NEW YORK — Club Monaco is getting its feet wet in the world of e-commerce, with plans to dive in head first later this year.
In what will be the first time the brand has ever been available online, the retailer has partnered with Shopbop for its e-commerce launch, and a capsule collection for fall and holiday will make its debut on shopbop.com Oct. 13.
“This came from a pure consumer demand. We get daily requests for online shopping and we want to satisfy our customers and bring it to them in a very special way,” said Ann Watson, Club Monaco’s vice president of marketing and communications.
With 63 stores in North America and more than 100 points of distribution worldwide, Club Monaco’s decision to collaborate with Shopbop was a strategic one, as the two share the same demographic and psychographic. “They [Shopbop] truly are the authoritative voice in the contemporary market for our young consumer base,” Watson said.
According to Shopbop’s fashion director, Kate Ciepluch, partnering with brands that don’t naturally wholesale is a way to differentiate the Web site from competitors.
The 30-piece collection was chosen by Ciepluch and ranges in price from $24 for wool thigh-high socks to $1,100 for a shearling coat. In a concerted effort to beef up its selection of “sharp-priced items that a girl can potentially wear to the office,” offerings also include tailored trousers that start at $119 and a camel-colored, men’s wear-inspired blazer that retails for $239. With a continued focus on the digital sphere, Club Monaco is co-hosting a viral tweet-up with Shopbop to promote the collection at its 57th Street store in Manhattan the evening before the launch. Online editors and prominent bloggers are expected to attend with a goal of engaging fans via Twitter and Facebook and uploading Twitpics throughout.
“The social media route speaks to our customer. It’s viral and when you work with tweeting, you already have an engaged consumer. Even though we aren’t fully engaged yet, we’ve been very strategic about this the past six months,” Watson said, citing a recent blogger event and a collaboration with blogger and photographer Garance Doré, who shot a look book for one of the brand’s fall collections.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty