Fashion Brand’s First NYC Location Marshals Data To Enhance The In-Store Experience
After years of hosting pop-ups, women's clothing retailer Cuyana erected a brick-and-mortar flagship space, using all its consumer data to build the perfect store that can compete with e-commerce
Women’s design house Cuyana opened its first NYC store after four years of hosting pop-up locations throughout the city. Cuyana has embodied a unique philosophy in creating the shopper experience, using the information it collected from its ephemeral stores to inform a brick-and-mortar space that pays close attention to detail and offers customers a curated shopping trip.
When it came time to open its first store in New York, the direct-to-consumer brand took into account all the data it had collected about its consumers and is now implementing it to eliminate “awkward moments” in retail, enhancing the consumer shopping experience through store design elements like furniture with drawers detailing products and textures, a dedicated area for shoppers to set their purses down and even letting customers use weighted blocks when browsing through handbags to replicate what real objects would feel like inside.
Every aspect of the brick and mortar space was planned and created with Cuyana shoppers in mind. “Every person that walks into the store has a different reason to be there,” said Karla Gallardo. “We’ve designed journeys for most of the types [of customers] that we know walk through our store.” Guyana’s new flagship store in NYC serves as an example of retail store design that caters directly to customers thanks to data, and shows how brick-and-mortar stores are maneuvering to provide key experiences and capabilities that compete with increasingly successful e-commerce services.