In episode 219 of Total Retail Talks, Executive Editor Joe Keenan interviews Jason Schott, chief operating officer of Schott NYC, a manufacturer and retailer of premium outdoor clothing, including leather jackets, motorcycle apparel, and other clothing and accessories. Listen in as Schott discusses the brand's use of local social advertising to support its brick-and-mortar stores and drive engagement and sales. He shares the story of the brand, including how his great-grandfather founded the company in New York City in 1913, the iconic Americana status of the brand, and its growth and expansion over the years.
Schott NYC currently operates four brick-and-mortar stores in New York City, Chicago, Los Angeles, and San Francisco, as well as its e-commerce site. Schott discusses the brand's marketing efforts to engage local consumers and how the stores allow shoppers to experience the quality of the products. Schott NYC also has a strong international presence, with 15 stores across Japan and Europe, and has worked with partners in these countries since the 1970s. Schott says the brand's American-made products and Americana status has helped to create loyal customers across the globe and fuels its international e-commerce business. Schott details how Schott NYC still fulfills all of its domestic and international orders from its factory and distribution center in New Jersey, and how technology impacts the business. He details how Schott NYC has partnered with celebrities and influencers to raise brand awareness, its collaboration pieces with other big-name brands, and why it's essential that the collaborations fit the Schott NYC brand. Schott shares what he's focusing on now at Schott NYC, including growth in its direct-to-consumer business.
Jason Schott is a fourth-generation family member at the helm of Schott NYC. Prior to joining the family business as COO in 1999, he worked as a senior auditor at PwC for three years. Schott holds a Bachelor of Science in Business Administration and Accounting from Washington University in St. Louis.