Brickwork is trying to take retailers’ online traffic and turn it into dollars at the brick-and-mortar level.Whether this means dedicating space on a brand’s site to point consumers to an in-store concert or allowing them to make shopping appointments, connecting the digital and physical is key. Brickworks’ software platform already works with Urban Outfitters, J. Crew and Bonobos.“The store today, in 2015, needs a digital front door,” David Munczinski, founder and chief executive officer of Brickwork, told WWD.Previously, the sole connection between a retailer’s site and the store was a “store locator” portion of the Web site, and Munczinski wants to build upon this. “If the customer starts here,” he said, holding up his smartphone, “and you want to get them in, you have to do more on the phone to entice them.”The marketing platform launches today and has already attracted investors, including Beanstalk Ventures and Novel TMT Ventures, Silas Chou’s family’s technology-investment arm. Cowboy ventures led the seed round, which totaled more than $3 million. Forerunner Ventures and Advancit Capital also participated in the round.Aileen Lee, founder of Cowboy Ventures, said there is a “big opportunity” for retailers every decade, and the clamoring to find omnichannel solutions will continue to be top-of-mind for the next several years.“In the 2000s it was, ‘Let us put you online and help digitize your supply chain,’” said Lee, who has invested in NuOrder, Rent the Runway and One King’s Lane, Dollar Shave Club and StyleSeat. “Brickwork is positioned to help retailers address the opportunity of this decade: the shoppers they care about all have a mobile phones and will often start the shopping experience with a mobile phone or will have a phone with them in-store.”Urban Outfitters, for instance, used Brickwork to create an event page for a Lana del Rey appearance at the Herald Square store in New York City in September.“Previously, [events like this were] marketed through social channels or e-mail. Now they have a branded destination page that allows for RSVPing [and the] customer has a richer digital experience ahead of going to that event,” Munczinski said, explaining that it’s a marketing platform to “get people in” and activates the consumer with name and e-mail input.“The customer is committing, and the brand has an indication that thousands of people are going to attend,” he said.Ken Seiff, founder and managing partner of Beanstalk Ventures, noted that Apple is one of a handful of retailers that uses their Web site to do things in-store, like book an appointment for the Genius Bar.“Almost every other retailer, including most of the largest brands in the world, still don’t make it easy to book revenue-generating experiences on their Web sites such as personal shopping appointments or allowing customers to RSVP for in-store events,” Seiff said.The company's team of just under 25 employees works out of a SoHo, New York City headquarters. Brickwork provides its services on a per-store basis and Munczinski said it's an investment that can run into the "hundreds of thousands of dollars."
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion