In a new tack for going direct to consumer while also supporting retailers, VF Corp.’s Lee Jeans has launched its first consumer e-commerce web site, Lee1889.com, which is dedicated to a single brand of fashion denim not also being sold in most stores. But the site also provides links to the web sites of Lee’s retail partners for its other apparel products.
Lee Jeans has deployed Lee1889.com on the StoreFront e-commerce platform from LaGarde. The StoreFront platform integrates the site’s shopping cart software into Lee’s back-end ERP software, allowing Lee to process orders, create shipping notices and update inventory from a single administrative interface.
The StoreFront system will also support Lee’s planned launch this summer of two other brand-specific web sites for Lee Dungarees, a young men’s label, and the premium brand Lee Authentics, each with links to the web sites of retail partners for other Lee products.
The three brand-specific web sites will share a common inventory and customer ordering system, supporting cross-site fulfillment management and inventory tracking, LaGarde says.
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