Sustainability and omnichannel retail hit the catwalk for London Fashion Week

All Saints founder Stuart Trevor is launching a new sustainable clothing brand in partnership with Stored, an omnichannel payment startup, at London Fashion Week.

Trevor’s new retail venture, baptised as Stuart Trevor, produces fashion solely from discarded material, offering to combat the culture of fast fashion and excessive clothing production.

The partnership with Stored is an effort to convert browsers into customers more efficiently. Through a frictionless two tap checkout, Stored asserts that conversion rates can increase by up to 250% and that checkout completion time has improved by 58%.

Stored can be deployed across a number of channels, including popups and events, making it a viable payment option for multi-channel retailers.

Danny Howe, co-founder of Stored, shares, “This partnership exemplifies our commitment to redefining the shopping experience, where sustainability and convenience converge to shape the future of retail and drive exponential growth across channels.”

Trevor echoes similar sentiments. “We’re not just launching a clothing brand; we’re unveiling a future shopping experience that combines the best of sustainable fashion with cutting-edge payment technology.”

Conversion, conversion, conversion: why payment methods are crucial

This is not the first time that Trevor and Stored have crossed paths. Back in July, Trevor joined Stored’s advisory board to make use of the startup’s omnicommerce experience offering.

Trevor also partnered with Stored when he founded Impact Central, an entertainment-led department store which houses brands with a positive social or environmental impact.

As a veteran in retail, Trevor has come back to work with Stored as they both understand a fundamental issue of online and offline commerce – abandoned carts.

According to statistics from the Baymard Institute, almost 70% of shoppers leave a transaction before paying.

When this is broken down into shopping channels, 73% of customers don’t follow through to checkout on desktop, 85.65% on mobile, and 91% on social media.

Abandoned carts are also more frequent amongst young adults and middle ages groups, as customers aged 25 to 44 abandon their carts the most.

“As a retailer, I’ve known for years that consumers are taking pictures of things in my stores or saving screenshots online, which they use as reminders or to share with their friends and family, but I also know they were doing it in system which I had no visibility of or influence over,” shares Trevor.

Stored gives retailers that missing visibility. Through their App, Stored lets customers get rid of their multiple saved baskets and centralise all into a universal one.

This helps both customers who can streamline their shopping experience, as well as brands who have a better understanding of what moves customer behaviour.

From reformulating our approach to clothing production to avoiding microtrends that bore customers, it’s becoming clear the fashion industry is in constant flux and transformation. The partnership between Trevor and Stored is just the latest example of that evolution.