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.
Issa Rae stopped by WWD's NYC headquarters to talk about season two of "Insecure," which premieres this Sunday on HBO. Click link in bio for all the details. #wwdeye (📷: @jgreenery; Styled by @mayteallende)
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"