By  on July 29, 2014

Alternative Apparel, the sustainable basics brand, this month launched a new Web site and online shopping destination with enhanced shopping features.The Web site also celebrates Alternative’s commitment to sustainability and fabric innovation. Scott Roslyn, vice president of direct retail, said, “A lot of consumers are leaning toward mobile and tablet,” and the new Web site provides a more user-friendly platform for those devices. “The digital business is a significant focus for our brand as consumers move to shopping more on phones and tablets. There’s growth ahead for the digital business.”The new will feature a more simplified and seamless shopping experience, including a “Shop by Fabric” category that highlights key proprietary fabrics from the season, such as French terry, 100 percent organic Pima cotton and a variety of eco fabrications. Other enhanced features of the site include detailed fabric stories, integrated social content, virtual gift cards, wish lists and gift registries, mobile optimization, self-managed accounts and streamlined navigation to improve the overall shopping experience. A blog, “Common Thread,” helps tell Alternative’s sustainable design story.“We want to engage our consumers with more than just providing a shopping experience,” Roslyn said. “We want to engage them more deeply with storytelling. If they can’t see us and try on our clothes and meet the team in our stores, we want to deliver that richer experience.”The relaunch of is part of a larger renewal for the brand, which includes the appointment of Roslyn, who, in a newly created role, supports the brand’s growing retail footprint by overseeing all direct channels, including e-commerce and company-owned stores across North America. In addition to a unit in Manhattan’s SoHo that was opened in May, Alternative operates three stores in California.“We’ll potentially open more stores,” Roslyn said. “SoHo is performing very strongly. We’re very pleased with the warm reception we’ve had here in New York.”

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