Omnichannel in Practice: What Outerwear Brands Can Learn from Fenwick & Selected’s Activation

Start with the pain: Why omnichannel still trips up outerwear brands

Customers know what they want: a coat that fits, performs, and aligns with their style and values. What they don't want is to be blocked by inventory gaps, confusing pickup options, or thin product pages that don't answer fit and performance questions. For outerwear labels—where fit, tech fabrics and seasonality make or break sales—the cost of a fractured online/offline experience is high: missed conversions, costly returns, and diluted brand trust.

What this guide delivers

This is a step-by-step playbook inspired by the 2025–26 Fenwick & Selected activation and built for outerwear brands that want to turn a product catalog into a seamless omnichannel revenue engine. You'll get tactical advice on inventory sync, click-and-collect, digital merchandising, and the operational changes that translate product data into omnichannel sales. It’s practical, 2026-ready, and focused on measurable outcomes.

Fenwick & Selected — the quick case study that frames the playbook

In late 2025 Fenwick strengthened its partnership with Danish label Selected, running an activation that combined curated in-store edits, stronger online product storytelling, and a smoother click-and-collect flow. The result was not just a short-term bump in footfall; it was a clear demonstration of how editorial context, localized inventory, and operational alignment create a unified customer journey.

Fenwick and Selected’s activation showed how a curated in-store edit plus synchronized inventory and clear pickup options converts interest into purchase.

Use that activation as a model. The following sections break down every step your outerwear label needs to replicate and scale the same outcomes.

Step 1 — Map the customer journey: think in scenarios, not channels

Top-performing omnichannel plans start with scenario mapping. Identify the high-value journeys for outerwear shoppers and optimize each end-to-end:

• Discovery → online product page → click & collect (BOPIS) → in-store try-on → purchase
• Discovery → in-store browse → mobile product page via QR → buy online, home delivery
• Social ad or live-stream → shoppable lookbook → ship-from-store fulfillment

For each scenario, list the conversion points and failure points: stock-outs, unclear sizing, long pickup wait times, lack of staff access to order notes. Make those failure points your sprint backlog.

Step 2 — Inventory architecture: the backbone of omnichannel

Outerwear is seasonal and SKU-heavy (sizes, fits, colors, technical specs). Inventory must be real-time and attribute-aware.

From siloed to single source of truth

Implement a unified inventory layer so every channel reads the same stock data. In 2026 the expectation is real-time accuracy—customers expect to know if a size 38 parka is available now, not 'usually available.'

• Use an Order Management System (OMS) that pools inventory (warehouse, stores, returns) and exposes availability via APIs. For orchestration patterns and workflow rules, see strategy guides on cloud-native orchestration.
• Enrich SKUs with attributes: insulation type, breathability rating, waterproof rating (e.g., 10k/20k), weight, and sustainability tags (recycled fill, certified down).
• Connect PIM & ERP: a Product Information Management system ensures consistent product copy and specs across channels—this ties into analytics and catalog governance playbooks (analytics playbook).

Fulfillment modes to support

Design inventory rules for these modes:

• Ship-from-store to reduce delivery time and increase store utilization—this is a core micro-fulfilment pattern (micro-fulfilment, showrooms & digital trust).
• Reserve-and-collect (BOPIS) with guaranteed pickup windows.
• Curbside and contactless pickup for convenience-focused shoppers.
• Micro-fulfillment for dense urban markets—use small dark fulfillment points to serve 2-hour delivery promises (microhubs & local delivery).

Step 3 — Click-and-collect done right

Click-and-collect is a major conversion lever for outerwear. It reduces return friction (customers can try before committing) and drives in-store add-ons. But execution matters.

Make pickup a premium, not a consolation

• Clear expectations: show a countdown to pickup readiness and a specific collection window (e.g., "Ready in 2 hours, pick up between 1–5pm").
• Instant staff notifications: ensure store staff get order alerts on POS tablets or staff apps with customer notes (size preferences).
• Dedicated pickup zones: a branded, climate-controlled area that protects outerwear and creates a high-value touchpoint—think in-store activations and premium pop-up tactics (flash pop-up playbook).
• Tech enablement: use barcode scanning or QR check-ins to mark orders as collected and trigger post-pickup messaging and review requests.

KPIs for click-and-collect

• Pickup conversion rate (orders placed vs. collected)
• Time-to-collection median
• In-store attach rate (add-on items at pickup)
• Return rate for BOPIS orders vs. standard online orders

Step 4 — Digital storytelling: make technical specs sell

Outerwear buyers care about performance (waterproofing, breathability), fit, and sustainability. In 2026 shoppers expect rich, trust-building content that flows across channels.

