Most stores may be closed due to COVID-19 stay-at-home orders, but Paige is continuing to keep its retail staff connected with shoppers.
The denim brand announced its new virtual styling feature, which allows consumers to virtually chat with a Paige stylist who can walk them through the new collection, answer questions on fit and color and make personal recommendations the same way they would in-store. This new service has the potential to provide benefits to both shoppers and retail staff—the latter of which has seen numerous layoffs throughout the industry.
“Paige virtual styling will allow our retail staff to continue staying connected to our community,” the brand said in an email. “This was an essential element of the program that was near and dear to our hearts.”
To take advantage of the service, shoppers can schedule a 30-minute virtual one-on-one consultation or a 45-minute virtual “shopping party” with friends via FaceTime, Zoom, WhatsApp or Google Hangouts. Attendees are asked basic questions such as areas of interest (i.e., denim, apparel, footwear), favorite Paige styles and more.
Following the appointment, shoppers will receive free shipping and a 10 percent discount for a one-on-one consultation and a 20 percent discount for a virtual party.
Brands’ e-commerce strategies have shifted significantly as a result of coronavirus lockdowns—and many are opting for discounts. Rag & Bone, Madewell, Levi’s and Frame are just some of the brands currently offering sales on denim.
Social media is also a major part of COVID-19 e-commerce strategies. To promote Paige’s virtual styling feature, the brand partnered with liquor store Wally’s for a giveaway that includes a happy hour basket with “rosé and treats.” To enter, users must follow both Paige and Wally’s and tag four friends in the announcement post on Instagram.
