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12/06/2022
RL Pro Exclusive

RL Pro Exclusive Q&A: The Store as a Billboard — And Other Strategies for Brick-and-Mortar

Elizabeth Christenson
Editor, Retail Leader Pro
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RL PRO BIG PICTURE TAKEAWAYS:

  • DTC brands moving into physical retail still must provide an omnichannel shopping experience to meet consumers however they want to shop.
  • Physical stores bolster retail categories where consumers prefer to try-on merchandise prior to purchase.

With the experience of operating a pop-up location prior to the COVID-19 pandemic, women’s lingerie retailer ThirdLove opened 10 stores in 2022. The push to open stores came from the retailer’s not-so-surprising research results that found consumers like to have an in-store try-on experience before purchasing a bra. Retail Leader Pro tapped ThirdLove’s Veronique Powell, vice president of strategy and operations, to chat about how the brand already has seen a return on its investment in physical stores and also how they’re expanding with acquisitions.

Retail Leader Pro (RL Pro): How does ThirdLove view the role of the physical store? Why is now a good time for your brand to roll out more brick-and-mortar locations?

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