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.
Steve Aoki held a presentation, a runway show and outdoor concert for his men's line Dim Mak. Here's a look from his spring 2018 collection, which was titled "Paradise Found." #wwdfashion #wwdmens (📷: George Chinsee)
"I thought years ago that [Jaime] was going to bite the bullet. [The writers] knew who would be left standing, but they never told us so it was this constant guessing game," says @gameofthrones actor @nikolajwilliamcw. See what the actor had to say about season 7 and the show ultimately coming to end on WWD.com. #wwdeye (📷: @tomgoldblum)