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ROAD TRIP: Journelle, the specialty lingerie retailer, is hitting the road across the U.S. in a vintage Land Yacht airstream trailer to give new and established customers an intimate brand experience.
The concept of the marketing lab on wheels is part of what spokeswoman Allison Beale describes as a “high touch marketing initiative” that Journelle combines with its online platform to test-market consumer reaction to fashion brands and merchandise nationwide.
“Our e-commerce site is one of our largest doors, and our focus is on its continued growth,” said Beale. “To that end, we’re launching a new Website on a new platform this month [Sept.] that will be more curated and much faster, and the road trip provided lead-up support to the go-live date. The idea to ‘hit the road’ is to meet new and loyal customers…What better way to connect with loyal customers than giving them their first in-person, intimate brand experience, as well as meet new ones while test marketing cities for potential new stores.”
So far, the 1970 airstream has popped up in several of Journelle’s top e-com markets, including Boston, Chicago, and the Hamptons. The next pit stops will be in front of the Standard Hotel in Manhattan during New York Fashion Week, followed by visits to Washington D.C., Philadelphia, Miami, and Charleston, South Carolina.
“The women of Chicago greeted us the minute our door opened and they were crazy about all of our fashion styles. Big sellers have been Arpege by Huit, Studio Rosa by La Perla, Parisienne by Lou, and anything by Eberjey,” said Beale. “I think more than anything we’ve learned that women everywhere are incredibly interested in lingerie, and willing to invest in a piece or set that makes them feel incredible.” Bestselling basics include Feathers by Natori, Dentelle by Elle Macpherson Dentelle, and Rive Gauche by Chantelle.
Overall, Beale said she was “surprised” by the demand for fashion.
“ Surprisingly, our fashion styles are what most visitors are flocking to…There’s a real need in most cities for a boutique offering and the kind of service and merchandise that Journelle does…We’re getting requests from customers and lingerie fans to visit their cities and towns. We’d love to head to Miami, and eventually West to Los Angeles and San Francisco,” she said.
For NYFW, Journelle will be showcasing more fashion-forward brands including Bordelle, Noe, Fleur du Mal and Zinke. The pieces will be sold at Journelle’s three stores in Manhattan through September.