High-end fashion retailers expand to ecommerce

Luxury shoe and accessory retailer Kurt Geiger will redesign its ecommerce site to enhance its online store and boost its interactive features, according to Marketing Magazine.

The news source explains that the revamped site will attempt to recreate an in-store experience and focus on media-rich content in an effort to drive sales online.

In addition, Geiger plans to offer a discount shoe website called Shoeaholics, which will offer primarily previous-season stock and slow-moving lines at a discount.

On top of its ecommerce strategy shift, Geiger also aims to take part in the mobile movement by extending the brand onto smartphones with a fully transactional mobile app, the media outlet adds.

Another fashion brand testing the ecommerce waters is that of former child stars turned fashion moguls Mary-Kate and Ashley Olsen. Their upcoming site, Style Mint, is set for a July launch. It will offer style advice, video content starring the twins and custom t-shirts designed by the Olsens themselves.

Marketing Magazine adds that Stella McCartney, LK Bennett, Harvey Nichols and Matthew Williamson are examples of other designer brands that have expanded their labels to digital transaction websites.