Until now 100% digital, the sustainable ready-to-wear brand Asphalte is opening its first store in the capital. This point of sale allows customers to try on products, but also offers a number of services.
Ready-to-wear brand Asphalte is beginning its transition from e-commerce to omnichannel retailer, opening its first store in Paris’ 2nd arrondissement. While the brand’s goal is to make sustainable fashion more accessible, it believes that this is not just a question of price positioning. Indeed, it wants to expand its physical presence so that it can advise its customers and give them the opportunity to try on the products. This is why Its executives say the brand’s future lies in omnichannel commerce, between digital and physical.
The decision to open the doors of this store was taken after a conclusive test phase with three pop-up stores in April and November 2023 and then in March 2024. The latter attracted 65,000 visitors, 40% of whom were new customers. Thus, all the lights were green for the 100% digital brand since its creation eight years ago. Asphalte currently has 250,000 customers worldwide.
A service-oriented store
The design of the Asphalte point of sale on rue des petits carreaux was entrusted to the Midi la nuit agency. The brand’s idea is to offer a retro atmosphere to its customers, inspired by the department stores of the late 19th century. Thus, the place takes on the codes of a local business by offering a number of services.
At the beginning of each week, customers can discover the weekly pre-order through display models available for trying on. They can then place their order directly in store. A retouching service is also available to consumers. for trouser hems, or shirt repairs. In addition, the brand offers its customers the option of making returns in store. They simply need to bring the package back to the store to be reimbursed.
Source: www.ecommercemag.fr
