LOGGED ON
A BRAND STRATEGY MAKES THE LEAP TO CYBERSPACE

Byline: Wendy Hessen

In Carolee Design’s newly renovated Greenwich, Conn., store, four gray-violet mohair stools surround a frosted glass table, upon which sits a lavender Sony Vaio laptop computer that is directly linked to the company’s Web site.
The site, Carolee.com, is a crucial link to the store conceptually as well, since it furthers the Carolee brand strategy’s mandate to create a distinct world around a full assortment of jewelry and other accessories.
The Web site design echoes the look and feel of the new store concept and includes several features that speed the shopping process.
A consumer can quickly locate merchandise featured on the firm’s most recent ads by clicking on a “Get Real” box on the home page. Shopping for other merchandise is segregated by classification via the shopping box. Rather than having to browse through all the earrings or necklaces, a shopper can search by segments such as the latest trends, colored semiprecious gems, freshwater pearls, sterling silver, classic or colored pearls or evening.
The “Your Wedding” space on the site can help a bride to decide on and buy the right accessories for her wedding, via an interactive guide; select gifts for the bridal party, and get other insider tips related to the big event.
In “Your Style,” women can analyze what looks may be best for them. They also have the opportunity to read a trend report and talk to a color expert. A “Your Career” function will offer advice from successful women in a variety of fields and provide links to related sites.
Fulfillment will be handled out of a distribution center in Virginia once the site goes live later this month, which is later than originally planned, according to Carolee Friedlander, president and chief executive.
“The wait was well worth it,” Friedlander said. “You are inviting someone to view your entire genetic code. You don’t get that many chances to inspire a return visit. As part of a long-term strategy, we felt it was more important to get it right than rush to go live.”