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Donna Karan International has re-launched its DKNY.com site as an online store managed by eFashion Solutions, featuring a selection of apparel and accessories representative of the DKNY line.
Donna Karan International has re-launched its DKNY.com site as an online store, featuring a selection of apparel and accessories representative of the seasonal themes of the DKNY line.
EFashion Solutions will manage all of DKNY.com’s e-commerce operations, including web site design, digital photography, direct marketing to consumers, online retail sales, payments and shipments.
The goal of the re-launched site is to create a lifestyle shopping environment rather than just a catalog, says Edward P. Foy Jr., CEO of eFashion Solutions.
“We’re trying to drive the customer to shop the collection instead of the item,” he says, adding that shoppers will first see outfits in their entirety and will be able to purchase whole outfits with one click. Individual items also will be available.
Donna Karan decided to convert the site to e-commerce because of the “enormous amount of traffic” it attracted even as a static site, Foy says.
“They’ve always included DKNY.com in all of their offline marketing materials, which drove a lot of traffic,” he says. “Now, we need to deliver to this traffic relevant information, products, content, etc.”
Donna Karan considers the site as a soft launch and continues to work on developing merchandising strategies, Foy says. Initially the site is offering a limited number of products but plans to offer a wider assortment beginning in the fourth quarter, he says.
Donna Karan designs, markets and distributes collections of women’s and men’s apparel, sportswear, accessories and shoes under the Donna Karan and DKNY brand names. It is part of LVMH Moet Hennessy Louis Vuitton, the world’s leading luxury goods group.