Nau (pronounced "now), a new outdoor apparel and sports wear company, is breaking new ground with its "web front" store concept, promoting a design philosophy based on performance, sustainability, and beauty.
The idea is that the physical retail store will push consumers onto their online site to buy the gear. How do they do it? They offer you discounts to buy online and then entice you to become part of their online world with a website with more depth than your average retailer...
-Invitations to blog about social sustainability (http://blog.nau.com/)
-$1500 prize money "what moves you" competition
-Each apparel description includes something on performance and sustainability and the picture of the garment should take care of the beauty angle.
Why do they do it? They would argue it is about sustainability - less use of natural resources and online is "now". Of course there is always the economic argument that an online retail site can be a darn site cheaper to run than a chain of retail stores with a load of stock out the back. With this concept they only have enough stock on hand for walk-ins to try them on for fit.
Would you go to their retail store? online store? or both?
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