“Digitisation increases customers' experience expectation” (Patrick Desrumaux, Xandres)

In preparation for its German expansion, Belgian fashion label Xandres has launched an inclusive brand strategy that has taken physical shape in its new Antwerp flagship store, where digital and physical shopping merge. “We will emerge from the crisis stronger,” director Patrick Desrumaux says.

New brand strategy

“During the corona crisis, we took our time to think things through”, Desrumaux explains: a new brand and store strategy and ambitious foreign expansion plans are the concrete result of that reflection. “The pandemic has woken us up, it has fuelled our creativity. Every crisis offers opportunities: we are stronger now than we were two years ago.”

Because Xandres wants to be a brand for every woman, the label no longer makes a distinction based on age or size: the plus size brand Xandres Gold is discreetly integrated into the main Xandres brand. The two stores in Antwerp were therefore logically merged into one large flagship store. “We are all Xandres”, is the baseline from now on.

Time for the customer

In that new physical store, digital technology is at the service of improved customer service. Large screens create amazement, kiosks at the fitting rooms bring the web shop into the store: it allows customers to place an online order if their size is not in stock, for example. The products are delivered at home or in the store. “We used to have a kiosk at the checkout, but that turned out to be not very practical.” The new location at the fitting rooms makes much more sense, experience-wise.

The new app allows customers to put together their fitting list while in the store. This can be done simply by scanning the bar codes and entering the correct size: the desired pieces are then brought to the fitting room. “The advantage is twofold: customers do not have to walk through the store with four pieces on their arm, and our store employees have more time for the customer. They do not have to constantly run everywhere to look for the requested items of clothing – we are now making one permanent stock employee available for that.”

Customer behaviour is changing

Based on the purchase history in the app – a kind of ‘digital wardrobe’ – employees can give style and combination tips. “That makes technology human.” Two weeks after the reopening, it appears that shoppers do use and appreciate the app. “We deliberately kept the technology very simple. Customers prefer to use their own smartphone, the kiosk is more often served by our employees.”

Desrumaux believes more than ever in the physical store, but agrees that consumer behaviour has changed. “It is now less about pure fun shopping: people are preparing their shopping trip digitally. Due to the influence of social media, expectations are also higher: the shopping experience has to be perfect.” Owing to its new layout, the Antwerp store already appears to have a greater appeal.

International ambitions

E-commerce at Xandres grew to about a fifth of total turnover during the pandemic, although that share has now fallen slightly to 15 %. Yet, online is still growing at double digits. The recent start in Germany may provide a new impulse: “We enter that market through three channels”, Desrumaux elaborates: “We opened our own webshop with German content, Xandres.de. We operate in the multi-brand market from a showroom in Düsseldorf. And we will start on market places: we just started on the German platform of Zalando, soon we will also be present on Peek & Cloppenburg‘s platform vangraaf.com.”

These are all significant investments, which shows a strong belief in the future – thanks to Damartex, the strong group behind Xandres. “We have a clear brand story and a unique DNA. We now have a firm foothold in the Netherlands, with our own store in Den Bosch, 55 multi-brand boutiques and a presence on the Bijenkorf platform. We see further growth potential in the north rather than in the south of Europe.”

Patrick Desrumaux will tell more about Xandres’ omnichannel strategy at the RetailDetail Omnichannel & E-Commerce Congress, on 24 March in Antwerp. ZEB, Exki, De Gele Flamingo, Merkado and C&A are also on the bill. More than 200 participants have already registered. Do you want to be there too? Order your ticket quickly via this link.