- Sara Ehlers |
Modern workwear label MM.LaFleur is rolling out a new strategy for its flagships. The brand is attempting to move forward with a fresh concept for its retail stores.
The company is starting this new concept at its flagship in Manhattan boasting 3,000 square fee. The company will have regular events but no clothes on display, according to WWD. Instead, the clothes will be brought out only through styling appointments that are made through their online website, which can be made throughout the work day. As the label is meant for professional wear for women, it seems that the new interactive appointment-only service may be catered to helping business women shop more efficiently. “We’re surrounded by offices filled with lawyers and real estate brokers and bankers, but this is where our customers are," chief executive officer and founder Sarah LaFleur told the publication. "A lot of them come in during a lunch hour, so we wanted to be as close to them as possible.”
The New York-based company has grown its luxury business as a direct-to-consumer stylist experience. Founded in 2011, the privately held company seems to be moving forward with its retail choices. By allowing these appointments for its store, MM.LaFleur is taking into consideration the needs of its local customers. Through this power move, it'll be interesting to see if the brand improves its retail experiences with consumers.