"After opening up internationally in November, we were stunned by tremendous demand abroad," says Alexander. "Immediately we felt the need to secure a brand for which we felt we’d have more ownership."
The name Imprint has been associated with Need since its inception, as the title of the site's blog. Now it reflects the company's literary and local focuses.
The limited collections of clothing, accessories, and literature from brands around the world for which Need is known will remain, as will the new collections of exclusive products released weekly. What's new is a streamlined website and iOS app.
"It has a simple, gestural interface, which allows customers to jump in and out of the app for shopping quickly and easily from our limited-run collections," Alexander says. "From Apple Pay to push notifications, we’ve created a truly refined experience that we’re extremely proud to share."
The experience is driven by Concierge, a hybrid between a chatbot and a human-driven interface. What that means for shoppers is 24/7 on-demand personal styling and outfit advice. In addition, seamless sync and on-boarding means there's no need to authenticate your account from outside sites, making purchasing a snap.
Alexander's certainly been busy. In addition to rebranding Imprint, he recently retooled another of his brands, small-batch clothing line Foremost.