Product pages as education hubs

• Structured attributes: display tech specs as scannable badges (e.g., 20k WP / 20k MVP). Allow filters by performance metrics.
• Fit guides and 3D models: body-type-specific guidance, size recommendation engines using verified purchase data, and 3D try-on integrations or lightweight real-time UI kits.
• Performance tests & videos: short clips showing water repellency, breathability tests, and insulation weight comparisons.
• Traceability & sustainability tags: lifecycle info, materials origin, repairability score—link to extended content pages with certificates.

Omnichannel editorial formats that convert

• Shoppable lookbooks that match coats to layering options and activities (commute, mountain, travel).
• Live commerce events tied to local inventory—announce in-store availability in the live show and enable immediate reservation for pickup (live Q&A & live podcasting playbooks).
• UGC galleries with verified buyers tagged by size and local climate—show how a parka fits someone with similar stats in a similar city (see digital PR & social search approaches).

Step 5 — Translate catalog data into action: merchandising and localization

Your product catalog is raw material. To make it sell across channels, turn catalog attributes into localized assortments and merchandising rules.

Attribute-driven merchandising

• Rule-based assortments: automatically promote lightweight shells in coastal stores and heavy insulation in alpine regions. Consider micro-bundles or dynamic kits for seasonal merchandising.
• Dynamic bundles: create seasonal kits (jacket + liner + care kit) and surface them as in-store sets during pick-up or try-on.
• Price & promo localization: adjust promotions by store inventory levels and local events (ski festival, rainy season).

Catalog-to-store play

Use the same catalog to power in-store tablets and QR menus. When a customer scans a product tag, serve the same enriched page with local inventory, upsells, and pickup options. This alignment removes friction and shortens the path to purchase.

Step 6 — Staff, training & in-store activation

An omnichannel strategy is only as good as the people executing it. Fenwick & Selected's activation showed the value of trained store teams who could tell the product story and manage hybrid fulfillment.

Training focus areas

• Product tech education (how to explain waterproof membranes, insulation performance).
• Omnichannel ops (processing BOPIS orders, ship-from-store picks, handling returns tied to online orders).
• Customer coaching (fit consultations, layering recommendations, repair and care advice).

Visual and experiential store tactics

• Curated edits and lifestyle displays that match online lookbooks.
• QR codes on in-store tags to pull up videos, size data, and nearby availability.
• Pickup lockers integrated with your OMS for 24/7 collection in urban settings.

Step 7 — Returns, repairs and circularity

Outerwear returns are costly due to bulky packaging. Design a returns and repair-first experience to cut costs and strengthen brand loyalty.

Practical returns & repair strategies

• Flexible returns points: allow returns to stores, drop-off lockers, and partner locations with instant refunds tied to the OMS.
• Repair & refurb programs: offer discounted repairs at pickup and encourage in-store repair drop-off when customers collect items. See examples of repair-forward programs such as retailer repair rotations (repairable program case study).
• Restock & resale: use returns triage to fast-track resalable items into an online outlet or local store resale channel.

Step 8 — Measurement: the metrics that matter in 2026

Track both operational and customer-experience KPIs. Data should drive friction removal and product decisions.

Core omnichannel KPIs

• Cross-channel conversion lift (customers who interact with two+ channels vs. one)
• Pickup-to-purchase uplift (BOPIS orders that convert to full-price purchases)
• Fulfillment cost per order by mode (ship-from-store vs. central warehouse)
• Stock-out rate and sell-through by store
• Net Promoter Score segmented by fulfillment type

Step 9 — Tech stack blueprint

In 2026, modular, API-first platforms are standard. Avoid monolithic builds that lock you in.

Recommended core components

• PIM for product attributes and enriched content
• OMS for inventory pooling and multi-channel fulfillment orchestration
• Unified POS that shares customer and order data with the OMS
• Headless Commerce for flexible front-ends (mobile, web, in-store kiosks)
• CDP (Customer Data Platform) for personalization and lifecycle messaging — learn how social signals and AI answers feed CDPs (CDP authority signals).
• AR/3D providers for try-on and rich product previews — integrate lightweight UI kits and realtime components like TinyLiveUI where helpful.

Step 10 — Sustainability as a conversion tool

Shoppers care about sustainability in 2026, especially for durable purchases like outerwear. Make sustainability tangible in both physical and digital touchpoints.

Activation ideas

• QR-linked lifecycle pages showing material sourcing, carbon estimates, and repair manuals.
• Trade-in programs at pickup—customers get credit when they return used outerwear at the store.
• Visible repair stations at flagship stores, turning repairs into brand experiences.

