STORES Magazine - July 2015 - 55


entire inventory available
1992 Los Angeles riots.
to customers and allow for
Fashioning the 90-year-old
shipping from stores. "It feels
space into an urban flaglike we're actually launching
ship store for athletic shoes
two flagship stores," says
became the task of Archer
Fedor. "The 7th Street store
and his staff, and involved
is a statement, and the online
often-lengthy meetings with
store will be a completely
the building's owner and ofdifferent experience in terms
ficials from the city's Office
of capability, navigation and
of Historic Resources. "Both
functionality."
WSS and the landlord contribOne of the flagship's stateuted to the restoration," he
says. "We closely followed the "We hire locally, and it shows that we're ments is a Nike Jordan storepart of the local scene and community. within-a store, which feaarchitect's original designs and
incorporated the features of
You're not going to get that if you're just tures a museum-like display
of 23 popular models worn
the building into our current
primarily an online presence."
by Michael Jordan.
design."
- Dexter Fedor, WSS
The Jordan concept store
WSS brought in retail deis part of a strategy to brand
signer M. Todd Belle, who
BRANDING THE EXPERIENCE
had experience on Nike store projects,
the overall WSS shopping experience.
One key to the success of WSS has
to provide an overall design strategy.
"There's some fierce competition in
been its "neighborhood" concept. InBelle worked closely with Robert
this arena from other retailers both
stead of opening stores in rent-hungry
Grosse, vice president of design and
traditional and online, so we're looking
malls, the company follows Alon's
construction for WSS, and Dexter
at how to improve the WSS shopping
model of keeping outlets close to their
Fedor, the company's chief marketing
visit," Fedor says. "The web provides
customers. This strategy comes with
officer, to see through the vision.
products for cost-conscious consumers
cheaper rent for more square footage in
"Todd drove the fixture design,
who know what they want. But we've
outlying areas away from retail anchors.
while Robert built it out for us and
got to provide a reason for people to
"This location is just a mile from
I handled branding and aesthetics,"
come in and shop too. There's no duAlvarado Street, which is close to the
says Fedor. "The bottom line was we
plicating coming in and trying on some
large Latino community in our area
didn't want a duplicate Niketown. ...
shoes until you find the one you like."
and they've been a large portion of
We wanted to make our own stateWSS is also offering shoe customizaour customers," says Archer. "And
ment that would resonate with our
tion, another way to bring customers
we're just a mile from downtown
customers."
into the store. "Many online retailers
L.A., which is experiencing a re-birth
The sales floor of the flagship WSS
have the ability to customize, but if
with lots of people and businesses
looks similar to its regular stores, with
you're into a customized shoe you're
moving in. So we're positioned for
utilitarian racks holding shoe boxes
going to be very particular about
growth, but our focus is always going
and shoes on display above. What
how it looks," says Fedor. "That can
to be on our core customers."
draws customers' attention are the
be hard to judge online. It's better to
Another change for the business
large murals of L.A. people and street
be in the store, see how it feels, have
is the re-introduction this month of
scenes on the mezzanine around the
friends with you to help you decide
shopping capability to the company's
interior.
and get it customized right there."
website. WSS had e-commerce capa"We hired Will Deleon, a commerOverall, the company hopes to make
bility until last May, when the compacial photographer from Los Angeles
the new store a kind of prototype for
ny decided to make some big changes
who knows the city, and sent him
stores to come. "It shows how far
online. "Technology is changing so
out ... in the neighborhoods where
we've come over 30 years and how
quickly, we determined that we could
our stores are located," says Fedor.
we're committed to keeping up," says
either make incremental changes to
"It really gets to the heart of WSS,
Archer. "This business is moving fast,
the e-commerce site and try to get it
who we are and the customers we
and to thrive you have to move with
up to speed, or we could completely
serve. We hire locally, and it shows
it."
overhaul it into a full omnichannel
that we're part of the local scene and
fulfillment system," says Archer.
community. You're not going to get
John Morell is a Los Angeles-based writer
The goal with the new e-commerce
that if you're just primarily an online
who has covered retail and business topics for
system is to make the company's
presence."
a number of publications around the world.
