3/26/13

Victoria Beckham gets into e-commerce

After four years of distributing through stores, the celebrity designer adds e-commerce.

Allison Enright , Editor

Victoria Beckham—a fashion designer and former member of the now-defunct pop group Spice Girls—is now selling her high-end apparel and accessories online at VictoriaBeckham.com, a site that until now showcased her designs but didn’t sell them. Beckham launched her label in 2009.

Consumers in the United States, the United Kingdom and Europe can make purchases through the “shop” portion of the site in dollars, pounds and euros, the e-retailer says. Same-day delivery is available to shoppers in New York and London. The site sells apparel, handbags and eyewear, such as $850 aviator sunglasses. A “look” portion of the site features dozens of videos and images. Consumers choose “shop” or “look” when they arrive at VictoriaBeckham.com to enter either portion of the site.

Each product page includes a link to a “client services” page, where consumers in the United States can either fill out a form to e-mail a question or call a Los Angeles telephone number to reach a representative trained to provide style advice. The call center is staffed weekdays from 6 a.m. to 6 p.m. PST. Orders are gift wrapped.

From the product page, consumers can also click “share” and select to e-mail information about the product or share it on a variety of social media sites, including Facebook, Twitter, Pinterest, Tumblr and Google+. Consumers accessing the site from other nations see popular local social media sharing options. For example, Chinese consumers can share information on Chinese social media network Sina Weibo and Russian consumers to V Kontakte, the e-retailer says. VictoriaBeckham.com does not currently sell online to consumers in China or Russia, but  says it intends to expand e-commerce into other countries in the near future.

The e-commerce site uses the Sellect e-commerce platform and was designed by King & Partners LLC, a web design agency.

Topics:

designer brand, e-commerce, international selling, King & Partners LLC, same-day delivery, Sellect, Sina Weibo, social media, V Kontakte, Victoria Beckham, VictoriaBeckham.com

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