STORES Magazine - April 2018 - 17

What describes the core ELOQUII customer?

How is fit a differentiator for ELOQUII?

Our customer is the best! I would dare anyone
to find a better group of customers than ours.
Given that we are talking to an underserved
market, we have a relatively broad group of
customer ages, [market concentration], style
preferences, interests - it really ranges. She spans
multiple demographic segments.
The two common traits we can point to are,
first, our customer is a professional. I've spoken to
hundreds of our customers at this point and every
single one has had a full-time job. Second, she's
relatively urban - she lives in or near a big city.
This makes sense, given the broader urbanization
trends we as a society have witnessed over the past
several years.

We start with measurements and sizing for the
range we offer - we're working with the size 14
to 24 customer in mind from the start. Often you
see a brand just sizing up, but [that] doesn't address
the fit. We fit every single style at least twice and
recognize that fit is dynamic. While we want our
customers to have the consistency of "ELOQUII
fit," we also want to respond to her changing needs
and wishes.

Does your business model set you apart from
other brands?

I don't know that our business model sets us
apart, but we are continually reviewing our
supply chain to make it as quick as possible and
allocate as much of our inventory in season as
possible. With the collapse of the trend cycle,
the new trend is no trend and we try to work to
continue delivering innovative and fashion-forward
merchandise to our customer.
That leads right to ELOQUII's fashion point of
view. What's the story?

We want to be the first place our customer
thinks of for fashion. We want to own her fashion
consideration mindset. We have a deepening and
strong selection of best-in-class key items and
basics, but at our core, we are fashion-first. We
take fashion risks when no one else will. We love to
do what looks the hardest and the riskiest.
We want to be first to market with the fashion
must-haves of the moment. [Our customer] can
count on us for that. We absolutely have a growing
and strong selection of "best" basics and we
really try to walk the walk when it comes to being
fashion-first for [our] customer.
What can you share about the range of
product and the frequency of new styles?

We offer every department in apparel and have
launched swim, shoes and lingerie over the past
three years. We will pursue intimates and active
wear in the future - all executed through our
specific design and trend point of view. We launch
two new collections each month - averaging
about 60 to 75 new styles per collection. Each
collection has its own distinct creative story and
inspiration, as well as editorial look book.
STORES.ORG

Are there plans to offer more sizes?

We often get customer requests to address
different body shapes and proportions, which we
do. We launched a test of sizes 26 and 28 in the
fall of 2015. By this fall, every single new style we
launch will be available in sizes 26 and 28, and
we'll also begin testing into sizes 30 and 32.
You opened three retail locations last year
after a pop-up test near Washington, D.C.
Why was it important to add physical stores
to your business model?

It all goes back to the customer. About a year
into our relaunch, we had customers repeatedly
asking us to open a store near where they lived.
We thought, "She wants to try things on." And,
yes, in part, it's that.
But one customer summed up a potentially
bigger reason why customers wanted stores from
us. In her words: "ELOQUII, you've given me
fashion online for the first time and now I want to
see fashion in a store from you." This customer's
in-store experience has been lackluster - there
is no "fashion" destination for her. So we asked
ourselves if we could we provide that. And that
was the challenge we gave ourselves.
How did you select the Washington, D.C.,
Illinois and Ohio locations?

We chose the Pentagon City and Chicago
locations based on ecommerce market
performance. The Columbus store is in our
backyard. We also wanted to test how a store in
a smaller market performed - both from a fourwall and ecommerce market lift perspective.
Any plans for additional stores?

Yes, we are looking at new markets as well as
retail concepts. While we can't disclose details, we
are definitely in exploration mode.
Janet Groeber has covered all aspects of the retail industry
for more than 20 years. Her reporting has appeared in
AdWeek and DDI Magazine, among others.
STORES April 2018 17


