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Gucci pushes iPad engagement with remodeled ecommerce siteBy
Luxury fashion designer Gucci is emphasizing iPad functionality, social media and video content with the relaunch of its digital flagship commerce site.
The new site at http://www.gucci.com maintains the fashion brand’s ecommerce presence, letting consumers browse through its collections of fashionwear and pushing exclusive video content through its new social media microsite, Gucci Connect. Gucci is showcasing the commerce site on iPads at its retail locations.
“I think that Gucci had a belief for some time that the Web was an opportunity for them to reach customers that don’t live in geographic areas [where Gucci has stores] and to service their existing customers who are increasingly online,” said Sucharita Mulpuru, vice president and principal analyst of ebusiness retail at Forrester Research, Cambridge, MA. “Those were all no-brainers in a lot of ways, and nothing should be shocking about that.
“This most recent redesign is really an attempt to bring in the social aspect,” she said.
Gucci is part of the Gucci Group that comprises designer labels such as Stella McCartney, Alexander McQueen, Balenciaga, Boucheron, Bottega Veneta, Yves Saint Laurent, Sergio Rossi and the flagship Gucci. France’s PPR owns Gucci Group.
The fashion brand also updated its mobile applications to include the updated functionality.
The new Gucci homepage highlights the three main collections promoted by the designer at any given time.
These collections are stacked as clickable icons along the left side of the page.
Here is a screen grab of the homepage rendered on the iPad:
The Fall Winter 2010-11 collection as well as Gucci handbags and men’s shoes currently appear as the main features on the homepage.
Consumers can check out the collections by clicking on the appropriate icons and then on “View the collection.”
A navigation bar at the top of the site includes a Gucci logo, which users can click at any time to return to the home page.
The top navigation also has shopping links for men and women and a World of Gucci link that leads to more information about the brand and its promotional efforts.
Web shoppers can also generate drop down lists from the navigation bar to find more specific category options by running over them with their mouse.
Shop Women features product categories such as handbags, shoes and fine jewelry.
Shop Men includes categories such as travel and business, wallets and watches.
Both men and women can select the ready to wear category to “shop the look” – view complete outfits of Gucci apparel – and select individual items that comprise the ensembles.
Consumers can browse through selections of items by clicking the directional arrows at either end of the page to scroll horizontally.
On individual item pages, shoppers can view product information and images, share with their friends via Facebook, Twitter or email, and add to their shopping carts.
Here is a screen grab of a product page:
Consumers can also click the “Consult a personal shopper” link and fill out a brief form to address individual questions they might have about the products.
Gucci declined to comment for this article.
The World of Gucci navigation-bar link also lets users access Gucci Connect, the site’s new social media portal.
The portal contains links to Gucci’s social media channels, including its Twitter feed, Facebook fan page, YouTube channel, podcasts, and iPhone and iPad applications.
Here is a screen grab of the Gucci Connect page on its digital flagship:
Gucci will also use its Connect functionality to broadcast videos from fashion shows featuring the company’s designs at http://www.gucciconnect.com.
Here is a screen grab of the Gucci Connect site:
Site visitors can sign up to view events, such as Gucci designer Frida Giannini’s Women’s Spring Summer 2011 show in Milan on Sept. 22.
Gucci is promoting the Web site through a multichannel effort, including a hologram window display at the designer’s retail locations, the in-store iPad stations that show off the digital shop’s functionality and an introductory video that consumers can watch at http://www.gucci.com/digitalflagship.
Additionally, Ms. Giannini has created an collection of accessories to mark the launch, available exclusively through the Gucci Web site.
Finally, Gucci has placed multiple print advertisements in the September issue of Conde Nast’s W magazine.
Here is a screen grab of one of these ads, located on the back cover of the September issue of W, with a line about the new digital flagship at the bottom of the page:
Gucci and digital
Luxury brands and retailers have slowly but surely begun to establish new media presences, and with some success.
For example, Gilt Groupe claims its iPad application accounted for 3 percent of its total sales in the first two days after its launch (see story).
Still, Gucci claims that it has been a leader in digital among luxury fashion brands.
An executive at the company said that its mobile commerce application was downloaded 600,000 times through the end of June (see story).
“I think that Gucci is definitely better off than a lot of luxury brands who don’t even have any notable ecommerce programs, or even a decent branded Web presence,” Ms. Mulpuru said. “They’re definitely one of the most accessible luxury brands online.”
Peter Finocchiaro, editorial assistant at Mobile Commerce Daily
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