design:retail - November/December 2015 - (Page 24)
clicks & mortar
024
Selling
Soles
I
F YOU'RE KEEPING score,
here's another online retailer making tracks to offline
selling. Sole Society, which
was established in 2011 as
a budget-minded fashionista's go-to for $100-and-under priced
shoes, opened a 2,250-sq.-ft. store at
Santa Monica Place in September.
Now, shoppers can touch and feel-
not to mention step into-the brand's
full range of footwear, handbags and
accessories in a carefully considered
environment. (Veteran designers
Douglas Geller and Paul Witt handled
environmental design.) The Santa
Monica, Calif., store offers another
perk: a first look at new items before
they appear on Sole Society's website. Calling the
new store a "natural extension" for the Culver City,
Calif.-based brand, Andy Solomon, CEO of Sole
Society, notes: "We are now able to present our
L.A.-based customers the opportunity to interact
with us and our product in an innovative, new retail environment."
An in-store digital kiosk gives customers access
NOVEMBER/DECEMBER 2015
DESIGNRETAILONLINE.COM
to the company's full in-store and online inventory for an in-store/online experience. Here,
they can shop for sold-out styles or sizes, and
locals can have their purchases delivered within
24 to 48 hours to addresses in SoCal. Out-of-town
visitors have the option to mail their purchases
home when traveling. Online returns also can
be handled in-store. And that's just the point for
channel-changing customers: drive
traffic to one another. Today's online
browsing customer is tomorrow's
in-store shopper. It also works when
the shoe is on the other foot, so to
speak: the in-store customer who
didn't purchase goes home and
maybe changes her mind, then
buys online.
Mirroring the modern aesthetic of
its e-commerce site, the store's sleek
and white-on-white interior includes
comfy upholstered couches, plus
open shelving and display platforms-
a combination of solid white, offwhite cubes and mirrored tables. The
ceiling is dramatically blacked out,
but the lighting is bright and inviting.
Framed photography includes extreme close-ups
of bags and shoes, plus lifestyle shots. The store's
natural materials palette ranges from stone and
wood to matte metallics accented by white, warm
grays and neutrals.
It all makes for a simplicity of design that steps
up Sole Society's ground game.
- Janet Groeber
Photos by STEPHEN BUSKEN
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - November/December 2015
design:retail - November/December 2015
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
How’d They Do That?
Have You Heard?
Perspectives
Mingle
Shopper Insights
Shopping with Paco
New York Retail
Buyers’ Guide
Company Listing
Product Category Index
Product Category Listing
Backstory
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