Beyond Proper by Boston Proper, the Boca Raton, Fla.-based catalogue and online retailer in the midst of a digital transformation, has promoted Sheryl Clark to president and chief executive officer, from chief merchandising officer. Clark will continue to lead its evolution from a catalogue-based brand to an e-commerce focused business.
Beyond Proper by Boston Proper is the new moniker of the 25-year-old brand, which went only by the latter half until February, claiming that it’s “not from Boston and has never been proper.”
“[We] empower women to believe that confidence is the sexiest thing they can wear,” said Clark, noting that Beyond Proper makes runway trends wearable and functional for its consumers. “To truly achieve that, we have to start with trust and continue with reliability.”
The latter is where Fit Analytics comes in, a cutting-edge, learning technology that helps create strong relationships with new and loyal Beyond Proper customers. “We’ve already seen bottom-line results in terms of higher conversion and lower returns,” the company said.
The Fit Finder size adviser “gives us a best-in-class online fitting room that removes sizing uncertainty for our shoppers while helping us drive significant revenue growth through increased conversions and reduced returns,” said Beyond Proper chief operating officer Michael Truong. “The goal is to
Follow WWD on Twitter or become a fan on Facebook.
Read More…