Can Showroom Brands Save Brick-And-Mortar Shopping?
If you want to buy some clothes at the posh MM.LaFleur in New York, you’ll be in for a few surprises. It starts with the location—611 Broadway is a trendy SoHo address, but there’s no visible clothing store there. Instead, a cavernous Crate and Barrel dominates at street level. To get to the store, you’ll have to take the elevator to Suite 401. Once you’re up there, another surprise awaits. There is, in fact, a clothing store, but one with no visible clothing. The reception area’s white walls, bare plank floors, and potted palm could well belong to a design firm or a pricey plastic surgeon’s office. And instead of a sales associate greeting you with retail’s usual plastic smile, the associates here already know your name, and they’ll hand you a flute of champagne and whisk away your cell phone for charging. So, is MM.LaFleur a clothing store at all? Well, sure. But “store” doesn’t wholly convey what’s going on here. MM.LaFleur, which has grown to five locations nationally, is a showroom brand. People who visit consult one on one with stylists who bring out sample garments for them to try on. Once the selections are made, the shopper goes home empty-handed. Instead, a few days later, her selections arrive by mail. Read more at Adweek.
