Bobbi Brown is ramping up its Web site in an effort to supercharge e-commerce sales.
The new incarnation goes live this week and marks the first time the site has been redesigned since its inception in 1998.
“Bobbibrown.com is an important revenue driver for the brand,” said Jessica Rotnicki, vice president of e-commerce for Bobbi Brown Cosmetics. “In fact, if we were to consider it a door, it would be the largest door globally. However, we officially consider it a channel of distribution, which is very significant to our business given our limited distribution in brick-and-mortar stores.”
The redesign “brings the site to life,” she said. “Improved site navigation and new page designs allowed us to carefully balance both enriched content about Bobbi, her teaching philosophy and inspiration behind her collections, plus keep shopping and color selection easy,” continued Rotnicki. “Among the rising population of online shoppers, we now have a greater ability to translate Bobbi’s voice to those not close to a store or new to the brand, while allowing the consumer to discover, learn and explore while browsing within a state-of-the-art e-commerce site.”
New features are intended to increase shopper frequency and brand retention. Content with Brown is approached editorially, in an effort to engage customers; a new section called Learn will house how-to videos and Brown-personalized lessons. Social messaging is included on the page, giving customers the ability to easily share their favorite products, tips and articles with one click on Facebook, Delicious and Digg. A live chat area will allow customers to interact in real time with the brand’s makeup artists, and customer service support staffers will be Twittering to further engage with consumers.
Customers who create an account on the site will be able to review their purchase history, replenish previous purchases conveniently, track orders and save multiple shipping addresses and, for last-minute shoppers, online gift certificates can reach their recipients within five hours.
“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