Irrespective of this web age in which we live, many designer labels have turned their nose up at the notion of offering their collection to consumers online but some are finally caving in to the demand – including Marc Jacobs who, for the first time, is making his clothes available via an online retail store.
Luxury brands – like Marc Jacobs ready-to-wear line – have striven to retain their status and exclusivity by keeping stock available on a strict need-to-visit-the-store basis. This meant that websites engaged consumers only in a visual sense with no opportunities to actually purchase the merch… But sure enough as the recession dawned upon us and made a significant dent in the fashion industry’s bank-making ability, luxury brands were prompted to change their way of thinking.
Jacobs has come across to the www.darkside and other designer brands have begun to follow suit: Hugo Boss, Jimmy Choo, Donna Karan and La Perla.
So now arises a conflict between the designer labels and department stores as the latter introduce discounts and loyalty programs while the former offer a wider range of colours and styles online. It’ll be interesting to see who will have the last laugh, but I’m sure we’re not alone in thinking that you can’t beat a heavily discounted price. And we have infomercials to thank for that.
marcjacobs.com will open its retail store in September.
