Case Study: Lafayette 148 achieves a rapid pivot to direct-to-consumer sales and personalized shopping with Adobe Commerce (Adobe)

Pivoting to meet customer needs in the new retail reality

Lafayette 148 New York, a luxury women's fashion brand, faced the sudden retail disruption of COVID‑19 and needed to rapidly shift from a wholesale‑centric model to serve customers sheltering at home and support its community. With stores closed and demand moving online, the company also retooled its Brooklyn studio to design and manufacture thousands of medical gowns for New York hospitals.

Using Adobe Commerce, Lafayette 148 launched AtelierDirect—a “shadow” portal enabling stylists to sell one‑on‑one remotely—while rolling out a virtual showroom, 3D design workflows, and contactless payment options. Built in weeks, the solution allowed personalized, data‑driven styling across 25 markets, helped pivot revenue from wholesale to direct‑to‑consumer, improved operational efficiency and sustainability, and positioned the brand for ongoing DTC growth.

Lafayette 148

Carol Schuster

Business Information and Technology Advisor