Delpozo will add e-commerce next month and is redesigning its Web site.
The Madrid-based designer label has been under the creative direction of Josep Font since 2012. More than 30 countries in Europe and North America will have access to Delpozo’s e-commerce by Sept. 2. The Middle East and Asia will follow next year. Runway looks and commercial options will be available on the online boutique.
Delpozo’s new site will blend content and product, with a modern editorial layout. Content will illustrate the brand’s 40-year history, creative direction, heritage, philosophy, social media feed, archive collection, including bridal, as well as exclusives from the runway. The Web site will use geolocation under which, based on a visitor’s IP address, it displays relevant currency, stock and shipping information to personalize the shopping experience.
According to Daria Von Der Pahlen, Delpozo’s e-commerce manager, the firm has revamped the site’s digital images so that they are better aligned with the brand’s DNA. A new section allows the user to view the company’s social media updates live and directly on the site instead of going to each account on different platforms. Among the Web site’s features are looks on models, videos to see movement of the fabric and construction, as well as close-ups to appreciate the detailing and embroidery. Delpozo will also offer a customer-care live-chat to enhance the shopping experience and resolve any questions during the checkout process. There will also be products exclusive to the site.
For fall, Delpozo’s shoes retail from $800 to $1,200, and ready-to-wear retails from $650 to $36,900.
Von Der Pahlen said the addition of e-commerce was a natural step for the brand. “We have always embraced digital, especially with social media. Instagram is our bridge with Delpozo’s loyal fan base, and now we can directly connect with our customers around the world,” she said.
She added that now was a good moment to launch e-commerce since it’s been three years since the relaunch of the brand, and it follows the opening of two freestanding flagships in Madrid and Miami’s Design District. In June, Delpozo launched an exclusive collection on Net-a-porter.com featuring sportswear influences with couturelike detailing. An internal team has been leading the Web site project, and it has been developed by creative agency King & Partners in New York.
The company said that with e-commerce it wants to cater to those customers who don’t have access to a retail point of sale in their region. At present, Delpozo’s three largest markets are the U.S., China and Russia. The company manufactures its entire line, which features various artisanal techniques, in Spain. To facilitate the orders, the company will have two warehouses, one in Europe and one in the U.S., which will eliminate any additional shipment charges.
Since his appointment, Font has transformed the Spanish house, founded in 1974 by the late Jesus del Pozo, reinvigorating it with a fresh and modern point of view. Delpozo was acquired by Grupo Perfumes y Diseño in 2011, and has been on a rapid expansion plan. It currently has 56 points of sale in more than 30 countries throughout Europe, Asia and North America. Among its accounts are Harvey Nichols, Galeries Lafayette, Browns, Bergdorf Goodman, Neiman Marcus, Kirna Zabête, Jeffrey, Ikraam and Lane Crawford.
Delpozo has been showing in the U.S. for the past five seasons. For fall, it played with geometry and volume in silhouettes that ranged from ample felt dresses with metallic appliqués to rounded balloon sleeves on coats and blouses.