STORES Magazine -August 2017 - 38

n

BUSINESS OPERATIONS

the start, it has been a time of questioning what
"treating yourself" truly means. The questions that
most challenge Lewis today regard ecommerce and
the ability to recreate the store experience through
other channels.
"We have wonderful people that sit behind our
website," she says. "But lingerie is a tricky thing to
put online." The fun images are often the "super
sexy" ones - but they don't necessarily convey
what the store is all about. The store's mission is to
help women feel beautiful and confident from the
inside out.
"Most of us don't look like these 22-year-old,
tight six-pack models," Lewis says, "but can still
look beautiful in lingerie." She says the American
shopper still doesn't know too much about the
category, and Journelle has a valuable opportunity
to teach her.
"It's such an exciting time to be a woman," she
says. "There are so many more professional women
today living their lives and creating their destinies
than at any other point in time. It's such a powerful
time for a company like Journelle ... to be able to
tap into that wave."
SINGULAR FOCUS
There have been times that jeans, shoes and
other men's apparel categories have been up for
consideration at Indochino.
But each time, the answer has been no.
"We resisted because we want to be absolutely
the best at what we do for our customers," says
CEO Drew Green. "We felt that if we did try
to do too much too soon, we would sacrifice
customer experience [in the] short term."
Indochino brought made-to-measure to the
global masses and was at the forefront of "clicksto-bricks." The goal from day one was to sell
custom apparel through a unique multichannel
approach focused on customer experience.
38

STORES August 2017

"I think what often
happens with companies
is that they lose their focus
on what's best for the
customer and balancing
that with sustainability,"
Green says. "They may
be constantly looking for
growth, or it may be for
many different reasons.
"A constant ingredient
in successful companies
is customer focus,
not having too many
priorities, not trying to do
too many things or become too many things to too
many people."
The recession - and the introduction of Groupon
- helped show consumers that price savings are
attainable daily.
"We've carried on what we learned in that
recessionary period, which is, 'Let's provide a great
product, great quality, at the same or better price
than our competition,'" Green says. "That's part
of the reason why we've had so much growth and
improved our profitability like we have."
Looking forward, Green fully expects
the same.
"In 10 years, I'd like us to be one of, if not
the, largest men's apparel brands in the world,
and specifically, the largest suit retailer in the
world," he says.
"We have every opportunity to do that. There
are certainly going to be lots of twists and
turns, and we need to continually innovate.
But success for us would truly be providing
the made-to-measure experience to the tens of
millions of customers that buy ready-to-wear,
and transitioning them away from that sort of
ordinary experience to an extraordinary one."
Indochino has expanded to include
showrooms where the emphasis is on finding
the perfect fit rather than selling off a rack.
"We're seeing dozens and dozens of retailers
really struggle and have to retrench or even
close down, and a lot of that has to do with
them coming forward with massive inventory
that they don't know whether the consumer
is going to buy or not, or at what price,"
Green says.
"My belief is that as we go through the next
decade and decades, more and more models will
be like ours, where something is produced after
it's ordered, and businesses won't have the cash
flow challenges that inventory creates."
STORES.ORG


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Table of Contents for the Digital Edition of STORES Magazine -August 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
Hot 100 Retailers
Forward Thinkers
Personalized Pricing
C2W
Q&A
Store Operations
Omnichannel
Marketing
Online
Finance
Business Operations
Startup Spotlight
Security
Fraud
STORES at 100
NRF Communities Update
End Cap
STORES Magazine -August 2017 - intro
STORES Magazine -August 2017 - cover1
STORES Magazine -August 2017 - cover2
STORES Magazine -August 2017 - 3
STORES Magazine -August 2017 - 4
STORES Magazine -August 2017 - 5
STORES Magazine -August 2017 - Editor’s Page
STORES Magazine -August 2017 - 7
STORES Magazine -August 2017 - President’s Page
STORES Magazine -August 2017 - 9
STORES Magazine -August 2017 - Retail Politics
STORES Magazine -August 2017 - NRF News
STORES Magazine -August 2017 - Trends
STORES Magazine -August 2017 - 13
STORES Magazine -August 2017 - 14
STORES Magazine -August 2017 - 15
STORES Magazine -August 2017 - Retail People
STORES Magazine -August 2017 - 17
STORES Magazine -August 2017 - 18
STORES Magazine -August 2017 - Hot 100 Retailers
STORES Magazine -August 2017 - 20
STORES Magazine -August 2017 - 21
STORES Magazine -August 2017 - 22
STORES Magazine -August 2017 - 23
STORES Magazine -August 2017 - 24
STORES Magazine -August 2017 - 25
STORES Magazine -August 2017 - 26
STORES Magazine -August 2017 - 27
STORES Magazine -August 2017 - 28
STORES Magazine -August 2017 - 29
STORES Magazine -August 2017 - 30
STORES Magazine -August 2017 - 31
STORES Magazine -August 2017 - 32
STORES Magazine -August 2017 - 33
STORES Magazine -August 2017 - 34
STORES Magazine -August 2017 - 35
STORES Magazine -August 2017 - Forward Thinkers
STORES Magazine -August 2017 - 37
STORES Magazine -August 2017 - 38
STORES Magazine -August 2017 - 39
STORES Magazine -August 2017 - Personalized Pricing
STORES Magazine -August 2017 - 41
STORES Magazine -August 2017 - 42
STORES Magazine -August 2017 - C2W
STORES Magazine -August 2017 - Q&A
STORES Magazine -August 2017 - 45
STORES Magazine -August 2017 - Store Operations
STORES Magazine -August 2017 - 47
STORES Magazine -August 2017 - Omnichannel
STORES Magazine -August 2017 - 49
STORES Magazine -August 2017 - Marketing
STORES Magazine -August 2017 - 51
STORES Magazine -August 2017 - Online
STORES Magazine -August 2017 - 53
STORES Magazine -August 2017 - Finance
STORES Magazine -August 2017 - 55
STORES Magazine -August 2017 - Business Operations
STORES Magazine -August 2017 - Startup Spotlight
STORES Magazine -August 2017 - 58
STORES Magazine -August 2017 - Security
STORES Magazine -August 2017 - 60
STORES Magazine -August 2017 - Fraud
STORES Magazine -August 2017 - 62
STORES Magazine -August 2017 - 63
STORES Magazine -August 2017 - STORES at 100
STORES Magazine -August 2017 - NRF Communities Update
STORES Magazine -August 2017 - End Cap
STORES Magazine -August 2017 - cover3
STORES Magazine -August 2017 - cover4
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