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Bonobos: Very Fit to Lead -Thinking Big
May 18, 2010 | TIME | By Carlye Adler. "Bonobos is now
launching a plan to bring "mobile fit pods", or portable, collapsible,
dressing rooms to airports, train stations, corporations, college
tailgates, beach parties, and farmer's markets — wherever the potential
customers are — to get guys measured by its experts (so-called style
ninjas), who will then direct them to the website. Bonobos's web site
and pop up fitting rooms have entirely eradicated the brand's need for
leases, sales staff, and distribution. "The concept has such validity in
today's world," says Maxine Martens, the CEO of fashion industry search
firm Martens & Heads, and an investor in the company. In 2009, a
retail environment that saw shrinking sales, reduced traffic, store
closures, and bankruptcies, Bonobos tripled its business, earning $4.9
million in gross sales. And even though the pants aren't cheap,
($88-$195 a pair), Dunn says there's enough appeal to double business
this year. "
apparel  e-commerce  fashion  mens'_clothing  inspiration  reinvention  Bonobos  pop-ups  retailers  thinking_big  inventory-free  product_launches 
may 2010 by jerryking
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