Three "x" in new retail

I discovered more and more young brand they have hesitation to setup physical shop and commit a long term contract. And we just had a meeting with our 2 partners last week and had a very fruitful discussion. We believe new retail to take the balance between sustainability and attractiveness when create new value to new generation of customers.
we tried to define 3X as our Key values:
1) Exposure
2) Experience
3) Excitement