NRF.COM/STORES

STORES July 2015 55


http://www.designretailonline.com/displayanddesignideas/industry-news/WSS-to-Open-23-Brand-Jordan-Shops-12479.shtml http://www.designretailonline.com/displayanddesignideas/industry-news/WSS-to-Open-23-Brand-Jordan-Shops-12479.shtml https://www.downtownla.com/ https://www.downtownla.com/ https://www.downtownla.com/ http://www.shopwss.com/ http://www.willdeleon.com/ http://www.shopwss.com/ http://www.willdeleon.com/ http://www.NRF.COM/STORES

Table of Contents for the Digital Edition of STORES Magazine - July 2015

Top 100 Retailers
Retail People
No Flash in the Pan
Lost and Found
C2W
Editor's Page
President's Page
Retail Politics
NRF News
POV
NRF Communities Update
End Cap
Trends
Online
Technology
Human Resources
Social Media
Merchandising
Software
Finance
Marketing
Personnel
Operations
STORES Magazine - July 2015 - Cover1
STORES Magazine - July 2015 - Cover2
STORES Magazine - July 2015 - 3
STORES Magazine - July 2015 - 4
STORES Magazine - July 2015 - 5
STORES Magazine - July 2015 - Editor's Page
STORES Magazine - July 2015 - 7
STORES Magazine - July 2015 - President's Page
STORES Magazine - July 2015 - 9
STORES Magazine - July 2015 - Retail Politics
STORES Magazine - July 2015 - 11
STORES Magazine - July 2015 - NRF News
STORES Magazine - July 2015 - Trends
STORES Magazine - July 2015 - 14
STORES Magazine - July 2015 - 15
STORES Magazine - July 2015 - 16
STORES Magazine - July 2015 - 17
STORES Magazine - July 2015 - 18
STORES Magazine - July 2015 - Top 100 Retailers
STORES Magazine - July 2015 - S2
STORES Magazine - July 2015 - S3
STORES Magazine - July 2015 - S4
STORES Magazine - July 2015 - S5
STORES Magazine - July 2015 - S6
STORES Magazine - July 2015 - S7
STORES Magazine - July 2015 - S8
STORES Magazine - July 2015 - S9
STORES Magazine - July 2015 - S10
STORES Magazine - July 2015 - S11
STORES Magazine - July 2015 - S12
STORES Magazine - July 2015 - S13
STORES Magazine - July 2015 - S14
STORES Magazine - July 2015 - S15
STORES Magazine - July 2015 - S16
STORES Magazine - July 2015 - Retail People
STORES Magazine - July 2015 - 36
STORES Magazine - July 2015 - 37
STORES Magazine - July 2015 - No Flash in the Pan
STORES Magazine - July 2015 - 39
STORES Magazine - July 2015 - 40
STORES Magazine - July 2015 - Lost and Found
STORES Magazine - July 2015 - 42
STORES Magazine - July 2015 - 43
STORES Magazine - July 2015 - C2W
STORES Magazine - July 2015 - Online
STORES Magazine - July 2015 - 46
STORES Magazine - July 2015 - 47
STORES Magazine - July 2015 - Technology
STORES Magazine - July 2015 - 49
STORES Magazine - July 2015 - Human Resources
STORES Magazine - July 2015 - 51
STORES Magazine - July 2015 - Social Media
STORES Magazine - July 2015 - 53
STORES Magazine - July 2015 - Merchandising
STORES Magazine - July 2015 - 55
STORES Magazine - July 2015 - Software
STORES Magazine - July 2015 - 57
STORES Magazine - July 2015 - Finance
STORES Magazine - July 2015 - 59
STORES Magazine - July 2015 - Marketing
STORES Magazine - July 2015 - 61
STORES Magazine - July 2015 - Personnel
STORES Magazine - July 2015 - 63
STORES Magazine - July 2015 - 64
STORES Magazine - July 2015 - 65
STORES Magazine - July 2015 - Operations
STORES Magazine - July 2015 - 67
STORES Magazine - July 2015 - 68
STORES Magazine - July 2015 - 69
STORES Magazine - July 2015 - 70
STORES Magazine - July 2015 - 71
STORES Magazine - July 2015 - POV
