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NEW YORK, United States— Wholesale makes up 60 percent of New York-based jewellery line Dannijo’s business, which means that operating a showroom where buyers can see and touch every sku in the collection is essential to success. But sisters Danielle and Jodie Snyder have also formed a direct bond with their customers through social media and personal appearances. That’s why they opened a 4,000-square-foot showroom in Manhattan’s Chelsea neighbourhood that will cater to both retail buyers and every day consumers, with private shopping experiences and dinners for top clients. “It gives the customer what fashion used to be; insider-y,” says Danielle Snyder. For emerging upstarts like Dannijo, whose digital presence has been essential to brand-building, leveraging their workspace to engage both wholesale and retail customers for experience-based shopping is an increasingly common way to stand apart in a crowded marketplace. Opening up a showroom to consumers can be done with little-to-no additional capital, and yet it can be a powerful way to boost sales and build loyalty. “Hatch Shopping Hours,” Hatch Collection’s branded take on the approach, launched after an early devotee of the New York-based maternity brand asked if she could come into the office for a private shopping appointment. “Women who come to the space and work with our personal stylist Chloe spend an average of three times as much as they do online,” says Hatch Collection chief-executive Ariane Goldman. “Hopefully that’s the moral of the story. No matter how great we are doing online, women still want to feel and touch things, especially in the space of maternity.” Riding on the success of in-showroom shopping appointments — of which there are 10-15 scheduled each week — Goldman began hosting trunk shows across the country. And while she plans to open her first retail store in August, she will continue to offer one-on-one appointments within the showroom.
For the original version including any supplementary images or video, visit https://www.businessoffashion.com/articles/retail-recon/in-a-direct-to-consumer-era-whats-the-point-of-showrooms