American Apparel Stores to Test Online Reservations
In November, American Apparel will test a new service that lets customers order products online and later pick them up at an American Apparel store.
Ryan Holiday, one of American Apparel’s Internet strategists, confirmed the Los Angeles–based company will be testing an online reservation program.
In the new program, an American Apparel shopper picks a shirt or another product on the company’s website (www.americanapparel.net). Then the shopper will enter his or her zip code on a purchase order to find a nearby American Apparel store with the ordered item in stock.
The closest boutique offering the item will later send the shopper an e-mail confirming the item is in stock and available to be picked up. In addition to this online reservation test, Holiday said, American Apparel will be renovating its website in November.
Nordstrom launched a similar service earlier this year.—Andrew Asch
