NEW YORK — Vince has relaunched its Web site, which allows customers to explore the Vince world through a new Neighborhoods concept.
The brand’s 28 freestanding stores are located in varying and distinct fashion hubs worldwide. The Neighborhoods section offers original content highlighting local Vince shoppers’ style and information on where to go to discover the character of each neighborhood. The section also recommends key Vince pieces to wear and head-to-toe looks based on the neighborhood’s vibe. It will be updated on a regular basis and can be shared on social media.
The site launches with the Melrose Place store in Los Angeles, East Oak Street store in Chicago and New York’s Mercer Street store in SoHo and Madison Avenue store on the Upper East Side. For example, if one selects Melrose Place, the site will give suggestions on what to wear for Saturday brunch at Little Door (jacquard sweatshirt, printed silk short and Genna pumps) or window-shopping down 3rd Street (jersey black silk T-shirt, cargo pant and Seymour wedge espadrille).
“The goal of Neighborhoods is to create an omnichannel experience that bridges the in-store and online customers,” said Beth Cohn, senior vice president of retail and e-commerce at Vince. The company will introduce a new neighborhood once a month, which will be publicized through e-mail.
The publicly traded company partnered with creative agency Wednesday to develop the Neighborhoods concept and to refine the overall look of the Web site. The site features improved functionality, enhanced photography and an updated layout and design. “We really view it as the flagship destination for all our product assortments,” said Cohn, pointing specifically to the “Shop the Look” section for men and women to encourage consumers to buy head-to-toe outfits.
The site offers free ground shipping in the U.S., and will ship internationally at an additional cost. The new site has a currency converter.
Jill Granoff, chief executive officer of Vince, believes the newly enhanced Web site will increase conversion rates. “We believe conversion will increase and our units per transaction will increase based on the fact that we’re helping to create all these looks and showing how to put outfits together,” she said. She expects the average order value will go up as well.
At present, the Vince e-commerce site is the company’s number-one store. Granoff said that Vince’s Web sales doubled in 2012 — the year Granoff and Cohn joined the company. “The Web is our fastest-growing channel today, and we have seen continued double-digit growth through the third quarter of 2013,” said Granoff.
As Vince adds new categories, such as men’s footwear and kids’ wear this fall, the new Web site will allow the company to feature them in their entirety. “As we add new categories we can showcase the full breadth and depth of the line on our Web site. We think that’s very important too,” said Granoff.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye