Beyond E-Commerce
by
E-commerce has grown too big for the internet and stores are beginning their expansions back to the streets. Retailers are on the hunt for the sweet spot between on-line and off-line sources. We're in a season of debut store fronts and pop-up shops.
Launched: 2006
Mission: “Nasty Gal is a global online destination for fashion-forward, free-thinking girls. … the shop has grown to become an international style source offering both new and vintage clothing, shoes, and accessories.”
Now: Nasty Gal just opened their flagship store as an expansion on their very successful, very fast-growing e-commerce offerings. The store is located on Melrose Avenue in Los Angeles. There you will find a curated combination of vintage finds, hand-picked brands ,and clothes and accessories from the Nasty Gal label. CEO and Founder Sophia Amoruso has risen quickly through the ranks and has proven herself to be a fashion and business icon.
Launched: 2010
Mission: “To easily and efficiently try, learn about, and purchase beauty products online…[by] combining monthly deliveries of personalized samples with original editorial and an exciting ecommerce shop.”
Now: Last summer founders Katia Beauchamp and Hayley Barna opened their first brick and mortar Birchbox in NYC. The store extends to its patrons just as the site aims to, bringing beauty products to shoppers in an easy and fun fashion. They’re blending their shop with the tropes of e-commerce, displaying a section where members can ‘build their own’ Birchbox, products displayed in sections that coincide how you could search them online, and digital screens placed around the store allow customers to explore the site while on-site.
Launched: 1999
Mission: “The original idea was to create a web site that offered the absolute best selection in shoes in terms of brands, styles, colors, sizes, and widths. Over the past 9 years, the brand and aspirations have evolved, and in addition to offering the best selection, with the goal to be the company that provides the absolute best service online -- not just in shoes, but in any category.”
Now: Last year Zappos moved their headquarters to downtown Las Vegas. This year they’re bringing they’re first ever brick and mortar location to the city. They’re trying out off-line retailing with a pop-up shop, open 24/7 through December 31, 2014. At the “Zappos.com Pop-Up Shop Showroom Store,” shoppers can scan items at kiosks or on their phone to check inventory, including various colors and sizes. Items not in the store can be shipped.
Launched: 1995
Mission: With what started exclusively as an online book retailer, Amazon seeks to be Earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators. And to build a place where people can come to find and discover anything they might want to buy online.
Now: Amazon has the capacity to be even more. They’re in the works to open their first brick and mortar store in NYC in time for this holiday season, and are opening kiosks in San Francisco and Sacramento in the mean time. The store will be a hub for same day deliveries and exchanges/returns within the city. The selection in-store will be streamlined and focus on user interaction, such as tech gadgets and other products wherein testing them out promotes purchasing.
(Late Night Chameleon Café)
Launched: 2010
Mission: “LN-CC is a progressive retail concept comprising of clothing, music & books, combining an evolving online presence with a unique London store space.”
This store/site was built as an experiment in conceptual retail. The storefront is buried in an alley in East London and open only by appointment. It serves as an exhibit and art experience and club space. The architecture is high concept, with a bare tunnel hallway that leads you down into separate ante-chambers holding hand-picked collections. LN-CC inspires a focused intention and attention to the products you are considering. They also have a more conventional online store for those looking for the easy access version of their fashion, music and lit picks.
We can’t wait to see what the future holds for the retail experience!!