http://www.STORES.ORG

Table of Contents for the Digital Edition of STORES Magazine - April 2018

Editor’s Page
President’s Page
Retail Politics
NRF News
TRENDS
C2W
Retail People
A Taste for Success
Want It, Need It, Gotta Have It
SUPPLY CHAIN
TECHNOLOGY
FINANCE
Q&A
MERCHANDISING
BUSINESS OPERATIONS Lowe’s expands training program to help communities in need.
BUSINESS OPERATIONS Bloomin’ Brands uses data to save money and improve the customer experience.
BUSINESS OPERATIONS Grove Collaborative reduces delivery times and improves customer satisfaction.
STARTUP SPOTLIGHT IceCream Labs uses machine learning and visual intelligence to drive ecommerce.
THEFT
SECURITY
POV
Communities
End Cap
STORES Magazine - April 2018 - Intro
STORES Magazine - April 2018 - cover1
STORES Magazine - April 2018 - cover2
STORES Magazine - April 2018 - 3
STORES Magazine - April 2018 - 4
STORES Magazine - April 2018 - 5
STORES Magazine - April 2018 - Editor’s Page
STORES Magazine - April 2018 - President’s Page
STORES Magazine - April 2018 - Retail Politics
STORES Magazine - April 2018 - NRF News
STORES Magazine - April 2018 - TRENDS
STORES Magazine - April 2018 - 11
STORES Magazine - April 2018 - 12
STORES Magazine - April 2018 - 13
STORES Magazine - April 2018 - 14
STORES Magazine - April 2018 - C2W
STORES Magazine - April 2018 - Retail People
STORES Magazine - April 2018 - 17
STORES Magazine - April 2018 - A Taste for Success
STORES Magazine - April 2018 - 19
STORES Magazine - April 2018 - 20
STORES Magazine - April 2018 - 21
STORES Magazine - April 2018 - Want It, Need It, Gotta Have It
STORES Magazine - April 2018 - 23
STORES Magazine - April 2018 - 24
STORES Magazine - April 2018 - 25
STORES Magazine - April 2018 - SUPPLY CHAIN
STORES Magazine - April 2018 - 27
STORES Magazine - April 2018 - 28
STORES Magazine - April 2018 - TECHNOLOGY
STORES Magazine - April 2018 - 30
STORES Magazine - April 2018 - FINANCE
STORES Magazine - April 2018 - 32
STORES Magazine - April 2018 - Q&A
STORES Magazine - April 2018 - MERCHANDISING
STORES Magazine - April 2018 - 35
STORES Magazine - April 2018 - BUSINESS OPERATIONS Lowe’s expands training program to help communities in need.
STORES Magazine - April 2018 - 37
STORES Magazine - April 2018 - BUSINESS OPERATIONS Bloomin’ Brands uses data to save money and improve the customer experience.
STORES Magazine - April 2018 - 39
STORES Magazine - April 2018 - BUSINESS OPERATIONS Grove Collaborative reduces delivery times and improves customer satisfaction.
STORES Magazine - April 2018 - 41
STORES Magazine - April 2018 - STARTUP SPOTLIGHT IceCream Labs uses machine learning and visual intelligence to drive ecommerce.
STORES Magazine - April 2018 - THEFT
STORES Magazine - April 2018 - 44
STORES Magazine - April 2018 - 45
STORES Magazine - April 2018 - SECURITY
STORES Magazine - April 2018 - 47
STORES Magazine - April 2018 - POV
STORES Magazine - April 2018 - Communities
STORES Magazine - April 2018 - End Cap
STORES Magazine - April 2018 - cover3
STORES Magazine - April 2018 - cover4
https://www.nxtbook.com/naylor/NRFK/NRFK0318
https://www.nxtbook.com/naylor/NRFK/NRFK0218
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180116
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180115
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20180114
