Menswear pureplay The Idle Man is adding an extra layer of service and theatre to its online offer with a bricks-and-mortar store.
While much of the industry is racing to get online – if it isn’t already – some pureplay retailers are stepping out of the online world and into traditional bricks-and-mortar stores: see young fashion brand Missguided and its recent store openings, for example.
However, online menswear retailer The Idle Man, which launched in 2013, is taking it one step further by blending the best of both online and offline retail worlds to offer its shoppers something extra: an improved level of service and an elevated shopping experience that allows them to step into the physical world of The Idle Man.
Idle man guide store crop
Much like American menswear pureplay retailer Bonobos, Idle Man has opened a physical shop, called the Guide Store, where customers can try items before they buy and browse the retailer’s wider collection. Shoppers can request items before they visit, try them on and buy there and then, taking their purchase home with them, or order online via in-store computers and have purchases delivered to their homes.
Located in London’s Clerkenwell, the small space also helps to promote the retailer’s new Idle Man own brand and its lifestyle product offer. Customers can drop in or book appointments, while Idle Man stylists are on hand to provide an added layer of service in person.
Idle man guide store (3)
“Shopping online is great, but some people just find it hard to conceptualise what the garments will look like and how to build an outfit, and a physical store solves all these issues. We also have the added benefit of a personal stylist in store, so customers can pop in and ask questions,” says chief marketing officer and co-founder Alex Outlaw.
“The store has been brilliant for us. Not only have we attracted new customers and increased revenue, it has also enabled us to really showcase our own brand. We would love to open another store, we just need the right location.”