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Digital Retailers Are Taking Their Relationship With Consumers Off-line

Digital retail is getting physical.  As e-commerce continues to penetrate the consumer landscape, more and more direct-to-consumer brands, many of which were born online and once only existed in cyberspace, are opening up shops in real life. “What’s really interesting with these online native brands is that we know that they can’t survive online alone,” Kristen Classi Zummo, director of apparel insights at The NPD Group, told WWD. “They have to live in both worlds. It’s important for the consumer. So they’re opening up stores; they’re opening up pop-up shops. They’re partnering with larger department stores.”  The examples of this are many. Online beauty brand Glossier is hosting a fragrance pop-up in Nordstrom — in addition to its other pop-ups and flagships. E-commerce giant Amazon and Refinery29, a media company, partnered for a 10-day “Gift Guide” pop-up this Christmas in Manhattan, complete with real-life influencers. Untuckit, the men’s wear brand for casual men’s dress shirts, which began by selling products out of founder Chris Riccobono’s New Jersey apartment in 2011, now has roughly 75 stores across the U.S., plus a store in Toronto and two in London, in addition to women’s apparel.  The SoHo store in New York was the first physical Untuckit location.  Courtesy “We

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