Business

Givenchy Sells Straight To Fashion Consumers With Dedicated E-commerce Service

Luxury fashion brand Givenchy has rolled out an e-commerce platform to sell directly to consumers. Developed with R/GA London, the platform, optimised for use across desktop and mobile, blends content and commerce. Access to the shows, and behind the scenes items, intersperses the latest designs from the retail catalogue.

The landing page features striking shots from photographer Steven Meisel. There's also a local element to the site, that can allow users to locate items available in stores globally. The brand is pushing the service as its primary shopping site. To generate further buzz, Givenchy will operate exclusives and re-editions of classic designs regularly. It will also hope to drive fans to the site through its social channels. The site launches in France and will be available in five languages in European markets in early 2018, North America and Asian markets in 2019.