Editor’s Note
This article examines Rainbow Shops, a value fashion retailer founded in 1935, as a case study in successful digital adaptation. It highlights how the brand, with over 1,000 physical stores, has built a significant e-commerce presence to thrive in the modern retail landscape.
Rainbow Shops is a value-oriented fashion retailer that has undergone many changes since establishing itself as a key player in the affordable clothing market in 1935. Operating over 1,000 stores across the United States, Puerto Rico, and the U.S. Virgin Islands, primarily in malls and urban shopping districts, Rainbow Shops also maintains a significant e-commerce presence. It serves as a prime example of a traditional retailer that has successfully developed an excellent e-commerce strategy to serve customers while maintaining its brand identity.
These videos are stored directly on Shopify, generating over 1 million video views per week for the brand at no additional cost.
Psycho Bunny started as a necktie company in 2005, relaunched as a premium apparel retailer in 2016, and has since evolved into a global lifestyle brand. Transitioning from wholesale to a direct-to-consumer (DTC) approach centered on high-quality Peruvian cotton polo shirts, the brand has experienced remarkable growth, with nearly 1,000 employees and over 90 stores worldwide.
Spanx has transformed from an innovative shapewear brand into a comprehensive fashion brand celebrating comfort and confidence. The brand expertly balances function and style across a range of activewear and everyday clothing lines, continuing its innovative spirit.
Tecovas offers beautiful handmade western boots and accessories for everyone. The brand prides itself on high standards of quality, comfort, fit, and style, crafting each boot through over 200 steps by hand.
