Pinrose was an early player in the fragrance space online — and like all the direct-to-consumer brands that have come before it, has realized that a retail presence is essential to scaling up.But even more powerful, Pinrose cofounders Erika Shumate and Christine Luby soon learned, is an in-store experience that welds key elements of the dotcom experience they built at pinrose.com. This largely includes personalization via an online quiz used to determine a customer’s fragrance personality so the brand can best suggest scents they will like.A pilot program with Sephora last spring revealed that 10 stores with iPads containing a version of this quiz yielded more sales — twice as many as the doors without corresponding Pinrose iPads.“What we found was the number of quizzes taken always correlated to more sales....We’re trying to…really innovate in helping the customer find the fragrance that she will like,” Shumate said.In 2014, Pinrose was among the first to introduce a fragrance brand that lived solely online, joining Commodity Goods which came a year prior. Shumate and Luby’s point of differentiation was clear: they wanted to target Millennials with kitschy names, an online quiz and a $55 price tag — not compete in the increasingly crowded artisanal fragrance space.The eau de parfums, which have names like “Garden Gangster,” “Pillowtalk Poet” and “Cuddle Punk,” initially launched at pinrose.com, and within a year were picked up by Nordstrom. It was an ambitious partnership for a one-year-old e-commerce brand, with the retailer immediately putting Pinrose in every single one of its doors. Today, Pinrose still has a presence at Nordstrom, but Shumate and Luby realized that more meaningful sales were coming from Sephora, which they entered in 2016.The brand is now sold at 50 Sephora doors and will roll out to another 150 to 180 in September. The brand just entered Sephora in Canada and is looking at retail opportunities in Europe and Korea for later this year. The brand is on track to do $5 million in sales this year, including increased distribution.“Our site is always going to be the main brand hub for Pinrose. The average time on site is 10 minutes…[with] people coming to learn about the world of Pinrose and engage with the brand,” Shumate said. “When we look at 2017 in terms of growth, our key focus is to grow with Sephora. It’s where our customer is.”But to scale in retail meant Pinrose had to quickly learn the nuances involved with selling a brand online and in-store.This started with packaging, according to Luby. She said adapting the brand for brick and mortar meant creating more visually driven product, because in store, the bottle is the selling point. Previously, a more “utilitarian” bottle (comparable to fragrances of the drugstore variety) came in beautiful secondary packaging to give the consumer an elevated “unboxing” experience when they received their package in the mail.Starting next month, all Pinrose scents carried at Sephora will come in brightly colored, faceted glass bottles – perfectly timed to the rollout of two new scents exclusive to the retailer. Sun Saint and Lil’ Dipper will hit Sephora.com on April 4 and stores on April 28. Fragrances are also increasing from 30-ml. to 50-ml. sizes and will see a $10 price bump to $65.
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)
Discovery is collaborating with British pop artist @philipcolbert on a new line of clothing and accessories called Discovery Shark. The collection, which will launch next summer for Shark Week’s 30th anniversary, features a whimsical line of women’s and men’s bomber jackets, sweatshirts, bags and more. #wwdfashion
“I’m always a big champion of a female rapper, and I’m glad to see a new voice that feels unique and authentic that’s coming up, and I think we’re going to see more great things from her,” said @itsjeremyscott about @iamcardib, who performed at @moschino’s Art Basel Miami Beach party last night. #wwdeye (📷: @lexieblacklock)
@janellemonae’s “What’s Your Frequency?” room in @refinery29's #29Rooms made its debut this week at the opening of the Los Angeles art exhibit. “It’s about the ongoing conversation around mass surveillance, the weaponization of technology and cultural uniformity. My space was created so that we can come together and talk about the complexities of our humanity,” said Monáe. #wwdeye (📷: @bucknerphoto)
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)