Bally plans to launch its first online store this month.
“This is becoming very quickly a must for every company that wants to have global exposure and really provide the customer additional alternatives and options in buying product and getting and staying close to the brand,” said Bally chief executive officer Marco Franchini.
The design of the store is straightforward, modern and user-friendly, he said. The store will be added to the existing Bally site, which was redesigned last year and makes copious use of seasonal advertising images. Both were designed by Bally. Yoox, the Bologna, Italy-based e-tailer and e-commerce provider, will host the online shopping part of the site and handle operations and fulfillment.
At first, the store will offer shoes, accessories and small leather goods for men and women. Later, perhaps in the second half of 2009, Bally will add ready-to-wear. “Ready-to-wear plays an important part in projecting the more modern and sophisticated image for the brand, and I think it will be very well accepted,” said Franchini. Rtw makes up 15 percent of Bally’s sales.
Bally will learn from the first phase of the online store and will adjust its plans accordingly, he added.
The online store will open on Feb. 17 and 18 for existing Bally customers only. For the first month, they will also receive a gift-with-purchase. On Feb. 19, the store opens to the public. It will ship to Europe and the U.S. Eventually, Bally plans to expand to Japan as well.
The range of prices will be the same as in the brand’s brick-and-mortar stores, about 350 Swiss francs on average ($306 at current exchange rates), although the online store will carry only 50 to 75 percent of the sku’s, said Franchini.
The store, along with the recently redesigned marketing site, will help communicate recent changes in Bally’s identity, said Franchini. “You have probably seen quite a change and migration of what our products offer,” he said. “They are more sophisticated and higher quality. And with the Web site, we wanted to focus in this direction so we could help the customer understand what Bally is and where it is going.”
After Bally relaunched its site last year, traffic grew exponentially and visitors asked when Bally would sell online. “When you multiply the opportunities to customers to visit, it results in a stronger relationship and better service, and this translates to more sales,” the ceo said. It remains to be seen whether e-commerce will prove to be more resilient in the economic downturn than other channels, he added.
Labelux Group acquired Bally from TPG Capital last year. In 2007, Brian Atwood became creative director.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast