Parachute tau nrawm nrawm raws li hom kev ua neej nyob siv cov neeg siv khoom-Centricity raws li nws cov lus qhia

Parachute pib ua ib lub txaj pw me me hauv 2014. Nyob rau hauv cov hnub thaum ntxov ntawm e-lag luam, nws yog ib qho ntawm thawj cov khoom kim heev txaj linens online, yav tas los lub khw muag khoom staple.

Cov menyuam yaus thaum ntxov uas tau siv sijhawm los xaj online nyiam Parachute nplooj ntawv. Lawv tau nthuav tawm cov lus sai sai thiab Parachute tau dhau los ua lub npe cuam tshuam rau hauv pawg linens.

Nrog cua nyob rau hauv nws sails, Parachute maj mam nthuav mus muab cov khoom uas zoo sib xws, nrog rau cov ntaub so ntswg thiab hauv ncoo, phuam da dej, txaj rau menyuam mos thiab tsiaj, robes thiab loungewear, tag nrho cov coj los ntawm lawv cov neeg siv khoom. Founder Ariel Kaye yav dhau los yog tus thawj coj ua lag luam thiab tshaj tawm, yog li cov neeg siv khoom-centricity yog qhov thib ob rau nws.

Tom qab ntawd cov txaj, rooj tog hauv chav pw, ntaub pua plag thiab teeb pom kev zoo ua raws, nrog rau lub khw muag khoom noj, uas sawv ntawm 12 tsuas yog ib xyoos dhau los. Tam sim no Parachute tab tom tsiv ntawm chav pw mus rau chav nyob vim nws ua kom nws cov xwm txheej raws li lub hom phiaj kev ua neej nrog lub hom phiaj ua kom tib neeg "xav nyob hauv tsev."

Cov neeg siv khoom xav tau yog North Star

"Peb tau pib ua hom txaj txaj tsuas yog yim-thiab-ib-ib-xyoo dhau los, tab sis lub zeem muag yog ib txwm ua ntau hom npe rau cov neeg yuav khoom niaj hnub no," Kaye qhia rau kuv.

"Peb saib rau peb cov neeg siv khoom rau kev tawm tswv yim thiab coj peb hauv peb lub tswv yim zoo. Peb tau xav kom nthuav dav peb cov khoom ntau xyoo thiab mloog peb cov neeg siv khoom xav tau ntau dua. Thiab yog vim li cas peb tau tsiv mus rau hauv chav nyob, ”nws hais ntxiv.

Ntawm lub ntsej muag ntawm nws, tam sim no tej zaum yuav tsis yog lub sijhawm zoo tshaj plaws rau Parachute los tso rau hauv cov rooj tog neeg coob coob.

Tom qab muaj kev muag khoom loj heev thaum muaj kev sib kis - cov rooj tog muag khoom muag tau nce 25% txij xyoo 2020 txog 2021 - rooj tog muag khoom muag tau nres los ntawm thawj xya lub hlis ntawm lub xyoo no, raws li Census Monthly Retail Trade Report. Cov khw muag khoom rooj tog tau pom tsis muaj nyiaj tau los loj hlob xyoo no, txawm tias muaj kev nce nqi ntxiv 12.8% rau cov nqi rooj tog.

Txawm li cas los xij Kaye tseem muaj kev ntseeg siab vim nws muaj kev kho rau nws cov neeg siv khoom xav tau thiab lub xauv ntawm lawv txoj kev ntseeg siab. Tshaj li 70% ntawm cov neeg siv khoom Parachute yog Millennials, tam sim no muaj hnub nyoog 26 txog 41 xyoo, thiab raws li pawg neeg, lawv loj hlob nrog cov thawj coj tam sim no yog cov hnub nyoog nruab nrab.

"Lawv tab tom mus rau hauv lawv lub xyoo tau nyiaj ntau tshaj plaws thiab nyob rau hauv tus txheej txheem ntawm kev daws teeb meem. Lawv yog ib tiam neeg uas nyiam tsim kev sib raug zoo nrog cov hom lag luam uas mob siab rau kev ruaj khov thiab zoo. Lawv kav nrog lawv tus nqi, ”Kaye hais. "Lub tsev yog qhov tseem ceeb ntawm lub siab rau cov pej xeem no thiab peb pab lawv tsim ib puag ncig hauv tsev rau lawv lub neej yav tom ntej."

