PARIS — Printemps has launched a new web site featuring editorial content from Condé Nast as well as in-depth visual guides to the high-end department store’s locations and services. The site aims to “awaken desire and create emotion before even visiting the store,” the company said Monday.
Front-and-center on the web site is Printemps new online “magazine” — a selection of articles that promote selections from the store’s high-end offer in a curated context. The site will publish 60 items of new advertorial content per month, the company said, with 20 of those furnished by Condé Nast.
The first round of content includes a trend feature on new romanticism in bridal gowns and a list of party shirts for men. Fleeting moments from the store have been captured in a feed of GIFs the company says are meant to show Printemps as “joyous and full of desire.”
The web site also features detailed visual guides to the goods and services in each store, with photos and descriptions for various brands and departments. Events and promotions are displayed alongside guides to navigating the store, and a “vitrine” section offers a high-resolution slide show of the store’s window displays.
A space dedicated to the store’s fidelity program allows clients to track their points and update their personal information.
The revamp comes as luxury shoppers increasingly demand omnichannel interactions with brands, and retailers are pushing to integrate on- and off-line experience for shoppers.
Six out of 10 luxury purchases are now influenced by information received online, according a report by Boston Consulting Group in September. A full 41 percent of luxury shoppers said they researched products online before going to buy them in the store, while 9 percent went to inspect an item in-store before purchasing online.
Printemps’ flagship department store on Boulevard Haussman has been a Paris institution since it opened in 1865. The company has expanded to include 19 stores under the high-end Printemps banner, in addition to five locations of Citadium, a department store for activewear and streetwear.
Printemps purchased the French online retailer Place des Tendances for an undisclosed sum as part of a push into e-commerce in 2013.
While the group does not offer the option to purchase fashion or accessories online directly from Printemps, the company has launched a joint e-store for beauty and cosmetics under the Printemps Beauté and Place des Tendances brands. The company also offers an online booking site for high-end vacations, Printemps Travel.