timberland barentsburg Basement Reopens as Discount Fashion Web Retailer
Discount department store Filene Basement closed the last of its stores a few years ago, but just opened its doors to shoppers once more. Except this time, the doors are virtual.
The retailer announced Sept.
Like its brick and mortar predecessors, the online shop sells name brand and designer apparel for men, women, children, as well as a selection of shoes, beauty, bridal and home goods. Shoppers can expect to find shoes from brands like Nine West, Sam Edelman, and Vince Camuto for under $40; dresses from Liz Claiborne, Nine West, and French Connection for under $30; and men dress shirts from Calvin Klein and Kenneth Cole for under $20.
But one of the best gems of shopping at the Filene website lies in its free shipping on all orders, no minimum purchase required. Maxx don offer that to their online shoppers, requiring a minimum spend of $89,
While the store was once noted for its bridal selection and hosting the Running of the Brides, a massive one day sale on wedding gowns, the current online collection is limited, just 17 gowns.
The company has built additional personalization options into the new site that it hopes will attract customers and give it an edge over competitors. Shoppers can take a survey upon entering the site that will help the store filter through items to display ones that theoretically best fit the shopper style. It is also a great way, of course, for Filene to track customer spending behaviors.
Despite such efforts, the store faces a stiff fight ahead for American shoppers dollars. Filene heritage and name recognition give it an advantage over most newcomers, but whether that will be enough to carve a niche for itself in the crowded discount retailer market remains to be seen.
Most of its traditional customer base now turns to retail giant TJX. Maxx and HomeSense. TJX sees annual sales of more than $27.4 billion. Sales increased 50% in six years, and retail consultant Howard Davidowitz told Fortune that the brand is most consistent, most powerful apparel retailer in the United States. Maxx wasn enough of a challenge, the shop needs to contend with other similar stores like Century 21 and Nordstrom Rack, as well as online only flash deal purveyors such as Gilt, HauteLook, and Rue La La. shop.
fashion shops like Primark, and its better known peers Zara, H and Forever 21 all favor a a model that rapidly adopts designer looks for cheap, thanks to highly efficient production models. Meaning shoppers can find runway looks a couple weeks after they debut for a tenth of the price.
This leaves fashionable shoppers with two options: comb through designer discount sites like Filene or Gilt for last season castoffs,
or go to H and buy a copy of this season styles for less than $30.