Filene's Basement Finds New Life Online

9/28/2015
Attention discount shoppers: Filene's Basement® is back! The beloved retailer, made famous for initiatives like its annual "Running of the Brides" event, has made an online-only comeback, offering over one million items in a constantly evolving selection of name brand and designer men's, women's and children's apparel, accessories, shoes, beauty, bridal and home goods at up to 70 percent off.

FilenesBasement.com now delivers the brands and savings shoppers expected from the original Filene's Basement stores, coupled with a unique and personalized online shopping experience.

"Filene's Basement has a storied history and so many of its loyal customers who grew up shopping at 'The Basement' feel a deep personal attachment to the brand," said Matt Messinger, president and CEO of Trinity Place Holdings Inc. ("Trinity"), the parent company behind the new website. "The launch of FilenesBasement.com marks the return of one of the most innovative and iconic U.S. retailers. We've taken our time to carefully research the online retail space, and communicate with our former faithful customers and soon to be new shoppers about their desired experience with our brand. We believe the result will be the natural online evolution of that classic, one-of-a-kind Filene's Basement shopping experience."

Hearkening back to the Filene's Basement heritage, the merchandise represents a mixture of traditional brands and up and coming designers. The site also boasts a robust and growing bridal category, reflecting the brand's historic strength in the bridal space. Yet instead of overwhelming customers with a myriad of choices, FilenesBasement.com learns shopper style preferences over time so that the merchandise presented is specifically tailored to a customer's personal sense of style.

These recommendations are based not only on customer search, purchase and browsing habits, but on direct customer interaction with the website's unique personalization tools, as seen below. These tools foster a true "thrill of the hunt" shopping experience online.
  • Style Survey – Upon entry to the site, shoppers will be invited to answer an optional string of questions to determine their personal style. FilenesBasement.com will then have a better idea of the user's own personal style.
  • My Style Feed – The feed is a customized shopper homepage, which features customer-set filter preferences by brand, gender, price and product category. There are 100 percent editable filter settings, and customers can receive email alerts based on new products that fit their settings. "My Style Feed" also features product recommendations based on user preferences and interests.
  • My Basement – This simple, default-private wish list is designed for personal style and product curation, and as a place to stash goodies or compile an outfit or collection.
  • Style Stories – Style Stories are real stories from FilenesBasement.com shoppers and style influencers. Filene's Basement looks to its fans and customers to tell their style stories and share content to show off their finds on the public homepage and celebrate what makes their style their own.
"From classic brands to designer finds, bridal treasures to home must-haves, there's something for everyone at FilenesBasement.com," said Mara Wedeck, CMO of FilenesBasement.com. "Our goal is to empower shoppers to simply and confidentially find ways to uniquely express their own style. With access to hundreds of thousands of designer products, we hope FilenesBasement.com will help everyone 'find what's you' in their own unique way."
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