design:retail - November/December 2015 - (Page 24)

clicks & mortar 024 Selling Soles I F YOU'RE KEEPING score, here's another online retailer making tracks to offline selling. Sole Society, which was established in 2011 as a budget-minded fashionista's go-to for $100-and-under priced shoes, opened a 2,250-sq.-ft. store at Santa Monica Place in September. Now, shoppers can touch and feel- not to mention step into-the brand's full range of footwear, handbags and accessories in a carefully considered environment. (Veteran designers Douglas Geller and Paul Witt handled environmental design.) The Santa Monica, Calif., store offers another perk: a first look at new items before they appear on Sole Society's website. Calling the new store a "natural extension" for the Culver City, Calif.-based brand, Andy Solomon, CEO of Sole Society, notes: "We are now able to present our L.A.-based customers the opportunity to interact with us and our product in an innovative, new retail environment." An in-store digital kiosk gives customers access NOVEMBER/DECEMBER 2015 DESIGNRETAILONLINE.COM to the company's full in-store and online inventory for an in-store/online experience. Here, they can shop for sold-out styles or sizes, and locals can have their purchases delivered within 24 to 48 hours to addresses in SoCal. Out-of-town visitors have the option to mail their purchases home when traveling. Online returns also can be handled in-store. And that's just the point for channel-changing customers: drive traffic to one another. Today's online browsing customer is tomorrow's in-store shopper. It also works when the shoe is on the other foot, so to speak: the in-store customer who didn't purchase goes home and maybe changes her mind, then buys online. Mirroring the modern aesthetic of its e-commerce site, the store's sleek and white-on-white interior includes comfy upholstered couches, plus open shelving and display platforms- a combination of solid white, offwhite cubes and mirrored tables. The ceiling is dramatically blacked out, but the lighting is bright and inviting. Framed photography includes extreme close-ups of bags and shoes, plus lifestyle shots. The store's natural materials palette ranges from stone and wood to matte metallics accented by white, warm grays and neutrals. It all makes for a simplicity of design that steps up Sole Society's ground game. - Janet Groeber Photos by STEPHEN BUSKEN http://www.DESIGNRETAILONLINE.COM

Table of Contents for the Digital Edition of design:retail - November/December 2015

design:retail - November/December 2015
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
How’d They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
New York Retail
Buyers’ Guide
Company Listing
Product Category Index
Product Category Listing

design:retail - November/December 2015