Stella McCartney launches new e-boutique

Stella McCartney has launched a new designed website and ecommerce last week. The online shop is a re-launch in the US and now available in the UK before expanding in 8 more European countries by spring 2011. With a homepage featuring  drawings by artist Barry Reigate, the online shop carries an increased representation of Stella McCartney’s collections including ready-to-wear, accessories and lingerie which are also available to “shop by look”. Enhancing the customer experience, the site includes features such as “Stella’s Picks”, where the designer recommends her favorite pieces and a “What’s new” section highlighting new merchandise available online and in store.

Replicating in store retail services, the site offers the “Private Wardrobing” service, a personalized concierge style shopping service available in flagship stores. A special “Reserve in store” function that enables the user to reserve an item online and pick up at a store location of their choice will also be available.

Bringing insight to the world of Stella is “Stella’s World,” a comprehensive view into the brand through photos, flicks and quotes. Experience Stella McCartney through “What’s news” with the latest updates on the brand, “Stories” highlights special interest subjects and interviews. In “Green Me,” Stella shares her eco tips and green initiatives. Information about Stella’s favorite charities is also included in the site.

The website also links to Beauty, Adidas by Stella McCartney and the recently launched Stella McCartney Kids. Social networking via Facebook and Twitter is integrated throughout the website directly reaching the growing digital-oriented customer. A “Like” option allows visitors to tag their favorites within the site.

In addition to the launch a new iPad application featuring original content will be available soon.

Image: Stella McCartney AW10 campaign

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