A perfect fit

Battling desperate hordes at a sale, digging through racks and carrying a load of clothing to the dressing room only to confirm that no, indeed, nothing fits, was never a pleasant experience. Shoppers subjected themselves to the whims of salespeople, designers and one-size-fits-no-one clothing.

But now, a visit to a store feels different, and it's not just that glass of Scotch in your hand. With seemingly endless ways to shop - through smartphones, flash sale sites and luxury lenders - retailers are vying for customers and context lest they get lost in the shuffle. Selling the experience, not only the clothing, is their latest pitch.

Joey Rubenstein was sipping from a heavy rocks glass recently while waiting for his sport coat at Hugo Boss in downtown Manhattan: "It feels like a social experience, very James Bond or 1960s Playboy, but I guess it's also kind of like Vegas - the more you drink the more you spend."