Timberland Co. is taking the autonomy and speed it gained with the launch of its U.K. Web site to a handful of international sites next year.
Timberland Web sites in France, Italy, Germany and Spain will go live next year, and all will run on the same underlying infrastructure used by the U.K. site, which launched in October, said Troy Brown, senior director and general manager of e-commerce at the Stratham, N.H.-based retailer. Sites for Japan and Canada may follow.
Unlike Timberland's U.S. site, which is outsourced, the U.K. site uses an electronic commerce platform from Demandware of Woburn, Mass., which keeps control in-house, allowing the retailer to be more nimble without having to tax its own IT department for every content change.
Changes to the U.S. site take at least a week to execute, but the U.K. site can update content in 20 minutes, said Brown. Even the U.K. launch was fast — four months, from start to finish — compared with a more typical seven months, he added.
Brown said average order size on the U.K. Web site is about $220, or almost double that of the U.S. site.
He acknowledged that Web sites running on different platforms adds complexity because content and features developed for one do not easily fit the template for another. (The technology used for Timberland's international sites was unavailable when the U.S. site launched.) However, the commonality shared among international sites should ensure that each country's rollout is smoother than the last.
"All European sites will be replicas of each other except for those things that have to be localized, [such as] language and payment methods," Brown said. International sites will offer many of the same special features the U.S. site has, such as the online product "configurator" from San Francisco-based Fluid Inc., which lets shoppers customize their own boots. Web site analytics software from Omniture of Orem, Utah, will help Timberland understand consumer preferences.
"I want to use analytics to help us allocate our resources toward things that matter as opposed to thing we think matter," Brown added.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast