The First-Ever Brick-and-Mortar Everlane Store is Now Open in NYC
Laura McQuarrie — December 13, 2017 — Business
Everlane is an online clothing retailer that prides itself on making modern wardrobe basics—but now consumers will also be able to visit the first-ever physical Everlane store in NYC's SoHo neighborhood.
After operating as an online-only business for more than five years, Everlane is now introducing its brick-and-mortar shop to push past some of the barriers of ecommerce shopping. As Everlane CEO and founder Michael Preysman sees it, the online-only experience has two major flaws: "Customers don’t get to touch or try the product before they buy it. And we don’t get to have in-person-real-life-conversations with our community."
The offline Everlane shopping experience leverages technology to make the most of the physical space, such as an integrated ID system for cashless shopping and seamless returns, as well as checkout areas within display units.
After operating as an online-only business for more than five years, Everlane is now introducing its brick-and-mortar shop to push past some of the barriers of ecommerce shopping. As Everlane CEO and founder Michael Preysman sees it, the online-only experience has two major flaws: "Customers don’t get to touch or try the product before they buy it. And we don’t get to have in-person-real-life-conversations with our community."
The offline Everlane shopping experience leverages technology to make the most of the physical space, such as an integrated ID system for cashless shopping and seamless returns, as well as checkout areas within display units.
Trend Themes
1. Integrated-offline-shopping - The integration of technology and physical space in offline shopping experiences offers opportunities for seamless transactions and enhanced customer interactions.
2. Omnichannel-retail - The combination of online and offline retail channels provides customers with more flexibility and convenience, while allowing retailers to engage with their community in various ways.
3. Enhanced-in-store-experience - Creating unique and immersive in-store experiences allows retailers to differentiate themselves and attract customers who value tangible product interactions.
Industry Implications
1. Fashion-retail - Physical stores remain crucial in the fashion retail industry, as they enable customers to touch, try on, and experience the products firsthand.
2. E-commerce - E-commerce platforms can explore opportunities to integrate offline elements to complement their online presence and enhance the customer experience.
3. Retail-technology - Advancements in retail technology, such as integrated ID systems and seamless returns, provide solutions for enhancing offline shopping experiences and streamlining operations.
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