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 25 September 2017.
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. The homepage of Givenchy’s new website – givenchy.com.
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 synced 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 “a haute couture service.” Customers based out of Paris can benefit from same-day delivery or pick up their purchases directly at the nearest store.
Additionally, 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 website will be available via various platforms.
Givenchy will organize an online lottery from 25 September 2017 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 1 October 2017, in Paris.
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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.
The goal is to make the e-commerce website of the brand’s top five ones worldwide.