Like their Millennial predecessors (Glossier, Casper, Away, Allbirds) leading the way from DTC to IRL, Parade has opened a concept store for a limited time on Soho’s main stretch of Broadway.

Where Parade's product & pricing is average, their community-sourced branding and in-store experience are superior.

CEO & Founder Cami Téllez was inspired to take on the intimates market, fueled by the uneasiness of growing up on Victoria’s Secret’s toxic female gaze and postmortem rage from the Me Too movement. After crowdsourcing polls on social media, asking if/where people feel comfortable shopping for their underwear, she found that most consumers have been left to feel ashamed, confined, and undervalued. Thus she created Parade as a collective action to celebrate the human body without barriers.

Parade’s first brick-and-mortar aims to undo the consumer traumas of the past by designing a joyful adult playground of like-minded dreamers, where inclusivity, sustainability, and comfort reign supreme.

Parade’s first brick-and-mortar aims to undo the consumer traumas of the past by designing a joyful adult playground of like-minded dreamers, where inclusivity, sustainability, and comfort reign supreme. Their bold red facade immediately catches your eye, standing out amongst the other retailers on this busy block on Broadway. Once you step into their dreamlike space, you’re immediately enveloped in a prism of bright colors and futuristic shapes. Walking through rainbow arches, you feel as if transported to a dreamy maximalist space of bold colors, shapes, and textures. 

Since the design of the space is loud - unapologetically celebratory, Parade strategically merchandises its products minimally. There are few mannequins (and those are molded from real women's sizes) and zero display cases, allowing for easy shopping and optimal fun. Find your desired underwear size/design with the help of a neatly organized wall, or ask for the help of one of the psychedelically uniformed associates. After picking up your 5 for $40 undies or their supersoft loungewear, try to win free merch at their claw machine and take a selfie in their trippy mirror room. 

The store’s layout snakes around 70’s inspired installations and curvy merchandising racks, with highlights of their inclusive marketing campaigns. The space is well lit and gives consumers space to sit, walk around, and admire their surroundings. A design in direct opposition to the dark, sexy boudoir vibes Victoria’s Secret made its name on.

Parade intends to create an emotional experience of celebrating the body and every body. Where art, culture, and conversation are at the forefront of the shopping experience.

As we mentioned earlier, Parade’s pricing and the product don’t stand apart from their competitors. Their 5 for $40 promo is pricey compared to Aerie, which they see as their main competitor. Besides Parade’s millennial-minded design and emotionally driven marketing, why else should we buy into their brand? Aerie was notably the first brand to speak out again against the misogynistic tone of swim and intimates, launching their Aerie Real campaign back in 2014. Size inclusivity and showcasing what an average female body looks like isn’t a novel take.

Parade distinguishes itself from other brands, striving to make all its products from reclaimed, recycled, responsible, renewable, or regenerative materials. Their concept store even includes a second life dropbox to recycle all old or used intimates. They are also focused on maintaining direct communication with their consumers via the Parade community. Just as the brand was launched, they continue to crowdsource product feedback and developmental notes from their members, exclaiming, (they) “celebrate our community’s diversity…. always open to feedback from you to expand our size- and gender-inclusive options.”

So, where can Parade go from here, and how will they compete against one of the biggest retailers in the world? This year, Parade has been valued at $140 million, utilizing its DTC online model and wholesale deals to sell its goods through established retailers across the U.S. Notably, 80% of sales In the underwear category still happen in a store. Moving toward the endemic stage of COVID, consumers are desperate to get back to the “real world,'' and there is sufficient evidence that brick and mortar stores play a critical part in the customer’s journey. Consumers like the ease of online but are yearning to touch and feel products and, once again, participate in the social experience of shopping.

Riley Group Inc. believes the presence of humanity in all consumer experiences is the most critical facet to ensure success. Parade exemplifies this tenant with their community-based approach; listening, engaging, and learning from their customers of all ages and sizes.

“Sexiness isn’t one dimensional - it’s a voice, it's feeling, it’s a technicolor mirror that reflects.”

Go check out Parade’s concept store on Broadway between Houston & Prince before closing in September. It will be interesting to see if they will follow in the steps of their DTC predecessors, who’ve stagnated since opening their brick & mortar stores. Or if they can translate their emotional branding through wholesale and permanent spaces, replicating their concept store’s dynamic customer experience.