START WITH KICKSTARTER: When the owners of Appalatch decided to seek money for their apparel company on the fundraising website Kickstarter.com, they timed the campaign to create buzz for the holidays. People who raise money on Kickstarter often give T-shirts to donors. Mariano deGuzman and Grace Gouin, who started the campaign Oct. 22, are giving away the Asheville, N.C., company’s custom-made sweaters. The exposure on Kickstarter has led shoppers to visit Applatch’s website, where the number of daily visitors has soared to 3,000 from between 100 and 200 before the fundraising campaign began.
MOBILE CHECKOUTS AND GOODIES: There is one permanent cash register at Story, but owner Rachel Schectman expects checkout lines to be short at the clothing, home furnishings and gift store in New York City. Six employees armed with tablet computers and scanners will patrol the 2,000-square-foot store and check out customers as soon as they’re finished shopping. If waiting times do turn out to be long, Story will make it easier on shoppers by feeding them chocolate and free samples from food trucks parked outside the store.
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