“After years of diffidence, people are getting used to shopping on the Internet, even more so for products such as ours,” said Augusto Romano, general director of the Puglia, Italy-based Meltin’ Pot. “After all, it’s [become] faster and easier to find a wider range of merchandise, and it’s [become] safer.”
Meltin’ Pot’s first online retail presence will also be its first stand-alone branded store. While the label is available at 1,500 points of sale, there are no brick-and-mortar Meltin’ Pot stores. Romano targets sales of 600,000 euros, or about $878,000 at current exchange, in the first year of the e-commerce shop. The company reported sales of 40 million euros, or $58.8 million at average exchange, in 2008, and expects sales of 60 million euros, or $81.6 million, in 2009.
To develop the site, Meltin’ Pot worked with the Armando Testa advertising agency, and cross-platform communications and digital brand marketing firm Bitmama.
In addition to providing a new revenue stream, the site offers styling and washing tips, “interactive, dynamic and user-friendly navigation,” and is visually and graphically in line with the mood and spirit of the brand, said Romano. A preview of the videos and backstage shots from the winter ad campaign will also be available.
The site will first roll out in the brand’s key markets of Italy and Europe, followed by the U.S. by the end of the year and Asia in the first half of 2010.
“Internet customers have very high expectations and we like to take one step at a time, carefully oiling the machine,” said Romano, who described the site as the brand’s main focus in its retail and communications strategies.
To mark the unveiling of the site, the company with each purchase is giving away gadgets and gifts such as USB keys and denim bags. Meltin’ Pot will also launch the brand’s new men’s five-pocket MP 0001 denim pants online.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews