.KendraScott says it has surpassed goals by engaging its community.
Kendra Scott is navigating the coronavirus crisis with a mix of digital, philanthropic and community engagement-driven initiatives. The company said its sales during the crisis have generally surpassed original projections set for 2020 when its retail stores were still fully operational.
The brand regularly holds community engagement events at its local stores and clocked some 10,000 total gatherings in 2019. This mode of business continued during lockdown, albeit remotely, as the Kendra Scott label hosted virtual styling seminars, local college gatherings and give-back events on Zoom, Facebook and Instagram. One initiative — the company’s Everlyne bracelet — has generated enough sales for the company to provide 2.1 million meals for those in need during the COVID-19 crisis.
During lockdown, the company’s “Southern stores turned into distribution centers, so we could get people to go to work and keep busy in regions where they were allowed to by government,” said Nolan. Web orders were shipped to consumers from their nearest retail location rather than a central warehouse — a program established in partnership with Manhattan Associates.
Nolan added that, “As cities and states give guidance on how to open, we are not going to open the floodgates. We are concerned about employees, customers and that our surrounding communities are safe in regions open for retail. We will be cautious about it.” This year was meant to be a time that the Kendra Scott brand would start focusing on an international strategy. Those plans will now take a backseat to new production diversification plans, including research into domestic manufacturing.
“We are exploring, we have a lot of product sourced in the Asia region and are researching North American partners. Leading into this, our supply chain has included great partners that have evolved and moved with us as we go to the right kind of places including sustainability,” Nolan said.
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