Bonobos

I’ve been fascinated recently by the game of semantics being played between “showrooms” and “flagships” – and wondering whether the evolution of the second into the first is actually the future of commerce. Or put another way, the place e-commerce and bricks and mortar commerce merge.

 

Just as e-tailers have come to realise that a virtual store in not enough, and are increasingly adding bricks and mortar storefronts (or, as folks like Warby Parker and Bonobos tend to call them, “showrooms”) to their offering, so, too, are e-sites. Last year Style.com launched style.com the magazine, a twice-yearly collection-focused oversize print book, and now Mark Sebba, CEO of net-a-porter, has announced they are planning a print magazine.So what is this? Nostalgia for ye olden days? I thought the brilliance of digital was that we were free of so many of the nagging costs and limits associated with the physical world and its products. I thought magazines were seen as dying media. What do they have that e-zines don’t? 

Attention luxury shoppers: finally some news that would indicate the industry is not in quite as dire straits as trend-watchers keep predicting thanks to its foot-dragging, Luddite-like approach to on-line shopping. Read on! 

By now it’s a truism of the Facebook age that social media allows relatively small brands or individuals to attain audiences far larger than they would traditionally have reached; the barriers to entry are so low, and the potential users so high. So it’s a bit of a shocker to see the latest study from L2, the digital think tank, which looked at small-to-mid-size European luxury fashion brands and their “digital IQ” (ie, how well they use the digital space for etail/communication/marketing) and discover they pretty much…suck.