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Paparazzi business cards that are glossy12/19/2023 While breaking into brick-and-mortar is a challenging step for a nascent brand - one that Carter admits would not be possible at this stage without Leap handling leasing and operations - there can be substantial payoff.Īccording to research from the market intelligence company Mintel, the majority of athleisure consumers are omnichannel shoppers who buy both in-store and online. “We’re going to try to incorporate a speakeasy and have it really be New York vibes,” she said. This time, it will be inspired by the “go, go, go” pace of the city, Carter said. In early summer, the brand plans to open its second yearlong location, on Bleeker Street in New York City. The store - a one-year pop-up, operated in partnership with retail platform Leap - is one element of Set’s next push as a brand, a strategy that includes physical stores, a permanent collection and designs driven by community feedback. “You have to work your way to the back of the store to see the product itself.” “It starts with education in the front,” said Carter. Finally, shoppers will reach the merchandise, fitting rooms and a “touch and feel” wall featuring swatches of Set’s three signature fabrics: SportBody, LuxForm and SculptFlex. There’s also a rack displaying new-arrival products and a Polaroid wall featuring models, influencers and “Set sisters,” as the brand calls its diehard fans. At the front of the store is a marble seating area surrounded by a wall of screens playing footage of Set campaign shoots, recalling the communal lounge space where a class may gather to watch videos before being set loose to explore. To achieve the “minimalistic, community-driven” environment she envisioned, she took inspiration from childhood field trips to museums. “Human connection was taken for granted before the pandemic, so I really wanted a space where you could connect.” The store’s social atmosphere is no accident, said Carter. Fans lined up on opening day - Novemin a parade of Set leggings, sports bras and sweatsuits, all angling for a chance to get their hands on the brand’s limited-edition styles and meet the team, who regularly star in the brand’s Instagram and Tiktok videos.
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