experiences in a way that should make things more streamlined for customers. At a time when fashion spending is shifting to the world of safe shopping online and footfall on the high street is falling, such innovations can mean the difference between failure and success for major firms.