"Several of New York’s popular tech retail brands want consumers to spend their money in actual stores this Saturday. Menswear brand Bonobos, beauty company Birchbox and Rent the Runway, a dress rental firm, have partnered with American Express’ U.S. Small Merchant Group for the first "Online’s Day Off" shopping event. The initiative, which is designed to bring attention to digital brands, plays off American Express' "Small Business Saturday," a similar program that takes place after Thanksgiving."
This is great news for those of you who have noted visited Birch Box's Soho physical store (yes they have a physical location).
Katia Beauchamp, noted that...
"in addition to streaming videos and selling products, her new store also offers weekly evening classes, "à la the Apple store" for beauty trends, like how to do a fishtail braid. Such initiatives help to further attract customers and build the brand. She noted that "it’s too early to tell [if opening a store] has redefined our strategy," but said that the store does provide a lot of data about consumers."
An interesting day indeed.
.jpg)
