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On the first Friday in May of 2019 Amika opened its first store in SoHo, NYC. The store will be used to promote the brand, host consumer facing events and even sell the products. Amika, also sells its products and tools in Sephora stores.
The direct to consumer trend is not new, and is something that could be on the increase. Brands need to control their message to consumers, across all interaction points.
“RETAIL AND SALONS ARE A BIT LIKE PLAYING TELEPHONE. WE WANT TO TALK TO AND ENGAGE WITH OUR CUSTOMER DIRECTLY,” — Laure Eschricht, VP Marketing Amika
The target is not to increase sales revenues in these locations, but consumer interactions. And in the first quarter of 2019 Amika is showing a resonating affect with this strategy. Article HERE
“WE DEFINITELY THINK THERE IS A PLACE TO BE INNOVATIVE IN HAIR CARE AND BEAUTY, AND REMIND TO PEOPLE THAT YOU CAN CHANGE YOUR LOOK WITH A SHAMPOO OR A CONDITIONER OR A DRY SHAMPOO IN THE SAME WAY YOU WOULD A LIPSTICK.”— Vita Raykhman, Creative Director Amika