{
  "slug": "soho-retail-district-2026-09-27t00-7",
  "company": "SoHo Retail District",
  "headline": "London Fashion Week drew 41% more international buyers despite lower online earned media.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/fashion/luxury/luxury-briefing-london-fashion-week-buyers-online-buzz/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/soho-retail-district-2026-09-27t00-7",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Physical retail rediscovery post-digital · SoHo Retail District\n\nLondon Fashion Week drew 41% more international buyers despite lower online earned media.\n\nEveryone's obsessed with TikTok reach and viral potential. Meanwhile, B2B buyers are still buying based on who showed up in person and earned their trust over lunch. If you're selling to other businesses, spend money on one quarterly showroom event or pop-up, not on digital ads. The buyers who matter show up. The metrics are cleaner: orders per attendee. Repeat rate after the event. It's tactile and old-school and it works.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/soho-retail-district-2026-09-27t00-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/soho-retail-district-2026-09-27t00-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/soho-retail-district-2026-09-27t00-7",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Physical retail rediscovery post-digital · SoHo Retail District\n\nLondon Fashion Week drew 41% more international buyers despite lower online earned media.\n\nEveryone's obsessed with TikTok reach and viral potential. Meanwhile, B2B buyers are still buying based on who showed up in person and earned their trust over lunch. If you're selling to other businesses, spend money on one quarterly showroom event or pop-up, not on digital ads. The buyers who matter show up. The metrics are cleaner: orders per attendee. Repeat rate after the event. It's tactile and old-school and it works.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/soho-retail-district-2026-09-27t00-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/soho-retail-district-2026-09-27t00-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/soho-retail-district-2026-09-27t00-7",
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      "label": "Bluesky",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Physical retail rediscovery post-digital · SoHo Retail District\n\nLondon Fashion Week drew 41% more international buyers despite lower online…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/soho-retail-district-2026-09-27t00-7",
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    "substack": {
      "label": "Substack · Fending",
      "title": "London Fashion Week drew 41% more international buyers despite lower online earned media.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nLondon Fashion Week saw a 41% increase in international buyers attending in-person, even as online posts and earned media value declined, per Glossy. Luxury retailers like Harrods and Bloomingdale's prioritized physical attendance and direct buyer relationships over digital buzz.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if you're selling to retailers or B2B customers, stop measuring success on social media impressions or earned media. Host one in-person selling event or showroom day for 20-30 retail buyers in your category. Invite them directly (no public event noise). Show your new collection for 4 hours. Track orders placed. The number will shock you. One physical event beats three months of email outreach and digital ads combined because it removes the friction of 'is this real and can I trust this person.' Physical presence IS the competitive moat.\nWhat that means for you: Everyone's obsessed with TikTok reach and viral potential. Meanwhile, B2B buyers are still buying based on who showed up in person and earned their trust over lunch. If you're selling to other businesses, spend money on one quarterly showroom event or pop-up, not on digital ads. The buyers who matter show up. The metrics are cleaner: orders per attendee. Repeat rate after the event. It's tactile and old-school and it works.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/fashion/luxury/luxury-briefing-london-fashion-week-buyers-online-buzz/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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