STORES Convention Daily - 2018 Big Show Day 1 - 26
Continued from page 24
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
Third visit to the store in a month
Shoplifted twice in six months
First time shopper
Shopped in our other
location last month
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to each person that enters your store. It then recognizes that person at every visit.
* Measure frequency and duration of visits
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Visit us at the NRF Big Show Booth #2135
An Unmatched Depth of Perspective
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."
There have been times that jeans,
shoes and other categories have been up
for consideration at Indochino. 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 "clicks-to-bricks." The goal from day
one was to sell custom apparel through a
unique multichannel approach focused on
"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. 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
Indochino has expanded to include
showrooms where the emphasis is on finding the perfect fit.
"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,"
"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."
See "Thriving" on page 29
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