Givenchy launches e-commerce
Givenchy’s new artistic director, Clare Waight Keller, is revolutionizing the brand’s digital image with a new website and the launch of its e-commerce business on September 25. The new platform, created with London-based digital agency R / GA, features functional and clean imagery, a black on white background with large alternating images in both color and black and white. In the center of the homepage, four small tiles symbolize the four Gs of the brand’s famous logo.
Similarly to the latest generation of websites, Givenchy.com offers intuitive and easy navigation, and is accessible via social media. It offers, in particular, a geolocation function, content synched with Instagram, as well as the possibility to contact a Givenchy representative directly. The site is intended to be a 360-degree dive into the brand’s universe with a variety of content (images, videos, slideshows, articles), from the runway to the archives, to products, stores and news from the house.
The idea is to reproduce online “an haute couture service.” Customers based out of Paris can benefit from same-day delivery or pick up their purchases directly at the nearest store. What’s more, they will be able to have a fitting appointment to try “exceptional pieces not available online”, the brand specified in a press release.
Each month, Givenchy’s virtual boutique, which will be managed in-house, will offer exclusive items, as well as reissued historical pieces. E-commerce will also be enriched with capsule collections from different product categories.
The cherry on the cake, Givenchy will organize an online lottery from September 25 at 10 am until September 27 at midnight, to allow three lucky winners to win an invitation to the first ever ready-to-wear fashion show signed by Clare Waight Keller, taking place on October 1, in Paris.
Givenchy’s virtual boutique will launch in France, but will be available in five languages, with openings planned in Europe (Italy, England, Germany, Spain, the Netherlands and Switzerland) in early 2018, followed by North America and Asia in 2019.
Givenchy currently operates 83 single-brand stores, including 52 shops, 22 shop-in-shops and nine outlets. The goal is to make e-commerce one of the brand’s top five stores worldwide.