STORES Magazine - July 2015 - NRF Communities Update
STORES Magazine - July 2015 - End Cap
STORES Magazine - July 2015 - Cover3
STORES Magazine - July 2015 - Cover4
http://www.nxtbook.com/naylor/NRFK/NRFK0318
http://www.nxtbook.com/naylor/NRFK/NRFK0218
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180116
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180115
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180114
http://www.nxtbook.com/nxtbooks/nrf/STORES2018_preview
http://www.nxtbook.com/naylor/NRFK/NRFK0118
http://www.nxtbook.com/naylor/NRFK/NRFK0917
http://www.nxtbook.com/naylor/NRFK/NRFK0817
http://www.nxtbook.com/naylor/NRFA/NRFA0017
http://www.nxtbook.com/naylor/NRFA/NRFA0317
http://www.nxtbook.com/naylor/NRFK/NRFK0717
http://www.nxtbook.com/naylor/NRFK/NRFK0617
http://www.nxtbook.com/naylor/NRFK/NRFK0517
http://www.nxtbook.com/naylor/NRFK/NRFK0417
http://www.nxtbook.com/naylor/NRFK/NRFK0317
http://www.nxtbook.com/naylor/NRFK/NRFK0217
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170117
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170116
http://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170115
http://www.nxtbook.com/naylor/NRFK/NRFE0017
http://www.nxtbook.com/naylor/NRFK/STORES2017_Preview
http://www.nxtbook.com/nxtbooks/nrf/STORES0117
http://www.nxtbook.com/nxtbooks/nrf/STORES1216
http://www.nxtbook.com/nxtbooks/nrf/STORES1116
http://www.nxtbook.com/nxtbooks/nrf/STORES1116v2
http://www.nxtbook.com/nxtbooks/nrf/STORES1016_esri
http://www.nxtbook.com/nxtbooks/nrf/STORES1016_radial
http://www.nxtbook.com/nxtbooks/nrf/STORES1016
http://www.nxtbook.com/nxtbooks/nrf/STORES0916_customcontent
http://www.nxtbook.com/nxtbooks/nrf/STORES0916
http://www.nxtbook.com/nxtbooks/nrf/STORES0816
http://www.nxtbook.com/nxtbooks/nrf/STORES0716_jestacustomcontent
http://www.nxtbook.com/nxtbooks/nrf/STORES0716
http://www.nxtbook.com/nxtbooks/nrf/STORES0616
http://www.nxtbook.com/nxtbooks/nrf/STORES_sourcebook2016
http://www.nxtbook.com/nxtbooks/nrf/STORES0516
http://www.nxtbook.com/naylor/NRFK/NRFE0416
http://www.nxtbook.com/nxtbooks/nrf/STORES0416
http://www.nxtbook.com/nxtbooks/nrf/STORES0316_visualsearch
http://www.nxtbook.com/nxtbooks/nrf/STORES0316
http://www.nxtbook.com/nxtbooks/nrf/STORES0216
http://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160119
http://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160118
http://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160117
http://www.nxtbook.com/naylor/NRFK/NRFE0016
http://www.nxtbook.com/nxtbooks/nrf/STORES2016_Preview
http://www.nxtbook.com/nxtbooks/nrf/STORES0116
http://www.nxtbook.com/naylor/NRFK/NRFC1215
http://www.nxtbook.com/nxtbooks/nrf/STORES1215
http://www.nxtbook.com/nxtbooks/nrf/STORES1115_buyersguide
http://www.nxtbook.com/nxtbooks/nrf/STORES1115
http://www.nxtbook.com/naylor/NRFK/NRFE1015
http://www.nxtbook.com/naylor/NRFK/NRFC1015
http://www.nxtbook.com/naylor/NRFK/NRFE0915
http://www.nxtbook.com/naylor/NRFK/NRFM0016
http://www.nxtbook.com/naylor/NRFK/NRFE0815
http://www.nxtbook.com/naylor/NRFK/NRFE0715
http://www.nxtbook.com/naylor/NRFK/NRFE0615
http://www.nxtbook.com/naylor/NRFK/NRFD0015
http://www.nxtbook.com/naylor/NRFK/NRFS0015
http://www.nxtbook.com/naylor/NRFK/NRFE0515
http://www.nxtbook.com/naylor/NRFK/NRFC0315
http://www.nxtbook.com/nxtbooks/nrfe/STORES0415
http://www.nxtbook.com/nxtbooks/nrfe/STORES0315
