SJP by Sarah Jessica Parker

Graphic design and creative direction for SJP by Sarah Jessica Parker’s collaboration with Ron Thurston, author of the bestselling book Retail Pride, and KWI, the retail industry’s only true turnkey omnichannel platform.

Sarah sat down with Ron at the SJP by Sarah Jessica Parker boutique in NYC to talk about retail culture, community, and the power of human connection. Sarah shared her belief that stores present the best opportunity to speak with customers and learn from them. She says in Women’s Wear Daily, “You learn that by being on the floor just by sharing stories and seeing their feet,” she said. “It’s been for sure the most joyous part of the work.” When asked why she felt it was important to have a brick-and-mortar presence, she shared, “It didn’t occur to us to do anything else.” While eCommerce powered the company during Covid-19, the store provides the 1:1 connection that builds brand and drives loyalty. It is also the best source of immediate product feedback, which is essential in fashion.

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