Recently, Two Fashion Brands In The United States Have Gone Against The Trend To Develop Solid Store Businesses.

Two famous Internet websites in the United States recently.

The brands Warby Parker and Bonobos have gone against the trend, saying that next will vigorously develop the entity store business.

Internet glasses

Neil Blumenthal, co-founder of Warby Parker, said in an interview that the number of physical stores could reach 800 to 1000 in the future.

And the Internet

Andy Dunn, founder of brand Bonobos, also mentioned that the number of stores will be increased to 100 by 2020.

However, the stores of these two companies are quite different from traditional physical stores.

The location of these "physical stores" is mainly used to display various kinds of goods sold online.

Since 2011, Bonobos has opened more than 20 such stores, allowing consumers to try on all kinds of clothing, ordering online and providing door-to-door service.

Bonobos is mainly in men's clothing business. Since its establishment in 2007, it has received $128 million in venture capital, and its total sales volume has exceeded $100 million.

After Warby Parker completed its $100 million D round of financing last year, the company's valuation has reached 12 billion.

Since the first entity store was opened in 2013, the total number of stores has been 37 so far, and it is expected to increase to 50 by the end of this year.

Warby Parker and Bonobos are not the only Internet brands to enter the physical retail sector.

Andy Dunn said in an interview that he believes that a lot of Internet new brands will choose similar strategies in the future.

Going against the tide or following the trend?

Although these Internet brands look different from traditional brands, there is actually no difference between them.

At present, the boundaries between physical retail and digital retailing are becoming more and more blurred. Consumers are still embracing the traditional entity store shopping experience while embracing the electricity supplier.

Because of this, the importance of multi-channel mode is increasing both in traditional retailers and in emerging Internet companies.

Brands want to build online and offline distribution networks to provide consumers with more choices.

According to a report by Fluent, we can increase the probability of shopping by providing consumers with multiple shopping channels.

These channels include not only traditional television and advertising, but also new platforms such as social media, including online advertising.

Data show that if consumers can interact with Internet retailers through more than 10 channels, the number of people shopping on their website will reach 49% per week.

If the number of channels is only 1 to 4, this proportion will drop to 21%.