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Published: 10 Jul 2014

Bonobos' Share-&-Shop Concept

Bonobos, Los Angeles

Recognising the importance of peer recommendations when making shopping decisions, New York-based menswear e-tailer Bonobos has unveiled its first store in Los Angeles, debuting a new in-store technology that allows shoppers to share their looks with friends through interactive mirrors.

Selfy, designed by a Brooklyn-based technology company of the same name, is a full-length mirror equipped with an iPad that encourages consumers to take photos of themselves trying on Bonobos’ outfits. These can then be shared with friends via email, printed out, or sent to the consumer’s smartphone with the recorded product size.

The 1,500 sq ft store is located in the La Brea district of Los Angeles – a shopping area that has recently seen a surge of menswear retailers setting up shop. Bonobos’ noteworthy neighbours include LA-based streetwear purveyor Union, and Californian heritage-style fashion retailer and barbershop, General Quarters.

Bonobos’ 10th bricks-and-mortar shop follows its proven Guideshop format – a retail concept that offers one-on-one style consultations and fittings along with free beer. Inventory is not kept on-site; items purchased are sent directly to customers’ homes.

Bonobos sees value in this approach as it gives staff more time to interact with the customers, who in turn are able to leave the store without the burden of bags. “This format leads customers to spend twice as much in store as online,” explained store manager Tyler Kantor. Due to this success, Bonobos is planning to double its Guideshop locations this year.

For more on the impact of convenience when targeting male shoppers, see the No Wait, No Fuss and No Need for a Bag section in our Selling Style report, part of the New Masculinity Industry Trend.

See also The Omni-Channel Store Space report, part of the Future of The Store Industry Trend, and E-Tail Gets a Physical Presence.