Online Fashion Retailers Make Style News
Fashion Retail Sites Offering the Latest News and Tips
Apr 9, 2009
Today's online fashion retailer has embraced news and information as a means to attract and retain customers, according to Internet Retailing web site's article, The Fashion Magalogue - Building the Online Destination Store. Online clothing sites nowadays often feature a style tips section and/or an e-mail newsletter. However, there are those special online shopping destinations that push ahead of the competition by serving up the latest and greatest in contemporary fashion while simultaneously showcasing their know-how, innovation, and stylishness.
Net-a-Porter.com
This lux site is touted as the "premier online luxury fashion retailer." On top of carrying the best of the best in fashion, it has positioned its Vogue-like magazine, Notes Weekly, as a go-to editorial on hottest looks today. So, although that $2,300 Proenza Schouler jumper may be ever so slightly out of the average shopper's price range, she can still get her fashion fix with weekly updates to both content and product. The site is viewed by over 1.8 million women each month.
Shopbop.com
This web site's homepage is the ultimate fashion eye-candy. Designer bios, product descriptions, and fashion news are all written in an authoritative voice while still capturing the fun and folly of fashion. It also features expert advice from the people who really know – the designers. For instance, the Denim Guide is a magazine-format Q&A with Paige Denim's founder, Paige Adams Gellar. Plus with reviews of Fashion Week, look books featuring "the top fashion stories," and videos on how to buy the right denim, the site is a one-stop-shop to learn and buy. The site also has stylists available via e-mail.
CoutureCandy.com
This site – with an eye toward celebrity fashion – offers live podcasts and not only the option to e-mail a stylist, but chat live with one online. The "couturecasts" feature a wide range of fashion news. Noted stylists from WhoWhatWear Daily online magazine talk about the "most impeccable" personal celebrity style; Hudson president, Peter Kim, talks about his fashion background and denim line; and J Brand founders give history about the original denim revolution back in the late '70s, which inspired their current celebrity-favorite denim line.
Aloharag.com
Who doesn't have a blog these days? What sets Aloha Rag's blog – written by various staff members of the Hawaii-based high-end clothing retailer - is that it's entertaining even for someone who's just browsing. Posts include not only profile must-have style items, but contain personal touches like snagging box seats at a Morissey concert, drool-worthy tidbits from a Paris buying trip, and pride over the new President of the United States embodying the "Aloha Spirit."
Yoox.com
YOOX Group already had an "in" with the fashion world as the retail partner to a number of well-known labels, including Emporio Armani, Marni and Diesel. The group's new site specializes in high-end international designers and is chock full of "so cool" bits like the guided virtual tour and the "My YOOX" area where shoppers can create personal fashion friend networks. The piece de resistance is the "Special Editions" video, which not only puts the shopper front row and center at Madrid Fashion Week, but allows her to literally purchase items straight from the catwalk.
Fredflare.com
Okay, so Fred Flare – an onine shop featuring colorful, fun clothing, cheeky home decor, and more – isn't exactly about cutting-edge fashion news. But, with its blogs (getting catty about America's Next Top Model contestants), videos of the Fred Flare show (footage of a vacation to Costa Rica includes an airplane-shaped hotel room), and boombox (careful with the volume; the music is loud), the site just has way too much fun... and it's contagious.
Every day, websites are channeling new and fresh ways to connect with their audience. As a result, consumers don't always have to pick up the latest edition of Elle to see what to wear and how to wear it. It's all just a click away.
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