http://www.nxtbook.com/nxtbooks/nrfe/STORES0215
http://www.nxtbook.com/naylor/NRFK/NRFG0115
http://www.nxtbook.com/nxtbooks/nrfe/STORES0115
http://www.nxtbook.com/nxtbooks/nrfe/STORES1214
http://www.nxtbook.com/naylor/NRFK/NRFG1114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1014
http://www.nxtbook.com/naylor/NRFK/NRFM0015
http://www.nxtbook.com/nxtbooks/nrfe/STORES0914
http://www.nxtbook.com/nxtbooks/nrfe/STORES0814
http://www.nxtbook.com/nxtbooks/nrfe/STORES0714
http://www.nxtbook.com/nxtbooks/nrfe/STORES0614
http://www.nxtbook.com/nxtbooks/nrfe/STORES0514
http://www.nxtbook.com/nxtbooks/nrfe/STORES_sourcebook2014
http://www.nxtbook.com/nxtbooks/nrfe/STORES0414
http://www.nxtbook.com/nxtbooks/nrfe/STORES0314
http://www.nxtbook.com/nxtbooks/nrfe/STORES0214
http://www.nxtbook.com/naylor/NRFK/NRFG0114
http://www.nxtbook.com/nxtbooks/nrfe/STORES0114
http://www.nxtbook.com/nxtbooks/nrfe/STORES1213
http://www.nxtbook.com/nxtbooks/nrfe/STORES1113_buyersguide
http://www.nxtbook.com/nxtbooks/nrfe/STORES1113
http://www.nxtbook.com/nxtbooks/nrfe/STORES1013
http://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2014
http://www.nxtbook.com/nxtbooks/nrfe/STORES0913
http://www.nxtbook.com/nxtbooks/nrfe/STORES0813
http://www.nxtbook.com/nxtbooks/nrfe/STORES0713
http://www.nxtbook.com/nxtbooks/nrfe/STORES0613
http://www.nxtbook.com/nxtbooks/nrfe/STORES0513
http://www.nxtbook.com/nxtbooks/nrfe/STORES0413
http://www.nxtbook.com/nxtbooks/nrfe/STORES0313
http://www.nxtbook.com/nxtbooks/nrfe/STORES0213
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130115
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130113
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130114
http://www.nxtbook.com/nxtbooks/nrfe/STORES2013_preview
http://www.nxtbook.com/nxtbooks/nrfe/STORES0113
http://www.nxtbook.com/nxtbooks/nrfe/STORES1212
http://www.nxtbook.com/nxtbooks/nrfe/STORES1112
http://www.nxtbook.com/nxtbooks/nrfe/STORES1012
http://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2013
http://www.nxtbook.com/nxtbooks/nrfe/STORES0912
http://www.nxtbook.com/nxtbooks/nrfe/STORES0812
http://www.nxtbook.com/nxtbooks/nrfe/STORES0712
http://www.nxtbook.com/nxtbooks/nrfe/STORES0612
http://www.nxtbook.com/nxtbooks/nrfe/STORES0512
http://www.nxtbook.com/nxtbooks/nrfe/STORES0412
http://www.nxtbook.com/nxtbooks/nrfe/STORES0312
http://www.nxtbook.com/nxtbooks/nrfe/STORES0212
http://www.nxtbook.com/nxtbooks/nrfe/STORES2012_preview
http://www.nxtbook.com/nxtbooks/nrfe/STORES0112
http://www.nxtbook.com/nxtbooks/nrfe/STORES1211
http://www.nxtbook.com/nxtbooks/nrfe/STORES1111
http://www.nxtbook.com/nxtbooks/nrfe/STORES1011
http://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2012
http://www.nxtbook.com/nxtbooks/nrfe/STORES0911
http://www.nxtbook.com/nxtbooks/nrfe/STORES0811
http://www.nxtbook.com/nxtbooks/nrfe/STORES0711
http://www.nxtbook.com/nxtbooks/nrfe/STORES0611
http://www.nxtbook.com/nxtbooks/nrfe/STORES0511
http://www.nxtbook.com/nxtbooks/nrfe/STORES0411
http://www.nxtbook.com/nxtbooks/nrfe/STORES0311_v2
http://www.nxtbook.com/nxtbooks/nrfe/STORES0311
http://www.nxtbook.com/nxtbooks/nrfe/STORES0211
http://www.nxtbook.com/nxtbooks/nrfe/STORES0111
http://www.nxtbook.com/nxtbooks/nrfe/stores1210
http://www.nxtbook.com/nxtbooks/nrfe/stores_mediakit2011
http://www.nxtbook.com/nxtbooks/nrfe/stores1110
http://www.nxtbook.com/nxtbooks/nrfe/stores1010
