The sporty-chic collaboration between Yohji Yamamoto and Adidas is about to go global with a redesign from Yoox Group.
Available online in the U.S. since 2008, Y-3 will start rolling out to all of North and South America, Europe, Russia and Japan later this month. Yoox will manage the site, marketing and fulfillment (previously taken care of in-house by Adidas). The new site features a sleek black-and-white spare, industrial look.
“The site has been redesigned to follow Y-3’s modern aesthetic, combining function and design while showcasing the season’s collection and its theme,” said Hermann Deininger, chief marketing officer of Adidas’ Sport Style Division. “We saw it as a natural progression to launch an online store so we can reach all customers worldwide who may not have had access to a local retailer offering Y-3 products.”
The site will launch with the spring season and reflect the line’s rock ’n’ roll inspiration. The full range of merchandise will be available on the site, including apparel, footwear and accessories for men, women and children. The store will use local currencies and languages, including German, French, English, Italian and Japanese.
“With the launch of our global online store, we expect to increase overall sales worldwide by making the product available to fashion consumers who always wanted but never had the opportunity to purchase Y-3 merchandise,” said Deininger.
The company is expected to unveil the site’s redesign today.
Publicly traded Yoox is an Internet retailer that also handles e-commerce for designer brands such as Marni and Valentino.
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