Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/528948
respondents to a Harris Poll conducted only two years ago said they like to re- search online and then purchase the item in-store, rather than browsing in- store and then buying the item online. Lily Rain, which offers women's clothing and accessories in both high- end brands and offbeat alternatives, began as an online-only marketplace in the fall of 2013. Management knew from the get-go, however, that stores would be necessary too, and by the fol- lowing spring, the company had opened its first shop, in Houston's Rice Village. "It [was] an organic next step in our growth," said Nima Ghedami, creative ILy RaIN Is IN tHe foRecast. that is to say, Lily Rain shops are — and perhaps this is no won- der, given how important having physical stores has become for on- line retailers like this Houston-based fashion retailer. sure, online commerce allows a retailer to offer a huge range of products with minimal overhead, which certainly does have its place. But shoppers have made it clear that they still enjoy and still demand the tactile experience that only a brick-and- mortar store can provide. It seems this particular blade tends to cut one way: Nearly 70 percent of the director at Lily Rain. "synergy between e-commerce and bricks-and-mortar has been our goal from the start. When done right, they work off of each other. It's just a logical transition for us." Lily Rain offers women's fashions, beauty products and home decor, from such well-known designers as french connection, Jonathan adler, Kate spade, Paige Denim and many more, plus mod- erately priced items from lesser-known designers. Mostly, Lily Rain likes to offer items that are "surprising," in an effort to make shoppers feel as if they have just stumbled upon a great discovery. con- sumers will find independent denim labels and handmade blankets alongside brightly colored baubles, summery espa- drilles and graphic throw pillows. "Lily Rain specializes in curated [products] aimed at appealing to the L Getting physical LiLy rain was born on the web, but wiLL grow through stores By Misty Milioto r e t a i L i n g t o d a y 32 S C t / J u L y 2 0 1 5