Clienteling Takes Fashion Retailers Directly to Shoppers

Retailers are finding ways to romance shoppers amid the pandemic.  

In the Hamptons and around New York City, a Jimmy Choo van makes house calls, showing up with the latest collection for an in-home preview party. Kate Spade and Coach offer Zoom dates with sales associates for consumers to view the latest assortment. Lingerie brands such as Cuup let shoppers chat with a personal fit expert and get measured for a bra by way of a video fit session. Anthropologie’s Bhldn has virtual style appointments for brides-to-be to view gown options at home. Alibaba offers live streaming, so shoppers can see products in showrooms on models and talk with an associate by video before they buy.  

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These are just a few of the examples of the ways retailers are using clienteling to stay connected to consumers while the traditional methods of retailing (brick-and-mortar stores) remain uncertain. 

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