The company is also slowly turning back the tide of cancelled subscriptions by pivoting its services and doubling down its existing community of customers. For Armoire Style, a small Seattle-based startup that rents dresses, professional clothes and outerwear to working women, the coronavirus outbreak was a crisis that they just didn't anticipate.
Armoire's team discussed slashing the marketing budget and putting expansion plans on hold, Singh said. The company has also shuttered one of its two physical stores, and left the other open only for dropoffs and pickups. By doubling down on its existing customers, like working mothers balancing babysitting and Zoom conference calls, Armoire also seems to have found a way to turn around the tide of cancelled subscriptions. Photos on the company's Facebook page show its customers dressing up to enter the home office, or donning a winter coat to sip coffee on the porch.
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