Menswear at Bonobos
photo by tj turner
In the age of e-commerce, retailers and brands are exploring new ways to entice customers to shop in person. Among them is Bonobos, the online menswear brand known for its tailored cuts and slightly preppy vibe. It recently opened its first local “Guideshop” in a renovated warehouse in the North Loop to combine the benefits of brick-and-mortar shopping with the convenience of buying online.
Because Bonobos was founded on the idea of creating a better-fitting pant—which features a curved waistband that conforms to the waist’s natural shape and a trimmer thigh—there is
an advantage to the in-person shopping experience. The Bonobos Guideshop gives shoppers the opportunity to try on goods in person, but instead of racks and racks of clothing to sift through, the store carries one sample in each style and size. (Think of it like a furniture showroom, but for clothes.)
The Guideshop process is smooth and efficient—a big plus for guys who prefer to get in and out of a store as quickly as possible. First, a “guide” walks the client through the brand’s merchandise. Next, the guide helps the customer find the proper fit, from pants—starting at $88 and available in up to four variations, including tailored, slim, athletic, and straight—to suits, ranging from $550 to $1,300, and dress shirts, starting at $98. Finally, a profile is created to store the client’s sizes and preferences, making it easy to reorder favorite styles online, something many of their customers like to do with staple pants and shirts. (They’ve found that once many of their shoppers find something they like, they tend to stick with it.)
There’s one catch: Because the store doesn’t keep inventory on hand, customers can’t take the merchandise with them—orders are shipped free to shoppers in three to five business days. But considering Bonobos is adding more Guideshops around the country, guys don’t seem to mind the wait.
Read more:
Check out extra photos, plus Jahna Peloquin’s first look of Bonobos on the TC Style blog.