https://www.nxtbook.com/nxtbooks/nrf/STORES2018_preview
https://www.nxtbook.com/naylor/NRFK/NRFK0118
https://www.nxtbook.com/naylor/NRFK/NRFK0917
https://www.nxtbook.com/naylor/NRFK/NRFK0817
https://www.nxtbook.com/naylor/NRFA/NRFA0017
https://www.nxtbook.com/naylor/NRFA/NRFA0317
https://www.nxtbook.com/naylor/NRFK/NRFK0717
https://www.nxtbook.com/naylor/NRFK/NRFK0617
https://www.nxtbook.com/naylor/NRFK/NRFK0517
https://www.nxtbook.com/naylor/NRFK/NRFK0417
https://www.nxtbook.com/naylor/NRFK/NRFK0317
https://www.nxtbook.com/naylor/NRFK/NRFK0217
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170117
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170116
https://www.nxtbook.com/nxtbooks/nrf/STORES_bigshowdaily20170115
https://www.nxtbook.com/naylor/NRFK/NRFE0017
https://www.nxtbook.com/naylor/NRFK/STORES2017_Preview
https://www.nxtbook.com/nxtbooks/nrf/STORES0117
https://www.nxtbook.com/nxtbooks/nrf/STORES1216
https://www.nxtbook.com/nxtbooks/nrf/STORES1116
https://www.nxtbook.com/nxtbooks/nrf/STORES1116v2
https://www.nxtbook.com/nxtbooks/nrf/STORES1016_esri
https://www.nxtbook.com/nxtbooks/nrf/STORES1016_radial
https://www.nxtbook.com/nxtbooks/nrf/STORES1016
https://www.nxtbook.com/nxtbooks/nrf/STORES0916_customcontent
https://www.nxtbook.com/nxtbooks/nrf/STORES0916
https://www.nxtbook.com/nxtbooks/nrf/STORES0816
https://www.nxtbook.com/nxtbooks/nrf/STORES0716_jestacustomcontent
https://www.nxtbook.com/nxtbooks/nrf/STORES0716
https://www.nxtbook.com/nxtbooks/nrf/STORES0616
https://www.nxtbook.com/nxtbooks/nrf/STORES_sourcebook2016
https://www.nxtbook.com/nxtbooks/nrf/STORES0516
https://www.nxtbook.com/naylor/NRFK/NRFE0416
https://www.nxtbook.com/nxtbooks/nrf/STORES0416
https://www.nxtbook.com/nxtbooks/nrf/STORES0316_visualsearch
https://www.nxtbook.com/nxtbooks/nrf/STORES0316
https://www.nxtbook.com/nxtbooks/nrf/STORES0216
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160119
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160118
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_20160117
https://www.nxtbook.com/naylor/NRFK/NRFE0016
https://www.nxtbook.com/nxtbooks/nrf/STORES2016_Preview
https://www.nxtbook.com/nxtbooks/nrf/STORES0116
https://www.nxtbook.com/naylor/NRFK/NRFC1215
https://www.nxtbook.com/nxtbooks/nrf/STORES1215
https://www.nxtbook.com/nxtbooks/nrf/STORES1115_buyersguide
https://www.nxtbook.com/nxtbooks/nrf/STORES1115
https://www.nxtbook.com/naylor/NRFK/NRFE1015
https://www.nxtbook.com/naylor/NRFK/NRFC1015
https://www.nxtbook.com/naylor/NRFK/NRFE0915
https://www.nxtbook.com/naylor/NRFK/NRFM0016
https://www.nxtbook.com/naylor/NRFK/NRFE0815
https://www.nxtbook.com/naylor/NRFK/NRFE0715
https://www.nxtbook.com/naylor/NRFK/NRFE0615
https://www.nxtbook.com/naylor/NRFK/NRFD0015
https://www.nxtbook.com/naylor/NRFK/NRFS0015
https://www.nxtbook.com/naylor/NRFK/NRFE0515
https://www.nxtbook.com/naylor/NRFK/NRFC0315
https://www.nxtbook.com/nxtbooks/nrfe/STORES0415
https://www.nxtbook.com/nxtbooks/nrfe/STORES0315
https://www.nxtbook.com/nxtbooks/nrfe/STORES0215
https://www.nxtbook.com/naylor/NRFK/NRFG0115
https://www.nxtbook.com/nxtbooks/nrfe/STORES0115
https://www.nxtbook.com/nxtbooks/nrfe/STORES1214
https://www.nxtbook.com/naylor/NRFK/NRFG1114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1014
