DEATH OF PUREPLAY RETAIL

INTELLIGENCE REPORT DEATH OF PUREPLAY RETAIL FLASH OF GENIUS

Unique Selling Environment Trunk Club

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Founded in 2009, Trunk Club began as a styling service for men, with personal shoppers curating “trunks” of clothes sent to customers who kept what they liked and sent back what they didn’t. When the evolved retailer opened its first store in Chicago five years after its founding, the brand billed the unique space as a “clubhouse” for its members, complete with a 5,000 square-foot roof deck and a 40-foot bar stocked with complimentary drinks. Today, all five of the brand’s clubhouses feature courier delivery, on-site tailoring, and a full service bar and coffee bar. Customers are encouraged to relax in the stores’ custom-designed fitting lounges and enjoy a drink before their appointment with a Trunk Club stylist. Each clubhouse has a unique page on the brand’s website, complete with store-specific user generated content. The evolved brand also allows customers to request custom clothing during clubhouse visits, a unique service that is not available online.

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1. The retailer posts user generated content on each store’s website page featuring customers who have visited the specific clubhouse. 2. Each clubhouse web page includes an editorialized story about the location, making each store feel unique to its city.

3. Trunk Club allows members to schedule an appointment at one of its five “clubhouses,” where they can also receive complimentary coffee, beer, wine, or spirits. 4. Trunk Club Custom is only available at the brand’s clubhouses and allows members to work with a stylist to create personalized garments.

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January 12, 2016