NEW YORK — Tracy Reese is redoubling its Internet efforts.
The e-commerce site, relaunching today, “will be our number-one door and flagship in the country in 12 to 18 months,” said Karen Castellano, chief executive officer of T.R. Designs.
The contemporary brand’s redesigned site has a slew of new features geared toward making the merchandise look more tempting and shopping easier. There’s a colorful homepage with tabs for Tracy’s World, about the designer’s influences and inspirations; Reese’s Pieces; a blog, Shop by Pattern, with styles sorted by Reese’s prints, and cross-selling suggestions.
“Before, the Web site didn’t give you the experience of the brand,” Castellano said. “We’re providing a glimpse into Tracy’s world and vision. We also wanted to segment the Tracy Reese and Plenty brands. On the old site, you almost couldn’t tell the difference between them. They have a different expression.” It’s now possible to shop Tracy Reese and Plenty separately while checking out in a single transaction.
With just a few cosmetic upgrades tested ahead of the relaunch, e-commerce leapt 600 percent over last year. Traditionally, e-commerce as a percentage of total business has run in the low-single digits, Castellano said.
The retooled Web site will allow Tracy Reese to capture more data on consumer preferences and locations, which will facilitate retail expansion. “Part of our master plan is opening new stores,” Castellano said. “We’ve made improvements to the Web site and improvements in running our retail business. We’re turning around our performance to justify opening stores on Madison Avenue and the Upper West Side.”
Shopping options on the site include scanning the look book or scouring the brand’s editorial press. Customization will be offered at a later date.
Castellano has been working on lining up licensees for home, jewelry and shoes. In the meantime, Reese is partnering with Anthropologie to do an assortment of shoes and home products in the spring. “We have a big business with Anthropologie,” Castellano said. “We’re talking to them about other categories.”
Reese will begin shipping outside the U.S. this summer, starting with Canada and Mexico. “China is exploding,” Castellano said. “We’d love to build our brand awareness. We’re in talks to find a licensee or Chinese distributor. We’ve also noticed from the data that we have a lot of customers in the U.K.”
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion