Ecommerce moments of the week: digital wardrobes, new brand launches, Deliveroo developments, and more

Wardrobe full of neatly arranged clothes

This week, we’re highlighting Deliveroo’s new restaurant opening, and the latest extension to the Bonobos brand. Plus, we delve into the evolution of digital wardrobes and one brand’s self-operating ecommerce platform. Which ecommerce moment do you think will have the greatest impact on Gen Z shoppers? Vote for your favorite over on a LinkedIn poll. 

Deliveroo opens its own restaurant 

Online food delivery company, Deliveroo, is trying its hand at restauranteering, having just opened its first real-life restaurant in North London. The pizzeria, called Paradiso, is located just a stone’s throw away from Deliveroo’s principal ‘Editions kitchen’. Deliveroo Editions allows brands to deliver their food to new areas without investing in a restaurant – because Deliveroo provides bespoke kitchens for them. By opening their own food outlet, Deliveroo is taking this concept one step further. 

Deliveroo's new pizza restaurant

Having built a successful reputation in the world of apps, their reasoning for this move into the physical restaurant space is because the brand wants to understand the pain points that restaurants experience by owning one themselves. So, this could very well be the start of a Deliveroo chain of restaurants – but will they be a hit with Gen Z foodies? 

Bonobos Fielder launch 

Bonobos, owned by Walmart, has launched Bonobos Fielder, a brand extension of street leisure styles that fuses together athleisure and gorpcore trends. With an accessible price point, the new brand has been created with Gen Z in mind. 

The items in the collection start at $14 and feature highly functional, high-quality items like packable jackets and cargo pants.

Going forward, the brand plans to partner with artists to create collaboration collections designed to inspire young consumers. 

Supporting sustainability: Loop digital wardrobe 

Launched last month with an aim to help Gen Zs be more sustainable, Loop enables shoppers to digitally add online purchases to an accompanying app, allowing shoppers to keep track of the items in their wardrobe. They also get access to other services post-purchase, including repair or resale, with an aim to extend the life of fashion items that need a new home. 

Loop app integration example

By being part of Loop, retailers benefit by collecting new post-purchase data on products sold and adding insightful data analytics that will make Loop’s marketing cost-effective. Gen Zs love to shop online, could their very own digital wardrobe be the next big thing to innovate their shopping experience? 

Alibaba’s self-operating ecommerce platform 

Chinese tech giant, Alibaba, is renovating and rebranding its current B2C platform, Tmall, into a self-operated ecommerce platform, called Mao Xiang. 

Row of people on their phones

The new online platform adopts a direct sales model and will be introduced to current users of the Tmall app. For the initial launch phase, the focus will be on selling big-ticket items in the computer, communication, and consumer category. 

Mao Xiang will work alongside the operations of Alibaba’s flagship platforms, Taobao Marketplace and online storefront provider, Tmall. The move comes as the brand looks to boost its core ecommerce business amid rising competition. 

Gen Z and the future of ecommerce has landed! Delve into our interactive web page to explore the four key ecommerce trends to be aware of for 2022 – and beyond. 

Gen Z and the Future of Ecommerce

Access the interactive report