This paper focuses on the importance of rethinking the functionality of the fashion retail store and suggests transforming the retail store into a space to educate consumers regarding important societal and cultural issues. Consumption trends and changes in consumer habits reveal that people are continuously looking for brand offers beyond services and products. Consumers are shifting the traditional consumer brands dynamics and societal sustainable brands are gaining momentum where consumers are seeking strong and deep relationships with such brands while discarding others. Despite brands' increased investment in e-commerce platforms and digital technologies, the retail store is still a pivotal space for brands to build and maintain a strong relationship with their customers. However, the traditional functionality of the retail store needs to be reconsidered.