Elie Tahari renovated his digital flagship, opening up more space to present the brand to new customers and cater more to international shoppers.
This story first appeared in the October 21, 2015 issue of WWD. Subscribe Today.
“In the next five years we anticipate a third of our business will come from online sales,” said Tahari, chairman and chief executive officer. Most shoppers at elietahari.com are repeat customers and the designer said he “plans to double the numbers we’re doing right now.”
“To have 50 percent of your customers be repeat [shoppers] is a huge thing in fashion,” he said of his e-commerce business.
The well-established designer is also looking to bring new shoppers into the fold with a more modern take on fashion.
“There are people who think of the Elie Tahari brand in a certain way or that it is for a certain customer, but it has evolved so much over the last two or three years and our existing customer and new customers have come into our retail stores and noticed how much the collection had changed,” Tahari said. “With this site we are using the best photographers, stylists, Web designers and other creative people to help showcase the new direction and product in a visually elevated way that we think will excite our existing customer and engage new customers who may not be as familiar with our brand.”
New destinations also beckon.
The site will help the brand reach markets where it doesn’t yet have stores, such as Canada, Mexico, Australia, Hong Kong, England, South Korea, Singapore, China, Russia and Brazil. Borderfree is handling international shipping.
Tahari declined to specify how much money is being put into digital, but said investments span site functionality, new technologies, creative, operations and fulfillment.
Elietahari.com is a fully responsive site that adapts to any screen size and features more editorial content than in the past.
The site features The World of Elie Tahari digital magazine, which is home to behind-the-scenes imagery and user-generated content that’s all shoppable. Tahari said he is hands-on with content creation, which ranges from a photo montage of his home in South Hampton to a recurring “Story of the Garment” feature that will trace a look from sketch to in-store arrival.
Digital agency King & Partners is providing the e-commerce platform, Sellect, while the Hearst advertising agency, Tower Digital, will head up digital marketing efforts for Elie Tahari, including paid search, search engine optimization, and social media and display targeting.