The Lively brand was built on social media. New products are created based on feedback from its Instagram and Facebook followers, which Cordeiro Grant refers to as her "community."
Part of the company's negotiation with the landlords was based on this community and the events it will offer.
"It wasn't about typical metrics at all," she said. "It was about that fact that we are going to make this block what you want it to be."
Its minimalist and roomy store layout leaves space for events.
"We purposefully call it our Lively experience store," Cordeiro Grant explained.
There are 40 different styles stocked in the store. It does not function in the same way as a guideshop such as Bonobos, for example, which means that customers can shop there and then.
"We know that women, especially, like instant gratification," Cordeiro Grant said.
In an interview with Business Insider in May, Cordeiro Grant said that these items won't ever be discounted.
"We don't do sales, we don't do markdowns," she said in May. "Our pricing is simple."
The goal is to build a cult following of customers who want to shop the brand long-term rather than be lured in by discounts in the short term.
"If you have women that love your brand for what it stands for and they are so enamored by the price, they share and shout that for you," she said. "The flipside of that is [there could be] customers that only come to you for the price, and only come back to you for deals."
While there is no measuring service, customers can book a styling appointment to have more of a one-to-one service.
For Cordeiro Grant, one of the biggest benefits of opening pop-ups has been to see the breadth of her customer base.
"Our data shows our customer is aged 18 to 55, but when you are in the store you really feel it," she said. "You see moms and daughters both buying together. We are seeing that we are actually not acquiring customers — we are acquiring households."
I spent $2,000 for 7 nights in a 179-square-foot room on one of the world's largest cruise ships. Take a look inside my cabin.
Saudi Arabia wants China to help fund its struggling $500 billion Neom megaproject. Investors may not be too excited.
Colon cancer rates are rising in young people. If you have two symptoms you should get a colonoscopy, a GI oncologist says.
Catan adds climate change to the latest edition of the world-famous board game
Tired of blatant misinformation in the media? This video game can help you and your family fight fake news!
Tired of blatant misinformation in the media? This video game can help you and your family fight fake news!
Next Story