Anna Collins is the chief operating officer of Bulletproof.
The goal of this site is to create a luxurious and engaging online environment for Ferragamo’s trunkshow and pre-order offering.
New York based ecommerce digital agency Pod1 (www.pod1.com), has recently launched the latest trunk show site for luxury italian brand Salvatore Ferragamo (http://trunkshow.ferragamo.com).
The goal of this site is to create a luxurious and engaging online environment for Ferragamo’s trunkshow and pre-order offering. Ferragamo wanted to replicate their in-store experience, allowing customers to browse and pre-order the new season’s collections before it hit the stores.
Shoppers can view the product offering in a number of different ways. She can view the full collection via standard category listing, she can also browse the Lookbook, or can view the looks in motion from edited mini-movies from the runway. Each section allows the customer to either buy the complete look, or to buy individual products from that look in her specific size and style.
The most unique and impressive element of this microsite is the ‘Style Yourself’ area. Here, the Ferragamo shopper is able to view the full collection, or can filter by category to find products she is interested in and can then start to assemble her own personalized look on the virtual, real-life model. The items are simply clicked upon and they appear on the model, styled and fitted perfectly. Layers can be replaced, accessories can be added and retracted easily and smoothly, all the while a running real-time total of the products and prices which are being interacted with are displayed alongside the model, ready for pre-order. This section was developed to really empower the Ferragamo customer - both existing and newly acquired – so she can fully engage with the collection and interpret it in her own way. The customer becomes the stylist, and any combination of desired products can be developed into stunning, true to life ‘Looks’ which can be viewed from different angles, shared across the shoppers’ social media networks and ultimately, pre-ordered.
Wardrobing and outfit-building functionality can often be executed clumsily and the outcome is unrealistic and unconvincing. We really wanted to ensure this tool was built to showcase Ferragamo’s luxury product in an environment that was fitting and deserving of the brand itself, and that ultimately would create a scenario where the customer would feel confident pre-ordering complete looks at high price-points.
Pod1 CEO & Co-founder, Fadi Shuman said: "This year we have improved accessibility for ipad/tablet users so the Style Yourself, runway and pre-order functionality can be enjoyed on this device without compromising the experience."
"We also created a standard The Collection Section to add an even simpler way to view and pre-order the collection."
"Most impressively, we updated the Style Yourself section so that handbags now appear on the models shoulder when selected, and shoes appear on the feet, giving the whole section a much more life-like feel."
This latest version has also been optimised for Tablets like the iPad. Fadi Shuman says, "Tablet's are now a bigger marketplace (and a far bigger growth opportunity) than desktop PC’s and from our research we know that the luxury shopper we are targeting uses these devices to browse and shop fashion in considerable levels. We needed to ensure the experience wasn’t diluted or affected for the tablet/iPad user to protect the integrity of the brand."
For more information on Pod1's Ecommerce services, and for further case studies please visit http://www.pod1.com/our-work