SmileDirectClub is seizing opportunities as many brick-and-mortar retailers reduce their number of physical stores.Coinciding with real estate opportunities is the beauty at-home movement. Consumers looking to duplicate services they used to have to visit a salon or professional office has created a booming at-home beauty market. Sales of at-home teeth whitening, in fact, exceed $300 million per year, according to IRI data. At-home teeth straightening is the latest to garner interest, propelling growth of SmileDirectClub.[caption id="attachment_11065652" align="aligncenter" width="600"] Following in the footsteps of at-home teeth whitening is straightening.[/caption]Either in one of the brand’s SmileShops or via an at-home impression kit, customers can get assessed to see if the at-home aligners are suited to their needs. A state-licensed dentist or orthodontist then creates a treatment plan based on the 3-D scans or impressions, and all of the aligners are shipped directly to their homes.The company has big expansion on tap. “We want consumers to be able to conveniently and easily get the smile they’ve always dreamed of, which is why we are expanding so rapidly,” said company cofounder Alex Fenkell. Plans call for a total of 40 units by the end of the year, en route to 140 by the close of 2018. Two sites opened in the past few weeks on the West Coast, one in Los Angeles and another in San Francisco.SmileDirectClub will launch an app next year to assist with compliance and ease of use. A proprietary whitening system, called Bright On, will also launch on their site. “A complimentary Pro Bright On whitening bar treatment is currently being offered for scan customers at the New York SmileShop flagship in Flatiron,” Fenkell said.Founded in 2014 by Fenkell and Jordan Katzman, who met at age 13 at summer camp and bonded over their braces, SmileDirectClub saw a market gap for affordable orthodontia.The company cited statistics that only 1 percent of the population receives orthodontic treatment each year, yet nearly 80 percent could benefit from it. Cost is the biggest barrier. To that end, SmileDirectClub devised a model that is 60 percent less expensive.The duo compare SmileDirectClub's service to beauty treatments provided at Medical Spas versus the environment of a dental office. “SmileDirectClub SmileShops are bright and interactive without any of the formal, intimidating aspects of dental offices. The appointments are easily booked online and only take about 30 minutes, so consumers know they can be in and out of the store quickly, making it an ideal lunchtime or after-work visit,” Fenkell said.
For its next men’s wear collection, @roberto_cavalli will show as a special guest at #PittiUomo, running from June 12-15. The brand, which has Florence in its roots, will relaunch its men’s wear collection, which will be presented separately from women’s wear for the first time since Paul Surridge was appointed creative director in May. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech at the @sxsw conference for @createcultivate, the online platform and conference series for women. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.