Loyalty rau cov neeg siv khoom raug xa rov qab

Parachute's nteg-rov qab, California-chic aesthetic thov rau cov tiam no thiab uas tau ua kom muaj zog heev ntawm cov khoom lag luam loyalty. Qee 90% ntawm cov neeg siv khoom rov qab los ua kev yuav khoom tshiab hauv peb xyoos thiab kwv yees li ib feem peb ntawm kev muag khoom txhua lub hlis yog los ntawm cov neeg siv khoom yav dhau los.

Kom meej meej, tib neeg feem ntau yuav ua ntau zaus, rov yuav khoom txaj dua li rooj tog. Tab sis lub tuam txhab suav nrog kev ntseeg siab uas lawv tau tsim hauv chav pw kom nqa mus rau hauv chav nyob uas lawv muaj ntau yam xaiv ntawm cov rooj zaum, rooj zaum thiab rooj kom tiav chav.

Thaum lub rooj zaum upholstered silhouettes raug txwv, lub tuam txhab muaj ntau yam kev xaiv fabrication, tsim nyog rau ib hom ntawm lub ntiaj teb linens. Closeup txhaj tshuaj ntawm upholstery textures ntawm lub vev xaib thiab nws qhov kev pab cuam swatch cia cov neeg siv khoom kov thiab hnov ​​​​qhov zoo, tsis zoo los yog hauv-tus neeg.

Ib qho kev zoo siab rau Parachute yog qhov kev ntseeg siab uas nws tsim los ntawm cov neeg tsim qauv sab hauv, cov neeg tuaj yeem xaiv tau zoo heev tab sis nrog cov kev xav tau txuas ntxiv rau lawv cov neeg siv khoom kim heev. Qee 25% ntawm nws cov rooj tog muag khoom yog tsim los ntawm cov neeg tsim khoom sab hauv thiab lub tuam txhab suav nrog lawv txoj kev ntseeg siab kom loj hlob nrog rau lawv cov rooj tog zaum.

"Peb tau txais kev txaus siab los ntawm cov neeg tsim qauv sab hauv los ntawm kev pib Parachute. Raws li lawv tau yuav rau hauv peb cov khoom, lawv yuav khoom ntau dua thiab siv ntau dua rau lawv cov neeg siv khoom, "nws hais.

"Peb muaj peev xwm tsim ib qho kev pabcuam rau cov neeg tsim qauv uas tau ua kom peb txoj kev loj hlob mus rau $ 41 nphom hauv khw tsim qauv sab hauv. Qhov ntawd yog cov neeg siv khoom loj loj uas peb tau rub tawm thiab peb txuas ntxiv tsim. Peb tab tom khaws lawv lub siab thaum peb tsim cov pawg tshiab, "nws hais ntxiv.

Cov khw muag khoom lag luam ua tiav qhov kev sib txuas

Parachute txoj kev nthuav dav sai ntawm cov khw muag khoom kuj tseem yog lub hauv paus rau nws txoj kev loj hlob. Tam sim no ua haujlwm 20 lub khw muag khoom, nws yuav ncav cuag 25 xyoo tas los, ua haujlwm tau zoo dua ob npaug ntawm cov khw muag khoom hauv xyoo dhau los.

Nws tsom mus rau cov zej zog uas Millennials sib sau ua ke, hauv cov zej zog nrog cov khw noj mov, khw muag khoom noj qab zib thiab lwm qhov chaw uas muaj ntau yam ua raws li qhov chaw mus kav khw. Lub khw hneev taw me dua li lub khw muag khoom rooj tog thiab yog li haum rau qhov chaw uas lwm tus tsis ua thiab lawv muaj chav ua yeeb yam uas ua rau lawv ntau dua li lub khw muag khoom ib txwm muaj.

