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As brands seek economical ways to build consumer awareness and sales, Sigerson Morrison today is relaunching its Web site and opening e-commerce to international sales.
This story first appeared in the June 22, 2009 issue of WWD. Subscribe Today.
Sigersonmorrison.com, created by Sweden Unlimited, was designed to reflect the New York-based accessories firm’s 2007 rebranding intended to make its lines separate and distinct.
In addition to offering Sigerson Morrison’s complete footwear and handbag selections for purchase, the site attempts to make shopping simpler by setting up categories such as flats, boots and sandals, as well as shopping by season. The site is done in shades of silver, gray and black, like the company’s namesake brand.
“E-commerce has just become such an important category for everybody,” co-founder and co-creative director Miranda Morrison said. “Our shopping habits have changed. We expect to be able to go online and buy anything.”
Co-founder and co-creative director Kari Sigerson said 50 percent of the requests on the brand’s old Web site were from consumers living outside the U.S. “We’ve always been frustrated in the past to not be able to sell internationally,” she said.
There is also a component for Belle, the firm’s bridge line, which is slightly lower-priced, with a more playful approach. The Belle area will feature a changing roster of illustrations and animations from the favorite artists of Sigerson and Morrison.
“We’ve always liked [illustrations],” Morrison said. “It’s such a fantastic art form. As everything [continues], art and fashion are becoming more closely aligned.”
The Web site redesign was one of the goals when Sigerson and Morrison sold a majority stake in the company to Marc Fisher LLC, a Greenwich, Conn.-based footwear firm in 2006.
Sigerson projected the site to draw in $1 million in sales its first year, equivalent to sales at each of the company’s five brick-and-mortar stores in New York, Los Angeles, Malibu, Calif., and Palm Beach, Fla. There is also a Belle store in New York.
The company is also embracing international expansion. In March, the firm opened two in-store boutiques in Paris’ Galleries Lafayette for Sigerson Morrison and Belle. Next month, there are plans to open two in-store boutiques in Printemps, also in Paris.
The line is also sold in Barneys New York, Bergdorf Goodman, Harvey Nichols, Saks Fifth Avenue and Net-a-porter.com.