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NEW YORK — Proenza Schouler is putting the focus on e-commerce, and the company will launch a revamped Web site today.
This story first appeared in the March 11, 2013 issue of WWD. Subscribe 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.