The fashion category has arguably been the most complex amid the pandemic and subsequent shift to the digital-first economy. Business models have been flipped to emphasize eCommerce over physical stores. The consumer is buying more casual clothes than they were just six months ago. It’s enough to compel a retailer to make substantial changes as the holiday season heats up.
That’s exactly what ShopStyle has done. The Rakuten-owned fashion site has addressed the various complexities of the market and the uniqueness of its own business model by adding new brands, partners and entire product categories to meet shoppers where they live – online.
“Part of our 2020 strategy was to follow our mission statement, which is to embrace individuals’ style,” ShopStyle GM Alison Stiefel told PYMNTS. “And we’ve seen that people are evolving. It’s much more about celebrating that individuality. And to do