How Bonobos Is Disrupting The Men’s Fashion Industry [Disruptive]


So when customers first hear about the model they say, “Wait a second, there’s a store where I can’t buy anything?” [Music] So I’m Erin Ersenkal, VP of Guide Shops and planning at Bonobos. So I think what’s so disruptive and revolutionary about this concept is you got a retail store that’s not your typical retail store. We carry one of everything you got on your website. So it’s really a physical representation of our website. This really hasn’t been done before. [Music] The early on as an online only business, we had many customers coming to us and asking us to try on the clothes in person. Pretty soon we realized listen we got something here, lets set up some dressing rooms in our headquarters and see if we can make a bigger deal out of this. “Hi, how are you? I’m Jewlz. Welcome to Bonobos.” So most guys hate to shop. So what we’ve done, we’ve said hey you know what, lets make it better, lets make it all about you and make it easy, hassle free, and pair you up with one of our guides. “Your chinos are slim. We’ve got straight legged, slim, and tailored in our cuts. This is in the middle. I think its perfect for you.” We’ll spend anywhere from a half hour to an hour really working with that customer to figure out what works best for you. And then at the end of it we’ll place an order online and it will be delivered to you in one to two business days. It’s free shipping both ways. It’s a one-on-one experience where you’ve got full access to all of the sizes and styles that we’ve got on the website. And then you can walk out of here hands free and they have one of the best customer experiences they’ve ever had in their life. And they come back. And we keep getting note after note after note from customers telling us its one of the best shopping experiences they’ve ever had. We’re also able to offer that customer a size range that couldn’t happen in a physical location if it weren’t for this model. So, the guide shops have been really successful for Bonobos. So, we’re taking that and applying it to our women’s brand Ayr, A-Y-R. We think that it’s going to be great for women as well. We’re at 17 locations right now, we’ll be at 20 by the end of the year. And to see the growth coming from a 450 square foot test to now 4,000 square foot store on 17th and 5th avenue we’re really at main and main when it comes to retail in the United States. I think its just a great testament that this model is here to stay and we are continuing to learn every single day how to make that experience for the customer better. Does Valencia make me look fat? No… Hashtag, take me back.

31 thoughts on “How Bonobos Is Disrupting The Men’s Fashion Industry [Disruptive]

  1. Not really disruptive unless they plan to do this everywhere, but this is only their flagship store. Showcase stores have existed for a very long time.

  2. Can we have this for women?? Love the idea because I hate shopping in person but love to online shop. 😊

  3. If it takes 30 to 1 hr for men to guide I wonder how many days it would take for a women.
    Not a good decision my friend.

  4. It's a cool concept, instead of just paying and carrying your items with you, you need to order online and walk away. So, you have to bear with the additional costs of online shopping and wait for the items you purchase to arrive. I don't know if backorder's a problem with this kind of retail concept as well.

  5. I don't get why guys don't like shopping, I love shopping and I'm a guy, it really sucks when I can't say to my bro, you wanna go shopping on the weekend?

  6. I like the idea. It's not quite as revolutionary as they think, maybe for US but not Europe.. I wonder if this economically adds up – spending 30 mins per customer sounds great but that means hiring more staff but if the clothes are expensive that works.

  7. i like the idea, but it's kind of weird that the clothes that actually fits, you can't pay upfront and then take them home, you have to order it online. strange tbh

  8. Bonobos is the gold standard for men's dress casual. I was sold on this company as soon as the first box arrived at my door. If you're like me and don't live near one of these stores, don't be afraid to guess on your sizes and get some stuff delivered to experiment. Every online order comes with a prepaid return label in the box which makes returning any items you don't want very simple. I got lucky and nailed my size and fit on the first try. You'll be able to find everything from office clothes to casual every day stuff. I'm a bonobos FAN for life. Oh, and you'll know exactly where the extra money went when you put these threads on. Great quality.

  9. I think it's sad that you need to make a name on the backs of the real bonobos. Bonobos are a species of chimps that settle conflict by having sex. They have sex morning noon and night and they don't care who it's with. they don't fight, they welcome newcomers with sex, they live a peaceful life. now when I Google them your site pops up and I'm getting fairly sick and tired of people using the names of someone or something that is well known in order to ride their coattails. get famous on your own dime.

  10. A brand built on the lefts failure at understanding that the bonobos are matriarchal because the females chose weak males they can dominate, creating a dysᶃenic process which has led them to becoming small and ꓒumb "pygmy" chimps. They are the perfect example of an evolutionary dead end, only made possible by geographic isolation from competition, chimps would have simply torn them apart. Anyways TFM explains. "Adam is a Bҽta that Can't Understand Dominance" (can't link without self ghosting)

  11. I can't see any normal masculine man wearing these clothes. Some of these clothes look like a woman should wear them

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