http://www.nxtbook.com/nxtbooks/nrfe/stores0910
http://www.nxtbook.com/nxtbooks/nrfe/stores0810
http://www.nxtbook.com/nxtbooks/nrfe/stores0710
http://www.nxtbook.com/nxtbooks/nrfe/stores0610
http://www.nxtbook.com/nxtbooks/nrfe/stores0510
http://www.nxtbook.com/nxtbooks/nrfe/stores0410
http://www.nxtbook.com/nxtbooks/nrfe/stores0310
http://www.nxtbook.com/nxtbooks/nrfe/stores0210
http://www.nxtbook.com/nxtbooks/nrfe/store_bigshow2010_post
http://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100112
http://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100111
http://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100110
http://www.nxtbook.com/nxtbooks/nrfe/stores0110
http://www.nxtbook.com/nxtbooks/nrfe/store_bigshowpreview2010
http://www.nxtbook.com/nxtbooks/nrfe/stores1209
http://www.nxtbook.com/nxtbooks/nrfe/stores1109
http://www.nxtbook.com/nxtbooks/nrfe/stores1009
http://www.nxtbook.com/nxtbooks/nrfe/stores0909
http://www.nxtbook.com/nxtbooks/nrfe/stores0809
http://www.nxtbook.com/nxtbooks/nrfe/stores0709
http://www.nxtbook.com/nxtbooks/nrfe/stores0609
http://www.nxtbook.com/nxtbooks/nrfe/stores0509
http://www.nxtbook.com/nxtbooks/nrfe/stores0409
http://www.nxtbook.com/nxtbooks/nrfe/stores0309
http://www.nxtbook.com/nxtbooks/nrfe/stores0209
http://www.nxtbook.com/nxtbooks/nrfe/stores0109
http://www.nxtbook.com/nxtbooks/nrfe/stores1208
http://www.nxtbook.com/nxtbooks/nrfe/stores1108
http://www.nxtbook.com/nxtbooks/nrfe/stores1008
http://www.nxtbook.com/nxtbooks/nrfe/stores0908
http://www.nxtbook.com/nxtbooks/nrfe/stores0808
http://www.nxtbook.com/nxtbooks/nrfe/stores0708
http://www.nxtbook.com/nxtbooks/nrfe/stores0608
http://www.nxtbook.com/nxtbooks/nrfe/stores0508
http://www.nxtbook.com/nxtbooks/nrfe/stores0408
http://www.nxtbook.com/nxtbooks/nrfe/stores0308
http://www.nxtbook.com/nxtbooks/nrfe/stores0208
http://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail08
http://www.nxtbook.com/nxtbooks/nrfe/stores0108
http://www.nxtbook.com/nxtbooks/nrfe/stores1207
http://www.nxtbook.com/nxtbooks/nrfe/stores1107
http://www.nxtbook.com/nxtbooks/nrfe/stores1007
http://www.nxtbook.com/nxtbooks/nrfe/stores0907
http://www.nxtbook.com/nxtbooks/nrfe/stores0807
http://www.nxtbook.com/nxtbooks/nrfe/stores0707
http://www.nxtbook.com/nxtbooks/nrfe/stores0607
http://www.nxtbook.com/nxtbooks/nrfe/stores0507
http://www.nxtbook.com/nxtbooks/nrfe/stores0407
http://www.nxtbook.com/nxtbooks/nrfe/stores0307
http://www.nxtbook.com/nxtbooks/nrfe/stores0207
http://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail07
http://www.nxtbook.com/nxtbooks/nrfe/stores0107
http://www.nxtbook.com/nxtbooks/nrfe/stores1206
http://www.nxtbook.com/nxtbooks/nrfe/stores1106
http://www.nxtbook.com/nxtbooks/nrfe/stores1006
http://www.nxtbook.com/nxtbooks/nrfe/stores0906
http://www.nxtbook.com/nxtbooks/nrfe/stores0806
http://www.nxtbook.com/nxtbooks/nrfe/stores0706
http://www.nxtbook.com/nxtbooks/nrfe/stores0606
http://www.nxtbook.com/nxtbooks/nrfe/stores0506
http://www.nxtbook.com/nxtbooks/nrfe/stores0406
http://www.nxtbook.com/nxtbooks/nrfe/stores0306
http://www.nxtbook.com/nxtbooks/nrfe/stores0206
http://www.nxtbook.com/nxtbooks/nrfe/stores0106-globalretail
http://www.nxtbook.com/nxtbooks/nrfe/stores0106
http://www.nxtbook.com/nxtbooks/nrfe/stores1205
http://www.nxtbook.com/nxtbooks/nrfe/stores1105
http://www.nxtbookMEDIA.com