The service gives online clients an opportunity to engage with the brand in a three-dimensional experience by providing access to a combination of personalized styling and in-home services.
Taylor to You by Rebecca Taylor is a styling and private shopping experience that brings a personal touch to the customer. The idea is to bring the traditional styling service that’s offered in stores to the brand’s clients online and adds the convenience of a monthly or seasonal curation of product to try before they buy.
The brand’s e-commerce clients will be invited to complete an online questionnaire, which will be used to help their stylists gain insight into their style preferences and clothing needs. Once the customer engages, she will be matched with one of Taylor’s New York City in-store stylists. The stylist will help build a customer profile to better understand the client’s style preferences and curate a personalized box with five to seven items that will be shipped to the client overnight at no charge. The service requires no commitment from clients as it is not subscription-based. There is, however, a $25 stylist fee which will be credited to the client’s account should they purchase. If a client doesn’t purchase, she will be charged the $25 stylists’ fee.
“Women today lead very busy lives, and as a working mother of three I can relate to my customer and her needs,” said Taylor, founder and creative director. “I wanted to create a stronger, more intimate connection with my customer and provide her with a high touch accessibility to the brand. I think being able to blend technology and human touch is extremely important today and by leveraging our seasoned stylists to offer this exclusive service, we create a 360-degree client experience.”
Janice Sullivan, chief executive officer of CLG Group, which oversees Rebecca Taylor and Parker, explained that the service blends two things that are happening in the market — combining Stitch Fix and Trunk Club with a stylist. She said Taylor is a small contemporary brand with eight stores (the eighth is opening in Dallas Thursday), and limited resources.
“I have tons of talent in my stores. I’ve got a great group of people who have been with me a long time. They are great brand ambassadors and great stylists, and traffic is down everywhere. Everyone is suffering. How do I take this great group of people and leverage their expertise?” she asked. What Taylor wants to do is connect their online customer and give them all the stylist services one would get if one walked into a store.
Sullivan said the company’s online business experienced double-digit growth year over year. Although she declined to reveal how much volume she expects the service will generate, she said the company has added extra stock to fulfill the orders and has changed its e-commerce platforms to accommodate the service.
Sullivan said the online questionnaire asked clients about their needs, their lifestyle, whether they go to functions, stay at home or go to work. They also asked a little about their bodies, what they want to cover up, what they want to show and what brands they like. They then invited them to make an online styling appointment.
She said since it’s not subscription, the customer can buy as much or as little as they want. For example, they may offer the “Top 10 Things They’ll Need for Spring,” such as an update to the blazer, the colored leather jacket, or the great going-out top, she said. Or they might put together an event-driven box. Sullivan said one key advantage is that Taylor has a consistent fit. The company launched a casual counterpart, La Vie by Rebecca Taylor, last year.
“For us, the ability for a small brand to combine two of what we see trending in the industry and deliver a 3-D experience to an online customer helps put the brand in the hands of the customer,” she said. She said they’ll start with their top customers and see how it goes. Then they’ll roll it out to their entire database.