NEW YORK — Proenza Schouler is putting the focus on e-commerce, and the company will launch a revamped Web site today.
Already the brand’s top door in terms of volume, according to cofounders and designers Jack McCollough and Lazaro Hernandez, the two are priming the new site to serve as a digital global flagship for the company.
Overall, e-commerce represents 15 percent of the business, and sales on Proenza Schouler’s digital flagship doubled from 2011 to 2012. The designers declined to reveal overall sales volume.
The site saw more than one million visits last year — a 38 percent increase from 2011 — and although 38 percent of the traffic is from the U.S., the majority is from other countries, including Canada, the U.K., France, Italy, Germany, Taiwan, Singapore, Thailand, China, Hong Kong and South Korea. In addition to shipping worldwide, the site is compatible across desktop and mobile devices — a response to a 500 percent increase in mobile usage in 2012 alone.
A collaborative effort between Wednesday Agency and art director Peter Miles and built by Acadaca New York, the new site will sell accessories (more than 300 products) and select runway pieces from the fall collection. Ready-to-wear will roll out later this year, according to McCollough and Hernandez.
“We have aggressive targets. We’re hoping to double [online business again] in 2013 and that the new Web site will help us get to that goal,” McCollough said.
Hernandez added: “[Now] that we have actual stores, we have merchandise. Before we didn’t own our own stock, but because we’re expanding our retail presence, we can filter stock through e-commerce.”
The brand has also invested in digital advertising for the first time, including display campaigns that will hit Style.com, Nymag.com and Nytimes.com March 18, and search and affiliate marketing programs.
“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