Click here to read the news - yet another punch in the gut in the omnichannel movement.
These days, you read about online brands opening stores ... you're told that this is the future, an exciting omnichannel future. Well, Piperlime opened a store (2012), just like the omnichannel experts demand of online companies. The brand was backed up by the fixed cost infrastructure of Gap ... plenty of resources to succeed there. They had partnerships with celebrity stylists, TV stars.
They did what the experts say you HAVE to do to be successful.
And yet - they're done.
Our obsession with channels is killing us.
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