Brora is a luxury Scottish Cashmere retailer, that sells clothing for men, women and kids. Lately they have added a new feature in their services that helps to shop safely during this year’s pandemic. The method is a mix of tele- and online shopping, though the customers need to visit the hatch themselves rather than waiting for the delivery.
How Brora Envisages the “Click and Collect” Style of Shopping for Maximum Profit
Source: John Lewis
You can call this method alternatively as a “call and collect”. As you can guess, the ordering takes place not only through the online queries, but also through direct calls to the retail. Brora, however, works in this way only at Sloane Square and Marylebone so far, but things look positive: this style can be implemented in other branches in future. The author of the idea is the company’s CEO (who is also the foounder of Brora) Victoria Stapleton.
Since 1993, Brora has made luxury cashmere that reflects Scotland in all its beauty. The product is valuable because of its rarity. The company has a unique approach to manufacturing cashmere. Skilled hands are combined with machine labor, which produces brilliant clothing like today’s Brora items. More than 50 processes are included in producing cashmere in Scotland. Knitting, weaving and washing Is done in the best way possible. This is the main reason why Scottish cashmere lasts long.
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Attention to detail is the responsibility of craftsmen who carry on the legacy of fabric producing skills. What is more, even the CEO herself carefully examines the finished work before it enters the market. The “Click and Collect” approach will let potential buyers have a closer look to the colorful item collection by the manufacturer. They use at least 20 colors emerging from seven different shades. This is another point of worldwide appreciation of the Scottish brand. Indeed, these clothes are a delight to wear thanks to the depth of the color.
The phrase “click and collect” was even Pronounced by the British Prime Minister Boris Johnson Himself
It was during his last speech before the next lockdown – that is what gave hope to Victoria in maintaining the shop’s natural job – this time via The Hatch. The brand, however, is happy with their online deals since the beginning of the first lockdown. They have done everything to keep the store sanitized, the clothes untouched and air conditioning in the proper way. Two customers would be let in at a time. Despite the restrictions, buyers were happy with the service.
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Another Sloane Square based brand, called the White Company also used this technique of click and collect, similar to Brora. Plus, Aspinal starts hosting meetings with customers through social apps like Zoom or Whatsapp, to show the existing items that are ready for purchase. Thanks to these appointments people do not have to risk their health and can easily ask the seller to show them other alternatives of size and color, while trying to calmly pick up the right clothes.
However, many of clothing brands think there is a big threat for their businesses at this stage too, as the majority of customers would rather rely on Amazon deliveries, rather than go shopping in the local stores with click and collect.