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MILAN — Giorgio Armani and Gucci are boosting their profiles in cyberspace.
This story first appeared in the April 18, 2008 issue of WWD. Subscribe Today.
Armani is launching armanicasa.com, a Web site for its $50 million Armani Casa division. And gucci.com is getting a section dedicated to the luxury brand’s new Chiodo watch.
The moves come as companies from Tommy Hilfiger to Vera Wang undertake Web initiatives in efforts to bring new dimensions to their businesses.
“I have been inspired by the challenge of creating a Web site that brings the values and sensibility of Armani Casa to the virtual audience,” said Giorgio Armani. “With this new Web site, we would like to inform our international audience of Armani Casa’s significant growth and give updated information about the rich collections. It’s a new bridge toward the global public and a further window on the heterogeneous Armani world.”
The site is constantly updated with details, news and events that provide a wealth of information for both the trade and the consumer with online catalogues, store locators, outlets and the interior design service.
A video featuring a sequence of interiors and ambiences takes visitors on a guided tour of Armani Casa’s offerings, while the catalogue zooms in on specific products.
Armani launched giorgioarmani.com in 2000, and the platform features declinations of all the Armani lines, from Armani Collezioni and Armani Parfums to Armani Jeans. A number of pages showcase the company’s evolution through runway flashes, advertising campaigns, celebrity dressing, milestones and events.
Starting May 1, Gucci will augment its Web site with the section devoted to the latest Chiodo watch. Users can click onto the interactive area, developed with a structure that enables visitors to browse the pages through different and simplified screen layers and log on to a 360-degree view of the watch, which retails from $940 to $58,800.
Chiodo was unveiled this month at Baselworld, the international watch fair. It was inspired by the iconic square-head nail employed by the luxury goods house since the Sixties.
Like the horse bit, the nail motif hails from the equestrian world, and is modeled on the pyramidal nails used to hold the shoe against the horse’s hoof. Further referencing Gucci’s history, designer Frida Giannini crafted a sterling silver version of Chiodo, an alternative to diamond-studded models, with square or round faces and a mother-of-pearl dial.
In addition, the Chiodo section will include download features, including a Chiodo widget. Widgets are small desktop applications that are continuously updated, offering multiple functions and information.
Besides showing time, the Chiodo widget will offer a notepad and a personal organizer. Developed for both Mac and Windows, the Chiodo widget will be downloadable from gucci.com/chiodo as well as Yahoo.com and apple.com.