November 29, 2011, 1:32 PM

A magazine approach

Coach uses imagery in new and unique ways.

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.”

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Philip Rooke / E-Commerce

Global e-commerce: Big opportunities, but not in all markets

The CEO of an online retailer that’s actively marketing in 17 countries, with more to ...

FPO

James Kelly / E-Commerce

Google Shopping: What you don’t know can hurt you

Among other things, advertisers can’t see the search terms that don’t lead to their ads ...

Advertisement