Living in a digital age, when product discovery and purchase is as simple as the click of a button, beauty advisers report they are challenged, more than ever, to sway customers to shop in-store. After speaking to sales associates across skin care, fragrance, cosmetics and hair care brands one thing is clear: A personal touch is the key driver of sales in the brick-and-mortar channel.
“Customers want services and they want to be pampered, even guys,” says one Midwest-based associate, a regional manager for a men’s skin care line. “They want to be recognized and called by their first name. That’s how you grow your business and get them to come back.”
Alberta Ferretti's "Rainbow Week" sweaters are back. The designer closed her #MFW show with a few day-of-the-week sweaters, which first debuted on the catwalk last January as part of the pre-fall 2017 collection. #wwdfashion (📷: @delphineachard)