A Man And A Woman Goes Digital-------
“I’d been working in e-commerce for so long that I wanted to build a great foundation for the new business by working solely with customers in my store for the first year,” Erin Crandall, the former head buyer at Shopbop.com, says of A Man and a Woman, the chic Christopher Street boutique she founded in September 2010. “I learned so much from talking to people, working with them on what they like, what they need, how different brands fit, the quality—working one-on-one with women every day is the best form of market research anyone can ask for.”
She has since taken the knowledge gained from her bricks-and-mortar shop, which houses brands like Alexander Wang, Acne, and Linda Farrow, and applied it to her new Web store, Manandawoman.com, which she just launched this week. Included in the offerings are classic shirts from Equipment, Helmut Lang jackets, and exclusive pieces from the London designer Jean Pierre Braganza, as well as items from their in-store best sellers like Nahm, Cobra Society, and Chris Benz. Crandall predicts “There will be a crossover in terms of best-selling lines in the store and on the site.”
Given her Web background as one of the first people at Shopbop, Crandall made sure to include user-friendly elements on the site, highlighting the sliding pages (“great for an iPad or iPhone”), and the editorial lookbooks. Up next for the shop, expanding its accessories and menswear brands. Stay tuned.