Common pitfalls and how to avoid them

• Poor data hygiene: inconsistent SKUs across systems lead to false availability—fix with a canonical PIM and SKU governance.
• Overpromising pickup times: set conservative pickup SLAs until fulfillment flows stabilize.
• Ignoring store staff: undertrained store teams create friction—invest in short, recurrent micro-learning modules.
• Shallow product pages: thin descriptions and missing performance data reduce purchase confidence—invest in media and test panels.

Launch checklist (30–90 day plan)

1. Audit inventory systems and map SKU attributes (week 1–2).
2. Deploy PIM and link key attributes to product pages (week 2–4).
3. Enable OMS for store-level fulfillment and test ship-from-store scenarios (week 3–6).
4. Pilot BOPIS in 3–5 stores with dedicated pickup areas and trained staff (week 6–10).
5. Publish enriched product pages with videos, badges, and fit tools (week 8–12).
6. Run a cross-channel campaign combining in-store events and shoppable live streams (week 10–14).
7. Measure, iterate, and roll out to additional stores (week 14–90).

2026 trends to watch (and leverage)

• Hyper-local assortments: more brands will tailor inventory to microclimates using real sales and weather-data integrations.
• Responsibly sourced performance textiles: customers expect transparency on membrane manufacturing and recycled fills.
• Faster urban fulfillment: two-hour delivery and evening pickup windows will become table stakes in big cities.
• Interactive in-store tech: AR mirrors, mobile-guided fit, and staff-accessible digital dossiers will make the shop floor omnichannel native.

Final play: Turn catalog depth into omnichannel advantage

Your product catalog describes more than SKUs; it captures use-cases, performance differentials, and sustainability claims. Treat that data as the connective tissue between channels. When inventory is accurate, product storytelling is rich, and fulfillment modes are reliable, you move shoppers smoothly from curiosity to confident purchase.

Fenwick & Selected’s late-2025 activation proved a simple truth: an omnichannel experience that aligns merchandising, inventory, and storytelling drives enduring value—not just a temporary promotion lift. For outerwear brands, the stakes are higher (and so are the opportunities) because customers rely on trust and proof when buying performance garments.

Actionable next steps—your 7-point kickoff

1. Run a 2-week inventory audit and fix the top 10 SKU mismatches across systems.
2. Publish one enriched product page per hero outerwear SKU with badges, short videos, and a size confidence indicator.
3. Launch BOPIS in two urban stores with 2-hour pickup and a branded pickup zone.
4. Train staff on product tech and omnichannel ops via two 30-minute microlearning sessions.
5. Set up OMS rules for ship-from-store and monitor fulfillment cost per order.
6. Introduce a trade-in/repair option at pickup to start building circular revenue.
7. Measure (daily) pickup conversion and (weekly) fulfillment performance; iterate fast.

Closing: why omnichannel matters for outerwear in 2026

Omnichannel is no longer an optional layer—it's the customer expectation. For outerwear brands, the difference between a good season and a great one is how quickly you remove friction and prove product value across touchpoints. Build inventory trust, make pickup delightful, tell the product story with data and media, and measure the metrics that drive both customer loyalty and margin.

Ready to translate your catalog into a unified omnichannel engine? Start with the 7-point kickoff above and test one bold activation—curated edits, live commerce, or a BOPIS pilot—then scale the moves that improve conversion and reduce returns.

Call to action: If you want a tailored rollout plan for your outerwear line—complete with SKU prioritization, tech stack recommendations and a 90-day pilot roadmap—contact our team at outerwear.top to schedule a strategy session and build your Fenwick-grade activation.

Related Reading

• Micro‑Fulfilment, Showrooms & Digital Trust: Scaling Modest Fashion Commerce in 2026
• Review: Best Mobile POS Options for Local Pickup & Returns (2026 Field Comparison)
• Live Q&A + Live Podcasting in 2026: A Practical Monetization Case Study and Playbook
• From Social Mentions to AI Answers: Building Authority Signals That Feed CDPs
• Transition Investments and Food Infrastructure: What Bank of America’s ‘Transition’ Stocks Mean for Cold Chains
• Winter Capsule Wardrobe for the Modest Shopper — Buy These Investment Pieces Before Prices Rise
• Tech That Complements Your Look: How Headphones Became a Style Accessory
• Eating on the Road in 2026: Short‑Term Food Traveler Protocols, Tech, and Risk Management — A Practical Review
• Industrial Airfreight and Adventure Travel: How to Find Routes That Let You Fly With Heavy Gear for Less