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NEW YORK — Meet Elie Tahari, editor in chief.
This story first appeared in the August 17, 2011 issue of WWD. Subscribe Today.
On Monday, Tahari relaunched elietahari.com with an emphasis on e-commerce and editorial content and social media, and like many of his fashion peers, he is playing an instrumental role in the voice and content of the site. In addition to technological enhancements that allow shoppers to zoom in on details and workmanship, the site features Tahari playing editorial director with several features that marry commerce with content.
Tahari developed the site with Fluid Inc. and on the Demandware Commerce platform.
“We wanted to do it right and were waiting to have more categories, like shoes, handbags, and men’s,” Tahari said of the timing of the relaunch. “Now, we feel we are ready for it. We have the whole collection, the whole package to do it right, and the technology is so much better today. You can really do magic with some of the technology features we have.”
A feature on the site is ETC, an online magazine with editorial pages visitors can shop from, trend reports, a rotation of guest editors, and videos offering an insider’s perspective into the Tahari world. Currently, this is a behind-the-scenes video of the making of Tahari’s fall campaign with model Anne V, which was photographed by Camilla Akrans at the Carlyle Hotel.
Tahari will also have a page called “Elie Loves,” with his favorite picks from the line. The designer will update this page monthly.
In addition, the designer will pen a monthly column called “15 Minutes With Elie,” for which he interviews notable people inside and outside of fashion. His first interview is with former Town & Country editor in chief Pamela Fiori, and the two discuss her latest book “In the Spirit of St. Barth’s.” Joan Rivers and Emmy Rossum are lined up for future columns.
Asked why having an editorial site was so important, Tahari said, “I think it’s exciting to be talking to legends or important people in our industry. I learn a lot personally, but it’s also good for our readers and bloggers to see what kind of company we are. My favorite part is asking the type of questions that interest me. I may look at it from a different angle.”
The site will offer exclusive items, including a fox silver fox fur vest, a calf leather jacket and a navy crocodile handbag collection, and shoppers will have an opportunity to custom-make their handbags from a selection of fabrics, inner pockets and colors.
Tahari plans to live-stream from the spring runway show at Lincoln Center on Sept. 14 on the site.
“It will definitely be our largest store,” said Lorraine Oddo, Tahari’s president of retail, said of the online store. Currently, the largest door is Saks Fifth Avenue’s flagship here, where the company does close to $10 million in sales. “This will be bigger,” Tahari said.