By: Jason Buckland
In the summer of 2017, more than four long decades after it first opened for business, the decision makers at LeSportsac readied themselves for change.
It was an interesting moment for the iconic New York lifestyle brand, maker of famous handbags, luggage, and accessories. The company was enjoying unquestioned success: a bustling flagship store on Madison Ave., more than 190 retail outlets across the globe.
And yet, for all it had, here was LeSportsac. Displeased. Dissatisfied. On its lips was the taste for something more.
Its bugaboo was clear: ecommerce. LeSportsac had, like other big names in its space, sold online for some time. But the experience LeSportsac was able to deploy through its web platforms never quite matched the experience it provided in real life.
So it searched, all the while sitting with an unusual problem. In the soon-to-be $706 billion industry of online fashion, apparel, and accessories, how can an already-thriving brand push for even greater heights?
The answer was found in a common denominator.
“We started looking at other companies, other brands and experiences that we liked,” says Berly Isaak, LeSportsac’s head of global marketing. “We started realizing that Shopify was involved in all of them.
“We’re like, ‘Oh, my God. This is Shopify! And this is Shopify! It was the perfect combination of bringing all our channels together, as well as the cost being exactly what we needed.”
‘It Was Like Heartbreak After Heartbreak’
For a lifestyle brand to last more than 40 years, innovation is often not far behind.
In 1974, Melvin and Sandy Schifter began LeSportsac as an outfitter of travel-style, parachute nylon bags. All that happened next was aggressive global expansion, the development of a signature collection catalog as long as the island of Manhattan, and the establishment of a legacy name in fashion, one as beloved by subway commuters as A-list celebrities.
Read More >> https://www.shopify.com/enterprise/multi-channel-ecommerce-lesportsac
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