By  on November 6, 2008

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.

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