"Shopping Apartment": New O2O Thinking of Small and Beautiful Fashion E-commerce-Fashion-Sydney

Release your eyes, put on headphones, and listen~!

Source: Luxe.Co  candyedit

      The well-known fashion blogger Garance Dore published a very interesting blog on November 11. I believe it will inspire many "small and beautiful" vertical fashion e-commerce companies to cleverly use O23O to build their own unique competitive advantages.

      Regarding fashion e-commerce O2O, there have been many attempts, from Bonobos’s reservation guide shop to Warby Parker’s ground concept store, from Kate Spade’s “shopping window” in cooperation with eBay, to the Shoe of Prey’s customized guerrilla shop.

      而 Garance Dore 文中这家由时尚女性Vanessa Traina 和 Morgan Wendelborn 创办的 TheLine.com 品牌集成网站,规模不大,货品的选择渗透了经营者强烈的个人偏好,是典型的“小而美”,然而她们却为垂直类电商创造了一个全新的O2O概念:“可购物公寓” (shoppable appartment)。


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     她们在纽约中城一栋历史悠久的老楼里有一间特别的公寓,网上预约,任何人都可上门拜访。在这里,你可以仔细观察主人的生活方式,大到摆设的艺术品,小到一支牙膏,还有客厅的家具,衣柜里的衣服等等,无一不反映主人的品味。而这里每一样东西都是对外出售的。

 

      这里展示的商品,既来自相对小众的奢侈品牌(如前Coach 设计总监Reed Krakoff 和爱马仕设计总监 Christophe Leme的个人品牌) ,大众流行品牌如 Vince, 更有与网站建立密切合作Of设计师品牌。

 

      与其他买手店的不同在于,这里的商品组合是公寓主人的生活状态呈现的,具备很强的亲和力,很容易让登门造访的顾客产生共鸣,好像到了自己朋友的家里随便翻翻看看,因为认同主人的品味和生活方式而自然而然地做出decision.

 

      They also plan to host dinners, lectures, workshops and other activities here.


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