Bulk buy and long tail – can Wardrobe NYC work?
Wardrobe NYC, a new concept for fashion, works by delivering pieces in ‘packs’ rather than individually. So rather than buying a jacket or a top, you’re committed to buying a bulk set of clothes that work together.
Crucially, the design is immaculately considered for the fad-averse gentlewoman (or man) who just wants good clothes. Behind the concept are Australian designer Josh Goot and Louis Vuitton stylist Christine Centenera. The capsule ‘packs’ of four or 8 pieces stay in the collections for longer than one season, a ‘long tail’ approach that gives customers a longer than average window to shop these timeless pieces.
It’s a curious concept that seems to be generating a lot of buzz (Farfetch’s José Neves is a backer). Operated on a direct-to-consumer model, the bulk system is a cost effective way to use expensive Italian fabrics by helping to gauge quantities. The customer benefits from luxury garments at a friendly price thanks to a lack of wholesale markups (This women’s four-piece pack is £550 all in).
But it also makes me wonder what happens if you’re only buying a ‘pack’ because you love one piece but not so much the others. But on the other hand, what’s not to love about these delicious cropped puffers and elevated hoodies, described by Goot as, ‘a wardrobe solution lifestyle for the discerning urban individual’?
For those who like to try before they buy, Wardrobe NYC has just opened a pop-up in New York’s Soho. For everyone else, it’s available at Wardrobe.nyc.
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Wardrobe NYC
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