Boosting Fashion Sales With In-store Garment History Stories

3 Minute Ad Age, Sept. 5, 2008

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NEW YORK ( -- A 3-year-old apparel shop in New York's SoHo district is using history as a primary fashion-marketing tool. Called Operations, the shop is cited by Brand Experience Lab Chairman David Pollinchock as one of the better examples of a retailer that has successfully infused both its in-store environment as well as its product lines with a rare and engaging sense of authenticity. The staff at Operations is regularly trained in the historical storylines related to every product.
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