Thiab nws lub khw West Hollywood yog nyob rau hauv LA tsim koog tsev kawm ntawv thiab nws caters ntau rau kev lag luam tsim sab hauv, txawm tias nws qhib rau pej xeem ib yam nkaus. "Qhov no yog lub tswv yim peb tuaj yeem nthuav tawm hauv lwm lub nroog uas muaj kev lag luam loj," nws piav qhia.

Tsis tas li ntawd, Parachute tau ruaj ntseg kev koom tes nrog Nordstrom pib nrog cov khw muag khoom nrov hauv cuaj ntawm lawv qhov chaw thiab tam sim no nyob rau hauv 15 qhov chaw, nrog rau cov phiaj xwm tsiv mus rau Nordstrom cov chaw ua haujlwm hauv tsev ib txwm nyob hauv cov khw muag khoom. Nordstrom cov neeg siv khoom sib raug zoo nrog Parachute lub hom phiaj kev lag luam, yog li nws yog kev sib koom tes zoo rau ob leeg.

"Peb muaj lub tswv yim zoo heev rau kev muag khoom ua ntej ntawm peb thiab peb tau muaj sijhawm zoo heev txog qhov peb tuaj yeem nyob thiab nrhiav qhov chaw zoo nrog cov neeg xauj tsev thiab cov zej zog uas peb xav tias peb cov neeg siv khoom yuav xav siv sijhawm," nws hais.

Kev ntseeg siab tiag tiag

Tam sim no, lub tuam txhab tseem muaj kev vam khom rau kev muag khoom hauv online, nrog rau cov khw muag khoom tsuas yog kwv yees li ib feem plaub ntawm cov nyiaj tau los ntawm tuam txhab. Tab sis nws tau taug qab "halo effect" hauv kev muag online hauv kev lag luam uas nws cov khw muag khoom nyob thiab tau tsim cov nyiaj tau los ob npaug rau xyoo dhau xyoo hauv nws qhov chaw tsim.

Tsis tas li ntawd muab kev ntseeg siab rau nws cov rooj tog nthuav dav yog tias cov neeg siv khoom uas tau yuav nws cov rooj tog zaum kawg siv 22 npaug ntxiv rau kev mus ncig ua lag luam yav tom ntej thoob plaws txhua pawg dua li cov neeg tuaj rau lub hom phiaj hauv lwm pawg.

"Peb muaj peev xwm txuas tau tiag tiag nrog peb cov neeg siv khoom thoob plaws ntau qhov chaw sib tham, hauv online thiab offline. Peb ua kom nws tsom mus nrhiav kev tawm tswv yim thiab muaj kev sib txuas lus meej nrog peb cov neeg siv khoom, "nws piav qhia. "Peb tau loj hlob nrog peb cov neeg siv khoom thiab hloov kho thiab rov ua dua nrog lawv raws li peb tau dhau los ua lub npe nrov dua."

Kaye thiab nws pab neeg Parachute tab tom ua qhov tseeb thiab muaj pov thawj cov neeg siv khoom-centric mus kom ze rau kev tsim lub hom phiaj thiab kev lag luam. Qhov ntawd ua rau lawv ntseeg siab tias txawm tias lub tsev lag luam tig mus rau sab qab teb, lawv yuav muaj peev xwm txuas ntxiv coj los ntawm lawv lub tuam txhab North Star - cov neeg siv khoom thiab ua tiav lawv cov kev xav tau hauv tsev tam sim no thiab yav tom ntej.

"Peb txoj hauv kev tau ua qhov tseeb, thiab cov neeg siv khoom niaj hnub no tau nkag siab txog qhov tseeb. Lawv tab tom nrhiav cov hom lag luam nrog qhov pom tseeb, thiab peb tau tsim kev sib raug zoo raws li kev ntseeg siab nrog peb cov neeg siv khoom.

“Lawv rov qab los thiab yuav khoom hla txhua pawg. Los ntawm qhov kev ntseeg siab thiab peb txoj kev qhuab qhia nyob ib puag ncig peb cov khoom, peb tau tuaj yeem txav mus rau hauv pawg tshiab. Chav nyob yog kauj ruam tom ntej, ”nws xaus lus.