https://www.nxtbook.com/naylor/NRFK/NRFM0015
https://www.nxtbook.com/nxtbooks/nrfe/STORES0914
https://www.nxtbook.com/nxtbooks/nrfe/STORES0814
https://www.nxtbook.com/nxtbooks/nrfe/STORES0714
https://www.nxtbook.com/nxtbooks/nrfe/STORES0614
https://www.nxtbook.com/nxtbooks/nrfe/STORES0514
https://www.nxtbook.com/nxtbooks/nrfe/STORES_sourcebook2014
https://www.nxtbook.com/nxtbooks/nrfe/STORES0414
https://www.nxtbook.com/nxtbooks/nrfe/STORES0314
https://www.nxtbook.com/nxtbooks/nrfe/STORES0214
https://www.nxtbook.com/naylor/NRFK/NRFG0114
https://www.nxtbook.com/nxtbooks/nrfe/STORES0114
https://www.nxtbook.com/nxtbooks/nrfe/STORES1213
https://www.nxtbook.com/nxtbooks/nrfe/STORES1113_buyersguide
https://www.nxtbook.com/nxtbooks/nrfe/STORES1113
https://www.nxtbook.com/nxtbooks/nrfe/STORES1013
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2014
https://www.nxtbook.com/nxtbooks/nrfe/STORES0913
https://www.nxtbook.com/nxtbooks/nrfe/STORES0813
https://www.nxtbook.com/nxtbooks/nrfe/STORES0713
https://www.nxtbook.com/nxtbooks/nrfe/STORES0613
https://www.nxtbook.com/nxtbooks/nrfe/STORES0513
https://www.nxtbook.com/nxtbooks/nrfe/STORES0413
https://www.nxtbook.com/nxtbooks/nrfe/STORES0313
https://www.nxtbook.com/nxtbooks/nrfe/STORES0213
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130115
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130113
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_20130114
https://www.nxtbook.com/nxtbooks/nrfe/STORES2013_preview
https://www.nxtbook.com/nxtbooks/nrfe/STORES0113
https://www.nxtbook.com/nxtbooks/nrfe/STORES1212
https://www.nxtbook.com/nxtbooks/nrfe/STORES1112
https://www.nxtbook.com/nxtbooks/nrfe/STORES1012
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2013
https://www.nxtbook.com/nxtbooks/nrfe/STORES0912
https://www.nxtbook.com/nxtbooks/nrfe/STORES0812
https://www.nxtbook.com/nxtbooks/nrfe/STORES0712
https://www.nxtbook.com/nxtbooks/nrfe/STORES0612
https://www.nxtbook.com/nxtbooks/nrfe/STORES0512
https://www.nxtbook.com/nxtbooks/nrfe/STORES0412
https://www.nxtbook.com/nxtbooks/nrfe/STORES0312
https://www.nxtbook.com/nxtbooks/nrfe/STORES0212
https://www.nxtbook.com/nxtbooks/nrfe/STORES2012_preview
https://www.nxtbook.com/nxtbooks/nrfe/STORES0112
https://www.nxtbook.com/nxtbooks/nrfe/STORES1211
https://www.nxtbook.com/nxtbooks/nrfe/STORES1111
https://www.nxtbook.com/nxtbooks/nrfe/STORES1011
https://www.nxtbook.com/nxtbooks/nrfe/STORES_mediakit2012
https://www.nxtbook.com/nxtbooks/nrfe/STORES0911
https://www.nxtbook.com/nxtbooks/nrfe/STORES0811
https://www.nxtbook.com/nxtbooks/nrfe/STORES0711
https://www.nxtbook.com/nxtbooks/nrfe/STORES0611
https://www.nxtbook.com/nxtbooks/nrfe/STORES0511
https://www.nxtbook.com/nxtbooks/nrfe/STORES0411
https://www.nxtbook.com/nxtbooks/nrfe/STORES0311_v2
https://www.nxtbook.com/nxtbooks/nrfe/STORES0311
https://www.nxtbook.com/nxtbooks/nrfe/STORES0211
https://www.nxtbook.com/nxtbooks/nrfe/STORES0111
https://www.nxtbook.com/nxtbooks/nrfe/stores1210
https://www.nxtbook.com/nxtbooks/nrfe/stores_mediakit2011
https://www.nxtbook.com/nxtbooks/nrfe/stores1110
https://www.nxtbook.com/nxtbooks/nrfe/stores1010
https://www.nxtbook.com/nxtbooks/nrfe/stores0910
https://www.nxtbook.com/nxtbooks/nrfe/stores0810
https://www.nxtbook.com/nxtbooks/nrfe/stores0710
