The power of a fashion brand can easily be seen on the runway, but can that same power be captured online? "Designers have been late to the party with their Web sites," noted Milton Pedraza, chief executive officer of New York City-based Luxury Institute. "Because they are so high end, they could be leading the charge, in terms of design and capability." To find out the appeal of various fashion sites, the institute developed a "Luxury Website Effectiveness Index of Fashion Designers," or "LWEI: Fashion Designers." The index is made up of four equally weighted components: usefulness of content, ease of navigation, overall look and feel and trust with personal information. One interesting note: Online purchases were not a high priority in this study. In fact, the report found that currently, "only Coach and Polo Ralph Lauren have a sufficient level of e-commerce activity to yield a statistically meaningful comparison."
POLO RALPH LAUREN Luxury Website Effectiveness Index: 8.22 Earlier this month, WWD reported that polo.com was helping to drive sales for the New York-based company: For the six months ended Sept. 30, polo.com sales grew by 35 percent, versus the same period a year ago. Polo.com has more than two million visitors each month. Luxury Institute's report stated, "Respondents who found the site exceeded their expectations say the site ‘is just what I wanted,' and ‘it is detailed, thorough, and very visual.'" Visitors can find all facets of the Ralph Lauren lifestyle at polo.com, from the men's Purple Label and women's Collection brands to the men's Polo Ralph Lauren and women's Blue Label and Lauren labels. Additional attributes include a "Style Guide," which provides a "Q&A" section on seasonal wear and party wear, for example. The "Gift Guide" page offers suggestions on some of the hottest gifts for men, women and children this holiday.
COACH LWEI: 8.13 Those surveyed gave high marks to coach.com's ease of navigation and overall look and feel. The report also stated respondents "liked the interactivity" the site offered, such as enlarging items to check their quality. Coach.com's home page provides visitors with immediate access to available products and quick customer service information if needed. The "New Guide to Giving" section is devoted to holiday gift ideas. The page is broken down into potential recipients of the gifts, and each category — like the "For the Professional" section — provides ideas, such as the Coach Hamptons Pebbled Leather Business Tote, to its viewers. The site also allows visitors to request catalogues and sign up for e-mails in order to receive news about the latest styles, seasonal updates and store openings.LOUIS VUITTON LWEI: 8.00 Louisvuitton.com is decked out for the season. The site has a detailed holiday gift selection feature with an online catalogue of ideas. The feature contains detailed product information and images, but in order to shop for products, the site directs visitors to Eluxury.com — the online arm of parent LVMH Moët Hennessy Louis Vuitton. The "New Arrivals" section contains new bags, including the Pampelonne GM and the Stephen bag, part of the new Monogram Cuir Embosse collection created by Marc Jacobs. The site also has a "Craftsmanship" feature, where visitors can watch the making of Louis Vuitton products online. "The World of Louis Vuitton" section covers the latest collections, along with a timeline of the brand's history. The study stated that respondents found the site has quality products and has a "sexy" feel to it.
GUCCI LWEI: 7.98 Visually, gucci.com is stunning, with its Gucci girls revealing the latest products in the "Cruise" ad campaign against a gold backdrop. The report stated that respondents found the site "very luxurious and brand appropriate" and that it has "great value." A number of products are available for purchase, including the Sailor high-heel ankle-strap sandal with marina chain detail or the Pelham small shoulder bag with double-braided straps. The "Runway Fashions" feature enables visitors to view the latest collections. A unique addition to the site is the presentation of a limited-edition collection of 15 products that have been designed to honor UNICEF programs for children affected by HIV/AIDS in Africa. "Flora Joy" is a twist on the "Flora" print first designed by Gucci for Princess Grace of Monaco in 1966. The pattern can be found on several of the house's most popular handbags, such as the Positano and the Pelham.
CALVIN KLEIN LWEI: 7.91 Under the Phillips-Van Heusen umbrella at pvh.com (calvinklein.com automatically opens up to pvh.com), the Calvin Klein lineup of brands can be viewed but not purchased. The site does direct interested shoppers to cku.com (ck Underwear) and Amazon.com, where they can purchase various Calvin Klein products. The site provides details on the Calvin Klein Collection, ck Calvin Klein, ck Underwear, Calvin Klein women's better sportswear, Calvin Klein Jeans, jewelry and watches and fragrances; it also includes a store locator. According to the report, respondents who visited the site were mostly interested in learning more about the products; in other words, shopping was not the top priority. Respondents felt the downside to the site was not being able to view products, though they felt there was sufficient brand information on the pages.BURBERRY LWEI: 7.74 Burberry's latest ad campaign, featuring Kate Moss and shot entirely in black and white by Mario Testino, is the landing page for burberry.com. Luxury Institute noted in its report that respondents said the site is "elegant," "easy on the eyes" and easy to shop. They also said it was a great place to buy gifts. The gifts section breaks out ideas for men and women, as well as items for the home. And the men's, women's, bags and accessories sections all feature new arrivals, while another area is completely devoted to products on sale. A timeline of the brand, which is celebrating its 150th anniversary this year, is laid out in the "History" feature, and the "Events" section lets Burberry fans know where the latest shows and store openings are being held around the world.
ARMANI LWEI: 7.61 Living in the U.S. has its advantages if you're interested in Armani products. Armani.com allows only U.S.-based visitors to shop online for the brand's Armani Exchange collection, fragrances, cosmetics and watches. Currently available is Armani Exchange's Super Skinny Indigo Jean, an ultra-skinny, ultra-sexy jean. Also for sale in the fragrance section is Armani Mania Women eau de parfum. Respondents in the study found the site "fun to shop" and "visually attractive." Collections are easily broken out for viewers, while "In the Spotlight" provides all the latest news on Armani, including events and store openings. The "Evolution" section describes the history of the brand, along with Giorgio Armani's fashion philosophy.
PRADA LWEI: 7.31 One caveat to Prada's Web site: The home page currently only acts as a landing page for the brand, though it does open up to pradaparfums.com (seen left), which encompasses Prada fragrances. This section of the site was said to have "great visual appeal" — there are videos and commercials for Prada Parfums, along with details regarding its new fragrance, Hypnotic Amber. Skin care products, such as the hydrating body lotion and body cream, are both featured in this section of the site, too. And the shop locator feature provides a breakdown of the brand's stores around the world. The survey's respondents found difficulty with the navigation and wished the site contained more information on the brand. In fact, the main reason respondents visited the site was to learn more about Prada products.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)