Stella McCartney launches UK ecommerce site
Fashion designer Stella McCartney has launched into the UK ecommerce market – first stop on the road to online expansion into Europe.
Until now the designer has only sold online in the US, but the launch of Stellamccartney.com now comes ahead of a move into eight more European countries scheduled by next spring.
A new iPad application with its own dedicated content is also to launch soon.
The online site, which also marks a relaunch for the US site, brings a catwalk photographic style to the designer’s range of ready-to-wear clothing, accessories, and lingerie. Shoppers can select ‘by look’ while a personalised concierge-style service mirrors that available in flagship stores. ‘Reserve in store’ allows visitors to reserve an item online to pick up at a store of their choice, while social networking through Facebook and Twitter is integrated throughout the website and a ‘like’ option can be used to tag favourites within the site.
Editorial-style content includes Stella’s Picks, where the designer’s favourite pieces are highlighted, and a What’s New section. Stella’s World contains behind-the-scenes photography from events including fashion shoots and catwalk shows. The homepage also features drawings by artist Barry Reigate.
Led by Stella McCartney, daughter of the Beatle Paul McCartney, the retail company has 13 stores including London, New York, Paris, Milan and Tokyo.
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[...] the article here: Stella McCartney launches UK ecommerce site – InternetRetailing.net fashion [...]
This is great news for Stella McCartney, but she has missed a merchandising trick on the site with catwalk videos.
With the advancement of Internet technology, it has now become very easy for retailers to display a product through video coverage on a website. Fashion designers like Stella must have a wealth of catwalk videos for fashion collections being sold on the site, so why not leverage this video coverage by added them in a landing page or product description page so that they are in context to the product being looked at and not hidden away somewhere else on the site?
The response to a video display of any product is always greater than any other mode of publicity and Web 2.0 eCommerce has made this possible, so Stella McCartney may want to include this in later revisions of the site.
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