Rich & Skinny's web store is as unusual as anything in retail. Visitors see a house with a pool and animated characters walking around. A click on a character’s portrait launches an episode from a tongue-in-cheek soap-opera-type film called “Lifestyles of the Rich & Skinny.” A short called “Heiress Gone Wild” is more than a little risqué, discussing its characters’ sex lives in some detail, and ends with a product page about the jeans the character wears.
Not all premium denim brands are as innovative, but they are finding that online stores help them communicate with customers, make it easier for shoppers to hunt down product and drive offl ine, as well as online, sales. And even with a product category in which a good fit is of supreme importance, online brands have found style and fit guides go a long way toward helping shoppers choose the right pair.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)