11/12/10

Marc Ecko’s web site adds video

The urban clothing and accessories maker’s site redesign also updates navigation.

Nesli Karakus , Senior Editor, Research

Urban clothing and accessories maker and retailer Marc Ecko Enterprises has redesigned its ShopEcko.com site aiming to make it easier for shoppers to navigate and identify its brands. The retailer, which has three main clothing lines--Ecko Unlimited, Marc Ecko Cut & Sew and Ecko Red--kept the navigation bar on the left but added more categories.

“The navigation bar was previously on the left but it was one category deep. This enabled us to launch Big & Tall, New Arrivals and Back to Basics,” says Bryon Colby, vice president of e-commerce, Marc Ecko, No. 465 in the Internet Retailer Top 500 Guide.

On the category landing pages, videos were added with images of the different brands within the category such as T-shirts, hoodies and polos.

Also added were corner flags for shoppers to identify top picks and new arrivals. The flags were added based on consumer feedback to make the shopping experience easier and also to serve customers that visit the site frequently, Colby says.

Since the changes were made, the company has received positive reviews from shoppers and conversion has shown a lift, he says.

The company, which developed the revamped site in-house, also updated the pages of its Cut & Sew clothing line that targets an older age group than the other brands. “It’s a more sophisticated background, sharper, cleaner, different fonts and has more video,” Colby says. “There’s more video to highlight product details. That attention to detail comes across on video better than flat images.”

The Cut & Sew line is also featuring a contest with celebrity Lindsay Lohan and uses augmented reality technology. Consumers can print a sheet with graphics called a glyph. With their web camera on, consumers point the glyph to the camera and they create a video by interacting with video montages of Lohan. They can submit their videos for entry in the contest which runs until Dec. 5 and will award $10,000 to the winning entry judged by Marc Ecko, music video director Melina Matsoukas and celebrity blogger Jared Eng.

Topics:

augmented reality, Bryon Colby, Marc Ecko, Marc Ecko Enterprise, navigation, site redesign, video

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