Welcome to The Week in Direct-to-Consumer, a weekly roundup for marketers from Quad Insights that sums up the latest news in the DTC space.
Outerknown expands brick-and-mortar presence with a sustainability focus
DTC lifestyle apparel brand Outerknown has announced plans to open four new brick-and-mortar stores — three in California (Marin, Carlsbad and Palo Alto) and one in Washington, D.C. Each will be designed with a focus on sustainability, responsibility and a personalized shopping experience, Fashion Network’s Jennifer Braun reports. Ways in which the new locations will prioritize sustainability include “fixtures made from S.E.A. denim scraps, sustainable paperpaste mannequins, reclaimed flooring crafted from submerged hemlock logs from Nova Scotia” and more, Braun notes.
Outerknown joins a growing list of DTC apparel brands unveiling recent brick-and-mortar expansion plans. As part of its Q2 earnings call, Lululemon announced plans to open 55 net new stores by the end of 2023, Retail Dive’s Cara Salpini reports, and Mizzen+Main recently announced three new brick-and-mortar locations, as we noted in an earlier installment of The Week in Direct-to-Consumer.
Related coverage:
• “From flooring to square feet, Outerknown is revamping its retail store playbook” (Modern Retail)
Spanx launches first-ever pop-up series
DTC women’s apparel, activewear and shapewear brand Spanx just announced the launch of its first-ever experiential retail pop-up series. The series debuted in New York City on Oct. 26, with additional pop-ups planned in Washington, D.C., on Nov. 4 and Miami on Nov. 11. Following the U.S. series, Spanx will head overseas for a holiday season pop-up shop in upscale London department store Selfridges.
Related coverage:
• “Spanx to Open Its First Series of Pop-ups in New York, Washington D.C. and Miami” (Women’s Wear Daily)
Kim Kardashian’s Skims expands into men’s products
DTC underwear and apparel brand Skims launched into men’s products on Oct. 26, Business Insider’s Sawdah Bhaimiya reports, noting that inclusion has been a focus since Kim Kardashian founded the brand in 2019. The product expansion is “a testament to Skims’ commitment to providing solutions for everybody,” Kardashian said in a statement. The Skims menswear collection — which includes products such as boxers, briefs, undershirts and leggings — is available exclusively online.
Related coverage:
• “Kim Kardashian is making Skims for men” (CNN)
• “Kim Kardashian on Finally Making Skims Underwear for Men” (GQ)
Zulily launches ‘Slay Button’ for the holidays
Online retailer Zulily has partnered with “Queer Eye” star Jonathan Van Ness to launch the ‘Slay Button’ this holiday season. Available exclusively online, the small electronic device plays a series of five positive affirmations (e.g., “You are a gift that brings joy, compassion and love to those around you”) designed to empower moms during the stressful holiday season. The novelty product’s launch is backed by research that found 86% of moms are a family’s primary holiday planner, according to the Zulily announcement.
Further reading
• “Our Place’s Internet-Famous Pan Is Now Available at Target in an Exclusive Color” (Food & Wine)
• “Skechers Makes Its Basketball Debut With Help From NBA Stars Julius Randle and Terance Mann” (Footwear News)
• “Unilever sells grooming brand Dollar Shave Club” (Fashion United)
• “A New TV Series About the Rise of Glossier Is Coming to Amazon” (Glamour)
• “Allbirds just launched its latest everyday sneaker, the Vista Racer” (CNN)
• “Zegna Group Q3 revenue up 20.8% with strong DTC sales” (Fashion Dive)
