![]() ![]() Why is it important to have a physical space in the US when you already sell internationally via your website? Not only are there a huge amount of amazingly talented designers that we hope to start working with, but New Yorkers are themselves very much into design, fashion and appreciate the importance of supporting independent brands. HG: For a long time our customers have been telling us how great it would be if we opened a store in the US as there is nothing like what we do over there. Can you talk us through the decision to launch there? You’re launching your first overseas store, in New York. As such, we work with a monochrome palette of black and white and have self-contained vitrines and rails in our stores that allow the brands to be easily shopped by customers. Although we carefully curate each collection we sell, the retail experience could be a little overwhelming if we did not carefully consider the retail environment itself. HG: Because we are both multi-brand and non-directional in terms of the products we sell, the merchandise line-up in the stores is quite eclectic. It works both ways, and that’s why being active across channels is so important to us.Ĭan you talk us through the design and strategy decisions behind the look and feel of the stores? We’ll often see customers visiting us in-store for one of our great collaborative events with a brand, and subsequently start purchasing through us online but we also see a lot of customers engaging with us online, via social and through visiting, and then actually make their purchases in one of our stores. GG: Both online and offline work well for both discovery and for purchases, just in different ways. How do the channels talk to one another – do you find one channel sends traffic to another, that one handles more of the sales and another more of the discovery? Today, we are seeing 90% of our sales coming from online, as our web business has now really taken off. We launched them both at the same time way back in 2010, but until only quite recently our store sales outweighed our online sales significantly. Had you always planned to have physical spaces and e-commerce? Your multichannel system is really impressive – I love that the website, store, The Sett and your social media reflect the brand so well and really carry that message of discovering new designers. We look purely at the merit of the product we are selling and bring only the most exciting, innovative products to our website and stores. ![]() Our line-up of designers and products is always fresh and ahead of the trends. Henry Graham (HG): We only work with independent brands. In a sentence or two, can you describe Wolf & Badger, and what makes it different and special? Downstairs at Wolf & Badger’s Notting Hill store
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