November 29, 2011, 1:32 PM

A magazine approach

Coach uses imagery in new and unique ways.

Bill Siwicki

Managing Editor, Mobile Commerce

Lead Photo

Like a train roaring into a station, a horizontal line of luxury bags zooms onto the screen of Coach.com. Shoppers can click on bags to see product details. Category pages on Coach.com are designed to look more like a magazine layout than an e-commerce site, separated into sections featuring headlines. Clicking on a product displays a window with product information and a Buy button so shoppers can transact without leaving a page. In fact, there are no product pages, reinforcing that vibrant magazine feel throughout. “Some product images are much larger than others, and important brand elements or product features are highlighted in interspersed snippets,” observes Nikki Baird, managing partner at research firm Retail Systems Research LLC. “It’s a great combination of product listing and look-book.”

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