https://www.nxtbook.com/nxtbooks/nrfe/stores0610
https://www.nxtbook.com/nxtbooks/nrfe/stores0510
https://www.nxtbook.com/nxtbooks/nrfe/stores0410
https://www.nxtbook.com/nxtbooks/nrfe/stores0310
https://www.nxtbook.com/nxtbooks/nrfe/stores0210
https://www.nxtbook.com/nxtbooks/nrfe/store_bigshow2010_post
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100112
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100111
https://www.nxtbook.com/nxtbooks/nrfe/stores_bigshow_20100110
https://www.nxtbook.com/nxtbooks/nrfe/stores0110
https://www.nxtbook.com/nxtbooks/nrfe/store_bigshowpreview2010
https://www.nxtbook.com/nxtbooks/nrfe/stores1209
https://www.nxtbook.com/nxtbooks/nrfe/stores1109
https://www.nxtbook.com/nxtbooks/nrfe/stores1009
https://www.nxtbook.com/nxtbooks/nrfe/stores0909
https://www.nxtbook.com/nxtbooks/nrfe/stores0809
https://www.nxtbook.com/nxtbooks/nrfe/stores0709
https://www.nxtbook.com/nxtbooks/nrfe/stores0609
https://www.nxtbook.com/nxtbooks/nrfe/stores0509
https://www.nxtbook.com/nxtbooks/nrfe/stores0409
https://www.nxtbook.com/nxtbooks/nrfe/stores0309
https://www.nxtbook.com/nxtbooks/nrfe/stores0209
https://www.nxtbook.com/nxtbooks/nrfe/stores0109
https://www.nxtbook.com/nxtbooks/nrfe/stores1208
https://www.nxtbook.com/nxtbooks/nrfe/stores1108
https://www.nxtbook.com/nxtbooks/nrfe/stores1008
https://www.nxtbook.com/nxtbooks/nrfe/stores0908
https://www.nxtbook.com/nxtbooks/nrfe/stores0808
https://www.nxtbook.com/nxtbooks/nrfe/stores0708
https://www.nxtbook.com/nxtbooks/nrfe/stores0608
https://www.nxtbook.com/nxtbooks/nrfe/stores0508
https://www.nxtbook.com/nxtbooks/nrfe/stores0408
https://www.nxtbook.com/nxtbooks/nrfe/stores0308
https://www.nxtbook.com/nxtbooks/nrfe/stores0208
https://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail08
https://www.nxtbook.com/nxtbooks/nrfe/stores0108
https://www.nxtbook.com/nxtbooks/nrfe/stores1207
https://www.nxtbook.com/nxtbooks/nrfe/stores1107
https://www.nxtbook.com/nxtbooks/nrfe/stores1007
https://www.nxtbook.com/nxtbooks/nrfe/stores0907
https://www.nxtbook.com/nxtbooks/nrfe/stores0807
https://www.nxtbook.com/nxtbooks/nrfe/stores0707
https://www.nxtbook.com/nxtbooks/nrfe/stores0607
https://www.nxtbook.com/nxtbooks/nrfe/stores0507
https://www.nxtbook.com/nxtbooks/nrfe/stores0407
https://www.nxtbook.com/nxtbooks/nrfe/stores0307
https://www.nxtbook.com/nxtbooks/nrfe/stores0207
https://www.nxtbook.com/nxtbooks/nrfe/stores-globalretail07
https://www.nxtbook.com/nxtbooks/nrfe/stores0107
https://www.nxtbook.com/nxtbooks/nrfe/stores1206
https://www.nxtbook.com/nxtbooks/nrfe/stores1106
https://www.nxtbook.com/nxtbooks/nrfe/stores1006
https://www.nxtbook.com/nxtbooks/nrfe/stores0906
https://www.nxtbook.com/nxtbooks/nrfe/stores0806
https://www.nxtbook.com/nxtbooks/nrfe/stores0706
https://www.nxtbook.com/nxtbooks/nrfe/stores0606
https://www.nxtbook.com/nxtbooks/nrfe/stores0506
https://www.nxtbook.com/nxtbooks/nrfe/stores0406
https://www.nxtbook.com/nxtbooks/nrfe/stores0306
https://www.nxtbook.com/nxtbooks/nrfe/stores0206
https://www.nxtbook.com/nxtbooks/nrfe/stores0106-globalretail
https://www.nxtbook.com/nxtbooks/nrfe/stores0106
https://www.nxtbook.com/nxtbooks/nrfe/stores1205
https://www.nxtbook.com/nxtbooks/nrfe/stores1105
https://www.nxtbookmedia.com