As evolved pureplay retailers open stores, customer service for the new generation becomes a focus point. Indochino customers can book an appointment with a stylist in the showroom and receive two complimentary in-store fittings of their customized suits from Indochino tailors.  Rent the Runway uses stores to focus on the right fit. While renters receive a complimentary second dress size with their online order, customers who visit a Rent The Runway store can try on multiple styles and sizes just hours before debuting their dress. And when the Trunk Club opened its first store, it billed the unique space as a “clubhouse” for its members, complete with a 5,000 square-foot roof deck, and a 40-foot bar stocked with complimentary drinks. Today, all five of the brand’s clubhouses feature courier delivery, on-site tailoring, and a full service bar and coffee bar.

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