Luxury apparel and accessories brand Vince has deployed an omnichannel platform from Massachusetts-based NewStore in all 68 of its US stores.

The aim is to accelerate its omnichannel journey and transform its retail operations in-store and on mobile.

NewStore provides a modular, mobile-first omnichannel cloud platform for retail brands worldwide. It is now powering the in-store shopping experience for Vince, one of three brands operated by Vince Holding. The brands are Vince, Rebecca Taylor and Parker.

Omnichannel technology, including mobile point-of-sale (mPoS), inventory management, store fulfilment and clienteling are live across Vince’s 68 US retail locations. Vince also offers a branded NewStore consumer app, which is integrated into the NewStore platform.

Known for its range of luxury products, Vince offers women’s and men’s ready-to-wear footwear and accessories through 51 full-price retail stores, 18 outlet stores, an ecommerce site and a subscription service. It also has multiple premium wholesale partners that distribute its products globally.

With NewStore, Vince has unified its physical and digital channels, improving the customer experience and creating a level of service consumers have come to expect from luxury fashion brands.

“Most retailers patch together various point solutions to create the illusion of omnichannel,” said Jack Schwefel, CEO at Vince Holding. “Until NewStore, I hadn’t seen a platform that matched the expectations I had for our brands’ in-store and mobile experiences. NewStore has played an important role in transforming Vince’s retail operations because it allows us to bring the personalisation and connectedness of ecommerce to our stores. We look forward to rolling out NewStore with Rebecca Taylor in the future.”

Since going live, store associate and manager feedback has been positive. For example, NewStore has made it easier for associates to fulfil orders using only an iPhone. Additionally, Vince can offer omnichannel features, such as buy online pickup in-store, and endless aisle, creating a more convenient shopping experience for its customers.

All these capabilities are made possible by a pre-built integration between NewStore and Salesforce Commerce Cloud. By unifying customer, order and inventory data across its in-store and online systems, Vince benefits from real-time visibility regardless of where and how a purchase is made.

This integration also serves as the backbone of Vince’s consumer app, which combines the benefits of its online shopping experience with the mobile-first UX and personalisation capabilities that only a native app can provide. While the desktop and mobile versions of its ecommerce site will play an important role in the customer journey, Vince views mobile apps as a powerful channel for consumers to bond with the brand.

The next phase of the implementation will focus on enhancing how Vince’s stores connect to its app. New features, such as Store Mode, should provide Vince’s customers with a richer, more curated app experience that they can carry around in their pocket.

“Vince is one of the few brands that has turned brick-and-mortar shopping into a fully app-powered, digitally connected retail experience, not only for its associates, but for the consumer as well,” said Stephan Schambach, CEO of NewStore. “By rolling out the full NewStore platform, Vince has set the standard for modern retailers, offering a rich, elegant shopping experience wherever consumers interact with the brand.”

Vince customers can visit participating US locations to see NewStore in action, and they can download the Vince app via the App Store and Google Play.

Vince Holding consists of three brands – Vince, Rebecca Taylor and Parker. Established in 2002, it is a luxury apparel and accessories brand known for its range of luxury products.

Vince offers women’s and men’s ready-to-wear footwear and accessories through 49 full-price retail stores, 15 outlet stores, and its ecommerce site and through its subscription service Vince Unfold, as well as through premium wholesale channels globally. Rebecca Taylor, founded in 1996 in New York, is a high-end women’s contemporary lifestyle brand. The Rebecca Taylor collection is available at ten retail stores, eight outlet stores and through an ecommerce site and its subscription service Rebecca Taylor RNTD, as well as through high-end department and specialty stores in select international markets. Parker, founded in 2008 in New York, is a contemporary women’s fashion brand that is trend focused.

NewStore provides omnichannel-as-a-service for retail brands worldwide that want to accelerate their digital transformation. Customers include Burton, Faherty Brand, G-Star Raw, Marine Layer, Scotch & Soda, Untuckit and Vince. The company is backed by General Catalyst, Activant Capital and Salesforce Ventures.