Joie is making a digital push this year — starting with a new Web site and the introduction of e-commerce for the first time. The contemporary label unveiled a new site last week that has the “look and feel of a vintage newspaper,” according to Serge Azria, chief executive officer and creative director of Joie, Current/Elliott and Equipment. The site was carefully conceptualized and designed to mimic the vibe that consumer gets when visiting either of the brand’s two freestanding boutiques in New York and Paris, combining what Azria calls a “mix of modern and antique aesthetics with an organic blend of California ease and Parisian charm.” In addition to e-commerce capabilities, the site has a “Sunday Girl” section that highlights editors and industry tastemakers’ personal styles and interests, a “Bulletin” portion that lists the brand’s tweets and a “Joie Shopper” that highlights trends industry wide and a new short film created by Venetia Dearden that celebrates the spring 2012 collection. Next month, Current/Elliott and Equipment’s Web sites will each get a redesign and e-commerce functionalities. “It is a new adventure for us, a long-term process, and an investment for the life of the brands,” Azria said. “It is extremely important to be a part of the growing digital landscape within the fashion industry, and being accessible online and creating a brand identity is essential to remaining competitive within the contemporary market.

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