Lisa Perry and Lululemon are both extending their reach via e-commerce.
After opening shops in SoHo, Sag Harbor, N.Y., and Palm Beach, Fla., Perry added e-commerce to her Web site at lisaperrystyle.com, while Lululemon, the Vancouver-based yogawear firm, pushed up the fall launch of its Web site’s e-commerce capabilities to today.
Perry’s site offers her entire assortment, including women’s and girl’s wear, accessories and home lines — with her signature graphic aesthetic and whimsy. Perry said she decided to venture into e-commerce for several reasons.
“There are people from all over the country and the world who want access to Lisa Perry and while we are in stores in many cities, we are not in all,” she said. “This really was the perfect way to give people everywhere the access.”
She also noted the economic climate encouraged her to make the move. “We thought we could set up a site relatively inexpensively,” she said. “We did it all in-house. It was a great process and we learned a lot. We thought it was a way to get another store without paying rent.”
The site offers the designer’s soup-to-nuts assortment, including a cotton twill geometric color-block A-line dress for $950; a crinkle patent vinyl overnight duffle for $295; a Pop Art dot motif duvet cover for $250; colorful vinyl coasters for $5, and a Pop Art dot notepad for $10.
An avid shopper of vintage clothes, Perry admitted she isn’t too savvy when it comes to online shopping, but working on her own site has given her a taste for it.
Meanwhile, Lululemon Athletica Inc., which has 65 stores in about 50 U.S. cities, expects to do 10 to 12 percent of its total volume (which was $353.5 million last year) in online sales in its debut year.
“At the outset, I think our online customer will be people who know the brand or live in areas where we don’t have stores,” said Bree Stanlake, Lululemon director of retail and e-commerce. “E-commerce is an opportunity for Lululemon to extend its reach while maintaining that exclusive brand experience. It really completes the circle of choice for our guests, who are busy people and often don’t have time to visit the stores.”
Stanlake said the push up of the launch was a response to consumer demand, as well as a change in the company’s strategic plan, as it scaled back on store openings in 2009.
Lululemon.com will carry the entire Lululemon line, and has a dedicated merchant and online community educator. Attempting to “take our culture and extend it online,” Stanlake said the site included content such as interviews with its designers.
Lululemon stores have been handing out cards advertising the site with the slogan “Shop Nude,” and Stanlake said 26,000 people have signed up to be kept up-to-date on the launch, at a clip of 750 new e-mail requests a day.
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