Warby Parker

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? 

The other day I was moderating a panel at a conference called Fashion Digital New York, which was pretty much about what you would expect, though what I learned was not at all what I expected – especially when it came to what the new etail folks thought about old media. You’ll never guess what they said!